BEVERAGE INGREDIENTS PETplanet Insider Vol. 24 No. 12/23 www.petpla.net 26 Pioneering health benefi ts, functionality and new fl avour profi les Beverage trends in the Middle East Across the globe, the quest for healthier, more sustainable living has had an enormous impact on the beverage sector. Consumers are more confident in actively seeking a healthier lifestyle, creating rising demand for beverages that offer more than just hydration. In their pursuit of a more wholesome way of life, empowered consumers express their needs distinctly – from sugar reduction to functionality. Companies like Döhler are responding to and encouraging these healthier consumption habits. Modern consumer lifestyles require more than just a drink – beverages serve as supplements for a better human nutrition. Döhler offers a comprehensive portfolio of natural and sustainably sourced ingredients and ingredient systems that are the basis for creating healthy and tasty beverages with functional benefits and less sugar. In line with its ‘sustainable by nature’ ethos, Döhler places great importance on natural sourcing and sustainable production processes, reinforcing the industry’s progress towards a more sustainable, healthcentric future. Saudi Arabia: sugar-reduced drinks Sugar consumption has long been a topic of global concern. Saudi Arabia’s residents rank among the world’s largest consumers of calories from sugar-sweetened beverages (SSBs) – an alarming trend which could further fuel the increasing rates of obesity in the region. Recognising the gravity of the situation, and following on from the sugar tax introduced in 2017, in August 2022, the Ministry of Education imposed a ban on soft drinks in schools due to their excessive sugar content. With the tide turning against high sugar content, the juice sector – a prominent player in the beverage industry – is in the midst of a revolution. A rising number of juice manufacturers are recalibrating their product portfolios, incorporating healthier variants such as no-added-sugar options. This shift towards healthier products was evident in 2022, when coconut and other plant waters emerged as top performers in Saudi Arabia, with off-trade volume sales growing by 6% to 1.8 million litres (source: Euromonitor). Alongside traditional sweeteners, Döhler offers products for sugar reduction that allow a substantial and natural reduction in sugar content. These alternatives include not only caloric sugar reduction options such as fruit, vegetable and fermented juices, but also non-caloric taste modulation products like natural essences from the MultiSense Flavour collection: MultiSense Mouthfeel, MultiSense Sweet and MultiSense Masking. MultiSense Sweet offers the potential to cut sugar by up to 30%, eliminating the need for extra sweeteners. It is claimed to heighten the sweetness profile and texture of products by enhancing their primary and overall sweet taste. MultiSense Mouthfeel essences offer a rich and authentic taste sensation, ensuring that beverages with less sugar do not taste diluted. MultiSense Masking is the perfect addition to sweeteners and can hide the characteristic aftertaste of products like stevia. Egypt: functional bottled water The growing aversion to artificiality in beverages promises rising demand for bottled water, with innovative segments like functional bottled water emerging as frontrunners. Healthconscious consumers – especially those who prioritise staying hydrated throughout their day – are now looking for added functional value in their water. In Egypt, functional bottled water sales surged by 15% in 2022, resulting in 40 million litres in off-trade volume sales. As bottled water gains momentum, the beverage market is not seeing a corresponding decline in CSDs and juice drinks. Instead, there is a growing trend for integrating functional benefits into these categories. Not-from-concentrate (NFC) juices resonate with consumers seeking higher nutritional value. Retailers are adapting swiftly, providing more shelf space to beverages that respond to health-focused consumers’ demands. This includes drinks with claims of
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