The African market is anticipated to be one of the fast- evolving markets in the region. The United Arab Emirates (UAE) aside from being the leading exporter and re-exporter of goods to African countries, stands among the top ten importers of several African products.
African ingredients and flavors are gaining momentum across food & beverages, beauty products and pharmaceuticals in the UK (Mintel, 2018). With nearly a quarter million British expatriates living in the UAE and more in the neighbouring GCC countries, the demand for these diversified food & beverage choices are expected to grow.
Alike the British expatriates, the UAE is also home to many African expatriates. With the booming economy of the African market and the rising number of African expatriates in the UAE, opportunities have been created to capitalize on accelerating demand for products with African flavors.
Supermarkets such as Hyperama in the UAE have started allocating dedicated shelf space for products from the African continent and these products are gradually being introduced and sold in the local markets. In the recent past, we also observed new online supermarkets such as OrLjaa, African Shop, African Market Dubai and African & Caribbean Market selling African products.