2024 has been a busy year, highlighting the dynamic landscape of the MENA region and how it continues to evolve in both opportunities and challenges. For the frozen food segment, I’ve seen how the diversity of the region, new technological advancements and the competitive scenario have shaped our strategies.
The MENA region is as diverse as it is dynamic, presenting a unique blend of cultures, languages, and consumer preferences. This diversity is exciting but requires a highly localised approach, as the way consumers engage with food and brands varies greatly. Specifically the GCC countries have rapidly evolving consumer behaviour driven by young, tech-savvy populations, while also coexisting with a generation looking for traditional flavours and cooking methods.
The region’s economies are growing rapidly, with an increasing disposable income and demand for high-quality and more convenient products, easy to prepare, to fit their busy routines. This growth is coupled with a booming young population eager to try new things, including innovative food products and global flavours. And this also poses challenges in understanding the various needs and preferences of such a diverse consumer base.
Technology is also impacting how consumers in the region engage with food. Social media platforms have become powerful tools for reaching younger audiences. Short-form videos, influencers, and interactive content have enabled us to showcase our products in fun, innovative ways.
We also witnessed the growing influence of digital influencers in shaping food trends and preferences, particularly among younger consumers, pushing us to invest in influence-led campaigns. The rise of e-commerce, particularly in the food delivery sector, is not only reshaping shopping behaviour but also influencing how brands communicate with consumers.
As we observed a continued rise in mobile app usage, AI-driven personalised recommendations have become part of our campaign’s execution. More consumers are turning to online grocery stores and food delivery services, and they expect a seamless, personalised experience when interacting with brands.
In the other hand, entertainment has become a central part of life in the GCC, with music festivals, sports events, and culinary experiences gaining popularity. Brands must align themselves with these cultural shifts to remain relevant, tapping into the growing interest in experiences that connect food, entertainment, and lifestyle.
For the frozen food category, the MENA market has become increasingly competitive, with global frozen food brands and emerging local players competing for consumer attention. To stand out, we needed to continuously innovate.
Brand experience has become one of our central pillars for building long-term loyalty. We focused on connecting with consumers in new, meaningful ways, especially through local food festivals and events, which allowed us to interact with consumers in person and showcase our products in ways that go beyond traditional advertising.
Additionally, we ventured into the gaming space, launching a branded gaming experience in partnership with one of the most renowned platforms in the region. This allowed us to tap into a new, digitally savvy audience and build deeper connections through interactive experiences that resonated with the lifestyle and interests of the young population. Innovation also extended to our product portfolio, where we introduced new flavours and formats that were locally inspired, reflecting the diverse culinary preferences of the region.
Looking ahead to 2025, I see this region will continue to offer both challenges and opportunities with the diverse landscape and intensifying competition, that will require marketers to think outside the box and adapt quickly, pushing us to be more creative and efficient than ever before.
I foresee that the need for local relevance, creativity in communication and consistent innovation will be more important than ever. The lessons learned in 2024 have equipped us with the knowledge and strategies to thrive, and we are confident that 2025 will be a year of continued growth and success.
By Beatriz Benedetti, Head of Marketing & Innovation – MENA, BRF
