Soft drinks companies across the region are enjoying a sales boom as customers seek out alternatives to traditional US market leaders Pepsi and Coca-Cola, experts at Gulfood in Dubai said.
The Middle East and Africa carbonated beverages market was worth $21.7 billion in 2024 and is projected to reach $26.3 billion by 2032, according to Market Data Forecast.
While soft drinks have historically been popular across the region, demand for big-name alternatives is being driven by the Palestinian-led Boycott, Divestment and Sanctions movement, which campaigns against brands it accuses of links with Israel, including Coca-Cola and PepsiCo, experts said.
In the UAE, there is also a big push towards healthier, sugar-free alternatives, as well as an energy drinks boom that's creating huge opportunities for companies in the industry.
On the rise
Jordan's Defaf Al-Nahrayn Company, which owns Matrix Cola, has seen a 200 per cent rise in sales since December 2023, export manager Firas Hamdan told The National.
While the company was first established in 2008, it spent more than a decade catering to the demand for affordable alternatives in underdeveloped countries in Africa. After the Gaza war began in October 2023 and boycotts gained momentum, the company saw an opportunity to expand within the region. Reports indicate PepsiCo and Coca-Cola still enjoy growth in some Middle East markets, but western beverage brands faced a 7 per cent decline in sales in the first half of 2024 across the region, according to market researcher NielsenIQ.
"In Jordan alone from April to September last year, we had a shortage because demand was so huge," said Mr Hamdan. "It started because of the boycott but after that the brand itself was already established in the market and people started asking for Matrix by name."
The brand is now available in 45 countries and at Gulfood the company has finalised a deal to distribute widely in the UAE. "We're expanding globally right now," he said, adding that over the past two days they have also been approached by distributors across the world, including India, the US and Europe.
Alsi Cola, which has been present in the Saudi Arabia market for more than 30 years, has also witnessed a surge in sales across the region, particularly in Oman and Jordan, in part due to the boycott, Ahsan Shams, sales manager of group company Coral General Trading, told The National. "We have almost 60 to 70 per cent of market share in Saudi Arabia ... and we are growing very fast in this region. We have also been approached by the American and Latin American market, even Europe," he said.
Indian legacy brand lands in UAE
Campa Cola, a flagship brand from India revived in 2023 by Reliance Consumer Products, announced its entrance into the UAE market on Tuesday at Gulfood.
Chief executive Ketan Mody said the company was keen to serve the UAE's sizeable Indian population.
“The UAE, in a way, is very similar to India whereby they always prefer heritage brands and a proposition of global quality products at affordable prices, so it works out,” he told The National.
Nida Zeeshan, a representative for Pakola, a 75-year-old soft drinks brand from Pakistan, said they’ve seen exponential growth in their home market over the past year, specifically due to the boycotts. Pakola is owned by Mehran Bottlers Limited, a manufacturer and retailer of various carbonated beverages, but it is most famous for its flagship product launched in 1950. “We've got a lot of brands in Pakistan … and all of them have had phenomenal [growth]. Some are new, some are old, but even though they'd been there for a while, they were never out there like the way they are now,” she said.
Dubai's appetite for healthier alternatives
Warwick Gird, general manager of marketing at Spinneys Dubai, said the local supermarket chain has also seen rising interest in energy drinks. “We are seeing customers looking for ‘better for you’ soda alternatives like sparkling flavoured water with zero calories or functional beverages like clean energy drinks.”
One brand trying to capitalise on this trend is Egypt’s Healthy and Tasty, which launched its aspartame and sugar-free Healthy Cola five months ago. It now has manufacturing plants in Saudi Arabia and is also in the process of setting up local production in the UAE. “The Saudi market is huge, but there is a lot of demand for health products in the UAE,” said export development director Tamer Gharib. He added that they have also received huge interest from the US and Canada during Gulfood.
Saudi Arabia’s Milaf Cola, the world’s first carbonated soft drink made from dates, also has a buzzing exhibition stand at Gulfood. The kingdom’s Minister of Agriculture officially launched the product in December as part of Thurath Al Madina, a subsidiary of the Saudi Public Investment Fund.
Meanwhile, another Saudi brand, Kinza, which launched in 2022, is a title sponsor at the Dubai event. It has seen huge demand for its products across the Gulf and is looking to distribute more widely in the UAE, although a representative told The National they have seen less interest in the Emirates when compared to other regional markets.
Dubai resident Danielle Kamar said there is a clamour for alternatives in the UAE. She started the Instagram account @heartlocal_dxb after she saw more consumers turning away from major global brands and said her followers often ask her to suggest local alternatives to Coca-Cola.
“This is the most frequent request that comes back to Heart Local for a home-grown alternative, especially during gathering seasons like the winter holidays and now pre-Ramadan,” she told The National. “There seems to be a clear appetite to replace those everyday, almost knee-jerk purchases that wouldn’t be thought of twice – like Coke or Pepsi for guests – with a UAE-born option.”
Ms Kamar now directs her followers to Shams, a UAE-made, caffeine-free organic cola that is made with only five ingredients, including agave syrup for sweetness, capitalising on these clear local consumer trends. “[It is] not only home-grown, but health-conscious, too,” she said. “I’m really glad this has been made.”
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How does ToTok work?
The calling app is available to download on Google Play and Apple App Store
To successfully install ToTok, users are asked to enter their phone number and then create a nickname.
The app then gives users the option add their existing phone contacts, allowing them to immediately contact people also using the application by video or voice call or via message.
Users can also invite other contacts to download ToTok to allow them to make contact through the app.
MATCH INFO
Rugby World Cup (all times UAE)
Final: England v South Africa, Saturday, 1pm
Founders: Abdulmajeed Alsukhan, Turki Bin Zarah and Abdulmohsen Albabtain.
Based: Riyadh
Offices: UAE, Vietnam and Germany
Founded: September, 2020
Number of employees: 70
Sector: FinTech, online payment solutions
Funding to date: $116m in two funding rounds
Investors: Checkout.com, Impact46, Vision Ventures, Wealth Well, Seedra, Khwarizmi, Hala Ventures, Nama Ventures and family offices
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COMPANY%20PROFILE
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GIANT REVIEW
Starring: Amir El-Masry, Pierce Brosnan
Director: Athale
Rating: 4/5
The specs
Engine: 2.0-litre 4-cyl turbo
Power: 201hp at 5,200rpm
Torque: 320Nm at 1,750-4,000rpm
Transmission: 6-speed auto
Fuel consumption: 8.7L/100km
Price: Dh133,900
On sale: now
Afghanistan Premier League - at a glance
Venue: Sharjah Cricket Stadium
Fixtures:
Tue, Oct 16, 8pm: Kandahar Knights v Kabul Zwanan; Wed, Oct 17, 4pm: Balkh Legends v Nangarhar Leopards; 8pm: Kandahar Knights v Paktia Panthers; Thu, Oct 18, 4pm: Balkh Legends v Kandahar Knights; 8pm: Kabul Zwanan v Paktia Panthers; Fri, Oct 19, 8pm: First semi-final; Sat, Oct 20, 8pm: Second semi-final; Sun, Oct 21, 8pm: final
Table:
1. Balkh Legends 6 5 1 10
2. Paktia Panthers 6 4 2 8
3. Kabul Zwanan 6 3 3 6
4. Nagarhar Leopards 7 2 5 4
5. Kandahar Knights 5 1 4 2
The Florida Project
Director: Sean Baker
Starring: Bria Vinaite, Brooklynn Prince, Willem Dafoe
Four stars
The Greatest Royal Rumble card
50-man Royal Rumble - names entered so far include Braun Strowman, Daniel Bryan, Kurt Angle, Big Show, Kane, Chris Jericho, The New Day and Elias
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WWE World Heavyweight ChampionshipAJ Styles (champion) v Shinsuke Nakamura
Intercontinental Championship Seth Rollins (champion) v The Miz v Finn Balor v Samoa Joe
United States Championship Jeff Hardy (champion) v Jinder Mahal
SmackDown Tag Team Championship The Bludgeon Brothers (champions) v The Usos
Raw Tag Team Championship (currently vacant) Cesaro and Sheamus v Matt Hardy and Bray Wyatt
Casket match The Undertaker v Rusev
Singles match John Cena v Triple H
Cruiserweight Championship Cedric Alexander v Kalisto
Yemen's Bahais and the charges they often face
The Baha'i faith was made known in Yemen in the 19th century, first introduced by an Iranian man named Ali Muhammad Al Shirazi, considered the Herald of the Baha'i faith in 1844.
The Baha'i faith has had a growing number of followers in recent years despite persecution in Yemen and Iran.
Today, some 2,000 Baha'is reside in Yemen, according to Insaf.
"The 24 defendants represented by the House of Justice, which has intelligence outfits from the uS and the UK working to carry out an espionage scheme in Yemen under the guise of religion.. aimed to impant and found the Bahai sect on Yemeni soil by bringing foreign Bahais from abroad and homing them in Yemen," the charge sheet said.
Baha'Ullah, the founder of the Bahai faith, was exiled by the Ottoman Empire in 1868 from Iran to what is now Israel. Now, the Bahai faith's highest governing body, known as the Universal House of Justice, is based in the Israeli city of Haifa, which the Bahais turn towards during prayer.
The Houthis cite this as collective "evidence" of Bahai "links" to Israel - which the Houthis consider their enemy.
'The worst thing you can eat'
Trans fat is typically found in fried and baked goods, but you may be consuming more than you think.
Powdered coffee creamer, microwave popcorn and virtually anything processed with a crust is likely to contain it, as this guide from Mayo Clinic outlines:
Baked goods - Most cakes, cookies, pie crusts and crackers contain shortening, which is usually made from partially hydrogenated vegetable oil. Ready-made frosting is another source of trans fat.
Snacks - Potato, corn and tortilla chips often contain trans fat. And while popcorn can be a healthy snack, many types of packaged or microwave popcorn use trans fat to help cook or flavour the popcorn.
Fried food - Foods that require deep frying — french fries, doughnuts and fried chicken — can contain trans fat from the oil used in the cooking process.
Refrigerator dough - Products such as canned biscuits and cinnamon rolls often contain trans fat, as do frozen pizza crusts.
Creamer and margarine - Nondairy coffee creamer and stick margarines also may contain partially hydrogenated vegetable oils.
Company Profile
Name: Thndr
Started: 2019
Co-founders: Ahmad Hammouda and Seif Amr
Sector: FinTech
Headquarters: Egypt
UAE base: Hub71, Abu Dhabi
Current number of staff: More than 150
Funds raised: $22 million
Our legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
BMW M5 specs
Engine: 4.4-litre twin-turbo V-8 petrol enging with additional electric motor
Power: 727hp
Torque: 1,000Nm
Transmission: 8-speed auto
Fuel consumption: 10.6L/100km
On sale: Now
Price: From Dh650,000
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UAE currency: the story behind the money in your pockets
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The Vile
Starring: Bdoor Mohammad, Jasem Alkharraz, Iman Tarik, Sarah Taibah
Director: Majid Al Ansari
Rating: 4/5
VEZEETA PROFILE
Date started: 2012
Founder: Amir Barsoum
Based: Dubai, UAE
Sector: HealthTech / MedTech
Size: 300 employees
Funding: $22.6 million (as of September 2018)
Investors: Technology Development Fund, Silicon Badia, Beco Capital, Vostok New Ventures, Endeavour Catalyst, Crescent Enterprises’ CE-Ventures, Saudi Technology Ventures and IFC
Infiniti QX80 specs
Engine: twin-turbocharged 3.5-liter V6
Power: 450hp
Torque: 700Nm
Price: From Dh450,000, Autograph model from Dh510,000
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French business
France has organised a delegation of leading businesses to travel to Syria. The group was led by French shipping giant CMA CGM, which struck a 30-year contract in May with the Syrian government to develop and run Latakia port. Also present were water and waste management company Suez, defence multinational Thales, and Ellipse Group, which is currently looking into rehabilitating Syrian hospitals.
How to avoid crypto fraud
- Use unique usernames and passwords while enabling multi-factor authentication.
- Use an offline private key, a physical device that requires manual activation, whenever you access your wallet.
- Avoid suspicious social media ads promoting fraudulent schemes.
- Only invest in crypto projects that you fully understand.
- Critically assess whether a project’s promises or returns seem too good to be true.
- Only use reputable platforms that have a track record of strong regulatory compliance.
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UAE currency: the story behind the money in your pockets
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
THE SPECS
Engine: 3.6-litre V6
Transmission: eight-speed automatic
Power: 285bhp
Torque: 353Nm
Price: TBA
On sale: Q2, 2020
The biog
Name: Salvador Toriano Jr
Age: 59
From: Laguna, The Philippines
Favourite dish: Seabass or Fish and Chips
Hobbies: When he’s not in the restaurant, he still likes to cook, along with walking and meeting up with friends.
Citadel: Honey Bunny first episode
Directors: Raj & DK
Stars: Varun Dhawan, Samantha Ruth Prabhu, Kashvi Majmundar, Kay Kay Menon
Rating: 4/5
WHAT IS A BLACK HOLE?
1. Black holes are objects whose gravity is so strong not even light can escape their pull
2. They can be created when massive stars collapse under their own weight
3. Large black holes can also be formed when smaller ones collide and merge
4. The biggest black holes lurk at the centre of many galaxies, including our own
5. Astronomers believe that when the universe was very young, black holes affected how galaxies formed
The%20Roundup
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Moon Music
Artist: Coldplay
Label: Parlophone/Atlantic
Number of tracks: 10
Rating: 3/5
Read more about the coronavirus
Specs%3A%202024%20McLaren%20Artura%20Spider
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'Fantastic Beasts: The Secrets of Dumbledore'
Rating: 3/5
Directed by: David Yates
Starring: Mads Mikkelson, Eddie Redmayne, Ezra Miller, Jude Law
ESSENTIALS
The flights
Emirates flies direct from Dubai to Rio de Janeiro from Dh7,000 return including taxes. Avianca fliles from Rio to Cusco via Lima from $399 (Dhxx) return including taxes.
The trip
From US$1,830 per deluxe cabin, twin share, for the one-night Spirit of the Water itinerary and US$4,630 per deluxe cabin for the Peruvian Highlands itinerary, inclusive of meals, and beverages. Surcharges apply for some excursions.
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What are the influencer academy modules?
- Mastery of audio-visual content creation.
- Cinematography, shots and movement.
- All aspects of post-production.
- Emerging technologies and VFX with AI and CGI.
- Understanding of marketing objectives and audience engagement.
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UAE currency: the story behind the money in your pockets
Analysis
Members of Syria's Alawite minority community face threat in their heartland after one of the deadliest days in country’s recent history. Read more
Islamophobia definition
A widely accepted definition was made by the All Party Parliamentary Group on British Muslims in 2019: “Islamophobia is rooted in racism and is a type of racism that targets expressions of Muslimness or perceived Muslimness.” It further defines it as “inciting hatred or violence against Muslims”.
