The Middle East market
The Middle East is facing a complex public-health crisis, marked by the burden of both undernutrition and overnutrition. On the one hand, many countries in the region struggle with high obesity rates and diet-associated chronic diseases like diabetes and hypertension. On the other, there are widespread nutrient deficiencies, including iron, calcium, vitamin D, folate, zinc and fiber. Moreover, the majority of those living in the GCC are failing to consume the recommended daily intake of fruits and vegetables.
Understanding food fortification
Food fortification involves adding essential vitamins and minerals to commonly consumed foods to enhance their nutritional value. Many Middle Eastern governments have recognized its significance and implemented various fortification policies to improve public health outcomes. For instance, countries like Saudi Arabia, Oman, Bahrain and Jordan have mandated the fortification of certain foods with vitamin B. Additionally, iodine fortification of salt is widespread across the region, yielding positive results by reducing micronutrient deficiencies significantly. Moreover, The UAE National Nutrition Strategy 2022-2031 emphasizes strengthening food fortification policies.
Despite these advancements, there is growing awareness of health and wellness within the region. Around 71 percent of consumers are now choosing healthier food options, while 41 percent are willing to pay a premium for these products (PWC Global Consumer Insights Survey 2021). Consequently, there is greater demand for healthier food. Yet, the region’s nutritional deficiencies highlights the urgent need for food fortification to be addressed by the hospitality sector as well.
The role of food fortification in the hospitality industry
The increase in demand for fortified foods in the hospitality sector is driven by public awareness and governmental initiatives. As a result, this demand has the potential to create valuable opportunities for the sector to incorporate fortified products into their offerings. By integrating fortified foods into menus, establishments can enhance meal nutrition while simultaneously maintaining the traditional flavors and cultural authenticity consumers expect. Moreover, fortified rice, bread, salt and dairy products can be seamlessly added to culinary offerings, allowing businesses to contribute to public health initiatives while catering to health-conscious customers.
Furthermore, food manufacturers have a responsibility to accelerate innovation pipelines and produce fortified foods that address regional nutritional gaps. At the same time, restaurants and food establishments must strengthen procurement policies, prioritizing nutrient-rich products in their offerings. Ultimately, by adopting these practices, a win-win situation emerges for all stakeholders involved. First, food manufacturers drive business growth. Meanwhile, the hospitality sector leads health innovation by offering healthier options. Additionally, governments can improve public health through these strategic initiatives. Finally, consumers gain access to affordable, nutritious food, contributing to their overall well-being.
For example, to address the high rate of vitamin D deficiency, food manufacturers are fortifying dairy products with vitamin D. This deficiency affects more than 80 percent of the GCC population (Singh P et al., 2019). As a result, fortifying dairy products provides an effective solution to improve vitamin D levels.
By embracing food fortification, the hospitality sector can significantly elevate consumer health while meeting the growing demand for nutritious food. Moreover, now is the time for collaboration between governments, food manufacturers and the hospitality industry to drive innovation. In doing so, they can make a lasting impact on the health of our communities.
