What Happened in 2024 in MENA’s F&B Space?
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Stop everything and grab a plate—2024 was a year the MENA food and beverage industry served up innovation viral moments hotter than a freshly baked manakish.
Sustainability: MENA’s Green Revolution
In a region where tradition meets innovation, sustainability took over. From farm-to-table restaurants in the UAE to eco-friendly initiatives in Saudi Arabia, the push for greener operations became a key focus. Local sourcing saw a boom, with more chefs using regional staples like za’atar, dates, and camel milk.
A study revealed that 68% of MENA diners prefer dining at restaurants with sustainable practices, and businesses implementing waste-reduction strategies reported a 15% drop in costs.
The Takeaway? Restaurants should be highlighting locally sourced ingredients, like fresh Levantine herbs or Maghrebi spices, on their menus. Label dishes with origins like "Jordanian-sourced za’atar" or "Saudi-grown dates" to connect with customers.
The Viral Dubai Pistachio Chocolate Craze
2024 was all about pistachio chocolate. This Dubai-born dessert, featuring creamy pistachio paste and knafeh-infused milk chocolate wrapped in edible gold, became the year’s most viral food item. It dominated TikTok and Instagram, with over 100 million views on #DubaiChocolate.
What happened to the industry?
Restaurants adding the pistachio chocolate to their dessert menus reported 40% increases in sales. Suppliers and distributors scrambled to source pistachios, driving innovation in sourcing from alternative markets like Iran and Lebanon.
Was it the pistachios? Or just FOMO? Whatever it was, this dessert turned chocolate into the new oil.
Our Advice? Jump on viral trends. Test new dishes and introduce limited-edition items to ride the wave. Or better, create your own “Insta-dessert” by giving a traditional dish a modern twist.
Tech Transformation: From Kitchens to Qahwa
Tech became the star of MENA kitchens in 2024. Cloud kitchens in Saudi Arabia and the UAE used machines to help prep and deliver meals faster than ever. Even traditional qahwa joints got a tech upgrade, with digital loyalty programs and app-based ordering.
- Restaurants: Start small with tech—think QR code menus and analytics tools for customer behavior insights.
- Suppliers: Integrate tracking and AI solutions to offer real-time inventory updates to clients.
Fusion Food and Plant-Based Dining in MENA
MENA’s love for fusion food reached new heights in 2024. Shawarma tacos, za’atar sushi, and kunafa ice cream sandwiches popped up on menus across the region, blending global tastes with local favorites. On the plant-based front, vegan spins on classics like falafel, kebabs, and even plant-based kofta gained traction.
Sales of plant-based products in the MENA region grew by 20% in 2024, with UAE leading this trend.
Restaurants should always continue to innovate. Experiment with mashups like harissa pizza or tahini brownies to keep menus fresh.
Suppliers should be looking into supplying trending plant-based ingredients like chickpea flour, vegan cheeses, and alternative proteins.
Supplier Challenges and Innovations
In a year filled with growth, MENA suppliers faced hurdles like rising costs and shipping delays. However, innovation saved the day. Blockchain technology was adopted to track the origin of ingredients, and suppliers focused on sourcing directly from local farms to mitigate delays.
Our advice to manage these hurdles? Suppliers need to diversify their sources to make sure that they have a consistent supply during disruptions.
Restaurants: Build strong partnerships with multiple suppliers to reduce dependency on any single source.
Final Thoughts
MENA’s food scene in 2024 proved that blending tradition with innovation works. From the viral Dubai Pistachio Chocolate to AI-driven kitchens, the region embraced its role as a global culinary leader. If this year was anything to go by, 2025 promises even more.
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