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Gama spoke to Mohammed Alrajhi, General Manager, Rio Food Industries Factory.
Read the full Industry Insight in the next issue of Gama News.
What are the key success factors in creating a health-oriented drinks brand?
Success in building a leading health-oriented drinks brand relies on a well-balanced combination of quality, innovation and smart marketing strategies. First and foremost, the product must be based on natural ingredients with genuine health benefits, supported by full transparency in communicating these details to consumers. Additionally, continuous innovation in flavour development, enhancing health benefits, and adapting to consumer preferences is a key pillar for achieving differentiation.
Building a strong brand identity with a clear message that reflects the brand’s philosophy also plays a vital role in gaining customer trust and turning them into loyal advocates. Lastly, investing in effective distribution channels and targeted digital marketing is crucial for reaching the right audience and firmly establishing the brand in the health drinks market.
Rio Food Industries Factory receiving the Gama Innovation Award – Best of Middle East 2024, presented by the Commercial Attaché – Royal Embassy of Saudi Arabia Abdullah AlMasoud
What major trends do you expect to shape food and drinks in the GCC in 2025?
The food and beverage sector in the GCC is undergoing a significant transformation driven by changing consumer habits and increased health awareness. One of the key trends expected to shape the industry in 2025 is the rapid growth of natural, health-focused products, as consumers increasingly seek beverages rich in nutritional benefits and free from added sugars and preservatives. Sustainability has shifted from being optional to essential, with a rising focus on eco-friendly packaging solutions and more responsible production practices.
Additionally, there’s growing demand for functional beverages that support digestive health and immunity, creating new opportunities for growth in this segment.
Lastly, technology will play an important role in shaping the industry, with advanced analytics and artificial intelligence enabling brands to customize products and meet consumer needs with greater precision.
