Dubai: Humana, a Germany-based baby food brand, is introducing a new product line in the Middle East, according to its executive president, Stefan Eckert.
Humana is part of dairy company DMK Deutsches Milchkontor, and operates in the UAE, Qatar, Saudi Arabia, Libya and Lebanon.
Since its entry in the Middle East last year with its regional partner The Principals Mena, Humana has introduced milk formula and weaning food, and on Sunday launched a line of baby care products, such as skin cream and shampoo, which will be sold at pharmacies and hypermarkets in the UAE in around two weeks time. In a year or two, it plans to bring in nutritional supplements for new mothers and babies.
When asked how the regional expansion will boost its revenue, Eckert said that the company is relatively new in the market and will focus on building their presence here.
Globally, Humana is investing €100 million (Dh482.1 million) over the next five years for its daily operations and the expansion of its production facilities, according to Eckert.
On why the company is expanding further in the region, Eckert said: “There has been a lot of acceptance [of the company’s milk formula and weaning food products] from mothers, distribution partners and retailers.”
He said that the region’s baby food market has “high potential,” driven by available income and a growing population. Research firm Euromonitor International forecast the UAE baby food market to grow from $114 million (Dh418.7 million) in 2014 to $182 million by 2019. Globally, the market is valued at around $35 billion, and has been growing by 10 per cent year-on-year over the last five years, Eckert said.
