High-value markets like the UAE offer strong growth for snacking industry due to high purchasing power, says Mondelēz MD
An exclusive with Ziad Abla, Managing Director, Gulf & Developing Markets, Mondelēz
How would you describe the current state of the snacking industry in the Gulf & Developing Markets, and what are the most significant growth markets within the region?
The snacking industry in Gulf & Developing Markets (GDM) is thriving, driven by shifting lifestyles, urbanisation, and digital engagement. Key trends include:
Convenience & on-the-go consumption: Growing demand for portable, quick snacks.
Affordability vs. premiumisation: While value is key in markets like Iraq and Yemen, premium indulgence is on the rise in the UAE, Kuwait, and Qatar.
High-value markets like the UAE, Kuwait, and Qatar offer strong growth due to high purchasing power, while markets in Levant for example present emerging opportunities as access to branded snacks expands.
How are evolving consumer behaviours — such as demand for healthier options and convenience — shaping product innovation in the snacking category?
Consumers are seeking a balance between indulgence and well-being. Our State of Snacking Report shows:
91 per cent snack daily; 81 per cent prioritise sensory experience.
60 per cent are inspired by social media to try new snacks.
73 per cent can’t imagine a world without chocolate.
Through product renovations, we continue to enhance the nutrient profile of our products across our portfolio, in addition to empowering consumers with contemporary well-being options and choices, Mindful Snacking habits and portion balance.
In light of global inflation and supply chain volatility, how are pricing strategies and cost management evolving across emerging markets?
Inflation and supply chain disruptions have impacted every industry, but for snacking, maintaining accessibility while ensuring quality remains a priority. For example, in developing markets, purchasing power is highly sensitive to price fluctuations, making it critical to offer affordable pack sizes, value-driven promotions, and localised sourcing strategies to mitigate costs.
The key to navigating these challenges is to ensure that consumers can access a variety of products at key price points without compromising brand equity.
What steps is Mondelēz taking to localise production and strengthen regional supply chains, particularly in light of recent geopolitical disruptions?
Specifically in the Gulf, we have made significant investments in our regional manufacturing hub in the Kingdom of Bahrain which serves as a key supply point for some of our categories including biscuits, powdered beverages, as well as grocery items across the Gulf region. This strategy lowers logistics costs, shortens lead times, and enables faster adaptation to local tastes.
Additionally, it drives an export capability to regions such as Australia, the Levant, Africa and Southeast Asia.
How is the rise of e-commerce and quick-commerce platforms impacting the way consumers buy snacks, and how is Mondelēz adapting its distribution strategy?
The growth of e-commerce and quick-commerce (on-demand delivery services) has fundamentally changed how consumers purchase snacks and interact with our brands . In the Gulf region, where digital penetration is among the highest globally, consumer expectations have moved from fast to instant which has pushed us to adapt how we operate to meet these demands.
We are adapting to this by strengthening partnerships with major e-commerce players to ensuring online availability, tailoring our assortment to key snacking moments, improving speed to shelf and rethinking way of working as well as investing in data-driven insights to understand consumer preferences and optimise digital marketing strategies.
By integrating digital-first strategies into its distribution model, we are working to meet consumers where they are, ensuring that snacking remains convenient, accessible, and tailored to evolving shopping habits.
With increasing regulations around sugar content, front-of-pack labeling, and nutritional standards, how is the company aligning its portfolio and reformulation efforts?
People need simple and straightforward information to help them make dietary decisions that they believe are best for them and their families. So, we:
Provide nutrition labeling on our products, according to applicable local laws and regulations.
Where space permits and when permitted by law, include information on key nutrients such as calories (energy), protein, carbohydrates, sugars, fat, saturated fat, fibre, and sodium.
Deliver meaningful information at a glance through clear labeling on relevant products.
Call for a harmonised approach to food labeling and collaborate with industry peers, consumers, and health authorities.
At Mondelēz, we’re committed to transparency and empowering informed consumer choices.
What role do product diversification and new formats (e.g., portion control, functional snacks) play in staying competitive in mature and emerging segments?
Product diversification is essential for capturing new consumption occasions, expanding into an untapped segment, and deepening brand engagement. As snacking behaviors evolve in the region, we offer consumers products that fit their lifestyle, cultural preferences, and gifting traditions, while also driving variety and personalisation. Some of these include:
Local flavours: e.g., cardamom biscuits, pistachio Kunafa.
Gifting: seasonal and cultural editions like Cadbury’s “Eid Stories” augmented reality experience.
Multi-packs & bundles: for flavour variety and better value.
These formats enhance personalisation and deepen engagement across diverse consumer needs.
How is the company integrating sustainability objectives into its regional operations — from sourcing and packaging to community engagement?
At Mondelēz, sustainability is woven into every part of our business—from how we source ingredients to how we package products and engage communities.
We’re evolving our packaging to support a circular economy by reducing material use, increasing recyclability, and supporting collection systems through active collaboration with governments and industry partners. In the UAE, we’re driving an industry-wide effort to build local recycling infrastructure and support Extended Producer Responsibility (EPR) schemes.
In manufacturing, we’re improving energy efficiency, like at our Bahrain plant, where we’re reducing emissions through a number of strategic initiatives such as for example setting up solar panels to help reach our net zero commitments.
Responsible sourcing is also central to our approach. Through our Cocoa Life programme, for example, we’re helping farmers adopt sustainable practices that protect biodiversity and boost livelihoods.
Lastly, we’re committed to community impact — partnering with NGOs and universities to empower youth and build future-ready talent across the region.
How do you view the Gulf & developing markets within Mondelēz’s global investment strategy? Are there specific markets or categories that hold the greatest potential?
GDM is a priority growth region, fueled by strong socioeconomic fundamentals and rising snack consumption. High-potential categories include chocolate, biscuits, and baked snacks. We’re investing in manufacturing, innovation, and digital commerce to drive long-term, sustainable growth across this dynamic region.
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