The UAE is quickly becoming a hotspot for health-conscious consumers looking for convenient snack options. As the demand for healthier, on-the-go snacks grows, oat-based snack bars and biscuits are surging in popularity, especially in the UAE. Let’s take a look at what is driving this growth!

Strong purchasing power in a growing economy

With the GDP sitting at US$514.1 billion in 2023 and an annual growth rate of 3.6%, the UAE’s economy is trending upwards. The country’s inflation rate remains relatively low and their high GDP per capita of USD 48,140 places the average Emirati in a strong position to make purchases in premium product categories such as healthier snacks. This in turn, offers businesses a chance to provide these types of snack products, with a guarantee that the specific consumer market exists.

A diverse & growing population

The current reported value of oat-based snacks in 2025 is AED 171 million in the UAE. This result positions this market as a growing category in the snack industry, with a compound annual growth rate of 4.42% between 2023 and 2028. Based on this rate, the forecasted snack bar market revenue is expected to reach AED 6.72 billion by 2028. With a population of over 10.68 million (2023), the UAE is home to a large and diverse group of consumers, with a high percentage of expatriates making up a significant portion of the population. Keeping this in mind, it is important for snack companies to diversify their product and flavour range to cater to a variety of consumer needs and cultural preferences. The median age sits at around 31 years old, many of which are active, fitness oriented individuals, who run busy lifestyles and are prioritising convenience. Oat-based snacks fit perfectly in this demographic, with individually-wrapped health snacks being a leading choice for easy snacking.

The key consumer trend: Health and wellness

In recent years, there has been a significant shift in the UAE towards health and wellness, and this trend is influencing purchasing decisions. Consumers are increasingly looking for snacks that satisfy hunger and offer nutritional benefits. This is where oat-based products, packed with protein, fiber, and essential nutrients, fit into the picture. Oat-based snack bars are becoming a popular choice for consumers who are busy but still want to maintain a healthy lifestyle. As the demand for organic and low-sugar options grows, oat-based snacks stand out due to their ability to provide a satisfying and nutritious alternative to traditional snacks filled with sugar and preservatives.

The rising popularity of E-commerce

Globally, there is a growing preference for online shopping. For convenience, access to a wider range of products and faster delivery. For snack brands, this is the key to a broader consumer reach. They have the opportunity to better tailor their offerings to consumers based on their preferences and browsing cookies, using this data to showcase products that align with their online shopping behaviours. For businesses, online platforms such as Amazon, or online supermarkets simplify consumers’ shopping experience by offering delivery to their doorstep, or click-and-collect options.

The desire for luxury and premium goods

The UAE is also home to a wealthy consumer base with a strong preference for luxury and premium products. Emiratis are drawn to high quality, premium offerings, which means that the demand for premium oat-based snack bars is significant. Brands that perform better than competitors often include specific phrases on their packaging and websites, such as “organic”, “natural ingredients”, “high in fibre” and “on-the-go convenience” which attracts consumers, and increases the consumer recall of the brand.

Brands like Bayara have already tapped into this space with their “on-the-go” energy bars that combine protein, fibre, and essential nutrients. While Mondelez leads the biscuit market, their focus is primarily on mass market products, leaving a gap for premium, health-focused snack options.

Cultural considerations

As there is a wide variety of cultures residing in the UAE, some of these cultures and religions impact the purchasing behaviours of these consumers. During Ramadan, the holy month of fasting, many individuals delay their grocery shopping until after Iftar and look for specific promotions of products they can eat during this time. Additionally, with 74.5% of the population following Islam, there is a demand for Halal certified food and products. This requires businesses to ensure they cater to these religious preferences, or make adjustments to their products so all consumers can enjoy.

Summary

The growing health-conscious population in the UAE creates an exciting opportunity for oat-based snack companies, with a high demand for healthy, convenient snacks for all consumers. With a focus on health and wellness, and e-commerce platforms on the rise, it is crucial for businesses to utilise online platforms to showcase their products, and reach this significant market segment. Specifically, brands looking to highlight the luxury nature of their company should look into the UAE, with its stable economy and high purchasing power of most individuals.

We hope you’ve found these insights on the UAE market helpful. As always, if you’ve got any questions or want to discuss export opportunities for your company, feel free to drop us a line at Export Connect. We’d love to hear from you.

This blog was written by Olivia Cambouris, one of our recent 2025 interns.