Sector Trend Analysis – Bread and bakery products in the United Arab Emirates

Trade of bread and bakery products in the United Arab Emirates

In 2024, global imports of bread and bakery products (excluding crispbread, gingerbread, sweet biscuits, waffles, non-communion wafers, rusks, toasted bread and similar products) totalled an import value of US$37.4 billion (10,221 thousand tonnes). Leading global import markets were the United States (20.9%), the United Kingdom (8.6%), and Germany (7.1%). Following France (5.8%) in 2024, Canada was the 5th largest importer of bread and bakery products at a value share of 4.6% and US$1.3 billion (301 thousand tonnes), growing at a CAGR of 8.1% (2020 to 2024).

Amongst the top 10 markets in the world, accounting for a total market share of 60.2%, all of these importers of bread and bakery products have been growing by a total CAGR of 12.9% (US$22.9 billion) over the last 5-year period (2020 to 2024). Leading markets with the highest import growth over this period, were Belgium at a CAGR of 17.1%, followed by the U.S. (+16.7%), Austria (+12.0%), the UK (+11.8%), the Netherlands (+11.5%), and Germany (+11.0%) - EU27 (US$15.7 billion, +12.4%).

In 2024, the UAE imported a total value of US$398.9 million (92.2 thousand tonnes) of bread and bakery food products from the world. Leading suppliers to the UAE were the United States at a market share of 14.3% (US$57.1 million), Poland at 14.3% (US$57.0 million), and Saudi Arabia at 12.6% (US$50.3 million) in 2024. Canada over the year, was the 21st largest import market from the UAE supplying a value of US$2.6 million, which has been growing at a CAGR of 3.6% (2020-2024).

The total bread and bakery import sector within the UAE grew by a CAGR of 5.0% over the review period. Leading import markets from the UAE with high value CAGRs during this period (≥32%) includes Poland, Mexico, and Spain - with declines in imports from the Saudi Arabia (−11.6%).

Retail sales in the United Arab Emirates – bread and bakery products

Total retail sales of baked goods in the UAE have been increasing at a CAGR of 7.1% from 2020 to 2025, reaching US$863.4 million in 2025. Frozen baked goods was the best performing category at a historic growth of 11.6% per year, followed by cakes (+9.8%), pastries (+7.5%), frozen dessert cakes/sweet pies/tarts (+6.3%), and dessert mixes (+0.9%).

In the UAE, retailers are seeing rising value sales driven by robust tourism within a diverse multicultural population, along with a shift back to in-store bakeries as home baking is on the decline. Consumers are seeking authentic traditional breads to premium pastries, as well as, a broad range of baked products that offer fresh and more flavourful options with a restaurant-style experience in everyday meals. At the same time, health consciousness is playing a large role in reshaping product development surrounded by higher demand in multigrain and wholegrain varieties, reduced-sugar formulations and fortified ingredient offerings that contain seeds, nuts, protein and fibre. Sustainability considerations (ie; eco-friendly packaging, locally sourced ingredients), extensive assortments availability, convenient/fresh in-store baking and competitive pricing are key trends important to busy consumers on-the-go.^{Footnote 1}

The sector is expected to continue to gain growth at a CAGR of 8.1% (2025 to 2030), reaching sales of US$1.3 billion in 2030. Sustained growth will be supported by rising consumer demand for premium and authentic products with health consciousness being a key driver to meet consumer preference for natural ingredients often found in artisanal bread - which is perceived to be a healthier alternative to mass-produced options. Reduced-sugar formulations and the use of alternative sweeteners are expected to gain traction, while competitive players can look at increasing innovations with functional ingredients and fusion flavours, to capture evolving tastes. Furthermore, this shift towards healthier and fortified baked goods hightlight the importance of manufacturers being more attentive to providing ingredient transparency and nutritional labelling on its products.^{Footnote 1}

In 2025, leading bakery companies and top brand(s) in the UAE market included Almarai Company Ltd. (L'usine, Bakemart) at a total of US$33.1 million or a 3.8% value share, followed by Modern Bakery LLC (Modern Bakery) at US$31.6 million (3.7%), and IFFCO Group (Al Baker, Hayat) at US$19.3 million (2.2%). Artisanal companies held the majority value sales (US$394.2 million) at a share of 45.7%, while private labels (US$63.5 million) held a 7.4% share and generic companies (US$32.1 million) held a share of 3.7% in 2025.

Artisanal bread continues to dominate the baked goods landscape as home baking declines, driven by cultural and heritage preferences among South Asian and Arab companies, who value traditional recipes and authenticity. The trend is supported by the country's diverse population and strong tourism sector, which sustain interest in freshly baked, unpackaged, high-quality products and heritage-inspired offerings.^{Footnote 1}

Bread trends

In the UAE, bread is the largest category within the baked goods sector, accounting for a market share of 54.7% with retail value sales that registered an annual growth of 7.4% over the previous year, to reach US$472.1 million in 2025. The demand for gourmet bread is on the rise, as consumers' seek more flavourful and unique bread options that also, offers a premium, more sophisticated experience. Gourmet bread is crafted and known for its high-quality ingredients and often uses traditional baking techniques that enhance its flavour, texture, and appeal. With how gourmet bread is made using natural starters, longer fermentation times, and specialty grains, this focus on quality and taste is appealing to the multicultural population of the UAE and aligns well with preferences of local consumers looking for elevated culinary, restaurant-quality experiences. Furthermore, gourmet breads hold appeal due to its added complexity with its incorporation of unique ingredients such as olives, herbs and specialty seeds.^{Footnote 1}

Leavened bread registered the largest sales of US$263.3 million in 2025, consisting of 59% of packaged versus 41% unpackaged leavened bread. Meanwhile, flat bread sales in the UAE totalled US$208.8 million over the year: packaged (53%) vs unpackaged (47%) flat bread.

In 2025, artisanal bread companies (US$205.8 million) held the majority 43.6% market share, along with a high share of 13.2% in private label brands (US$62.4 million) within the bread sector in the UAE. In 2025, the leading bread companies (top brands) in the UAE market were Almarai Co Ltd. (L'usine, Bakemart) at a sales total of US$23.2 million or 4.9% value share in its category, followed by Modern Bakery LLC (Modern Bakery) at US$19.9 million (4.2%), and Golden Loaf Est (Golden Leaf) at US$11.3 million (2.4%).

Pastry trends

In the UAE, retail sales of both unpackaged fresh pastries (US$123.7 million) and packaged pastries (US$53.1 million) totalled US$176.8 million in 2025. Both packaged and unpackaged pastries grew at the same rate by a CAGR of 7.5% (2020-2025), with packaged pastries expected to grow at a slightly higher rate of 7.6% (2025 to 2030) to reach overall total pastry sales of US$252.1 million in 2030.

In 2025, artisanal companies (US$123.7 million) held the majority 70% market share within the pastry sector in the UAE. In 2025, the leading pastry companies (top brands) in the UAE market were Modern Bakery LLC (Modern Bakery) at a sales total of US$9.8 million or 5.5% value share in its category, followed by Almarai Co Ltd. (L'usine) at US$7.4 million (4.2%), and Mondelez International Inc. (7 Days) at US$7.4 million (4.2%).

Cakes

Retail sales in the UAE of both unpackaged fresh cakes (US$64.7 million) and packaged cakes (US$43.1 million) totalled US$107.8 million in 2025. Unpackaged cakes grew slightly higher at a rate per year of 9.9% (2020-2025), whereby alternatively packaged cakes are in turn then expected to grow at a faster pace by a CAGR of 10.3% (2025 to 2030) to reach overall total cake sales of US$171.9 million in 2030.

In 2025, artisanal cake companies (US$64.7 million) held the majority 60% market share within the cake sector in the UAE. In 2025, the leading cake companies (top brands) in the UAE market were The Americana Group (Americana) at a sales total of US$18.9 million at a 17.5% value share in its category, followed by Mars Inc. (Galaxy/Dove) at US$9.0 million (8.4%), and Mondelez International Inc. (Barni) at US$8.4 million (7.8%).

Dessert mixes and frozen baked goods, cakes, pies and tart trends

In the UAE, dessert mixes [incl. non-pizza/savory bread doughs, liquids, powders like jelly, pudding, (non-soft serve) ice cream - no other added basic ingredients; excluding pancake mixes] at US$23.1 million, frozen baked goods (US$74.1 million), and frozen dessert cakes, sweet pies and tarts (US$9.5 million) totalled retail sales of US$106.7 million in 2025. Frozen baked goods registered the highest growth (+11.6%), followed by frozen dessert cakes, sweet pies and tarts (+6.3%), and dessert mixes (+0.9%) between 2020 and 2025. Meanwhile, overall sales of dessert mixes and all frozen baked goods types are expected to remain relatively stable or grow at a slightly higher rate over the forecast period (2025 to 2030) - to reach a combined total sales value of US$165.3 million by 2030.

In 2025, leading dessert mixes companies (top brand) with the highest sales in the UAE market included General Mills Inc. (Betty Crocker, Pillsbury) at a total of US$9.5 million or a 41.0% value share in its category, followed by Basamh Marketing Company (Al Alali) at US$3.4 million (14.9%), and Mondelez International Inc. (Royal) at US$2.3 million (10.2%).

Last year, leading companies (top brand) in the UAE market within the frozen baked goods category included IFFCO Group (Al Baker) at total sales of US$19.3 million or a 26.1% value share in its category, Kawan Food Bhd (Kawan) at US$16.4 million (22.1%), and Sahar Enterprises LLC (Al Kabeer) at US$11.6 million (15.7%).

In 2025, McCain Foods Ltd. dominated the sales in the UAE market within the frozen desserts (incl. cakes, sweet pies and tarts) category at a total of US$4.7 million, representing a total value share of 49.3%. At the same time, private labels accounted for 11.9% at a retail sales value of US$1.1 million.

Distribution channels of bakery products (off-trade)

In the UAE, store-based grocery retailer outlets had the largest distribution channel sales for bakery products at a value of US$818.5 million (share: 94.8%) in 2025. Hypermarkets (58.1%) and supermarkets (22.5%) held the majority of combined sales (US$695.9 million, 80.6%), followed by grocery retailers (US$122.7 million) such as food/drink/tobacco specialists (7.7%), small local grocers (3.2%), convenience stores (2.1%), and forecourt retailers (1.2%). Nevertheless, grocery sales within convenience stores (+12.5%) and forecourt retailers (+12.3%) experienced the highest annual growth rates between 2020 and 2025.

Hypermarkets remains the leading distribution channel for baked goods in the UAE, driven by the stores' wide product assortment and competitive pricing options. To tailor towards consumers seeking freshly baked goods throughout the day, along with quality and convenient offerings, many hypermarkets have invested in in-house baking facilities making them capable of strengthening their position against smaller retailers and specialist bakeries.^{Footnote 1}

Meanwhile, small local grocers were the most dynamic distribution channel in 2025, followed by e-commerce. On-line platform sales are becoming a convenient solution for buying a wide range of baked goods, which is the channel that grew the most by a CAGR of 16.2%, increasing from US$21.2 million (share: 3.5%) in 2020 to reach US$44.9 million (5.2%) in 2025. Various e-commerce providers have effectively leveraged their logistical networks to deliver freshness as a specific value to consumers. Q-commerce or quick commerce is a model used that accelerates rapid delivery within 30-60 minutes through third party apps such as NowNow and Talabat. Over the forecast period, e-commerce and such apps are expected to continue expanding its reach within the baked goods category in the UAE.^{Footnote 1}

Product launch and trend analysis: bread and bakery products

Mintel's Global New Products Database (GNPD) indicates that there were 561 new bread and bakery products launched (including new variety/range extension, packaging, formulation or relaunched) in the UAE between January 2021 and January 12th, 2026.

Description of above image

Product	2021	2022	2023	2024	2025	2026	Total
Sweet biscuits/cookies	50	50	58	42	40	2	242
Baking ingredients	23	35	27	27	33	0	145
Cakes, pastries and sweet goods	13	9	17	16	22	0	77
Bread and bread products	14	7	15	12	2	0	50
Savoury biscuits	7	5	7	2	3	0	24
Other baked goods	4	3	7	1	8	0	23

Total product item count: 561

Source: Mintel, 2026

Top companies launching bread and bakery products in the between 2021 and 2026 (Jan. 12th) were Loacker (13), General Mills (12), Marks & Spencer (12), Lotus Bakeries (10), and Unipex Dairy Products (10). More recently between Q1-2025 and Q1-2026, top companies launching a total of 110 new products were Do Freeze (6), Modndelez International (4), Origin Gourmet (4), General Mills (4), Gruppo Ferrero (3), and LuLu Group International (3).

Top bread and bakery brands between the same period included LuLu (11), Al Alali (10), Lotus Biscoff (9), Spinneys Food (8), and M&S Food (8). Recently, new brands launched into the UAE market for the first time in the last six months were Choco Zen (Caramel Baklawa Dark Chocolate Bar), Cartwright & Butler (Sea salted Caramel Biscuits), Arnott's Shapes Originals (Barbecue Flavoured Biscuits), and Great British Biscuits (The Bourbon Biscuit).

Leading manufacturer locations for these bread and bakery products over the five year period (2021-2026) were the UAE (58), the UK (46), Spain (29), Italy (32), Saudi Arabia (27), and the USA (25). There were no Canadian brands launched in the UAE within the top fifty locations of manufacturer over this time.

Popular or top growing flavours were milk chocolate (+100%), chocolate (+80%), and butter (+50%) [Q1-2024 and Q1-2026]. New ingredients found in these bakery goods within the last 12 months included natural Beta-Carotens, worchestershire sauce, herbal extracts, reconstituted skimmed milk, brown sugar syrup, nature identical cinnamon flavour, Kadayif, lemon extract, natural butterscotch flavour, and butterscotch. Top packaging materials/types for these bread and bakery products during the last 2 years were flexible (+65%), plastic unspecified (+75%), metalized/can film (+100%), rigid box (+100%), and plastic pp (+133.3%).

Meanwhile, top related claims associated with these bread and bakery products used on packaging the most during the last three months were vegetarian (24%), no additives/preservatives (24%), free from added/artificial colourings (21%), environmental friendly package (21%), ethical - recycling (18%), Halal (13%), Kosher (13%), and ease of use (11%). Trending claims were ethical- environmentally friendly package (+700%), ethical - recycling (+600%), free from added/artificial colourings (+400%), Kosher (+400%), and ease of use (+300%); with declining claims being alcohol free (−100%), low/no/reduced cholesterol (−100%), economy (−100%), convenient packaging (−50%), and premium (−33%) between Q4-2024 and Q4-2025.

Examples of new product launches

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For additional information on the Gulfood, please contact:

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Resources

• Euromonitor, 2026. Data statistics (2020-2030)
• Euromonitor International | November 2025. Country Report: Baked Goods in the United Arab Emirates
• Global Trade Tracker, 2026
• Mintel Global New Products Database, 2026

Sector Trend Analysis – Bread and bakery products in the United Arab Emirates
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

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