Dubai chocolate was one of last year’s major viral food hits, shining a light on Middle Eastern ingredients such as pistachios and knafeh. It’s an example of how social media and retail trends can converge, as retailers adapt to meet viral demands.
Building on this success, there are two other Middle Eastern ingredients which could tap into emerging health trends to potentially become the next big thing.
The power of dates
From one sweet treat to another, dates play a huge role in Middle Eastern culture, and also benefit from a low glycemic index. Consumers are increasingly interested in controlling their blood sugar levels to optimise their health. While this heightens interest in lower-sugar products, artificial sweeteners are falling out of favour among consumers – fueling interest in ‘cleaner’ sugar alternatives, such as dates.
Although ‘date bark’ recipes have circulated online for a while, they recently went viral on TikTok. Positioned as a healthy alternative to a Snickers bar, the process layers dates, nut butter, nuts, dark chocolate and salt, before freezing and slicing.
The popularity of such recipes demonstrates the potential for products replicating the trend and increases awareness of dates’ health benefits, which brands can tap into.
The bulgur wheat swap
Bulgur wheat is another staple of Middle Eastern cuisine with similarly low glycemic properties. Mintel research shows 63% of UK adults believe high-fibre foods keep you fuller for longer, while 56% say the same about high-protein foods. Bulgur wheat delivers both.
Educating consumers about bulgur wheat’s benefits is essential to tap into these interests. It is significantly lower in carbs than white rice, and its fibre content helps slow absorption, reducing the risk of blood sugar spikes.
The ancient grain has already gained traction as an easy and effortless rice substitute, notably in prepared salads and grain pouches, with social media influencers makig the swap in dishes such as stir fries and jollof rice. There is potential to position bulgar wheat as a healthier way to enjoy other world cuisine dishes, not just those from the Middle East.
With adverse weather likely to continue to impact future supplies of rice, consumers may need to diversify their starchy food repertoires.
While there’s no guarantee these Middle Eastern ingredients will enjoy the same levell of success as Dubai chocolate, being ’the next big thing’ can create endless opportunities. Dubai chocolate started as a simple bar, but we now see the flavour in drinks, baked goods and even sports nutrition.
Food and drink brands should tap into the health and heritage of these ingredients – and let social media do its thing.
Alice Pilkington, principal analyst at Mintel Food & Drink
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