Sunday / August 25.
HomeCompaniesGulf's food import bill to cross Dh119 billion in 2017, while Prestige promotes healthy cookware with Dh300,000 promotion

Gulf's food import bill to cross Dh119 billion in 2017, while Prestige promotes healthy cookware with Dh300,000 promotion

o Food consumption in the GCC to expand at a 4.2 per cent from 48.1 million MT in 2016 to 59.2 million MT in 2021

o Consumers spending Dh250 worth of Prestige cookware/kitchenware products is guaranteed of winning something back!

26 February 2017
o Food import bill is expected to have crossed US29.17 billion in 2016

o UAE’s packaged food import bill reached US$4.3 billion in 2015

o Food consumption in the GCC to expand at a 4.2 per cent from 48.1 million MT in 2016 to 59.2 million MT in 2021


o Everyone is a winner in the promotion!

o Consumers spending Dh250 worth of Prestige cookware/kitchenware products is guaranteed of winning something back!

o The total value of gifts is Dh300,000

o The campaign will last for 10 days, from 19th February to 1st March 2017

Dubai – The food imports value in the Gulf increased at an annualised rate of 11.2 per cent to $23.6 billion in 2014, according to a latest report, and at this rate could have reach $29.17 billion in 2016 and US$32.43 billion (Dh119 billion) in 2017.

Food consumption in the GCC is expected to expand at a CAGR of 4.2 per cent from an estimated 48.1 million MT in 2016 to 59.2 million MT in 2021. This growth is primarily attributable to increase in the consumer base coupled with a higher per capita income, as the GCC economies stage a sustained economic recovery from the recent downturn.

The largest consumers in the GCC, Saudi Arabia and the UAE, were the major importers, collectively accounting for over 80 per cent of the region‘s net imports in 2014.

“The high reliance on imports poses a significant challenge for the GCC economies, given the sluggish economic environment. The Gulf countries have been constantly devising strategies and taking steps to improve local production to maintain a sustainable supply of food,” the report by Alpen Capital released on February 22, 2017, said.

“Due to the high import dependency, the GCC countries are susceptible to global food price shocks. The surge in prices in 2008 had raised food security concerns across the globe, due to a tight demand-supply situation.”

The food sector in the UAE has remained active, given the large consumer base comprising nearly 10 million inhabitants and 17 million annual international visitors, as well as its position as a major re-export hub. Several domestic and international food service providers have established brick-and-mortar presence in the country to tap the market.

With expatriates representing over 88 per cent of the population, the multi-cultural society has fostered the demand for different types of cuisines, apart from the traditional Arabic food. Factors such as influx of expatriates and business / leisure visitors are driving demand for packaged foods, a market that grew at an annualised rate of 8.2 per cent between 2010 and 2015 to US$4.3 billion.

“Healthy cooking and healthy lifestyle as well as sustainable food production and supply could help the GCC countries reduce their dependence on imported food,” Reita Thami, Business Development Manager, Element Middle East, the sole distributers of Prestige cookware in the region, commented. “That’s why, we have geared up with major retailers to promote healthy cookware, healthy food and healthy lifestyle in the UAE.”

The UAE produced over 807,000 metric tonnes of food in 2014, sufficient to meet only 10.5 per cent of its overall food requirement of 7.7 million metric tonnes.

“Production has remained almost unchanged in the five years to 2014, creating a wider food trade deficit compared to its counterparts. Dates, tomatoes, cucumber and melons are the major food items produced in the country. In addition, there are several local firms engaged in production of meat, milk and fish. Consumption of food in the country grew at an annualized rate of 4.3 per cent during 2009-2014, with consumption of cereals and fruits growing by more than 6 per cent, while that of dairy products declining,” Reita says, quoting the report.

Prestige, a UK-based leading cookware manufacturer that has launched its first major marketing promotion in the UAE with cash discounts and valuable prizes worth Dh300,000, is promoting healthy cooking ahead of the Gulfood exhibition and conference that starts from Sunday, February 26, 2017.

The campaign, which started on Sunday, February 19, 2017 will last for 10 days until March 1, 2017 at all Carrefour hypermarkets in the UAE. Customers purchasing any Prestige products worth Dh250 from Carrefour Hypermarkets are entitled to get an instant Scratch and Win coupon, in addition to the cash discounts.

Consumers will be rewarded with the Prestige kitchen hampers, Carrefour shopping vouchers worth Dh300, Dh200, Dh100 and Prestige Kitchen appliances and tools. This is the first such aggressive marketing campaign launched by Element Middle East LLC, distributors of Prestige products in the Middle East. The company, which also owns the franchise for Prestige products, plans to increase its market share in the UAE and the Middle East market.

The campaign comes at a time when the UAE witnesses strong consumer confidence, rising from 97 in 2010 to 108 in 2016 – way above the global average of 98, according to global research firm Nielson.

Health and the environment are growing concerns for consumers who are showing increased awareness. For a healthy lifestyle, consumers are advised by health experts to limit to the required amount of fat. At the launch of the cookware ranges equipped with eco-friendly manufacturing and ergonomic designs, Prestige, a UK-based leading cookware manufacturer, commits to manufacturing healthy cookware, respecting the environment and reaffirming the safety of consumers.

The non-stick coating on Prestige’s products does not require fat to be added. Its durability ensures healthy cooking on a day-to-day basis, over several years without the product’s non-stick capacity deteriorating.

All Prestige’s sites internationally comply with the environmental requirements of ISO standard 14001. Company carries out scientific studies with independent agencies which enable it to evaluate the exact environmental impacts of its business and products.

“Prestige is a socially responsible and environment friendly organisation. That is why, it cares about consumers’ health and the environment throughout its lifecycle. It therefore provides a global overview resulting in a comprehensive ecological balance sheet. Prestige guarantees safe and health-neutral cooking material,” Reita Thami says.

Today the most thorough and internationally recognized method of analysis to carry out such studies is Life-cycle Assessment (LCA), a standardized method governed by ISO 14040 and ISO 14044 standards, which is followed by Prestige for its all products. Life-cycle assessment (LCA), also known as  eco-balance analysis) is a technique to assess environmental impacts associated with all the stages of a product’s life from raw material extraction through materials processing, manufacturing, distribution, use, repair and maintenance.

Moreover, to ensure food is cooked safely, the temperature of cooking utensils must not exceed 230°C. That is why Prestige non-stick products have been manufactured in a way which shows when the ideal cooking temperature 180°C is reached.

Prestige has eco-friendly design base. It ensures that heat is diffused and controlled better and guarantees the temperature is evenly distributed. Food is therefore cooked uniformly every single time. Therefore, food cooked in Prestige is healthier.

People are now consuming more foods high in energy, fats, free sugars or salt/sodium, and many do not eat enough fruit, vegetables and dietary fibre such as whole grains. Quality cookware encourages self-cooking at home that leads to a healthy diet and longer lifespan.

“No one can produce a better cookware than us – as we bring 79 years of industry-leading expertise,” Thami says. “Prestige as a brand does not need any introduction – as it has been part of our households for decades and pushed the limits of innovation to promote healthy cooking and eating.


About Element Middle East
Element Middle East LLC is part of the Salah Group of companies, dealing in branded household products. Formed in 1999, Element Middle East is a licensee of Prestige brand for 14 countries across the Middle East.

The company has distribution network across the UAE, and supplies to all major department store and hypermarket, hotels and hotel supplies, government and semi government agencies and other keys.

Element Middle East represented products are available in all the major hypermarket chains in the region, including Carrefour, Lulu Hypermarkets, Spinney’s, Geant, HyperPanda, KM Trading, specialist stores like Sharaf DG, Emax and others. 

Based in Dubai, Element Middle East has five large warehouses in Al Quoz area. The family-owned company is owned and professionally managed by Mr. Salah Al Hashimi, and Mr. Hashim Al Hashimi.


The company deals in the following brands / products. Most of the products of the company are market leaders in their respective segments, and hence Element Middle East is recognised as one of the three top household companies, and the fastest growing distribution house (in-house wares section) in the UAE.

In addition to Prestige branded kitchenware and cookware, Element Middle East represents the following international brands.

Web: www.elementme.com and www.prestigemiddleeast.com

Premium quality Cutlery, Cloth Dryers, Ironing Board
Remington (Germany) 
Range of Gents grooming and Ladies Beauty Care products https://en.remington-europe.com/women/haircare/dryers/ and www.elementme.com

Range of heavy duty Mixer Grinders https://www.preethi.in/​ and www.elementme.com
Sweany Fackelmann
High quality of cleaning products https://international.fackelmann.de/fackelmann-it/sweany/

Cake Boss (UK)
Bakeware products https://www.tlc.com/tv-shows/cake-boss/
Helios (Germany)
Premium Quality Flasks Web: https://www.helios-wertheim.com/en

For additional information, kindly contact:
Ms Reita Thami
Business Development Manager
Element Middle East
Tel        : +9714 3530987
Mobile  : +971527655510
Email    : [email protected]

Nasir Iqbal/Rounak Nawar
Pan Asian Media
P.O. Box 39865, Dubai, UAE
Tel        : +9714 2281021
Cell       : +971504243076
Email    : [email protected][email protected]

© Press Release 2017

© Copyright Zawya. All Rights Reserved.

Via Zawya