Regional powerhouse challenges Southeast Asian dominance

As demand for halal food grows, the Middle East emerges as a strong competitor to Southeast Asia in global halal manufacturing. Although the majority of Middle Eastern consumers are Muslim, historically Southeast Asian countries including Indonesia plus Malaysia have been topping headlines when it comes to halal food production.

However, according to the State of the Global Islamic Economy (SGIE) 2024/25 Report, the Middle East is set to emerge as a major challenger moving forward, with many governments in the region having implemented national strategies aimed at boosting local economies plus improving local food security.

UAE youth rely dangerously on Instagram nutrition guidance

A new study revealed that nearly two-thirds of young adults in the UAE turn to social media for nutrition advice, with Instagram topping the list.

While the trend shows the growing role of digital platforms in shaping health behaviors, the study raises red flags over the lack of scrutiny toward information quality plus credibility. The study—conducted by researchers at the Research Institute of Medical and Health Sciences plus University of Sharjah—noted that these young adults focused more on how easy it was to access information, not whether it was backed by science.

Instagram was by far the most used platform, followed by Snapchat, YouTube, TikTok. Worryingly, when asked what mattered most in choosing where to get their nutrition advice online, 63.6% of students chose ease of use; only 12.6% said scientific evidence was a top priority.

Agthia faces profit decline amid weak demand

The firm posted a second straight quarterly profit drop as snack plus protein demand weakens, highlighting geopolitical plus supply challenges in the region.

Middle East food plus beverage heavyweight Agthia recently announced its H1FY2025 financial results, reporting an -11.4% year-on-year decline in revenue to AED1.3bn (US$353.9m) plus a -32.5% year-on-year decline in net profits at AED86m (US$23.4m). The firm, which remains one of the region’s largest leading food plus water manufacturers, attributed these losses to a drop in protein sales (-15.7%) impacted by devaluation of the Egyptian pound plus market pressures in Jordan; as well as snacking sales (-8.2%) impacted by the prices of dates, its main snacking ingredient.

Localization trend threatens global exporters

With the halal food sector moving towards regional manufacturing over international imports, food firms worldwide could lose stakes in the trillion-dollar industry.

Halal food is an incredibly lucrative sector, with the recent State of the Global Islamic Economy (SGIE) 2024/25 Report estimating worth at US$1.43tn as of 2023, expected to grow at a 6.2% CAGR to reach US$1.94tn by 2028. At present, all the Top 5 halal food importing markets are unsurprisingly primarily Muslim countries, but the Top 5 halal food exporting markets comprise mostly non-Muslim countries.

Angel Hair chocolate emerges as viral sensation

It’s pretty, it’s pink, and it could just give Dubai chocolate a run for its money. If you’ve been anywhere near social media lately, then you’ve likely been presented with videos of influencers dramatically breaking bars of Angel Hair chocolate apart before enthusiastically biting into them. They’re usually filmed in cars, as consumers can’t possibly wait to get home before trying them, plus include shocked reactions when the inside of the bar is revealed. The question remains whether Angel Hair chocolate represents the next big thing in confectionery.

Strategic implications for global food industry

The Middle East’s emergence as a halal manufacturing powerhouse alongside the localization trend represents a fundamental shift in global Islamic food trade dynamics. Traditional non-Muslim exporting nations—Brazil, India, the United States, Russia—face mounting pressure as Muslim-majority countries develop domestic production capabilities driven by food security concerns plus economic diversification strategies. The confluence of government-backed industrial policies, substantial capital investment, growing technical expertise positions the Middle East to capture increasing shares of the $1.94 trillion halal market by 2028, potentially displacing established international suppliers who have historically dominated the sector.

The social media nutrition advice phenomenon reveals broader challenges facing public health authorities in digitally-connected Muslim markets, where influencer culture plus convenience often supersede scientific rigor in shaping dietary behaviors. As younger generations increasingly rely on platforms like Instagram for health guidance, governments plus credible nutritionists must develop more engaging digital strategies to compete with viral content’s appeal while ensuring evidence-based information reaches target audiences effectively.

Original Article:

Neo, P. (2025, October 13). Middle East focus: Halal food production, Instagram nutrition advice + more!. Retrieved from https://www.foodnavigator-asia.com/Article/2025/09/29/middle-east-focus-halal-food-production-insta-nutrition-advice-more/