Agthia is without doubt one of the largest meals and beverage producers within the area, and is greatest recognized for its prowess within the bottled water class, as that is the place lots of its improvements have taken place in through the years.

“Through the years, we’ve discovered that innovation is extra than simply formulation and reformulation – [there is also a lot of potential] in segmentation, “Agthia Government Vice President (Progress & Classes) Ahmad Yahya informed the viewers on the latest Digital Seminar of Future Meals CEO’s Thought Management Sequence on Innovation.

“We made this innovation in quite a lot of classes, from flour to bottled water. Dwelling right here within the Center East, there are numerous alternatives to innovate based mostly on shopper segmentation based mostly on cultures and geographies, as we serve the wants of shoppers from Arab international locations to Central Asia and lots of different areas. .

“There isn’t any one-size-fits-all possibility right here – everybody desires differentiation [and this] will be expressed as completely different merchandise. [For example], we’ve a variety of flour [under the Grand Mills brand] with 24 SKUs, a few of which have been developed on the idea of various segments right here within the Center East resembling for the Pashtun individuals, or Arab bread flour and so forth. The significance is to divide and see how one can add worth for every phase.

“As well as, we’ve additionally made loads of our improvements in bottled water [based on segmentation] – that is how we developed the excessive purity Al Ain Bambini bottled water vary for infants, concentrating on a necessity for fundamental water purity with out sodium, fluorine, bromates, nitrates, and many others.

“That is notably related right here within the Center East as we’ve one of many highest beginning charges on the planet, so water that’s gentle for infants’ stomachs and that can be utilized with toddler formulation is a really relevant innovation and an instance of how segmentation can be utilized for innovation, as an alternative of simply reformulating to cut back or add vitamins. “

Well being and well-being are additionally vital

One other space of ​​segmentation that Ahmad describes as being of serious significance is that of the phase of shoppers in search of well being and premium merchandise, particularly because the pattern in well being and wellness is on the rise within the area.

“Customers discover that well being and wellness are more and more vital right here, particularly with the notice that noncommunicable illnesses are chargeable for over 60% of deaths within the Center East, that greater than 30% of individuals within the GCC are overweight and Center Jap international locations occupy 5 of the highest ten locations for the prevalence of diabetes on the planet ”,He mentioned.

“As such, shoppers are altering to put extra significance on this, as are regulatory methods, so innovation wants to maneuver in that course as properly.

“Agthia’s Al Ain Zero sodium-free bottled water is an instance of innovation right here that has mixed well being and premiumisation, as is our vitamin D fortified water. Many individuals within the Center East don’t get sufficient vitamin. D as a result of we regularly keep inside, however up to now nobody has managed to create enriched water like this with out affecting the colour and style.

Style is one other space he emphasised, saying that whatever the well being advantages, shoppers will inevitably proceed to hunt style as an vital buying issue.

“Individuals know the statistics and well being figures, however do not wish to compromise on style, which is comprehensible as we aren’t within the medical enterprise and folks all the time wish to indulge so style is every part, “Ahmad mentioned.

“So the innovation right here could be very very similar to a seesaw – there’s a have to stability each style and diet / well being for innovation to work, which is actually a troublesome job.”

Requires sustainability

It was additionally identified that sustainability issues are rising quickly within the Center East, particularly in terms of lowering the carbon footprint.

“Issues about sustainability are additionally more and more vital, which is why innovation should even be taken under consideration right here.”Ahmad mentioned.

“This is the reason Agthia has additionally simply developed the Agthia plant bottle which is produced from 100% vegetable sources, is 100% compostable, biodegradable, renewable, recyclable and compostable. The important thing factors listed below are that it reduces CO2Emissions and vitality for manufacturing 60%.

“This innovation is in fact not with out its challenges – for instance, the shelf lifetime of this bottle continues to be a lot shorter than common plastic bottles at simply two to a few months as an alternative of the conventional 18 months – however it’s. begin, it has received a number of awards, and it’ll attraction to environmentally acutely aware shoppers, which can also be an vital facet of innovation. “

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