The Middle East and Dubai in particular are attempting to lower overall sugar consumption by requiring clean labels and increasing the rates of sugar-sweetened beverages.

In an attempt to establish a solid foothold in the local market, the Middle East now requires all beverages entering the market to be low in sugar and have a clean label.

Due to the Middle East's and Dubai's well-known reputation for luxury and grandeur, customers are more aware of the consumption of food and beverages and have higher expectations for higher-quality products.

Since numerous dermatological studies have linked excessive sugar consumption to premature skin aging, which exacerbates problems like inflammation and collagen degradation, the motivation for sugar elimination is particularly obvious for businesses wanting to promote themselves from a beauty or wellness perspective.

The Middle Eastern region, which battles with high obesity rates and is one of the fastest-growing regions in the world in terms of sugar intake, has long been concerned about sugar.

The average daily consumption of sugar in this region, as determined by the World Health Organization (WHO), is 85g, which is significantly more than the WHO-recommended daily intake of 5g.

With a 50% tax on soft drinks and a 100% tax on energy drinks, respectively, governments in the region, including the UAE and Oman, have imposed regulations and levies in an effort to reduce sugar intakes, particularly in beverages. As a result, the average price of these sugar-sweetened beverages has increased since 2020.

Although the popularity of sugar-free drinks are on the rise, overall sugar consumption, excluding the beverage industry, remains on a high.