UAE – Emirati agricultural and dairy holding company, Emirates Food Industries (EFI), has launched the Hayatna dairy brand in the United Arab Emirates (UAE).
Hayatna has a range of products such as fresh juice, long-life juice, long-life milk, fresh milk, fresh flavored milk, fresh laban, fresh yogurt, Greek yogurt, fresh cream, ethnic range, spreadable cheese, and Mozzarella cheese.
EFI is launching the milk brand under its subsidiary National Dairy LLC which is an Emirati company that provides a wide range of food products that are locally and internationally.
EFI owns the newly commissioned National Dairy Factory (ND) and two farms; National Dairy Farms (NDF), and Masaken Dairy Farms (MDF) all in Al Ain.
The two farms have a total herd size of more than 6,000 producing more than 39 million liters of milk per year and a span of 18,000 square meters of livestock housing facilities, with a fully automated production process and milking parlors.
Consumers in the United Arab Emirates spend a major portion of their incomes on white milk, due to the rising consumption of milk as a pro-health beverage in the country, raising the per capita milk consumption.
According to Research and Market, the UAE Dairy Products Market stood at USD1.66 billion in 2020 and is projected to reach USD2.47 billion at a CAGR of 6.89% by 2026 due to the increasing young population, rising health-conscious consumers, and strong per capita personal income.
Furthermore, the UAE population has increased its demand for flavored and organic dairy products, leading to a change in consumption patterns of consumers and fueling the UAE Dairy Products Market.
As a result, the UAE market has seen a number of new dairy brands launch in an effort to meet growing demand for milk and milk products.
UAE-based National Food Products Company (NFPC) launched the Lacnor brand in 2020 to capitalize on the growing appetite for new and experimental tastes and beverages that offer high nutritional values.
In 2019, Arla Foods launched its first branded organic milk in the Middle East, its biggest strategic growth market outside Europe, marking a significant milestone in its growth plan.
Additionally, in 2018, Agthia Group (‘Agthia’), one of the UAE’s leading food and beverage companies, launched ‘YOP’ and ‘Petits Filous’ drinkable yogurts for healthy alternatives to soft drinks.
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