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Gulfood outlook: What the Middle East really wants from U.S. cheese

Saeid Shokravi

Saeid Shokravi is CFO of Talmera USA Inc., a U.S.-based international distributor of dairy products and ingredients. MERA Foodservice is a division of Talmera specializing in foodservice solutions. He is a guest columnist for Cheese Market News®.

Two locations, a bigger than ever dairy hall and thousands of visitors: Gulfood 2026 was bigger and better than ever. If there is one key takeaway from the many handshakes and samples we shared with visitors, it is that the Middle East is an exciting, sophisticated and demanding food destination searching for unique products and gourmet experiences. Here is what we learned from the visitors to our booth and what it means for U.S. cheese exporters willing to pay attention.

We were expecting the occasional inquiry for cottage cheese; like Ricotta and other less common products, there are always a few people looking for them. But we were not expecting just how often the conversation turned to cottage cheese. It’s a clear signal that the health and wellness trend has well and truly hit the region.

Even beyond cottage cheese, there was a strong interest in high-protein products across the board. Visitors were going beyond taste to ask whether our cheeses could fit into fitness and lifestyle regimes of increasingly health-conscious consumers. Cheese tasting good is great, but cheese that does something for you is even better.

The conversation evolved beyond just protein. There is a growing awareness and desire for the newest buzzword in nutritional circles — fiber. While nutritionists have long purported the importance of fiber, the average health-conscious consumer has likely seen it coming across their social media feed more frequently lately. And the Middle East is no exception. Visitors talked about the need for meals and snacks that delivered both satiety and digestive health. There are a lot of opportunities for U.S. cheese producers here, particularly in messaging. A lot of cheese products are naturally high in protein, meaning simply calling this out in packaging and promotions is an easy way to grab more market attention. Also, by showing how cheese can be a part of a complete, balanced, “gut-healthy” meal — such as paired with whole grain crackers, as a topping on a fiber-rich salad or incorporated into a veggie bake — the industry can align itself with the growing health priorities of Middle East consumers.

Additionally, the demand for convenience is impossible to ignore. With busy, urban lifestyles, supermarket shoppers are looking for high-quality, portable snack options. The interest in portion-controlled cheese snacks was certainly present — bonus points if they also offered protein or fiber.

On-the-go, healthy consumption can rival the traditional chips and candy snack aisle. U.S. exporters that are willing to invest in formats for convenient consumption have an opportunity to swoop into an expanding market segment dominated by less nutritious alternatives.

Conversations across the show highlighted flavored cheeses. Talmera showcased over 100 specialty cheeses from around the U.S. including flavored Cheddars, Goudas and Jacks. Buyers weren’t just looking for classic Cheddar or Mozzarella; they were asking about cracked pepper, truffle-infused varieties, Mediterranean herbs and even spicy pepper blends that might appeal to exploratory local palates. There is a genuine interest in innovation and uniqueness. Customers are constantly looking for something new and eye-catching on a menu or store shelf.

Other discussions at the event focused on how themed dining experiences are becoming increasingly popular throughout the region. Social scenes in cities like Dubai, Doha and Abu Dhabi are mature and heavily frequented, with restaurants and bars constantly looking for something unique to draw in crowds and distinguish themselves in a saturated market. Sophisticated, shareable food experience curators are searching for interesting flavor profiles, cheeses that tell a story and curated cheese boards. They want to partner with suppliers who can lend their expertise to create memorable moments for restaurant guests, acting as suppliers of both cheese and knowledge.

The demand for smaller quantities or higher-value cheeses is great for the U.S. cheese industry. These products not only offer higher value, but also are an area where the U.S. leads and shines. They provide restaurant chefs with innovative ingredients to incorporate into evolving menus and serve as excellent options for presentation. For U.S. exporters, this is an invitation to present American cheese as an artisan product, focusing on limited runs, seasonal specialties and innovative offerings that catch attention.

Beyond the cheese itself, there was a range of exhibitors focused on traceability. We have long noted that Middle Eastern consumers are less concerned about the sources of their products, beyond the country of production, compared to American consumers. Likely due to the need to import significant amounts of food to sustain regional populations, the idea of “shopping local” is difficult to impossible. But tides appear to be changing as interest in food traceability and sourcing grows in the Middle East. Verifiable data about the supply chain is a potential value-builder. The industry should embrace this level of transparency, allowing customers to see where their product is coming from and understand the process it took to get it to them. As traceability expectations rise, suppliers who can support transparency will be better positioned.

Walking away from Gulfood 2026 we feel optimistic about the future of U.S. cheese in the Middle East. The conversations at our booth confirmed that this region is hungry for quality, authenticity and innovation. The buyers we met with are well-tuned with not only their customers’ evolving desires but also global trends and their impact in the region. They are looking for partners that go beyond simply being a vendor. U.S. exporters who can deliver on high protein, bold flavors and traceable stories will find a destination ready for what the U.S. has to offer.

CMN

The views expressed by CMN’s guest columnists are their own opinions and do not necessarily reflect those of Cheese Market News®.

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