The products that fascinated me the most

We covered plenty of products through our LinkedIn series, but I wanted to highlight a couple that absolutely blew me away. These weren’t just interesting, they made me stop and rethink how food innovation is evolving. So I saved the best for last.

Sunflower seeds: Everything, everywhere all at once! 

We briefly touched upon Estonian company Sunfly for its world’s first sunflower seed milk alternative, but that’s just the beginning. Sunfly has taken a single base ingredient – sunflower seeds – and built an entire product ecosystem around it.

Typically, sunflower seeds are processed for oil, with the leftover solids repurposed as animal feed. But Sunfly is breaking that mold by using these highly nutritious byproducts to create a whole range of foods, including a dairy alternative, seed butters, protein powder, and, of course, sunflower oil itself.

Though the company doesn’t explicitly market itself as a circular food business (as far as I could tell), it has essentially optimized every part of the sunflower seed, making its operations more sustainable. With food waste becoming a major industry concern, this is a brilliant example of valorizing and commercializing what would otherwise be discarded.

I even saw Sunfly’s sunflower protein powder being used by another Estonian company, Revala, to make dairy-free ice cream mixes for the HoReCa sector. The synergy here is impressive.

Another day, another dairy alternative. But it’s not vegan!

Another dairy alternative that caught my attention was completely non-vegan, a bit of a rarity in this category. Italian egg producer le Naturelle has developed protein drinks and a dairy alternative made from egg whites. Yep, you read that right: egg milk. And you can even add it to your coffee.

At first, it sounds bizarre. But then, you remember how well eggs froth, and suddenly it all makes perfect sense. The product has been processed to remove any eggy taste and smell, so you wouldn’t even know its origins.

Eggs have had a rough time lately, thanks to avian flu, supply shortages, and skyrocketing prices. So, while this product might feel indulgent, it also represents an intriguing innovation in the dairy alternative space. 

And despite my general excitement over this product, I’m not entirely sure who it’s intended for. The milk doesn’t have a significant amount of protein (3 grams per 100 ml) or calcium (15% of the daily requirement). So maybe it’s just innovation for innovation’s sake - and I personally think people should have fun at work!

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F&B trends for 2025-26

I attended several talks during Gulfood 2025, many of which focused on key global food trends. Here are the biggest takeaways that will shape the industry in the coming years.

Adapt or die: The changing business landscape

Brian Choi from The Food Institute emphasized the rapid shifts in consumer behavior, economic conditions, and technological advancements. Many companies simply aren’t ready or able to adapt, and as a result, bankruptcies in the US are rising once again. He expects many more in the next two years, especially if brands fail to evolve with consumer needs. He also shared a new playbook for companies to follow to stay nimble and adapt - check out the next couple of images.

A major concern for consumers worldwide? Food prices. Across the board, this is the top stressor for consumers, even beyond other economic, environmental, and political worries. The problem? Wage inflation hasn’t kept up with food inflation, making affordability a dominant factor in purchasing decisions.

The 4 macrotrends defining 2025

Value Consciousness

Affordability is no longer about just low prices; it’s about getting more for your money. Consumers are looking for better value, whether that’s through larger pack sizes, multifunctional products, or premium quality at a reasonable cost. Brands need to think beyond discounts and focus on perceived value.

Premiumization

While affordability is key for many, high-income consumers are doubling down on premium products. We’re seeing this play out across F&B categories, with a push toward higher quality ingredients and specialized claims. For these consumers, premium isn’t about price. It’s about the experience and exclusivity.

Health & Wellness 3.0

The H&W trend has evolved significantly. It started with a focus on nutrition (think: protein obsession and plant-based eating), expanded to mental and emotional well-being during the pandemic, and has now shifted to ingredient transparency. Consumers are hyper-aware of what they’re putting into their bodies, driving the demand for clean-label food and drinks.

Global Flavor & Sensorial Experiences

The internet and travel have made the world smaller, and consumers are actively seeking out new global flavors. This trend isn’t just about trying international foods, but rather about immersive, multi-sensory experiences.

Snackification: The Future of Eating?

One major theme across multiple sessions was snackification, a shift that is completely transforming how we eat. Snacks are no longer just a quick bite between meals; for many, they are the meal.

Consumers, especially Millennials and Gen Z, are increasingly replacing traditional meals with snacking moments that serve different functions, whether for energy, indulgence, or focus. The definition of what qualifies as a snack is rapidly expanding. At a talk by Depesh Pankhania, R&D lead for Snacks at IFFCO Group, I learned about a fascinating TikTok-born trend: rat snacking.

Governments in this region are paying attention to these trends. In the UAE, authorities are actively pushing for healthier eating habits:

• Abu Dhabi has banned junk food in schools and now enforces strict regulations on school meals.

• Dubai Municipality launched an initiative called “Promoting Healthy Nutrition in Educational Institutions” to raise awareness on healthy habits and nutrition for students.

• In June 2025, the Nutri-Mark labelling system is expected to become mandatory in Abu Dhabi. This mark, similar to Nutri-Score in parts of Europe, will provide clear and accessible nutritional information on food products, allowing consumers to make healthier choices. 

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What I didn’t see

I admit this is kind of painting with a broad brush here, especially given the size of the Gulfood venue. But my reconnaissance covered a fair bit of the exhibition and I noticed a few gaps that stood out.

• Women’s health is a booming category globally, with products catering to PMS, lactation, and menopause, and other lifestages. But at Gulfood 2025, I didn’t see a single brand calling this out as a claim. Interestingly, I did spot a lot of shilajit, a mineral supplement known for its male fertility-boosting properties, among other alleged benefits. Coincidence? Maybe. But the contrast was noticeable.

• Plant-based products were surprisingly scarce. Other than milk alternatives (and few local brands at that), I didn’t see much plant-based innovation. Plant-based meat? Just one brand. Plant-based cheese or butter? Nowhere to be found. Given the global shift toward plant-based diets, this was unexpected.

• Solutions to tackle food waste were few and far between. In fact, this was aspect of the trade show that made me very, very uncomfortable. So many companies brought products to give out samples and showcase capabilities, but the sheer amount on display that would ultimately go to waste was staggering. Baked goods companies had donut walls - and they were real! I don’t know what happens to these products after the event, as they aren’t exactly safe to consume after being left out in the open for days. But let’s not forget that food waste is a major issue tied to climate change and food security, a theme particularly relevant to the UAE as it works to reduce its dependence on food imports.

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