27 Feb 2024 --- The growing trend for functional ingredients, new flavors and leveraging agri-food tech is driving beverage innovation in the UAE as consumers in the Middle East embrace health, well-being and sustainability. The Middle Eastern beverage market is brimming with a variety of innovations in ambient drinks, mocktails, new flavor formats and functional ingredients. These concepts, as well as the latest consumer trends and market dynamics in UAE markets, were highlighted at the Dubai World Trade Centre event (February 19 to 23).