There is confusion in consumer understanding of the difference between the source of natural mineral water and bottled drinking water. There is confusion in consumer understanding of the difference between the source of natural mineral water and bottled drinking water.

While a chef’s opnion is important, Iorini says it’s purchasers who get the final say over chefs, but that it “would be nice if restaurants in Dubai start promoting various brands of water depending on chefs’ recommendation on pairing the water to food”.

In terms of still and sparkling, the former is consitently the preferred type among the region’s consumers, with Iorino commenting that in the Middle East “consumption of sparkling water is quite minimal compared to still” and Mirtova agreeing that still outsells sparking.

The situation could be changing however, according to Asaad.

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He reports: “Sparkling water always shines in the UAE market as it is a healthier alternative to carbonated drinks. This makes the sparkling water segment one of the fastest growing in the Middle East region.”

Top trends

Increasing knowledge
Monviso’s Iorini thinks “consumers are getting more aware about the properties of various brands” and that “low sodium is definitely appreciated”.

International outlook
“The current import trends show that more water brands will stream into the Middle East market,” says Horeca marketing manager Jad Asaad. He adds: “There will always be a high demand for imported water here due to factors such as the weather and lack of resources in the country.”

Fruit fusions
La Marquise’s Mirtova notices a trend for serving flavoured water in restaurants. “Bartenders like to infuse fruits, berries, vegetable and herbs into the water. Among the most popular ones you may find are cucumber, watermelon, oranges, grapefruit, lemon and lime, ginger, lemongrass, and kaffir leaves,” she reveals.