This report compares the UAE recipes industry’s Q4 performance in 2021 and 2022. It covers trends and predictions for 2023, along with changes in traffic volume, website traffic shares, channel usage, user intent, and keyword searches across the sector.
Growing interest in cooking is an important factor in the recipes sector. Consumers interested in healthy eating and healthy food often look for recipes that match those preferences. The pandemic also encouraged more people to cook at home, leading many users to rely on recipe applications. The changes in consumer behavior that began during the pandemic remained significant after its effects eased.
According to Statista, the graph above shows annual per capita spending on all food and beverages in the United Arab Emirates from 2014 to 2018, with forecasts through 2023. In 2018, annual per capita spending on food and beverages in the UAE was approximately USD 14.5 thousand and was projected to reach approximately USD 17.8 thousand by 2023.
The recipes sector is growing and becoming more varied, which is increasing search volumes. Internet trends also affect user searches and demand. In this industry, organic traffic is often the first priority, followed by direct traffic, which makes SEO an essential marketing strategy. Building brand awareness is also necessary to increase direct traffic. Audience analysis should account for expatriate communities in Abu Dhabi and Dubai, the regions with the highest recipe search volumes. Content strategies should therefore include material suited to the cultures of the immigrant audiences living in these areas.
