'Unreachables' a main ingredient of 3rd Middle East Food Marketing Forum

"Each year the forum tackles issues that are of particular importance and relevance to the Middle East market," explained Chris Mullinger, Conference Director, IIR Middle East. "Young people make up a large percentage of the regional population and the focus is on their buying capacity and ability to choose foods knowledgeably and healthily."

"The fact that the Middle East is suffering from a growing epidemic of obesity and obesity related diseases is not new," Mullinger added. "The challenge is to ensure the health of the future population."

Taking up the particular challenge of marketing to the 'Unreachables' will be forum chairman Bryan Urbick, Director of Research at the UK's Consumer Knowledge Centre and KidsLink Research Ltd.

Urbick will discuss how the marketing and image of foods is proving vital in winning young consumer confidence in the 'healthiness' of a brand and 'dares' regional kids to be healthy in their choices.

"Kids issues with food are not only about nutrition, though that of course is the most talked about challenge we currently face," said Urbick. "To get to grips with the real challenge is to truly understand kids' drivers of food and beverage choice and then use this information to uncover a path towards helping kids to 'dare' to be healthy".

Also on the debate menu will be the topical issue of 'Halal Perspectives - Understanding Muslim Customers'.

According to Mullinger, the Halal food market is escalating, not just amongst Muslim nations.
"Halal food has been around for over 1,400 years but it is only in recent decades, and particularly in multi-cultural societies, that the labeling and branding of halal products has developed," he explained.

"And, with Muslims now making up close to a quarter of the world's population, it should really come as no surprise that halal is having a significant impact on global markets."
Leading the hot topic will be Hajj Abdalhamid Evans, Director of Research and Intelligence for The Halal Journal, based in Kuala Lumpar, Malaysia.

"Halal is such a multi-dimensional arena. Islam is growing in popularity around the globe and also the public's awareness of it is increasing at such a rate that we can expect to see dramatic growth in all halal sectors," said Evans.

The three-day forum will also include studies on brand building;, international trends in the food and beverage sector; a special day-long session on the challenge of obesity; one day dedicated to public issues including consumer protection and halal perspectives.