FOODCO sets sights on greater share of UAE's AED 338 million water market

Foodco's Marketing Manager, Mr. Hagop Kassabian said: "Our brand of Hafeet Spring Water which was launched earlier this year is all set to capture a greater share of the UAE's mineral water market as we step up our brand visibility in shelves across supermarkets, self-service outlets, large and small groceries throughout the UAE."

Mr. Kassabian noted that the highest water sales in the UAE were predominantly in Abu Dhabi that makes up for 47% of the total volume of water sold inclusive of five gallon packs, followed by Dubai and Sharjah combined which account for around 38% of the sales followed by the other emirates together which make up for about 15% of the total sales.

Commenting on the packaging of the water and the sizes that are in greater demand Mr. Kassabian remarked, "The 600 ml and 1.5 ltr packs are the ones that are in great demand contributing to the value share of most brands in the business."

A remarkable trend that has emerged in the water sales in the UAE is that almost 66% of the total volume of business in the water market is handled by large and small groceries while chain supermarkets and self service outlets such as gas stations make up for 44% of the total water sales.

The water market in the UAE is extremely competitive and largely controlled by homegrown brands with international brands making up for less than 2% of the market share.

Foodco is a public shareholding entity that operates under the patronage of His Highness Sheikh Khalifa Bin Zayed Al Nahyan, the President of the UAE. The company is head quartered in Abu Dhabi with branches in Dubai and Al Ain.

Prominent among Foodco's portfolio of brands include Virginia, Shehrazade, Mubarak Basmati Rice, Hafeet Spring Water, Quick Tea, Karkade Cordial Drink, F Tissues, Al Safwa Powder Milk, Danchi Chicken, Master Food and Master Chef range of food products.