Swedish Health currently mainly focusing on the GCC region including the United Arab Emirates, the Kingdom of Saudi Arabia, Qatar, Kuwait, Oman, and Bahrain. The region has a population of 41m and a GDP per capita of TUSD 24 (1).

The GCC region is suffering from one of the highest prevalence of obesity (>30%) and of diabetes (>20%) in the world with a steady rise of non-communicable diseases as a consequence (2). This is mainly driven by a rapid change in lifestyle over the last decades. However, awareness has been increasing over the last years and consumer interest in maintaining good health is now significant – 80% of GCC consumers now report that maintaining or improving health is of increasing importance and 75% of consumers report placing more, or significantly more, emphasis on choosing products that are simultaneously healthy and tasty than they did a few years ago (3).

Consequently, UAE and Saudi Arabia consumers are now among the top users in the world for low-fat food products, herbs and supplements etc. (4)

References
1) IMF 2012; 2) WHO; 3) Datamonitor; 4) Synnovate

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