The Middle East has emerged as a major export target for many exporting countries internationally over the past few years, fuelled by a rising population with high spending power as well as local policy changes opening up the market.
The United Arab Emirates (UAE), led by Dubai, is undoubtedly leading the pack at the moment due to its rapid modernisation and large expatriate population, and has established many strong bilateral trade allies over the past decade.
One of these is Estonia, where both governments signed a Memorandum of Understanding (MoU) in 2024 committing to deepen cooperation in sustainable food systems, digital solutions and responsible production.
This policy alignment has seen a growing number of Estonian food and beverage products successfully make their way into the UAE market, with brands such as YOOK oat milk and Sunfly seed butters already on shelves.
Estonian Minister of Regional Affairs and Agriculture His Excellency Hendrik Johannes Terras also made a special trip to the Gulfood 2026 trade show this year to further underscore the importance of these bilateral trade ties to Estonia, where he shared more on the government’s larger export strategy to the Middle East.
“What we are seeing now [in this region] is a wider interest in a broader range of Estonian food innovations, shaped by what we call the Northern standard: an approach where purity of raw materials, smart processing, and purposeful functionality come together,” Minister Terras told us.
“This approach is gaining traction internationally, not because it follows trends, but because it delivers products that perform and resonate, whether through naturally balanced flavour profiles like sea buckthorn and Nordic berries or through innovative beverages and cultured formats that meet real needs in dynamic markets.”
At present, Estonia’s major food exports to the UAE are led by dairy, cereals, fish and seafood, but rapidly evolving consumer trends are leading this collaboration to expand further into other categories as well.
“The largest category is dairy, particularly cheese, [as well as] beverages and processed and value-added food products, supporting Estonia’s focus on higher value-added foods in the market,” he said.
“Looking ahead, we also see growing interest in products that reflect evolving consumer and buyer priorities in the region, including healthier options, clean formulation and products with clear functional benefits – These trends align well with how Estonia’s food sector works and creates practical opportunities to grow cooperation in higher value-added food categories.”
He highlighted Estonia’s major export advantages into the UAE as having originated from a clean production environment with strong agricultural provenance and made under rigorous EU food standards.
Major trends to focus on
This focus on value-added innovation ties in closely with growing regional trends that are evolving towards health and functionality.
“One of the most visible trends in this region is growing interest in healthier food options, including products with cleaner formulations, reduced sugar and salt, and more balanced nutritional profiles,” Minister Terras added.
“Another important trend here is rising demand for products with added functional value, such as foods and ingredients that naturally support nutrition, digestion, or energy. This includes growing interest in ingredients with natural functional properties, as well as products positioned around everyday wellness.”
There are also parts of the Middle East, such as in Dubai, where plant-based and grain-based products are gaining attention due to the presence of a large expatriate population, representing a clear opportunity for Estonia and other countries keen to export plant-based or grain-based ingredients.
“These products fit local consumption habits and [show major potential] in restaurants, hotels, and catering in parts of the region, [shifting from] being positioned only as alternatives, to providing valued for their good taste and everyday functionality,” he said.
“Taken together, these trends point to growing demand for food that combines health, functionality, and clean formulation with reliable quality, [which] Estonia is well placed to respond to.”
Further expansion moving forward
Given the fast progress taking place in the Middle East, Estonia is casting its sights further beyond the UAE with an eye on establishing stronger bilateral relations with more regional markets as well.
“Beyond the UAE, Estonia sees growing interest across several other Middle East markets, particularly in the wider Gulf region. Strategically, Saudi Arabia is a focus market for Estonia, reflecting its scale and its strong emphasis on food security, diversified sourcing, and high standards for imported food,” Minister Terras added.
“More broadly, Middle East markets are attractive for Estonian producers because of their emphasis on regulatory compliance, traceability, and consistent quality standards [and] we see opportunity in blending our production-focused, innovation-oriented approach with regional tastes, consumption habits, and culinary traditions here.”
