News, All the Rest
Monday, February 9, 2026
Notes from Gulfood 2026 by Maroun Sarkis
Dubai has a very particular energy during Gulfood week. The city is full, the pace is fast and for a few days the global food and beverage industry seems to gather in the same place. Spending the week on the Sucafina Instant booth, talking with manufacturers, distributors and partners from across the region, a few themes came up again and again, highlighting practical business needs. The growing role of instant coffee in the Middle East is now impossible to ignore.
Instant coffee momentum in the Middle East
Our team noted that interest in instant coffee solutions still continues to grow across the region. Many of our visitors were looking to diversify their supply chains, reduce exposure to risk and work with reliable partners who can deliver consistency over time. The focus shifted towards building solid long-term partnerships rather than only looking for the lowest-priced product available.
Gulfood as a key meeting point
Having so many of the right people in one place makes quick, focused discussions far easier and allows us to spot common questions and emerging priorities across markets. In just a few days, recurrent themes, shared concerns and common priorities started to emerge, offering a clear view of how different markets are thinking about future requirements, and what factors are really driving demand.
Curiosity around liquid coffee solutions
Liquid coffee also generated a lot of interest this year. For many visitors, it remains a relatively new category, but the questions our team received were specific and practical, focusing on potential applications and where liquid solutions could fit within existing portfolios. While still early, these conversations suggested growing attention and longer-term potential.
Green coffee questions driving the dialogue
A significant share of conversations quickly shifted upstream, and many of our visitors wanted to know more about Sucafina’s sourcing and origin operations. Having green coffee expertise on the booth allowed for more complete discussions around origin, transparency and the strength of the whole supply chain.
Market volatility continues to shape how buyers are approaching the year ahead. At the same time, coffee consumption across the Middle East continues to grow, particularly among younger consumers, and overall demand is holding up well, despite broader economic pressures. More and more local distributors and trading companies are now attending Gulfood, pointing to a more competitive regional landscape.
We also see increasing presence from European roasters at the show, a testament to the growing importance of Gulfood for the global coffee community, not just the regional sector.
Looking ahead
Overall, Gulfood 2026 reinforced the importance of staying close to the market and making sure you are engaged across the full coffee value chain. The conversations confirmed that instant coffee continues to evolve, and that strong, transparent partnerships remain essential.
In an ever-dynamic market, Sucafina’s global network helps us stay close to what’s happening across origins and destinations. It allows us to support customers in navigating challenges, identifying value and making informed purchasing decisions.
Whether you attended Gulfood or not, reach out to find the right instant coffee solution for your needs: https://instant.sucafina.com/contact
See you next year in March!
Maroun Sarkis
Trader at Sucafina Instant
About the Author:
Maroun Sarkis has been with Sucafina since 2022 and works closely with customers across the MENA region. His background in distribution and logistics gives him a practical way of looking at coffee, shaped by how products move, how supply chains behave under pressure and what customers need to make things work on the ground. He enjoys being close to the market and listening to customers to turn conversations into long-term workable solutions.