New low-carbohydrate foods, diabetic and sugar-free foods that have swept the US made their regional debut in the UAE  during the Gulfood exhibition in Dubai.

The new products which were among the highlights of the US pavilion at Gulfood 2005, were a part of the fast-growing  market for health foods in the US.
At 756 sq  m, the American pavilion was amongst the largest of the 36 national pavilions at Gulfood 2005. The new space was  also 60 per cent larger than the American presence at Gulfood 2003, which exhibition organisers said was an expression of confidence in the exhibition’s efficiency and business potential.
“We have had a strong presence at Gulfood since the exhibition began and it has grown steadily and surely,” said  US Department of Agriculture representative and pavilion co-ordinator Mohamed Taha.
“The US food industry only takes part in major trade shows around the world, and as the Gulfood exhibition is the only international show of its kind in the region, it is important for us to be a part of it,” Taha added.
Previous US participation proved to be very successful, he added, with Gulfood 2003 generating on-site sales of $8 million and estimated long-term business worth $50 million in the food sector alone. Hospitality and food-related equipment were also showcased in a separate part of the pavilion.
The Middle East continues to be a lucrative market for American food exports, with trade between the US and the GCC countries (excluding Saudi Arabia) jumping from close to $80 million annually in 1985 to $450 million in recent years.
American food exports to the UAE, for example, are currently estimated at about $300 million annually - and that volume is expected to grow.
“We are very pleased to see that the American pavilion at Gulfood continues to thrive and that more producers from the US are using the show as their platform to this fast-emerging market,” said Helal Saeed Khalfan Al Marri, director-general of the Dubai World Trade Centre (DWTC), organisers of Gulfood 2005. “It demonstrates the importance of Gulfood in the region and the global market.
“By having key producing nations present at Gulfood, we provide industry professionals with the ability to network, keep up with trends and share innovative technologies.”
More than 55 companies were present at the American food pavilion at Gulfood 2005, exhibiting all types of fresh, frozen and dry/packaged foods including  new low-carb meals and products catered specifically to individuals with diabetes.
A number of sugar-free products, including sugar-free daiquiris, were showcased for the first time.  Concerns over health and obesity, and the runaway popularity of low-carbohydrate diets in the US have turned these specialty industries into overnight successes.
Whether it is fashion, technology or food, the Middle East is never far behind the international trend, and industry watchers speculate that these products and the low-carb lifestyle will quickly catch on in a region that is increasingly health-conscious.
The high levels of diversity, discernment and disposable income in the key Gulf cities also make the region a highly competitive market for food and one that encourages manufacturers to provide consistently top-quality products.
“For us, the main challenge in participating in this market is competition from other exporting countries,” Taha said.   “However, we appreciate the fact that there is a market for high-quality food products, which is what US products are known to be.”
Gulfood, he added, is a valuable venue for the US agricultural trade sector to access untapped markets in non-GCC regions.
“Many people visit Gulfood from the CIS countries, Africa and the subcontinent, making this a very valuable event for us,” he added. “It is definitely a one-stop shop for the industry, both for suppliers as well as buyers.”
In its 10th edition, the Gulfood exhibition has become the region’s biggest trade hub for professionals from the foodservice and hospitality sector, and impacts the palates of close to two billion consumers in the region.