Today's Edition
MUDHI ALOBTHANI (ABU DHABI)
Across the United Arab Emirates, the "Made in the Emirates" label has evolved from a mark of origin into a powerful badge of quality, health and national pride.
From family grocery runs to commercial procurement, UAE residents and local businesses are increasingly prioritising home-grown products over imported alternatives.
For everyday shoppers, the shift towards local produce is driven by a focus on health and freshness. Shahad Alhefeiti, a local consumer, highlights health benefits and lower reliance on preservatives as primary reasons for choosing UAE products.
"I feel more excited to buy UAE-made products because I believe they are healthier," Alhefeiti explains, pointing to fresh produce like locally grown cucumbers and tomatoes, as well as Mleiha dairy and flour.
This deep-rooted trust in local manufacturing spans across generations and sectors. Shahad’s father, Khaleifa Alhefeiti, relies on Emirati industrial manufacturing, specifically opting for water-cooled air conditioning systems from Tabreed due to his complete trust in local engineering and a desire to support home-grown enterprises.
That sentiment of trust is shared widely by UAE consumer Waleed Alobthani, who notes that the national label has built an unbeatable reputation in both the food and industrial markets.
While consumers were historically drawn to heavily advertised international brands, recent years have seen a massive shift toward local goods — ranging from Sharjah’s organic lines, Zulal, Al Ain, and Mleiha products, to heavy industrial leaders like Emirates Steel and RAK Ceramics.
"Products carrying the 'Made in the Emirates' logo have become a brand of high quality and reliability", says Alobthani. "Local products are a point of pride. They offer high quality, continuous availability, and real value. Today, we proudly see our national products competing on global shelves”.
The demand for local goods extends beyond household kitchens into the commercial food and beverage sector. Maryam Ali, Head of Management and Marketing at the local brand Dots Café, emphasises that proximity, freshness and supply chain consistency make UAE-manufactured ingredients an ideal choice for businesses.
"Quality comes first, followed by trust in the source and supply continuity”, Ali says. "Being closer to the market allows us to receive fresher products much faster. Local brands like Al Ain Farms, Al Rawabi, Marmum, Al Rawdah, Al Ajban and Golden Eggs provide a level of quality and freshness that makes them a primary choice, not just an alternative to imported items”.
Crucially, consumers and businesses alike expressed a clear willingness to pay a slight premium for UAE-made items, viewing the decision as a direct investment in the national economy.
"If the price difference is not too large, I will always choose the UAE-made product," says Shahad Alhefeiti. Ali agrees from a business perspective: "Value matters more than just choosing the cheapest option. If an Emirati product offers superior quality and consistency, we are more than ready to pay a slight difference to support local suppliers”.
