Gulfood 2026: Key Takeaways and Emerging Trends 

Among the team members on our booth at Gulfood 2026 was Maroun Sarkis, Trader at Sucafina Instant. In this article, he reflects on the key themes and main talking points that shaped conversations at this year’s show.

Gulfood: A Key Meeting Point  
Dubai has a very particular energy when Gulfood is in town. The city is full, the pace is fast and for a few days, it feels like everyone in the food and beverage industry is all in one place. With so many coffee professionals present, Gulfood is an efficient forum for focused discussions and for spotting emerging priorities across markets.  

Having both green and instant coffee expertise on our booth made for more complete discussions around sourcing, transparency and the strength of the whole supply chain. In just a few days, recurrent themes, shared concerns and common priorities started to emerge, offering a clear picture of the future requirements for different markets and the factors that are really driving demand.

Green Coffee Priorities Taking Shape
Conversations at Gulfood reflected a coffee market where uncertainty has become part of day-to-day decision-making, shares Frederico Novais da Fonseca, Green Coffee Trading Manager at Sucafina SA. Market volatility remains a key topic and continues to shape how buyers are approaching the year ahead.

At the same time, there was a generally positive view of the regional market. 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 attending Gulfood. Many of these players were not active in the market a few years ago, pointing to a more competitive regional landscape. Meanwhile, the growing presence of European roasters at Gulfood highlights its increasing relevance for the global coffee community, not just the regional sector.

Instant Coffee Momentum in the Middle East  
Our team noted the growing interest in instant coffee solutions across the Middle East. Many 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 has shifted toward building solid long-term partnerships rather than making decisions solely based on short-term price alone.

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 our team received many specific and practical questions, focusing on potential applications and where liquid solutions could fit within existing portfolios. While it’s still early days, these conversations point to growing attention and longer-term potential.  

Looking Ahead  
Overall, Gulfood 2026 reinforced the importance of staying close to the market and the benefits of engaging across the full coffee value chain. As both the green and instant coffee sectors continue to evolve, one thing remains clear: strong, transparent partnerships are essential for success.  

In an ever-dynamic market, Sucafina’s global network helps us stay close to what’s happening across origins and destinations, supporting clients as they navigate volatility, identify value and make informed purchasing decisions.

See you next March in Dubai!  


_{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.}