September 28, 2021
DEconstructed: Food consumers: Webinar replay

D/A’s third DEconstructed webinar: “Food consumers in the GCC” held on Tuesday, 28th September, shed light on changes that have occurred around GCC buying habits, consumption preferences, and the macro-market and category movements over the past 2 years. The focus was to look at the macro-level environment changes and how that translates into new trends, […]

September 23, 2021
GCC #Instafoodies adapting content strategies

In our last article “Food audiences in the GCC growing despite platform fragmentation” we looked at Sila’s overall food creator data across the major video platforms; Youtube, Instagram and Tik Tok. With the advent of Reels and Tik Tok, the data showed an increasing conversation and in areas an increasingly engaged audience. But one platform […]

September 12, 2021
Food audiences in the GCC growing despite platform fragmentation

With the disruption of Tik Tok, Reels and Youtube algorithm changes, we could be forgiven for assuming brands would have an increased battle on their hands for attention.  We looked into Sila data to put a microscope on Foodies; creators and their audiences over the last 24 months. We wanted to understand the effect that […]

September 2, 2021
Food creators still growing YouTube performance in the GCC.

This article is the second in our series on social performance. It leads on from our last article,YouTube losing the viewership battle in the GCC. In that article, we looked at the clear effect that new platforms and platform formats had on YouTube.ith little innovation in the GCC, a steady decline in viewership since Jan […]

May 30, 2021
Is organic part of the UAE and KSA health conversation?

FMCG brands in the MENA region are investing in the worldwide organic produce trend with heightened marketing efforts on the shelf and online, communicating the lifestyle and health benefits of buying organic.  In response, consumers are becoming more conscious, but is the conversation one-sided?  Collecting ambient feedback via our Arabic AI platform, Sila, and deep-diving […]

The growth of TikTok and is Instagram old news?
April 18, 2021
The growth of TikTok and is Instagram old news?

Over the years, food has become synonymous with social media and now has its own genre of influencers. A quick exercise, hop on your Instagram discovery page and count the number of food posts that you see at first glance.  One, two, a couple more?Then, you like us, love to indulge in some food content. Recently […]

GCC picks: Homemade or Takeaway?
April 8, 2021
GCC picks: Homemade or takeaway?

Hand up if you have had more food delivery visits over the last year than guests coming over. COVID changed numerous aspects of our lives, including food consumption. Over the last year we spent more time indoors, and consumed more food at home; whether it be a homemade meal or a takeaway.  While the economy was […]

home-made fast-food
March 1, 2021
GCC food trends: Home-made fast-food, the next big thing?

A wise person once said, “Good food, good mood”. A formula that has stayed true for the longest and that will be around for quite some time. We all love food, that is a fact. Yes, preferences may differ, cultures too; but a unifying factor remains the love for food. Food plays a tremendous role […]

Ramadan consumer engagement feature image
February 1, 2021
The drop in consumer engagement during Ramadan.

It feels like last year’s Ramadan was just a couple of months ago, as 2020 ended in a flash. The new year has arrived and already Ramadan 2021 is almost here. One thing is certain about Ramadan, when it starts approaching, advertisers start getting creative. Social media consumption rates are about the hit the roof […]

Ramadan last more than 30 days
February 1, 2021
For content creators, Ramadan lasts more than 30 days.

Ramadan 2020 was one of a kind as it arrived under even more special circumstances than usual; we saw new trends, learnings and adaptabilities. Of course, 2020 saw the first Ramadan without gatherings and post-Iftar outings with the GCC going into lockdown. While the month was really quiet in the physical world, social media was […]