Ta'aheel, the region's premier events management company and consultant for the beverage industry, has announced that packaging trends and innovations will be among the highlights of the 2nd Arab Beverages Forum to be held in Dubai.

A pioneering event dedicated to the Arab beverage industry, Arab Beverages Forum, will be held at the Dubai World Trade Centre from June 15 to 16.

Ta'aheel revealed that packaging has become a major factor in shaping consumer preferences and in controlling overheads, compelling several beverage firms to invest substantially in new packaging technologies.

Ta'aheel also announced that it has prepared comprehensive presentations derived from international case studies as well as several regional studies on various subjects concerning the industry, including new tools and techniques that have helped successful firms in the regional markets.

The Forum has also been designed to be a powerful platform for peer networking and high-level exchange of best practices.

"Trends in packaging design in the Arab beverage market have evolved quite rapidly in recent years, largely because of emerging requirements by consumers and the greater society. Among the biggest concerns that have affected the consumer's attitude towards packaging are health and the environment," said Sharaf Dabbagh, president, Ta'aheel.

"Beverage consumers have now become very particular with their health because of massive awareness campaigns. They are not just looking closely at what they are drinking; they are just as concerned with how their favourite drink is packed and processed," he noted.

"Moreover, beverage firms are realising the immense practical value of adopting eco-friendly technologies and equipment, which has subsequently helped promote recyclable packing materials," Dabbagh pointed out.

One of the strong signs of the gradual shift in packaging practices has been the recent announcement by several UAE supermarkets to use eco-friendly alternatives to plastic bags, such as biodegradable plastic bags.

In addition to health and environmental concerns, Ta'aheel also revealed that packages using less material are now growing in numbers in the marketplace, which demonstrates the economic advantages of innovative, eco-friendly packaging.

The Arab Beverages Forum will be sponsored by Tetra Pak manufacturing, food processing and packaging solutions.

Drawing momentum from the success of the inaugural event, this year's Forum is looking forward to surpass the achievements of the 2007 edition particularly in terms of participation as Ta'aheel has confirmed several return participants on top of a growing list of new registrants.

Among the things that will be discussed at the forum are latest market trends, strategies and best practices, and a number of critical issues that affect suppliers, retailers, creative marketers, managers and consumers in the beverage industry.

The forum also offers an in-depth market perspective from a combined knowledge base, which is otherwise unavailable elsewhere.-TradeArabia News Service