Overall consumption will continue to rise, given population growth and demographics. Trends that are expected to emerge include healthy and organic, but the scale of those categories is still small. Whilst there’s a lot of concern regarding diabetes and sugar consumption, numbers show that categories such as confectionary, bakery and sweets continue to see robust growth. We saw Saudi Arabia impose a tax to fizzy drinks in the budget. Convenience and value will be the big drivers of category selection in the medium term especially in urban centres.