Chinese Snack Brands Go Global: Want Want, Bestore and the $2.1B Export Push
Chinese snack food exports reached $2.1 billion globally in 2025, with brands like Want Want, Bestore and Three Squirrels localising products for Gulf and Southeast Asian consumers.
- Export growth driven by brand internationalisation
- Product localisation for Gulf palates
- Distribution strategy and retail partnerships
- Competitive position versus global snack giants
- Future growth vectors
Export growth driven by brand internationalisation#
Chinese snack food exports reached $2.1 billion in 2025, with branded products growing at nearly double the rate of unbranded bulk exports. Want Want, the largest Chinese snack brand by export value, generated $380 million in overseas revenue across 60 markets. Bestore and Three Squirrels have both established international e-commerce operations targeting diaspora communities as beachhead customers. The Middle East accounted for $290 million in Chinese snack imports, up 25% year-on-year.
Product localisation for Gulf palates#
Chinese snack brands entering Gulf markets have reformulated products to reduce pork-derived ingredients and obtain halal certification. Flavour profiles have been adapted to include zaatar, sumac and harissa variants alongside traditional Chinese seasonings. Packaging sizes have been adjusted, with multi-pack formats proving popular for family consumption patterns common in the Gulf. Sugar and sodium content have been modified to align with GCC nutritional labelling requirements introduced in 2025.
Distribution strategy and retail partnerships#
Want Want has secured shelf space in Carrefour, Lulu Hypermarket and Spinneys across the UAE and Saudi Arabia. Bestore operates through Amazon.ae and Noon with dedicated Arabic-language storefronts. Social media marketing on Instagram and TikTok has proven effective for reaching Gulf consumers aged 18-30. In-store sampling campaigns during Ramadan and Eid seasons have driven trial and repeat purchase rates.
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Competitive position versus global snack giants#
Chinese snack brands compete in the $15-25 price range per kilogram, positioning between local artisanal products and global brands like Lay's and Doritos. Novelty factor and unique flavour profiles differentiate Chinese snacks from established Western competitors. However, brand recognition remains low outside diaspora communities, requiring sustained marketing investment. Quality perception challenges persist, with Gulf consumers associating Chinese food products with lower safety standards.
Future growth vectors#
Health-oriented snack products including dried fruit, nut mixes and low-calorie seaweed snacks represent the fastest-growing export categories. Private-label manufacturing for Gulf retailers offers volume growth with lower marketing costs. Chinese snack brands are also exploring co-branding partnerships with Gulf food companies to accelerate market acceptance. Industry forecasts project Chinese snack exports to the Middle East could reach $500 million by 2028.
People also ask
What Chinese snack brands are available in the Middle East?
Want Want, Bestore and Three Squirrels are the leading Chinese snack brands in Gulf markets, available through major retailers like Carrefour and Lulu Hypermarket and e-commerce platforms including Amazon.ae.
Are Chinese snacks halal certified for Gulf markets?
Major Chinese snack brands have obtained halal certification for Gulf-bound products, reformulating recipes to remove pork-derived ingredients and securing certification from GCC-recognised bodies.
How large is the Chinese snack food export market?
Chinese snack food exports reached $2.1 billion globally in 2025, with the Middle East accounting for $290 million and growing at 25% year-on-year.
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