In a region shaped by rapid digital change, shifting loyalties, and geopolitical uncertainty, brands are being forced to rethink how they stay relevant beyond price and promotion. For Arla Foods, the answer lies in consistency, connected consumer experiences, and data-driven decision-making. In this interview, Ghida Batal, Head of Consumer Experience for Arla Foods MENA, explains why modern brand growth depends less on big campaigns and more on everyday reliability.
In times of geopolitical uncertainty, what helps brands keep their commerce growth stable?
What keeps commerce stable is how consistently a brand can show up as a reliable part of everyday life. In moments of uncertainty, people simplify; they go back to what they know, what’s easy, and what won’t disappoint. So the role of the brand is to remove effort: be visible, be available, and communicate with empathy.
This translates into making brand equity more practical; showing up through everyday usage, reinforcing value in a tangible way, and maintaining a calm, steady presence across channels. It’s less about big creative statements and more about consistency at scale, because the brands that hold their position are the ones that feel dependable enough to be chosen without a second thought.
How are shifting consumer expectations in the Middle East reshaping Arla’s approach to products and experiences?
Consumers’ tolerance for disruptive media is almost nil. They pay attention to brands that show up in meaningful ways in the right context. Consumers seamlessly shift between social, search, retail, e-commerce, and in-store, often within minutes. That means we have to design connected, impactful experiences that travel with the consumer across every touchpoint.
We also see a drop in brand loyalty, especially in commoditized categories like dairy. Loyalty is no longer assumed; it’s earned through relevance, meaning, and value beyond the product. Experience is becoming the differentiator.
Chasing trends at the expense of authenticity is a short-term play. Our role is to stay culturally present without diluting who we are. The shift is from product-led marketing to experience-led brand building, where every interaction strengthens relevance and long-term connection.
With loyalty increasingly transactional, how does Arla create connections that keep consumers returning beyond promotions?
Loyalty today is built through grounded consistency. Our aim is to design CX ecosystems that ensure consumers encounter our brands meaningfully across touchpoints. When the journey feels seamless and reliable, repeat-purchase probability increases.
How is Arla blending digital and in-store touchpoints to deliver a truly seamless omnichannel experience?
We plan around the journey, enabled through our channels. Digital drives discovery and intent, retail media captures decision moments, and in-store visibility reinforces brand presence at the shelf. All touchpoints are aligned under one CX framework to ensure continuity from awareness to purchase.
In a crowded dairy market, what drives Arla’s choices on which innovations and trends to pursue?
Innovation must align with our long-term growth strategy, strengthen our brand equity, and be scalable across markets. We don’t pursue trends for visibility; we prioritize opportunities where we can win sustainably, backed by clear consumer demand and the right level of media and commercial support to drive meaningful penetration.
How does Arla balance sustainability, convenience, and quality in ways that resonate with today’s value-driven consumers?
For us, these are not competing priorities; they are strategic imperatives. We ensure sustainability, quality, and convenience are embedded into our business decisions, not treated as marketing angles.
Our role is to communicate them with clarity and consistency, reinforcing a strong value proposition across markets while maintaining long-term brand trust and commercial growth.
How does consumer data shape Arla’s decisions on campaigns, product launches, and measuring success?
Consumer data is central to how we prioritize growth. It informs where we invest, which innovations we scale, and how we allocate media across markets. Beyond campaign metrics, we focus on indicators that reflect sustainable growth, such as penetration, repeat purchase, and long-term brand strength.
Data enables disciplined decision-making, ensuring every investment supports both immediate performance and future competitiveness.
(Read more insightful articles and interviews in the FMCG Crisis Playbook here)
