Qatar’s consumer goods market looks set to respond to strong growth fundamentals with product innovation and differentiation – keys to success – according to Stephan Kurzawski, Senior Vice President of Messe Frankfurt Exhibition GmbH, organisers of Ambiente, the world’s largest consumer show.

‘Qatari market is entering a new maturity phase’

Stephan Kurzawski
Stephan Kurzawski

Qatar has one of the world’s highest GDP per capita, meaning its retail sector benefits from high levels of disposable income, coupled with a large expat population and an indigenous annual population growth estimated 0.4% through to 2030. Added to this is the reality that malls are often the country’s primary choice for leisure and entertainment as well as shopping, with Qatar having some of the region’s most upmarket retail/entertainment offerings.

Consumer trends are maturing and this leads to demand for ethical and authentic products, an increasingly sophisticated, and high-end design appetite and the government’s plans to allow 100% foreign investment in all sectors, which will spur entrepreneurial creation.

Opportunities will also arise from the country’s imminent hosting of three major sports events, including the FIFA World Cup 2022, new shopping festivals and initiative reforms such as allowing visa-free entry for nationals from 80 countries which will encourage high tourism spend going forward.’

Kurzawski was in Doha to encourage the nation’s retailers, distributors, wholesalers, interior designers and hospitality industry to visit Ambiente 2020, which will be held in Frankfurt from 7 to 11 February next year. The show regularly attracts over 130,000 visitors from more than 160 countries.

Ambiente 2020


Kurzawski said that the 2020 show would be more important than ever for hotel, restaurant and catering professionals as it will feature the launch of Ambiente’s new dedicated HoReCa hall.

The focus here will be on products and topics associated with front-of-house business, ie, everything that concerns the work and customer experience within the hospitality space, which is a key development area for Qatar.’

Around 30,000 trade visitors – including many important decision-makers in the hospitality industry – expressed interest in HoReCa products, with 80% coming from outside Germany.

The event will also feature the HoReCa Academy which, over the fair’s five days, will host a wide range of talks for professional HoReCa audience.

Kurzawski said next year’s Ambiente will sub-divide into three distinct segments – Giving, Living and Dining. All three areas have particular relevance to Qatar: Giving, which celebrates the diversity of gift ideas because of the region’s strong gifting traditions; Living, which focuses on interior design, furnishings and decoration, because of the luxury home aspirations prevalent in the country; and Dining, which will appeal to designers and the hospitality sector as it is Ambiente’s major stage for everything that makes cooking and the household easier, and the eating experience more special.

Messe Frankfurt is one of the world’s oldest trade fair organisers, running 146 shows worldwide each year including 16 in the Middle East via its subsidiary, Messe Frankfurt Middle East. Ambiente is also a vital trend-forecasting forum for Qatari visitors.

To know more about Ambiente 2020, visit