Sourcing Smarter In MENA: How To Find The Right Private Label Partner

Private label brands are gaining significant traction across the food, beauty, health and home care sectors in the MENA region.

However, turning a promising business idea into a thriving brand depends on choosing the right manufacturing partner. Securing a partner who can scale, innovate and deliver reliably sets the foundation of your brand and business growth.

Several retailers in the region are already proving what’s possible. Spinneys, for instance, launched its Discovery by Spinneys range with globally and regionally sourced products, including an exclusive Scottish strawberry variety that broke category sales records and helped boost private label sales by 44.7% this year.

Similarly, Dubai-based Casinetto sources directly from European artisans  while serving thousands of products to hotels and supermarkets across MENA, demonstrating how strategic partnerships can deliver value locally, while supporting sustainable growth abroad.

With a clear direction, you can also find private label partners who meet quality standards, are flexible, understand your market's unique demands and offer competitive prices. Ready to supercharge your business growth? Learn how to find the right suppliers and source smarter in the MENA region, from vetting and negotiation to scaling sustainably.

Key Sourcing Hubs For MENA Buyers

Private label brands in MENA are tapping into multiple regional and international sourcing hubs to stay ahead of trends and satisfy growing consumer demand:

• The UAE and Saudi Arabia offer proximity, regulatory familiarity and established logistics networks, while Turkey has become recognised for its flexible manufacturing and cost-effective production.
• Beyond the region, India and China deliver manufacturing at scale and affordably, with the ability to respond swiftly to changing trends. European suppliers, often based in countries like Spain, Italy or Germany, offer premium capabilities, particularly in beauty and wellness.

Each hub brings its strengths pertaining to quality, price and scalability. You must balance these factors against your brand’s positioning and target consumer base.

Choosing a Partner: What Should You Be Looking For?

Selecting the right manufacturing partner for your private label is critical to ensure long-term success and secure customer loyalty. This goes beyond considerations of competitive pricing and quality. Consider these points while creating your checklist:

• Assess production capabilities, ensuring they can match your growth ambitions. Also, look for a detailed cost breakdown and ask about volume discounts, hidden fees and payment terms that fit your business cycle.
   
• Verify certifications as they’re essential. Halal certification is non-negotiable for most food and personal care lines in MENA, while ISO and GMP indicate robust quality management. Relevant certifications and compliance guarantee that your product will meet necessary legal and safety standards.
   
• Evaluate R&D flexibility. It’s increasingly important, as suppliers who can innovate and customise formulations will help your brand stand out in a market that may appear saturated. Whether your product must withstand the Gulf heat or be tailored to local tastes and trends, you need a partner who can adapt quickly and reliably.
   
• Ensure they share your goals and values. A great manufacturer acts as a partner who understands your brand mission and shares your values, from sustainability to local sourcing and innovation. This alignment ensures smoother collaboration and product development, especially as MENA consumers increasingly favour brands with a strong values-driven approach.
   
• Before jumping in, understand the minimum order quantities (MOQs) required. Some manufacturers offer flexible MOQs based on product category and seasonal variations. Make sure you match their thresholds with your projected demand.

Supplier Vetting: Go Beyond The Basics

Once you have shortlisted a few suppliers, do your due diligence. This involves:

• Sample tests: Always request samples for real-world evaluation, checking not only product quality but also stability, texture and suitability for the region’s climate.
   
• Audits: On-site or third-party audits provide a clearer picture of manufacturing conditions and compliance with regulatory requirements such as those stipulated by GCC, UAE, SFDA and for wider export, the US FDA.
   
• Track record: Don’t overlook supplier track records, including their history with other MENA retailers. Success rates and the manufacturer's reputation must be carefully investigated. Online reviews, client testimonials and references can measure reliability, quality and consistency. Look into defect rates, history of meeting deadlines and overall customer satisfaction.

Labelling, Shelf-Life And Climate Readiness

When selecting a manufacturing partner in the MENA region, make sure they can deliver products that meet all local labelling rules and shelf-life requirements pertinent to the region.

• Ensure that product labels meet both Arabic and English requirements, including correct ingredient lists, certifications (such as halal and ISO), expiry dates and country of origin.
   
• Check that products have adequate shelf-life and are formulated or packaged for climate resistance, given the high temperatures in the region. This is especially vital for food, cosmetics and health categories, where poor shelf stability can lead to refunds, reputational damage and regulatory sanctions.
   
• You can also request documentation for stability testing relevant to GCC climates and negotiate clauses for batch replacement if standards aren't met.

Navigating Logistics

Customs procedures can be tricky across the MENA region, with paperwork and clearance times varying widely. In North Africa, particularly, documentation and clearances can be unpredictable. 

To assess if a potential partner can meet your logistical requirements, you  may want to:

Select suppliers with proven records of timely MENA deliveries.
Define acceptable lead times contractually and include penalties for delays.
Arrange documentation review in advance with customs consultants before orders ship, minimising border complications.
Invest in regional warehousing partnerships offering tracking and climate control.

Key Checks Before the Agreement

Now that you’re well-equipped to choose the right manufacturing partner, it’s important to keep in mind a few final considerations before signing the agreement: 

• Think beyond price per unit. Negotiation should factor in value-added services, payment terms and flexibility, not just cost. MOQs must also align with your sales forecasts.
• Protect your brand assets. Ensure clarity on packaging ownership and intellectual property rights. Your designs, trademarks and brand identity should remain firmly in your control.
• Safeguard your market position. Where possible, secure exclusivity agreements by territory to prevent unauthorised distribution. While this may require paying a premium, it helps you protect your turf when the products prove successful.
• Plan for growth. Include terms that allow for renegotiation as volumes increase or categories expand, giving you room to evolve without constant friction.

Want To Make Sourcing Easier?

Looking to source smarter and meet reliable manufacturers in the region and beyond? Join us at Private Label Middle East 2025, taking place in Dubai from 15-17 September.

Discover next-gen products first-hand, negotiate directly and forge powerful connections with the right partners.

Register to attend today, or visit prime-expo.com for more details.