Frontier market consumers are far more discerning than they are often perceived to be, said Dr Zeelaf Munir, MD and CEO of English Biscuit Manufacturers (EBM) and Chairperson of the Pakistan Business Council, while speaking at the Gulfood World Economy Summit 2026 in Dubai.
Participating in a global panel on the next wave of consumer growth, she highlighted how value-driven consumption, disciplined affordability and trust-based manufacturing are enabling companies in markets such as Pakistan to build export-ready businesses and compete domestic boundaries.
The Gulfood World Economy Summit brings together international policymakers, manufacturers and industry leaders to examine how frontier markets will drive future demand in food and consumer categories. Representing Pakistan’s FMCG sector, EBM’s participation focused on how large domestic markets can serve as a launchpad for value-added exports rather than remaining consumption-led economies.
Dr Munir noted that frontier markets are increasingly being recognized for their manufacturing scale, compliance with international standards and ability to supply trusted products to regional and global markets.
She added that the long-standing perception of frontier markets as low-cost, high-risk destinations is steadily giving way to a new reality, where resilience and standard-compliance define competitiveness. In Pakistan’s case, sustained consumption despite repeated economic pressures is increasingly being seen as a demand signal, highlighting the opportunity to convert local scale into export-oriented manufacturing rather than relying on imports.
Drawing on its experience of operating at scale in one of South Asia’s most competitive consumer landscapes, Dr Zeelaf Munir emphasized that affordability in frontier markets is not driven by price alone, but about disciplined portfolio design, operational efficiency, and trust. These fundamentals, when executed consistently, allow brands to compete sustainably both at home and abroad.
Speaking at the summit, Dr Zeelaf Munir said, “The biggest misconception about frontier markets is that consumers are driven purely by price. In reality, they make considered choices based on value. It was important to bring Pakistan’s perspective to one of the world’s leading food economy platforms, because our region will drive the next chapter of global consumer growth.”
She added, “At EBM, this has meant building products that combine affordability with global standards of quality and safety, principles that are essential not only for domestic leadership, but also for export competitiveness.”
Alongside its participation at the summit, EBM also unveiled Piper’s Gold, its luxurious biscuit line in Dubai, reflecting the company’s focus on expanding its portfolio of export-ready, value-added products for international markets.
EBM has been a regular participant at Gulfood over 12 years, using the platform to strengthen international partnerships, showcase Pakistani manufacturing capability and expand its global footprint.
As global food systems face pressure from climate volatility and shifting consumer expectations, EBM’s export-oriented approach highlights how Pakistani manufacturers can compete through scale, resilience and trust, strengthening both corporate growth and the country’s export presence.
