Middle East alt protein sector set for ‘rapid growth’ fuelled by consumer demand
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According to Ayca Yumlu Karaozan, Regional Product Manager – Culinary & Alternative Proteins SAMEA at Givaudan, the combined momentum of consumer demand and technological innovation is likely to transform the alternative protein sector into a mainstream category across the region.
Plant-based diets are increasingly popular in the Middle East, particularly in the UAE, whose consumption of meat alternatives has been forecasted to grow from USD67.3m in 2020 to USD276m by 2027.
The demand for dairy alternatives is also on a surge, with the market in the UAE projected to expand at a CAGR of 12.9% from now to 2030, reaching USD2207.9m by then.
“As in many countries, the Middle East has embraced meat and dairy alternatives, with items such as plant-based nuggets and burgers, soy milk, and oat milk now commonly found on supermarket shelves.
“These products have also become well-integrated into foodservice and restaurant menus, reflecting the rising consumer demand for sustainable choices outside of their homes. As plant-based options continue to diversify, the market for alternative proteins and dairy in the region is set for substantial growth,” Karaozan told FoodNavigator-Asia.
Based on data from a study conducted by Givaudan in Saudi Arabia, consumers are shifting preferences towards products that are perceived as healthier. Specifically, 75% of respondents said that “plant-based food makes me feel healthier in general”.
“We strongly believe that meat and dairy alternatives are not just a trend. It is an evolving consumption habit driven by health concerns.
“Consumers in Saudi Arabia have been seeking innovations in formats and flavours to enjoy and increase consumption frequency of healthier options without sacrificing authentic and traditional flavours. Notably, there has been an emergence of locally inspired offerings, such as plant-based kebab and kibbeh, that cater to these needs.”