The food market is evolving rapidly, with sustainability and health aspects becoming increasingly important to consumers worldwide. In Europe, vegan, plant-based and gluten-free products have been on the rise for several years, but these trends are now also starting to gain a foothold in the Middle East.
In this article, we describe the rise of these products in this region and provide tips on how you, as a supplier, can respond to this growing demand.
Vegan food as a sustainable alternative
Veganism is a lifestyle that avoids all animal products, from meat and dairy to leather and wool. More and more people are developing a vegan diet. This is partly caused by a growing awareness of the positive impact this lifestyle can have on the environment and animal welfare.
In the Middle East, where traditional meals are often rich in meat and dairy, there is still a shortage of vegan options that are not based on meat substitutes such as ‘beyond-meat’. Nevertheless, more variety is slowly but surely entering the market, driven by brands that consciously opt for sustainability and ethical production.
The vegan market in the Middle East offers huge potential, especially now that consumers are paying more attention to the environmental footprint of their food choices. European brands specialising in vegan products can capitalise on this by offering authentic and flavourful products in line with local culinary traditions.
Plant-based food as the new standard
Plant-based food puts the focus on products derived from plants. These include fruits, vegetables, nuts, legumes and seeds. This trend goes beyond veganism, which focuses on avoiding animal products throughout one’s lifestyle. Plant-based eating is all about consuming pure, unprocessed products with no animal origin.
The global market for plant-based products is estimated to be worth $120 billion by 2031, with the Middle East expected to experience an annual growth rate of 17%. This is mainly due to the younger generation, which is increasingly consciously opting for healthier and more sustainable food options. There is a growing concern in the region about the health risks of a diet that relies too heavily on animal products. This has led to an increasing demand for plant-based alternatives to meat and dairy.
Supermarkets in the Middle East now offer a wide range of plant-based products, such as plant-based milk, ice cream, ready-to-eat meals and even dressings. Yet the challenge remains for food manufacturers to make plant-based foods as appealing as traditional meat dishes, both in taste and texture. Here lies a huge opportunity for European brands to bring their innovative, flavoursome plant-based products to this fast-growing market.
Gluten-free food gains ground
Gluten is a protein found in wheat, barley, rye and other grains. A gluten-free diet is essential for people with celiac disease. Yet more and more people without this diagnosis are also choosing gluten-free products because they believe these are healthier.
The market for gluten-free products in the Middle East is growing rapidly, partly due to the rising prevalence of celiac disease and gluten intolerance. Moreover, the significant expat community in the region, where gluten-free diets are already more established, has contributed to the increasing demand. Health-conscious consumers in the Middle East are increasingly looking for gluten-free alternatives, leading to increasing demand for gluten-free flour mixes, pastas and other products.
In countries such as the United Arab Emirates, the growing popularity of gluten-free products has also led to the opening of restaurants offering gluten-free meals. This shows that the demand for gluten-free products is not limited to supermarkets, but also penetrates the hospitality industry.
New thinking calls for new products
The growth of vegan, plant-based and gluten-free products in the Middle East is the evidence of changing consumer behaviour. Here, health, sustainability and wellness are key.
European brands specialising in these products have a unique opportunity to expand their market share in the Middle East. By catering to cultural preferences and local culinary traditions, they can contribute to a healthier and more sustainable food supply in the region.
As demand for these products continues to grow, success will depend on brands‘ ability to offer not only functional but also attractive products that suit consumers’ tastes.
Are you curious about our range of vegan, plant-based and gluten-free products? Or are you yourself a supplier of these products and would like to make your entry into the Middle East? Feel free to contact Robert Lesmeister. He will be happy to tell you about the various possibilities.
