Summary

In recent years, vegetarianism, and to limited extent veganism, is spreading across the Middle East & Africa. The market has recorded substantial growth backed by the rising demand from Turkey, the UAE, Israel, and South Africa. It is expected that market growth is likely to be supported by the rising flexitarian trend over the forecast period.

Plant based protein market in Middle East and Africa has witnessed steady growth in the past few years. The growth has been due to people making healthier food choices as well as increasing awareness and hence changing preferences towards plant-based and dairy products. In South Africa, in particular, the demand for plant-based protein diets is growing, driven by the flexitarian consumers and the growing vegetarian, and vegan community. Also, in the recent years, vegetarianism, and to limited extent veganism, is spreading across Turkey.

Dubai is a house to the largest plant-based restaurant in the world. Veganity - a startup geared towards veganism - offers more than 200 dishes from all over the world. Some of their plant-based dishes include vegan fried chicken and meatball pasta. Veganity, which launched its first restaurant in August 2019 in Dubai, plans to extend its locations across the UAE, including one in Abu Dhabi.

Increasing awareness regarding plant based food is becoming prominent especially in South Africa, and the UAE. Forums such as ProVeg South Africa, Veganuary, and Meat-Free Mondays are actively working towards increasing awareness about plant-based products and benefits of the vegan diet. They disseminate this information through media outreach, social media campaigns, events and fairs, promotions by local celebrity ambassadors, corporate engagements, and political outreach.

South Africa will also host “The Vegan & Plant Powered Show” in May 2021, which aims to bring the people closer to the vegan, plant-based and green living revolution. Similarly, the Gulfood exhibition which is hosted in Dubai is increasing awareness about plant-based diet and sustainability among the consumers in the UAE. During the 2019 edition, more than 100,000 visitors attended the exhibition and several new partnerships and investment deals were also sealed.

Also, popularity of dairy alternatives is increasing among the consumers in the UAE. As the consumer interest in plant-based meat continues to rise, an increasing number of people in the country are looking to include dairy alternatives as well in their diet. To cater to this trend, Koita Foods - a dairy company based in Dubai, offers a range of plant-based milk alternatives. Their products are available in over 500 retailers and partners including hotels and hospitals across the country.

Similarly, in South Africa, plant-based milk is becoming popular, as people switchover from animal-based milk, either due to lactose intolerance, or reasons such as animal welfare and environmental impact. Availability of a range of plant-based milk options, like almond, soy, oats, rice, coconut etc., which can be used for drinking, baking, and cooking, is expected to drive up the demand further for plant-based dairy alternatives.

Moreover, the global pandemic has boosted e-commerce sale of the plant-based products. According to Organic & Real - an e-commerce platform in the UAE – the sales of plant-based products have increased online. By the end of 2022, the company aims to become the number one supplier of vegan food in the region.

Adoption of e-commerce in South Africa was lagging in the past on account of low internet penetration, limited online options, and safety concerns. Over the past few years however, with improving access to internet and changing consumer perception, plant protein manufacturers and distributors have been able to increasingly support their customers by strengthening e-commerce capabilities.

This report from ConsumerIntel360 is a bundled offering, combining 12 detailed country databooks: Egypt, Israel, Kenya, Morocco, Nigeria, Oman, Qatar, Saudi Arabia, South Africa, Tanzania, Turkey, United Arab Emirates.

This business intelligence report aims to analyze market opportunities and risks in plant protein industry in the Middle East. This report offers a detailed view of market opportunity by end user segments, product categories, ingredients, applications, key cities, competing protein segments, price point, and shift in consumption by consumer demographics.

• Plant Protein Consumption by Ingredients: Provides a detailed view of opportunities across key plant protein ingredients (Soy, Pea, Beans & Lentils, Hemp, Flaxseed, Pumpkin & Other Seeds, Brown Rice, Quinoa, Spirulina & Seaweed, and Nuts).

• Plant Protein Consumption by Functional Product Type: Plant protein consumption breakdown by 4 segments – Ready to Eat, Ready to Drink, Ready to Mix, and Ready to Cook.

• Plant Protein Consumption by Product Categories: Detailed market size and forecast by eight product categories – Nutrition Supplements, Protein Bars, Sports Nutrition, Meal Alternative, Dairy Alternatives, Meat Alternatives, Bakery Products, and Infant Formulas.

• Plant Protein Sales by Channel: Sales breakdown by online vs. offline channels.

• Plant Protein Sales by Retail Outlet: Sales breakdown by retail outlets grouped by four categories – Diversified Stores, Pharmaceutical & Wellness Stores, Healthcare and Fitness Centers, and Specialist Sports Stores.

• Changing Consumer Preferences: Quantified details on changing consumer preferences along with forecast.

• Plant Protein Consumption by Price Points: Plant protein demand analysis by price points – Premium, Mid-Tier, and Low End.

• Plant Protein Consumption by Cities: Plant protein demand analysis by key cities grouped under three segments – Tier 1, Tier 2, and Tier 3.

• Plant Protein Consumption by Consumer Demographics: Plant protein demand / consumption analysis by age, gender, and income levels..

Scope

This bundled offering provides the following detailed plant protein market opportunity at country level. This research report provides in-depth analysis of plant protein industry opportunity, providing market size across 50+ segments. Below is the taxonomy, providing detailed scope of coverage.

Plant Protein Market Size by Ingredients

• Soy
• Pea
• Beans & Lentils
• Hemp
• Flaxseed, Pumpkin & Other
• Brown Rice
• Quinoa
• Spirulina & Seaweed
• Nuts
• Other


Plant Protein Market Size by Product Categories

• Nutrition Supplements
• Protein Bars
• Sports Nutrition
• Meal Alternative
• Dairy Alternatives
• Meat Alternatives
• Bakery Products
• Infant Formulas
• Other

Plant Protein Market Size by Functional Segments

• Ready to Mix
• Ready to Eat
• Ready to Drink
• Ready to Cook

Plant Protein Market Share Analysis by Sales Channels
• Online
• In-Store

Plant Protein Market Share Analysis by Type of Retail Outlet

• Pharmaceutical & Medical Store
• Grocery Retailers
• Health and Wellness Stores
• Specialist Sports Store


Plant Protein Market Size by Retail Sales Pricing

• Premium
• Mid-Tier
• Low End

Plant Protein Market Size by Cities

• Tier 1 Cities
• Tier 2 Cities
• Tier 3 Cities

Plant Protein Consumption by Demographics
• Age
• Gender
• Income

Reasons to Purchase

• Market Opportunity: Get detailed understanding of plant protein market opportunity across 50+ segments by product categories, ingredients, distribution channels, functional type, price point, and consumer demographics.
• Product Category Analysis: Establish which product categories are expected to outperform and are more attractive from investment point of view.
• Ingredients Analysis: Understand which emerging ingredients are taking away market share.
• Consumer Preference & Buying Behaviour: Gain insights into changing consumer consumption & buying preferences across plant protein product categories.
• Distribution Channel: Fine tune sales and distribution strategy by focusing on right channels.