Middle East Protein Market Outlook to 2030

MEA Protein Market Overview

• The MEA Protein Market was valued at USD 1.1 billion, driven by increasing consumer awareness of health and wellness, the growing popularity of plant-based diets, and rising demand for protein-enriched products. Key sectors driving this growth include dietary supplements, functional foods, and sports nutrition products. The market is also seeing a shift towards sustainable, alternative proteins such as plant-based and insect-based sources, with increasing investments in innovation.
• Key players in the MEA protein market include Nestl S.A., Arla Foods, Glanbia Plc, ADM, and Cargill. These companies are driving innovation in protein formulations, including advancements in plant-based protein and new applications for animal-based protein.
• Nestl has commenced the expansion of its protein-foods factory in Rosbach vor der Hhe, Germany, investing over 8 million ($8.6 million) to enhance production for congenital metabolic disorders. This project aims to boost production volumes and create jobs, supporting global demand for speciality dietary foods.
• South Africa dominated the MEA protein market in 2023, driven by the rising consumption of protein-rich foods and beverages. The United Arab Emirates followed closely, with a strong demand for premium protein supplements in the health and wellness sector.

MEA Protein Market Segmentation

The MEA Protein Market is segmented by Type, Source, and Region.

• By Type: The market is divided into Whey Protein, Casein Protein, Plant-based Protein, and Others. Whey Protein held the largest share in 2023 due to its widespread use in sports nutrition and dietary supplements.

• By Source: The market is segmented into Animal-based Protein, Plant-based Protein, and Insect-based Protein. While Animal-based Protein dominates the market, Plant-based Protein is gaining substantial traction due to sustainability concerns and the growing preference for plant-based diets.

• By Region: The market is segmented into Israel, United Arab Emirates, Jordan, Morocco, South Africa, and the Rest of MEA. South Africa led the market, driven by a robust demand for protein supplements in the health and wellness industry.

MEA Protein Market Competitive Landscape

• Glanbia Plc: Glanbia Performance Nutrition plans to expand its product line, focusing on ready-to-drink and plant-based options to capture new consumer segments. The company's flagship brand, Optimum Nutrition, reported a 34.9% revenue growth, driven by rising demand for protein products in Asia, particularly in Japan and South Korea.
• Arla Foods: Arla Foods Ingredients has signed an agreement to acquire Volac's Whey Nutrition business, enhancing its position in the sports nutrition market. The deal includes Volac's facilities in Wales and aims to establish a global production hub, pending regulatory approvals later this year.

MEA Protein Market Analysis

MEA Protein Market Growth Drivers:

• Increasing Demand for Health and Wellness Products: Rising health consciousness, along with the popularity of fitness activities, is fueling demand for protein-rich foods and supplements. Recent studies indicate that around 65% of consumers in the region actively seek out high-protein products.
• Shift Towards Sustainable Protein Sources: Demand for sustainable protein sources has surged by 35%, especially for plant-based proteins in regions like the UAE and South Africa. This growth is fueled by increased awareness of environmental sustainability and a preference for healthier dietary choices, favouring alternatives to traditional animal proteins.
• Expansion of Sports Nutrition Market: The sports nutrition market in the MEA region is expanding rapidly, as consumers increasingly seek protein products to enhance athletic performance and muscle recovery. This trend reflects a growing interest in fitness and wellness, indicating strong demand for specialized nutrition tailored to active lifestyles.

MEA Protein Market Challenges:

• High Cost of Premium Protein Sources: Sustainable protein sources, including plant-based and insect-based proteins, can be up to 30% more expensive to produce than traditional animal proteins. For instance, retail prices for pea protein isolate can reach $45.19 per kg, compared to $6.28 per kg for chicken breast, limiting adoption among price-sensitive consumers.
• Limited Consumer Awareness: Around 40% of consumers remain unaware of the benefits of alternative protein sources, hindering market growth. This lack of awareness is substantial, especially as studies show that plant-based diets can reduce food costs by 26% compared to meat-based diets, highlighting the need for educational initiatives.

MEA Protein Market Government Initiatives:

• South Africa's National Food Strategy: South Africa's National Food Strategy aims to combat nutritional deficiencies, with 6.8 million people experiencing hunger and 10.4 million lacking access to adequate food. The strategy emphasizes promoting protein-rich food products, particularly in underprivileged communities, to improve overall nutrition and food security.
• UAE Health and Wellness Campaigns: UAE Health and Wellness Campaigns have led to a 25% increase in public engagement with healthy eating initiatives. These government-led efforts promote protein-rich diets as part of broader public health strategies, targeting lifestyle-related diseases and encouraging better nutrition among the population.

MEA Protein Future Market Outlook

The MEA Protein Market is expected to grow steadily over the next five years, driven by increasing consumer demand for protein-enriched foods, sports nutrition products, and plant-based protein alternatives.

MEA Protein Future Market Trends:

• Increased Adoption of Plant-Based Proteins: In the coming years, the shift towards plant-based nutrition is expected to accelerate, with more companies introducing vegan-friendly protein products. This trend will be driven by increasing consumer awareness of health and environmental benefits, leading to a greater demand for plant-based options.
• Growth in Functional Foods: In the coming years, the trend of incorporating high-protein content into everyday foods, such as snacks and beverages, will continue to expand. This growth will create new opportunities for protein manufacturers to tap into the functional food market, catering to health-conscious consumers seeking nutritious options.