The Rise of Veganism in the Middle East: Industry Experts Weigh In on the Growing Trend
In a 2021 global survey by NSF, 88% of food industry practitioners said that they expect demand for plant-based products to increase. The Middle East is emerging as a significant hub for vegans. What do F&B industry experts have to say about the growing vegan trend in the MENA region?
Veganism Revolution in the MENA Region
Veganism is no longer a novel idea for consumers in this region. It has been gaining popularity over the past few years, causing a significant market shift. Often likened to preventive medicine, the Covid-19 pandemic has further accelerated this trend. The UAE and Saudi Arabia, two of the largest economies in the GCC, have the highest per capita meat consumption. Veganism is often adopted for ethical reasons; in the MENA region, it is seen as part of a fitness and healthy lifestyle. However, there is a noticeable and growing demand for vegan products in these regions that remains unmet.
“In the last 5 years, it has been amazing to see the shift consumers have been making from meat-based products to plant-based products. This is mainly because people have finally started understanding the positive impact veganism has on the ecosystem, footprint, and overall well-being of the environment. It has all been around and it is just a matter of consolidating and getting to a point where we can think wholeness and wellness both mentally and physically” Shared Anaita Kanath, Manager of sourcing F&B at Atlantis, The Palm, one of the world’s most famous luxury hotel.
Anaita added that many meat products currently available do not align with the fitness goals associated with veganism, as they are often heavily processed and contain preservatives. She emphasized the need for more quality products that benefit both individual health and the planet. Additionally, it was observed that vegan beverages are more developed and widespread compared to vegan food products.
Akram Oomer, Co-Founder of Hayawiia and winner of the FedEx Start-Up Business of the Year award, noted that many vegans were originally meat eaters who transitioned to a vegan lifestyle. He pointed out that vegan products are not yet mainstream, indicating significant potential in this market. Akram Oomer mentioned that the initial challenge is to make veganism mainstream, which can be achieved by encouraging and persuading people to adopt a vegan lifestyle. He also highlighted that the lack of industry regulation is a significant issue. Independent bodies offering guidance to manufacturers could help enhance product quality.
The Middle East is traditionally known for its meat-based cuisine, making it challenging to shift people towards veganism. Manufacturers should prioritize creating high-quality, appealing products. Despite the region’s strong meat-eating culture, there is significant potential for vegan products if they are well-priced and of good quality. As veganism gains traction, increasing consumer awareness is crucial. Akram suggests that extending the shelf life of vegan products could encourage more purchases, as supermarkets and modern retailers would be more inclined to stock them.
Pankaj Mamnani, Category Procurement Manager at SAFCO International, highlighted the significant price difference between vegan and non-vegan products. He emphasized the need to clearly communicate the health and lifestyle benefits of vegan products to justify their higher cost. SAFCO International is a prominent foodservice distributor, importer, and exporter of high-quality food and non-food products in the UAE, Middle East, and international markets.
“We expect packaging that provides clear and factual information along with accurate nutritional facts “states Pankaj.