Meat alternatives are rapidly expanding worldwide, and the Middle East is no exception!
The Middle East is witnessing a significant rise in plant-based foods, mirroring trends seen in North America, Europe, and Asia-Pacific. Health considerations are often cited as the primary motivation for reducing meat consumption. The Middle Eastern market shows a similar inclination towards meat alternatives.
Rapid Growth of the Vegan Food Market in the Middle East
Recently, VBites, a UK-based vegan meat brand, made an exciting announcement about its expansion into Spinneys. Spinneys is a supermarket chain with locations across the UAE, Qatar, Lebanon, Oman, and Pakistan.
VBites products are also available at Waitrose supermarkets in Dubai.
In another significant development, Al Islami, a prominent Halal food brand based in the UAE and one of the largest frozen food producers in the Gulf Cooperation Council, recently introduced its first vegan burger. Named the "Plant-Based Burger," this patty is crafted from a blend of proteins, including sunflower, fava, and peas. Al Islami designed the burger to offer a taste and texture that appeals to meat-eaters.
Zubair Ahmad, the head of marketing at Al Islami Foods, expressed his belief in the longevity of the plant-based food trend, stating, "We believe that the plant-based food trend is here to stay as people explore different ways to diversify their protein intake and become more health-conscious."
Al Islami is not the only player recognizing the growing demand for plant-based meat in the Middle East. Spinneys, in addition to introducing VBites, launched the "Power of Plants" initiative. This campaign aims to promote a more plant-rich diet by showcasing a variety of plant-based products. Prominent brands like Meatless Farm, Beyond Meat, Violife, and Quorn are featured in this initiative.
Tom Harvey, commercial manager at Spinneys Dubai, emphasized the significant growth in vegan food products, particularly within the frozen category. He highlighted the store's commitment to offering customers high-quality, highly nutritious, and affordable products sourced globally and locally.
The surge in popularity can be traced back to Beyond Burger's introduction in 2015. This is according to Somaia Basha, a Middle East analyst at Euromonitor International. In 2019, the global plant-based meat market reached $18.6 billion, with the Middle East accounting for $176.5 million, according to a report by MarketsandMarkets. The market is projected to grow 4-5% annually over the next four years. Basha highlighted that plant-based alternatives often seek healthier options. The impact of COVID-19 and heightened awareness of personal well-being have resulted in a significant demand for immune-boosting foods, which has translated into increased interest in plant-based products positioned as healthier choices.
Other Middle Eastern countries are also making progress. In Qatar, Eat Just is building what is claimed to be the first cultivated meat facility in the region.
The emergence of the Middle East's thriving vegan food market
The growing interest in plant-based options can be attributed to a rising number of health-conscious consumers concerned about meat consumption's adverse health effects, such as an increased risk of heart disease and type-2 diabetes. In the UAE, per capita meat consumption stands at 73 kg per year, exceeding the World Health Organization's recommended limit of 18 kg.
Promising Prospects in the Plant-Based Food Market
The alternative meat market in the UAE was expected to increase significantly, according to a report from last year. After the recent opening of a meat substitute factory in Dubai Industrial City by THRYVE, another local plant-based meat brand, Switch Foods, has launched its first UAE facility in the capital to cater to the increasing demand for sustainable and ethical food options.
The plant-based food market in the Middle East is witnessing a surge in opportunities as mainstream chains increasingly incorporate plant-based options into their menus. Starbucks in the UAE and Kuwait recently introduced vegan beef options in collaboration with California-based food technology company Beyond Meat. Although the Beyond Meatball ciabatta sandwich and wrap contain dairy and are not entirely vegan, Rana Shaheen, Regional Communications and CSR Manager for Starbucks Coffee MENA highlighted the chain's intention to cater to customers who aspire to consume more plant-based foods.
Supporting the plant-based food sector can also contribute to food security, particularly if Middle Eastern companies prioritize sourcing ingredients from local producers. Animal agriculture requires extensive resources such as land and water, whereas a focus on plant-based ingredients would significantly reduce usage. Exploring sustainable proteins, including fermented proteins, could further enhance food security and self-sufficiency in the Middle East.
