Sustained Growth Ahead: Middle East's Alternative Protein Sector Driven by Consumer Demand and Food Tech Innovations
The rising interest in plant-based meat and dairy alternatives in the Middle East, driven by growing health awareness and a wider range of product options, is expected to boost the alternative protein sector's growth in the coming years. Ayca Yumlu Karaozan, Regional Product Manager – Culinary & Alternative Proteins SAMEA at Givaudan, notes that the combined forces of consumer demand and technological innovation are likely to elevate the alternative protein sector to mainstream status across the region.
Plant-based diets are gaining popularity in the Middle East, especially in the UAE, where the consumption of meat alternatives is projected to increase from USD 67.3 million in 2020 to USD 276 million by 2027.
"Like many countries, the Middle East has embraced meat and dairy alternatives, with products such as plant-based nuggets and burgers, soy milk, and oat milk now commonly available on supermarket shelves.
"These products have also become well-integrated into foodservice and restaurant menus, reflecting the growing consumer demand for sustainable choices outside of their homes. As plant-based options continue to diversify, the market for alternative proteins and dairy in the region is poised for significant growth," Karaozan told FoodNavigator-Asia.
According to a study conducted by Givaudan in Saudi Arabia, consumers are increasingly favoring products perceived as healthier. Specifically, 75% of respondents stated that "plant-based food makes me feel healthier in general."
"We firmly believe that meat and dairy alternatives are not just a trend. It is an evolving consumption habit driven by health concerns.
"Consumers in Saudi Arabia are seeking innovations in formats and flavors to enjoy and increase the frequency of healthier options without sacrificing authentic and traditional flavors. Notably, there has been a rise in locally inspired offerings, such as plant-based kebab and kibbeh, that cater to these needs."
Investing in Innovation
Despite the optimistic projections, the market still faces several challenges.
"A significant obstacle is the need for better consumer education about the benefits of plant-based diets, along with product innovations that align with local tastes and cultural preferences," Karaozan explained.
This presents opportunities for food technology to play a larger role in improving product quality and accessibility.
Advancements in food technology, such as precision fermentation and cellular agriculture, will allow companies to create products that more closely resemble the taste, texture, and nutritional profile of traditional meat and dairy, making plant-based and cultivated proteins more attractive to a wider audience.
Investments in regional infrastructure and partnerships will further drive this growth, establishing a reliable supply chain and making alternative proteins more accessible in both retail and foodservice channels.
The second focus area is precision fermentation, which the company describes as "the next wave of technology." This technology is rapidly attracting investment interest in the Middle East, as it enables the production of animal-free proteins and functional ingredients with greater efficiency and customizability.
Hybrid products that combine plant-based proteins with these next-generation ingredients from fermentation or cultivation offer improved taste and nutrition, and lower environmental impact — setting a new standard for alternative protein products in the region.
Collaborative Model
Givaudan emphasizes creating enjoyable food experiences that go beyond just taste in the alternative protein sector.
"Identifying where we can add value along the value chain is crucial for delivering the best consumer experience. We adopt a holistic approach to innovation, particularly in supporting our customers with the development of plant-based foods.
"We focus on every aspect that could enhance product performance. From crafting delicious flavors and masking the natural off notes often found in plant proteins to adding authenticity and visual appeal, we aim to create products that benefit both consumers and the planet."
To develop the best solutions, the company believes in partnering with a variety of stakeholders.
"This is why we have established an extensive protein network and ecosystem, including R&D, local technical teams, universities, technology providers, start-ups, and ingredient suppliers. This collaborative model keeps us agile and allows us to access diverse resources, rather than relying on a single ingredient or technology," explained Karaozan.