The global plant-based market is projected to reach US$120 billion in 2031, with Asia Pacific, Middle East, and Africa taking up a significant part of the share.   

By Didier Chanove, Business Development Director, Plant Alternatives, Kerry Asia Pacific, Middle East & Africa   

These days, plant-based offerings go beyond just meat-free burger patties. A quick scan of supermarket aisles will show that plant-based alternatives have penetrated various categories, such as milk, ice cream, ready-to-drink meals and beverages, and even condiments and dressings.   

Looking back when plant-based foods first came to market, they were mainly addressing consumer demand for healthier food products, like meat alternatives, in their quest to keep blood pressure and cholesterol levels in check.   

In the Middle East, growing concern about the health implications of eating too much animal-based food and beverage products and the adoption of vegan diets in the wake of the pandemic were expected to drive the growth of meat and dairy alternatives in the region.  

“According to 2022 data from the World Obesity Organization, 25 percent of men and 30 percent of women are obese, and more than 16 percent of adults have diabetes in the United Arab Emirates”.  

In response, market players in the region launched various plant-based meat and dairy products.  However, these early iterations of plant-based foods served a purely functional purpose, such as reducing the risk of heart diseases and diabetes, and had little emotional and sensory appeal.  

The challenge for food manufacturers now is to make plant-based foods as delicious as meat-based dishes, increase penetration, and keep consumers in the region hungry for more.  

The global plant-based market is projected to reach US$120 billion in 2031, with the Middle East estimated to have 17% year-on-year growth. In the region, the younger generation is tipped to be the ones who will keep the category on its feet. The Gen Z Alphas — the generation between Gen Z and the next Gen Alpha — influence innovation in the plant-based space. They are known to have a collaborative mindset and value purpose.   

This generation recognises the importance of sustainability and its impact on health, community, and the environment, and is a driving force behind the future of alternate proteins. In the Kingdom of Saudi Arabia alone, 30 percent of the population are Gen Alphas, while 40 percent are Gen Zs and young Millennials.  

Led by this growing class of consumers, a new culture of eating is emerging, creating more opportunities for the plant-based meat alternative category. Here are three trends shaping the plant-based space in the Middle East.   

Trend 1: New ingredients and formats  

According to Future Smart Food by the Food and Agriculture Organization of the United Nations, there are over 30,000 edible plant species in the world, but only 30 are used as food. The market is primed for new ingredient solutions.  

“Over the next three to five years, the focus will be to widen the variety of plant-based foods available, whether it’s making it easier for consumers to add more plant-based foods to their diet or foodservice providers to introduce new, interesting plant-based menu items.” 

Combining familiar textures with new ingredients is a good way to offer consumers something that excites their palates without being too foreign. Food manufacturers can explore ancient, native plant-based ingredients for solutions, many of which are packed with nutritional, healing properties.   

Faba beans, or broad beans, are an excellent example of an ingredient that can help enhance plant-based offerings. They help improve the texture of meat alternatives, are a good source of protein, fibre and vitamins, and can also help with digestion. Mung beans are another ingredient that has good binding properties (especially for vegan seafood) and are packed with nutrients and antioxidants. Manufacturers can also look into the potential of sorghum, a cereal crop with good protein content that can replace rice or quinoa.   

Trend 2: Farm to fork value  

The future of plant-based food products will still depend on its core function of providing healthier food options. However, brands must understand that consumers now want more control over what they eat.   

“The farm-to-fork value will gain prominence as consumers seek authenticity, transparency, and clean labels. At present, only 30 percent of consumers in Asia Pacific, Middle East & Africa (APMEA) trust sustainability claims.”  

Consumers want meat alternative products that carry a clear list of health benefits. Promoting benefits such as added dietary fibre, heart-friendly soy, or having a label indicating ‘high in protein’ can significantly influence what they buy.   

Trend 3: 3D-printed meat  

Also coming to the fore is 3D-printed meat made from lab-grown stem cells, touted as a more efficient, sustainable, and ethical way of creating plant-based meat. Its potential includes authentic, life-like whole muscle solutions that can be used across cuisines, tailored nutrition, and even customised protein, fat, and fibre levels, personalised for consumers with specific health concerns.  

“For food manufacturers, the future of 3D-printed meat will depend on how real or life-like the meat alternative product will be.”   

Consider the Kerry case study of a plant-based steak created using 3D printing technology incorporating Kerry’s ProDiem™ plant protein for functional benefits and Savarome™ technology to deliver authentic beefiness, smokiness, and richness. With more research and development, there is good potential for 3D-printed plant-based meat to eventually be accessible and affordable to consumers.   

Balancing taste, nutrition, and value  

According to Kerry insights, 61 percent of APMEA consumers intend to consume more plant-based food. However, this comes with a caveat — price is still a major barrier. For 70 percent of consumers, prices for meat alternatives are too high, and they would only buy at a lower price point.   

Convenience is also key, but often, consumers are confused about where to find plant-based products in the supermarket. At home, they lack confidence to prepare meat alternatives, saying it takes too much time and effort, with their home-made plant-based dishes lacking the taste and quality of restaurant-style versions.   

The concept of affordable luxury opens another avenue for sensory appeal, elevating plant-based foods from functional to something indulgent. Chef-created or chef-inspired Michelin-style plant-based recipes using locally sourced produce bring feel-good indulgence and a visual treat.   

As the plant-based category evolves rapidly, industry players must continue to innovate to find the right balance of new ingredient solutions, accessibility, and fresh formats in delivery and functionality to make it simpler and enticing for consumers in the Middle East to adopt meat alternatives into their lives.