According to Ayca Yumlu Karaozan, Regional Product Manager – Culinary & Alternative Proteins SAMEA at Givaudan, the combined momentum of consumer demand and technological innovation is likely to transform the alternative protein sector into a mainstream category across the region.
Thank you for reading this post, don't forget to subscribe!Plant-based diets are increasingly popular in the Middle East, particularly in the UAE, whose consumption of meat alternatives has been forecasted to grow from USD67.3m in 2020 to USD276m by 2027.
The demand for dairy alternatives is also on a surge, with the market in the UAE projected to expand at a CAGR of 12.9% from now to 2030, reaching USD2207.9m by then.
“As in many countries, the Middle East has embraced meat and dairy alternatives, with items such as plant-based nuggets and burgers, soy milk, and oat milk now commonly found on supermarket shelves.
“These products have also become well-integrated into foodservice and restaurant menus, reflecting the rising 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 set for substantial growth,” Karaozan told FoodNavigator-Asia.
Based on data from a study conducted by Givaudan in Saudi Arabia, consumers are shifting preferences towards products that are perceived as healthier. Specifically, 75% of respondents said that “plant-based food makes me feel healthier in general”.
“We strongly 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 have been seeking innovations in formats and flavours to enjoy and increase consumption frequency of healthier options without sacrificing authentic and traditional flavours. Notably, there has been an emergence of locally inspired offerings, such as plant-based kebab and kibbeh, that cater to these needs.”
Investing in innovation
Despite the positive projected numbers, challenges remain to be overcome for the market.
“A key hurdle is the need for greater consumer education regarding the benefits of plant-based diets, along with product innovations that cater to local tastes and cultural preferences,” Karaozan shared.
This spells opportunities for food technology to play a bigger role in enhancing product quality and accessibility.
“Advances in food technology, such as precision fermentation and cellular agriculture, will enable companies to create products that more closely mimic the taste, texture, and nutritional profile of traditional meat and dairy, making plant-based and cultivated proteins more appealing to a broader audience.
“Investments in regional infrastructure and partnerships will further drive this growth, building a steady supply chain and making alternative proteins more readily available in both retail and foodservice channels.”
Recognising these spaces of growth, Givaudan is investing in three main areas, with the first being plant-based proteins.
“We have three protein innovation hubs, namely in Singapore, Switzerland, Brazil, where we have high-moisture extrusion (HME) capabilities and co-create with our customers. Innovations will centre around core proteins like soy, oat and pea, which continue to anchor the plant-based market due to their versatility and consumer familiarity.”
The second focus area is precision fermentation, which the company touts as “the next wave of technology”.
This tech is said to be rapidly gaining investment interest in the Middle East, as it enables the production of animal-free proteins and functional ingredients with greater efficiency and customisability.
Lastly, the company is also investing into cellular meat. Together with Bühler and Migros, it has opened a new facility called The Cultured Food Innovation Hub in Zurich, Switzerland.
The Hub is equipped with a product development lab as well as cell culture and bio-fermentation capabilities to “help start-ups develop and go to market with the right product”.
“Additionally, we see an increasing focus on using local grains, by-products and upcycled ingredients to improve sustainability, reduce waste, and produce localised flavours.
“Hybrid products that combine plant-based proteins with these next-generation ingredients from fermentation or cultivation offer enhanced taste and nutrition, and lower environmental impact — setting a new standard for alternative protein products in the region.”
Collaborative model
Givaudan places emphasis on delivering enjoyable food experiences — beyond taste — in the alternative protein space.
“Understanding where we can add value along the value chain is essential to delivering the best consumer experience. We take a holistic approach to innovation and this is certainly the case for supporting our customers in the development of plant-based foods.
“We are focused on every aspect that could enhance product performance. From creating delicious flavours and masking the natural off notes often found in plant proteins to adding authenticity and visual appeal, we strive to help make products that do good for both consumers and the planet.”
In order to come up with the best solutions, the company believes in the need to partner many different stakeholders.
“This is why we have built 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 enables us to access diverse resources, rather than relying on a single ingredient or technology,” said Karaozan.
