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The Middle East & Africa rice protein market is estimated to grow at a CAGR of 6.33% to reach a market size of US$4.127 million in 2027 from US$2.685 million in 2020. Protein is an important micronutrient responsible for the growth and development of the body's muscles. It increases muscle mass and strength. It also reduces the level of hunger in the body by decreasing the amount of hunger hormone ghrelin and aids in feeling full even with less food. A novel product, rice protein, is a protein supplement enriched with high amounts of amino acids, vitamin B, and vitamin E. It has no allergic responses as it is free of dairy, whey, or soy and promotes metabolism and fat burning of fat.
In the UAE, 80% of men and 67% of women aged 15 years or above are overweight, according to a study by the World Health Organization. Chronic issues like heart disease, pain, and other immune diseases are increasing at a rapid rate. Such trends are believed to be seen in other Middle East countries too. In Africa, in addition to infectious diseases, various non-communicable diseases such as diabetes and obesity are rising due to behavioral, physiological, and environmental factors. As a result, consumers are rapidly changing their habits to increase their intake of nutrients.
The changing consumer behaviour in the Middle East & Africa concerning convenience, health orientation, and locally produced products is transforming the consumption patterns in this region.
Consumers in the Middle East prefer packaged products mainly composed of natural ingredients. Consumers have recently considered health and wellness benefits when buying food products. Also, they have become price-sensitive and readily switch to cheaper brands. The rising awareness of health-related issues due to the consumption of animal foods is expected to change the adoption of plant-based diets. But the Middle East region is not expected to show a huge demand, instead of a steady rate, for high-end food supplements for fitness freaks.
In August 2017, Amazonia launched its nutritional rice protein supplement in association with Raw Distribution in the UAE. The company claims to create the world's world's most delicious and nourishing food products to supplement the growth of the body.
Geopolitical and macroeconomic risks can impact the producer's business operations in this region. From the producer's viewpoint, geopolitical and macroeconomic risks can influence the business operations in this region. The possibility of civil and international conflicts and the growing influence of fundamentalism may also impact the operations of businesses.
The African region comprises 54 countries with diverse cultures, regulations, and technological developments. In recent years, there has been a surge in population growth with rising proportions of younger populations. Economic growth is centred on urban areas with rising urbanization trends. Consequently, the demand for fitness clubs and gyms is also expected to grow in certain parts of this region. Increasing access to technology is also expected to bring positive change to the wellness and fitness industry. The growth is not just expected to come through clubs or gyms; the attitude towards food will also experience similar trends. This is expected to augment the sales of the rice protein market in African countries.
In South Africa, food & beverage industry players are using rice protein as an active ingredient in their product offerings. For instance, The Fry Family Food Co., a leading South African plant-based meat producer, has launched "Crafted," a range of 100% meat-free foods based on natural ingredients like rice protein and flax seeds. The company received the "Best Vegan Meat" award at Vegfest UK 2017.
COVID-19 has a positive growth in this market. MAE has a robust economy, and its citizens have substantial disposable income. Being heavily influenced by Western culture, the nation's young adults are in a stable economic situation and have a great desire to explore new, healthier foods. Because of the high per capita income, people can indulge in regular purchases of high-end goods and nutritious foods. In addition, more people are going to the gym thanks to the country's growing health consciousness. In turn, this has increased the market for rice protein by driving up the need for protein supplements.
| Report Metric | Details |
|---|---|
| Study Period | 2021 to 2031 |
| Historical Data | 2021 to 2024 |
| Base Year | 2025 |
| Forecast Period | 2026 – 2031 |
| Report Metric | Details |
| Market Size Value in 2020 | US$2.685 million |
| Market Size Value in 2027 | US$4.127 million |
| Growth Rate | CAGR of 6.33% from 2020 to 2027 |
| Base Year | 2020 |
| Forecast Period | 2022–2027 |
| Forecast Unit (Value) | USD Million |
| Segments Covered | Source, Product Type, Application, Distribution Channel, And Country |
| Regions Covered | Saudi Arabia, Israel, UAE, Others |
| Companies Covered | Growing Naturals LLC[1], Axiom Foods, Inc., Golden Grain Group, Bioway (XI’AN) Organic Ingredients, Golden Grain Company |
| Customization Scope | Free report customization with purchase |
Market Segmentation: