in launches of new products claiming high and added protein in the Middle East & Africa between 2013 and 2018
Top claim: protein
Protein is the top on-pack claim for new product releases in Middle East and Africa
Food and beverage manufacturers in the Middle East and Africa have a great opportunity to adapt their products to meet the region’s growing health consciousness.
Launches of new products claiming high and added protein increased by 140% in the Middle East & Africa between 2013 and 2018, according to the Mintel Global New Product Database. Protein is also the top on-pack claim for new product releases1 in Middle East and Africa.
“The value in health and wellness products is rising rapidly across the Middle East and Africa, this is also evident in reports from Euromonitor. We expect this trend will continue. At the same time, there is growing demand for affordable nutrition and dairy ingredients that can meet the varied needs of consumers in the Middle East and Africa,” comments Simon Penfold, NZMP GM for Middle East and Africa.
The middle class in the Middle East and Africa region is growing.2 There is also a growing need for dairy nutrition, that is at an accessible and affordable value. NZMP has a variety of affordable nutrition products, which will help enable manufacturers to make sought-after, nutritious foods and beverages available and accessible to emerging markets in Middle East and Africa.
“Consumers in developing markets and the growing middle class, continue to fuel the demand for affordable dairy ingredients. NZMP’s range provides ingredient solutions that contain dairy goodness and deliver excellent performance and great taste, at an accessible price point. This is particularly relevant for the diverse needs of the Middle East and Africa market.”
NZMP has one of the broadest ranges of dairy ingredients available globally. Using their technical expertise, the team has integrated nutrition-based ingredients, particularly protein, into a wide variety of products. This allows customers to target a range of consumers using everyday food & beverage formats, right through to specialised sports nutrition.
1 Mintel Global New Product Database 2018
2 Oxford Economics