Middle East & Africa Flour Market Outlook, 2029

The flour market in the Middle East and Africa (MEA) is characterised by a dynamic and heterogeneous terrain that is influenced by a complex interplay of agricultural practices, economic processes, and cultural traditions. In the area, flour is an essential component of many traditional meals that span centuries of culinary tradition, and it has great cultural value. Flour-based foods play a significant role in everyday meals and festive festivities throughout the Middle East and Africa (MEA), from flatbreads like pita and injera to savoury pastries like samosas and fatayer. This region's strong need for flour is fueled by a number of causes, including population growth, urbanisation, and economic development.

With a rapidly growing population and increasing urbanisation, the MEA region presents a vast and growing market for flour producers and suppliers. Further driving market expansion are the region's growing economy and rising disposable incomes, which raise consumer expenditure on flour-based goods. But the MEA flour market also has to deal with issues including fluctuating climates, agricultural limitations, and inadequate infrastructure, all of which call for creative solutions and teamwork. While wheat remains the primary grain source for flour production in the MEA region, other grains such as maize, sorghum, barley, and millet also contribute to the flour market. This diversity reflects the varied agricultural landscapes and cultural preferences across different countries in the region. Bread is a dietary staple in many Middle Eastern and African countries, with a rich assortment of bread varieties enjoyed daily by millions of people. Traditional bread-making techniques, such as stone-ground flour and wood-fired ovens, continue to be practiced, preserving ancient baking traditions.

According to the research report 'Middle East and Africa Flour Market Outlook, 2029,' the Middle East and Africa Flour Market is expected to reach a market size of more than USD 29 Billion by 2029. The MEA region's population is expanding quickly due to rising birth rates and improved healthcare infrastructure. The demand for essential foods like flour, which is used to produce bread, pastries, and other traditional cuisines, rises along with the population. In the Middle East and Africa (MEA), urbanisation is speeding up as more people move from rural to urban regions in pursuit of work and higher living conditions.

The growing demand for flour-based products like bread and baked goods is a result of urban inhabitants' frequent reliance on processed meals and convenience foods. Flour holds significant cultural importance in the MEA region, where it is used to prepare a wide variety of traditional dishes that are integral to the culinary heritage of the region. Flour-based foods, such as flatbreads, couscous, and pastries, are consumed daily by millions of people across the region, driving a consistent demand for flour.

Economic growth and rising disposable incomes in certain parts of the MEA region lead to increased consumer spending on food products, including flour-based items. As purchasing power increases, so does the demand for bakery products and processed foods, which rely heavily on flour as a key ingredient. The adoption of Western dietary habits and lifestyles in the MEA region contributes to the growing demand for flour-based products. Processed foods, fast food, and baked goods, which require flour as a primary ingredient, are becoming increasingly popular among consumers, particularly in urban areas.

Market Drivers

Westernisation of Diets: One major factor driving the flour market in the Middle East and Africa (MEA) area is the increasing Westernisation of diets. There has been a noticeable trend towards the consumption of convenience goods and meals in a Western manner as urbanisation and globalisation continue to impact lives and eating habits. Urban populations have been consuming more fast food, processed snacks, and baked products, which is indicative of shifting consumer tastes and modernising eating habits. Since flour is frequently used as a main component in many of these Western-style dishes, there is a greater demand for flour goods in the area. Further contributing to the Westernisation of diets and rising consumption of flour-based products are the expansion of multinational food chains and the availability of Western-inspired meals in eateries and supermarkets.

Bread Consumption: The Middle East and Africa's culinary customs and dietary practices are strongly rooted in the eating of bread, which significantly influences the region's flour market. Bread is a basic food that millions of people from different tribes and cultures eat every day. Bread, whether it be in the form of traditional loaves like roti and khobz or flatbreads like pita, naan, or injera, is an important food in terms of both culture and nutrition. Bread is eaten as a single snack, with meals, or as a container for spreads and dips in many homes. Since flour is the main component in bread, its popularity helps to maintain a steady demand for it.

Market Challenges

Food Insecurity and Poverty: The Middle East and Africa (MEA) flour market has major obstacles due to poverty and food insecurity, which have an impact on both consumption and production. Food insecurity is pervasive in the MEA area as a result of high rates of poverty and limited access to wholesome food. Restricted access to foods, particularly those made of flour, exacerbates the cycle of poverty and hunger by increasing the risk of malnutrition and health problems among vulnerable groups. Food insecurity affects the demand for flour goods by undermining consumer purchasing power and the stability of the market. Comprehensive approaches that prioritise raising agricultural output, expanding market accessibility, and putting in place social safety nets to assist underprivileged populations are needed to combat food insecurity.

Agricultural Constraints: The Middle East and Africa (MEA) area faces substantial hurdles in producing flour due to agricultural limitations, which also restrict the yield and competitiveness of grain crops. Crop growth and development are impeded by a number of issues, such as insect infestations, soil deterioration, and restricted access to water resources. Low yields and poor crop quality are the result of inadequate agricultural infrastructure, which includes mechanisation and irrigation systems. Inadequate access to finance and funding, disputes over land usage, and land tenure are further obstacles to investments in agricultural innovation and modernization. These limitations have an impact on flour output as well as supply shortages and price swings in the flour market.

Based on the report, the types are segmented into wheat, maize, rice, oats, and others. In terms of the report, nature is segmented into conventional and organic.

In the Middle East and Africa, the market for oats is growing. Customers in the MEA area are looking for healthy and nutrient-dense food alternatives as they place a greater emphasis on health and wellbeing. Oats are known for having a high nutritional content since they are a good source of fibre, vitamins, minerals, and antioxidants. Demand for oat-based goods, such as oat flour, is rising as customers become more health-conscious and want an alternative to regular wheat flour. There is a rising awareness of gluten intolerance and sensitivity among consumers in the MEA region, leading to a growing demand for gluten-free alternatives.

Oats are naturally gluten-free, making them suitable for individuals with celiac disease or gluten sensitivity. Oat flour serves as an excellent gluten-free substitute for wheat flour in baking and cooking, catering to the needs of this niche market segment. Furthermore, organic flour is a growing market, and consumers in the MEA area are becoming more conscious of and concerned about their health and fitness. Because organic flour is made without the use of artificial fertilisers, pesticides, or herbicides, it is thought to be a healthier option than conventional flour.

A growing number of consumers are looking for organic products in an effort to live better lifestyles and limit their exposure to potentially hazardous substances. Organic farming practices promote environmental sustainability by minimising the use of synthetic chemicals, conserving water and soil resources, and promoting biodiversity. Consumers in the MEA region are increasingly concerned about environmental issues and are willing to support sustainable agricultural practices. Choosing organic flour allows consumers to align their purchasing decisions with their values and contribute to sustainable food systems.

According to the report, the market is bifurcated into bread and bakery products, pasta and noodles, snacks, baby food, animal food, and others. Furthermore, the sales channels are divided into direct and indirect.

In the region, bread and bakery products contribute the highest market share. Across the MEA area, bread is very symbolic and culturally significant in many nations. It is a staple food and a crucial component of customary feasts and festivities. Bread is an essential part of everyday meals and culinary customs, fueling a steady need for flour. Examples of these include flatbreads like pita, naan, or injera, as well as classic loaves like khobz and roti. Bread is a staple food in the MEA region, consumed daily by millions of people as a source of sustenance and satisfaction. It is often served alongside meals, used as a vessel for dips and spreads, or enjoyed as a standalone snack.

The popularity of bread ensures a steady and reliable market for flour producers, as flour is the primary ingredient used in bread-making. Furthermore, the indirect sales channel is growing, and in order to access a larger customer base, flour suppliers and producers in the MEA area are growing their distribution networks. Supermarkets, hypermarkets, convenience stores, specialty food stores, wholesalers, distributors, and retailers are just a few of the market groups that flour goods are distributed to through indirect sales channels.

Flour producers can target hitherto unexplored client segments and enhance their market penetration through the extension of their distribution networks. Consumers in the MEA region are increasingly seeking convenience and accessibility when purchasing food products, including flour. Indirect sales channels offer convenience by providing a one-stop shopping experience where consumers can find a variety of food items, including flour, under less than one roof. Supermarkets and hypermarkets, in particular, offer a wide selection of flour products, allowing consumers to compare brands, prices, and packaging sizes conveniently.

Based on the report, the major countries covered include the UAE, Saudi Arabia, South Africa, and the rest of the Middle East and Africa.

Saudi Arabia contributes to the market; the Saudi Arabian government provides substantial financial support for the cultivation, processing, and distribution of wheat in order to guarantee that its people can buy flour. The people can now afford flour-based goods like bread and pastries thanks to subsidised flour prices, which raise demand for flour and lead to high levels of consumption. Investments in agricultural infrastructure, research, and development to improve wheat growing and flour production capacities are also included in government funding. Bread is a dietary staple in Saudi Arabia, consumed daily by the majority of the population.

Traditional Arabic bread varieties, such as khobz and samoon, are widely enjoyed alongside meals and are an essential part of the Saudi culinary culture. The high consumption of bread contributes to a significant demand for flour, as flour is the primary ingredient used in bread-making. Saudi Arabia is among the richest nations in the Middle East and North Africa (MEA) area, having a high GDP per person and great buying power among its people. Prosperity in the economy raises consumer expenditure on food goods, particularly those made with flour, and increases the market for premium and specialised flour products.

Companies launch new products to increase their market penetration. About 38% of the studied strategies were product launches in the flour industry. Bread & bakery products, noodles & pasta, animal feed (including pet food), wafers, crackers & biscuits, non-food applications (including bio-plastics, biomaterials and glue) are gaining increased traction across world, which has led to increased number of flour manufacturers. Key players such as Ardent Mills, Archer Daniels Midland Co., Associated British Foods plc, ConAgra Foods, Inc., General Mills Inc., Hindustan Unilever Limited, Willmar International Limited, and Cargill enhance their product portfolios by launching flour with different qualities for different applications.

For instance, in 2016, Ardent Mills announced its intent to acquire the Mondelz Canada flour mill, located in Mississauga, Ontario, Canada. The mill produces hard and soft wheat flour for its Canadian bakeries and a number of food manufacturing customers. The transaction is expected to close in the next few weeks. In addition, in 2015, Ardent Mills, the premier flour-milling and Ingredients Company, partnered with the Colorado Rapids of Major League Soccer (MLS) for a season-long giving program to benefit Food Bank of the Rock.

Increased number of consumers is on the lookout for healthier foods that are made with natural ingredients, and have a good taste. ADM is already helping customers meet that growing demand with its comprehensive portfolio of ingredients and flavors. Currently, it is expanding its portfolio even further by offering customers worldwide with a wide array of great stevia and monk fruit sweeteners. They are pleased to partner with GLG, which has a demonstrated advantage in developing non-GMO stevia varietals and a pipeline of future innovative products.

Recent Developments

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Flour market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type

• Wheat
• Maize
• Rice
• Oats
• Others (Chickpea flour, Lentil flour, Coconut flour, Almond flour)

By Nature

• Conventional
• Organic

By Application

• Bread and Bakery Products
• Pasta and Noodles
• Snacks
• Baby Food
• Animal Food
• Others

By Sales Channel

• Direct
• Indirect

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases.

After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Flour industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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