Middle East & Africa Probiotics Market Outlook, 2028

In the Middle East and Africa, there is a growing awareness and focus on health and wellness. As people become more conscious of the importance of maintaining good health, they are seeking natural and preventive approaches to support their well-being, including the consumption of probiotics. Digestive disorders, such as irritable bowel syndrome (IBS), inflammatory bowel disease (IBD), and gastrointestinal infections, are becoming more prevalent in the region. Probiotics are recognized for their potential to alleviate symptoms, restore gut balance, and improve digestive health, leading to increased demand for probiotic products. There has been a gradual shift towards Western dietary patterns in the Middle East and Africa, characterized by increased consumption of processed foods, sugars, and unhealthy fats. This dietary transition has led to a higher incidence of digestive issues and a greater recognition of the need for probiotics to support gut health. Rapid urbanisation and the adoption of modern lifestyles have resulted in changes in dietary habits and increased exposure to stressors that can negatively impact gut health. As urban populations grow, there is an increased demand for probiotics to help counterbalance the effects of these lifestyle changes. As disposable income levels rise in the Middle East and Africa, consumers have greater purchasing power and are more willing to spend on products that promote health and wellness, including probiotics. Increased affordability enables a larger segment of the population to access and incorporate probiotics into their daily routines.

According to the research report “Middle East & Africa Probiotic Market Outlook, 2028, The market is projected to reach market size USD 3.58 Billion by 2028. The Middle East and Africa are experiencing population aging trends. With aging comes an increased focus on healthy aging and maintaining quality of life. Probiotics are seen as a valuable tool for supporting healthy aging by promoting digestive health, immune function, and nutrient absorption. Lifestyle diseases, such as obesity, diabetes, and cardiovascular diseases, are on the rise in the Middle East and Africa. Probiotics are recognized for their potential in managing certain risk factors associated with these diseases, such as weight management and blood sugar control. The increasing prevalence of lifestyle diseases drives the demand for probiotics as part of a holistic approach to health management. Child health and maternal nutrition are prioritized in the Middle East and Africa, with a focus on providing optimal nutrition during pregnancy, infancy, and childhood. Probiotics are recognized for their potential in supporting healthy growth and development in children and addressing specific health concerns during pregnancy. This emphasis on child health and maternal nutrition drives the demand for probiotics in the region. Traditional diets in the Middle East and Africa often include fermented foods and beverages, such as yogurt, laban, and kefir, which naturally contain probiotics. These cultural practices and the acceptance of fermented foods contribute to the familiarity and acceptance of probiotics in the region. The integration of probiotics into traditional cuisine and the recognition of their health benefits drive market demand.

Based on product type, the market is segmented into probiotic foods and Beverages, probiotic Dietary supplements, and Animal Feed. In 2022, the probiotic foods and Beverages segment held the largest market share of all of them. Middle Eastern and African cultures have a long-standing tradition of consuming fermented foods and beverages. Products like yoghurt, kefir, and fermented milk have been part of the regional diet for centuries. These traditional fermented foods naturally contain beneficial bacteria and have paved the way for the acceptance and popularity of probiotic foods and beverages on the market. For instance, some popular brands offering probiotic foods and beverages in the Middle East and Africa market include Danone, Almarai, Yakult, Arla Foods, Alpro, and more. In addition, the animal feed segment is expected to grow at the highest CAGR during the forecast period. The Middle East and Africa region has a significant livestock industry, including poultry, cattle, and aquaculture. The demand for meat, dairy, and other animal-based products is rising due to population growth, urbanisation, and increasing disposable incomes. Probiotics in animal feed are recognized for their potential to enhance animal health, improve digestion, and boost overall productivity. As the livestock industry expands, there is a growing need for probiotics in animal feed formulations, leading to the growth of the animal feed probiotics market.

Over the past decade, there has been a significant increase in awareness and adoption of probiotics in South Africa. Consumers are becoming more knowledgeable about the benefits of probiotics for digestive health, immune support, and overall well-being. As a result, the demand for probiotic products has been steadily growing in the country. In South Africa, some of the popular probiotic products include yogurt, kefir, fermented milk drinks, and probiotic supplements. These products are widely available in supermarkets, health food stores, and pharmacies across the country. Many South African consumers incorporate probiotics into their daily diet to support gut health. South Africa has a rich cultural heritage of traditional fermented foods and beverages. These include products like amasi (fermented milk), mageu (fermented maize drink), and boerewors (fermented sausage). These traditional fermented foods naturally contain probiotics and are still consumed by many South Africans. In addition, Ramadan is a significant religious period in Saudi Arabia, during which Muslims observe fasting from sunrise to sunset. Probiotic consumption tends to increase during this time as individuals look for products that support digestive health during the fasting period. Probiotic products, particularly yogurt, are often consumed as part of the pre-dawn meal (Suhoor) or the evening meal (Iftar). Saudi Arabia has a rich heritage of traditional medicine, known as Unani medicine. Probiotics are increasingly being integrated into traditional herbal formulations and remedies, combining the benefits of probiotics with traditional medicinal practices. This integration bridges the gap between traditional and modern approaches to healthcare.

In terms of distribution channels, the market is divided into hypermarkets and Supermarkets, pharmacies and drugstores, convenience stores, specialty stores, online stores, and others. Hypermarkets and supermarkets are prominent retail channels in the Middle East and Africa, offering a wide range of products, including probiotic supplements, yoghurts, and other probiotic-rich foods. These large stores provide convenience and variety to consumers. For instance, Carrefour, Lulu Hypermarket, Spinneys, Co-op, Shoprite, and Checkers In addition, online distribution channels have been growing in popularity in the Middle East and Africa, providing consumers with the convenience of shopping from home. Consumers can find a variety of probiotic products through e-commerce platforms, brand websites, and online marketplaces. For instance, Souq, Jumia, Konga, Takealot, Mumzworld, Faithful to Nature, and more.

Bacteria-based probiotics hold the leading market share in the Middle East and Africa. Consumer awareness and demand for bacteria-based probiotics have been increasing in the Middle East and Africa. People are becoming more health-conscious and seeking natural solutions to support their well-being. Bacteria-based probiotics are seen as a natural and safe way to promote gut health and improve overall health, driving their popularity in the region. In addition, yeast-based probiotics are expected to exhibit the highest CAGR during the forecast period. Yeast-based probiotics, particularly strains of Saccharomyces cerevisiae, are gaining attention for their potential health benefits. Research suggests that yeast-based probiotics can support digestive health, immune function, and even address specific health conditions. As awareness and understanding of yeast-based probiotics grow in the region, their demand is expected to increase. Furthermore, Based on end use, the human segment is expected to have the highest market share. Probiotics have found extensive application in various human health segments, including dietary supplements, functional foods, and beverages. They are incorporated into a wide range of products, such as capsules, tablets, yoghurts, kefir, and other fermented foods and beverages. The availability and diversity of probiotic products catering to different consumer preferences and needs drive the dominance of the human segment in the market. There is a growing awareness and concern for animal welfare, particularly in the production of meat, milk, and eggs. Consumers are increasingly demanding animal products derived from healthy and well-treated animals. Probiotics are recognised as a natural and sustainable solution to promote animal well-being and enhance the quality of animal-derived products.

Start-ups:

• Synbiotic Health is a South African start-up focused on developing innovative probiotic solutions for various health conditions. They specialize in creating custom probiotic blends for specific needs and offer products for gut health, immune support, and general wellness. Synbiotic Health emphasizes the use of scientifically validated strains and formulations.
• EATernity is a UAE-based start-up that focuses on creating functional and fermented foods. They offer probiotic-rich products such as fermented vegetables, kombucha, and kefir. EATernity promotes sustainable and local sourcing of ingredients, with an emphasis on promoting gut health through their probiotic offerings.
• LifeBiome is a South African start-up that focuses on personalized probiotics and microbiome analysis. They offer microbiome testing kits that analyze an individual's gut microbiome and provide personalized probiotic recommendations based on the results. LifeBiome aims to optimize gut health through tailored probiotic interventions.
• Gialanze is a UAE-based start-up that specializes in probiotic skincare products. They offer a range of probiotic-infused skincare formulations, including cream, serums, and masks. Gialanze aims to harness the potential of probiotics in promoting skin health and balance, focusing on natural and sustainable skincare solutions.

Major Companies present in the market:

Danone S.A., Yakult Honsha Co. Ltd., Nestlé S.A., Fonterra Co-Operative Group Limited, Kerry Group plc, Royal DSM N.V., Lallemand Inc., Evonik Industries AG, International Flavors & Fragrances (IFF), Lonza Group AG, Probiotical Spa, General Mills, Inc., PepsiCo Inc., Arla Foods Amba.

Considered in this report

• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East & Africa Probiotics market with its value and forecast along with its segments
• Country-wise Probiotics market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

By Product Type

• Probiotics Food and Beverages
• Probiotics Dietary Supplements
• Animal Feed

By End use

• Human
• Animal

By Ingredient Type

• Bacteria
• Yeast

By Distribution channel

• Hypermarkets and Supermarkets
• Pharmacies/Drugstores
• Convenience Stores
• Specialty stores
• Online
• Others

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic 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 doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience

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