Middle East & Africa Spreads Market Outlook, 2028

The Middle East and Africa (MEA) region has a vibrant and diverse market for spreads, catering to a diverse spectrum of regional preferences and culinary traditions. Spreads, famed for their versatility and indulgence, have grown in popularity across this large region, providing consumers with a variety of tasty options to enrich their meals. The MEA market accepts a diverse range of goods customised to local tastes and preferences, ranging from rich and creamy butter-based spreads to nutty and aromatic variations. An intriguing trend has evolved in recent years with the development of inventive and unusual spreads that include local ingredients, reflecting the region's rich culinary tradition. This blend of traditional flavours with modern cooking techniques has reawakened consumer interest, propelling the Middle East and Africa markets into an era of tremendous growth and promise. Tahini, a paste made from ground sesame seeds, holds a prominent place in Middle Eastern cuisine. It is commonly used as a spread on bread, as a dip, or as an ingredient in various dishes. Tahini spreads often incorporate flavors such as garlic, lemon, or spices to enhance their taste and versatility. The growth of the food service industry, including restaurants, hotels, and cafes, significantly impacts the spreads market. Spreads are widely used as accompaniments to dishes, sandwiches, and breakfast options in the hospitality sector. The demand from this sector drives the need for unique and high-quality spreads to meet the expectations of discerning consumers. Furthermore, increased exposure to global culinary trends and influences has had an impact on the MEA spreads market. Consumers are becoming more willing to try novel flavours, textures, and ingredients. This has resulted in the development of novel spreads that combine local and international flavours, appealing to a broader consumer base.

According to the research report, “Middle East & Africa Spreads Market Outlook, 2028, the market is projected to reach market size of USD 6.2 Billion by 2028. Cultural festivities and celebrations also influence the spreads market in the MEA region. During religious holidays such as Ramadan, traditional spreads like date paste and rose petal spreads gain popularity. These spreads, infused with the sweetness and fragrance of dates or roses, are cherished as symbols of cultural traditions and are an integral part of special meals and desserts enjoyed during festive occasions. Increasing awareness of health and wellness is a growing factor shaping the demand for spreads in MEA. Consumers are becoming more health-conscious, seeking spreads made from natural and nutritious ingredients, with low fat and cholesterol levels. There is a demand for spreads that cater to specific dietary requirements, such as gluten-free, vegan, or organic options, as consumers prioritize their well-being. Furthermore, MEA region attracts a significant number of tourists, driving the demand for spreads within the hospitality industry. Hotels, restaurants, and resorts rely on spreads to enhance their menus and provide guests with a taste of the local cuisine. The tourism sector creates opportunities for specialized spreads and encourages culinary innovation to cater to diverse international palates. The dairy industry plays a significant role in the production of spreads, particularly butter-based spreads. Butter is a common ingredient used in spreads, and dairy companies are involved in churning, processing, and producing butter for the spreads market. They provide a steady supply of butter, which is further transformed into spreads through blending, flavoring, and packaging processes.

The Chocolate spreads are gaining traction among the consumers in MEA region. The MEA region has a strong cultural affinity for sweet and indulgent flavors. Chocolate spreads offer a rich and satisfying taste experience that resonates with the local consumer palate. The region's love for sweets, desserts, and confectionery makes chocolate spreads a natural fit and a popular choice for spreading on bread, pastries, or enjoyed as a standalone treat. Chocolate spreads offer versatility in their usage, making them appealing to consumers in the MEA region. They can be spread on bread, pancakes, or waffles, used as a filling in pastries and cakes, or incorporated into various dessert recipes. This versatility aligns with the region's culinary preferences, where spreads are enjoyed in different ways and as a part of everyday meals or special occasions. The MEA region is home to diverse populations, including expatriates, immigrants, and individuals from different cultural backgrounds. Chocolate spreads, with their global appeal, cater to the tastes and preferences of these multicultural communities. They provide a familiar and comforting flavor that transcends cultural boundaries, making them popular among a wide range of consumers in the region.

Based on nature type, the market is bifurcated into conventional and organic/ plant based. The conventional type of spreads is most commonly preferred type of spreads in Middle East & Africa. Conventional spreads are often made using locally sourced ingredients and traditional recipes, which gives them an authentic and distinct flavor profile. The use of local ingredients resonates with consumers who appreciate the connection to their cultural roots and the preservation of culinary traditions. The authenticity of conventional spreads appeals to consumers seeking an experience that reflects their local heritage. Conventional spreads in the MEA region are often formulated to meet specific dietary and religious requirements. For instance spreads made with halal or kosher ingredients cater to consumers following Islamic or Jewish dietary guidelines. Conventional spreads also take into consideration regional preferences, such as using vegetarian or vegan ingredients, which align with dietary choices and restrictions. Furthermore, conventional spreads are more affordable compared to premium or specialty options. They offer a cost-effective choice for consumers, making them accessible to a wider range of people across different socioeconomic backgrounds. The affordability of conventional spreads contributes to their widespread preference and popularity.

According to the report, the market is segmented into spreadable fats (butter, margarine & cheese), fruit jam & preserve spreads, nut Based spreads, chocolate spreads, savory spreads, and honey based spreads. The spreadable fats are one of the most preferred spreads in MEA region and are dominating the market as well. Spreadable fats are one of the most popular spreads in the MEA region, and they also dominate the market. Spreadable fats have a rich and distinct flavour that complements a variety of dishes. Butter, in particular, is revered for its natural and creamy flavour, which is frequently associated with indulgence and high-quality products. Spreadable fats have a flavour profile that is well-suited to local culinary preferences and complements regional cuisines and bread-based meals. Spreadable fats, particularly butter, are frequently associated with natural and authentic products. Consumers in the MEA region like the perception of consuming minimally processed ingredients with fewer additives or artificial components. This corresponds to a preference for food goods thought to be more wholesome and real. Spreadable fats also have a smooth and spreadable texture, making them easy to use. They spread easily without splitting or crumbling over bread, toast, or other baked items. This spreading ability increases their appeal and convenience, especially in everyday breakfast routines or when preparing quick snacks.

Major companies present in the market:

The Kraft Heinz Company, The Hershey Company, Ferrero SpA , Unilever PLC, Nestlé S.A., Mondelēz International, Inc., General Mills, Inc., Hero Group, Dr. Oetker. Almarai Company, Tiger Brands.

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 Spreads market with its value and forecast along with its segments
• Country-wise Spreads market analysis
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries Covered in the report:

• UAE
• Saudi Arabia
• South Africa

By Product Type

• Spreadable Fats (Butter, Margarine & Cheese)
• Fruit Jam & Preserve Spreads
• Nut Based Spreads
• Chocolate Spreads
• Savory Spreads
• Honey Based Spreads

By End-Use

• Household
• Commercial

By Nature

• Conventional
• Organic / Plant Based

By Distribution Channel

• Hypermarket & Supermarket
• Convenience Store
• Online
• Others (Foodservice & Direct Sales)

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 listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing 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 conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Spreads 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.