Middle East & Africa Gluten Free Products Market Outlook, 2028

The gluten-free market in the Middle East and Africa region is expanding rapidly. With its different cultures and dietary habits, the Middle East and Africa area has seen a considerable increase in gluten-free product knowledge and demand. One of the primary drivers of this expansion is the rising prevalence of celiac disease and gluten sensitivity, which has led many people to adopt gluten-free diets as a requirement for their health and well-being. Furthermore, the region's significant expatriate population from Western countries, where gluten-free lifestyles are more widespread, has contributed to the region's growing demand for gluten-free products. Another key driver is rising consumer health consciousness, with more people looking for alternate food options to support overall wellness. The Middle East and Africa have seen a significant increase in the prevalence of celiac disease and gluten sensitivity. These conditions, characterized by an adverse reaction to gluten, have driven the demand for gluten-free products as individuals seek to manage their health conditions effectively. The region's unique genetic makeup and changing lifestyles have contributed to the rise in gluten-related disorders, making the demand for gluten-free products particularly pronounced. The region has a rich culinary heritage with diverse traditional diets that heavily rely on grains like wheat, barley, and rye, which contain gluten. However, cultural trends have led to the adaptation of traditional recipes to accommodate gluten-free alternatives. For instance, gluten-free flatbreads, such as the Middle Eastern manakish or African injera, are becoming increasingly popular. MEA cultures traditionally prioritize fresh, natural, and locally sourced ingredients in their cuisine. This preference aligns well with gluten-free diets, as many naturally gluten-free foods, such as fruits, vegetables, legumes, and meats, are integral parts of the regional culinary traditions.

According to the research report, “Middle East & Africa Gluten Free Products Market Outlook, 2028, the market is projected to reach market size of USD 641 Million by 2028. Traditional gluten-free grains and flours are being rediscovered and used in MEA cuisine in response to increased demand for gluten-free products. Grains such as quinoa, amaranth, teff, and sorghum, as well as alternative flours such as chickpea flour and rice flour, are gaining appeal as gluten-free replacements. In MEA cultures, hospitality is strongly valued, with social gatherings, celebrations, and communal meals playing an important role in people's lives. The cultural trend of entertaining guests and sharing meals has resulted in an increased demand for gluten-free choices to suit people with dietary limitations. This trend has also prompted the addition of gluten-free options to banquet menus and catering services. Gluten-free bakeries and cafes have emerged in several cities across the MEA region, providing dedicated spaces for individuals seeking gluten-free options. These establishments offer a variety of freshly baked gluten-free bread, cakes, pastries, and other baked goods. They serve as community hubs for gluten-free individuals and contribute to the overall accessibility and acceptance of gluten-free products. African cuisine offers a range of gluten-free specialties based on traditional grains and tubers. For instance, fufu, a popular West African dish, is made from pounded cassava or plantain, providing a gluten-free alternative to wheat-based staples. In East Africa, gluten-free dishes like ugali (a porridge-like dish made from maize flour) and injera (a sourdough flatbread made from teff) are widely enjoyed. The MEA region is known for its delectable desserts, and gluten-free versions of traditional Middle Eastern sweets have gained popularity. Gluten-free baklava, made with alternative flours and without wheat-based phyllo dough, is a prime example. Similarly, gluten-free versions of other Middle Eastern sweets like ma'amoul (filled cookies) and basbousa (semolina cake) can be found in gluten-free bakeries and specialty stores.

The United Arab Emirates (UAE) has a national gluten-free certification program, which is overseen by the Emirates Authority for Standardization and Metrology (ESMA). This program ensures that gluten-free products sold in the UAE meet strict safety and quality standards. The Kingdom of Saudi Arabia (KSA) has a national gluten-free labeling program, which is overseen by the Saudi Food and Drug Authority (SFDA). This program requires that all gluten-free products sold in the KSA be labeled with a clear and visible gluten-free claim. The Food and Agriculture Organization of the United Nations (FAO) has a regional project for the development of gluten-free products in the MEA region. This project is funded by the European Union and is designed to help food producers in the region develop and market gluten-free products.
The sources type of the market includes plant based and animal based. Plant based is best sources for making gluten free products in MEA and is significantly leading the market as well. Furthermore, animal based are gaining popularity in MEA market and is expected to grow with highest CAGR as well. Animal-based sources, such as meat, poultry, fish, and dairy products, are often rich in protein. Protein is an essential nutrient for the body, and individuals following a gluten-free diet may seek alternative sources of protein due to the limited availability of gluten-free grains and plant-based proteins. Animal-based sources offer a concentrated and complete protein profile, making them appealing to individuals looking to meet their protein needs while avoiding gluten. MEA cultures have long-standing culinary traditions that include the consumption of animal-based products. These traditional diets often feature meat, poultry, fish, and dairy as integral components. As individuals transition to a gluten-free diet, they may naturally gravitate towards familiar animal-based ingredients and dishes that they have grown up with. This preference for animal-based sources aligns with cultural tastes and makes it easier for individuals to adapt to a gluten-free lifestyle without completely changing their dietary habits.

Based on product types, market divided into bakery products ( breads, rolls, buns and cakes, cookies, crackers, wafers and biscuits baking mixes and flours), snacks & RTE products, soups , sauces, pizzas & pasta and other types( condiments & dressings, dairy Products , gluten-free baby food, meats/ meats alternatives). Among them bakery products are leading the market with significant market share. Bakery items such as bread, cakes, pastries, and cookies are well-known for their distinct flavour and texture. Gluten-free dieters frequently seek gluten-free bakery products that taste and feel like their gluten-containing counterparts. Bakeries in the Middle East and Africa (MEA) have responded to this demand by producing gluten-free recipes and using alternative flours and components to create similar textures and flavours. In the MEA region, bakery products are frequently associated with special occasions, festivals, and festivities. During these periods, there is an upsurge in demand for bakery foods, including gluten-free options. Gluten-free dieters seek gluten-free bakery items in order to fully engage in cultural and holiday customs without jeopardising their dietary restrictions. Bakeries that cater to gluten-free demands are critical to addressing this demand. Bakery items, particularly pre-packaged options, offer ease and accessibility to gluten-free consumers. Gluten-free bread, cookies, and other baked items are widely accessible in pre-packaged form.
Speciality stores are playing important role in distributing gluten free products in MEA. Specialty stores specifically cater to individuals with specific dietary needs, such as those following a gluten-free diet. These stores curate a dedicated selection of gluten-free products, ensuring that consumers have a wide range of options to choose from. By focusing on gluten-free products, specialty stores can provide a more extensive and specialized range than general supermarkets or grocery stores. Specialty stores often offer a broader range of gluten-free products compared to mainstream supermarkets. In addition to staple items like gluten-free bread, pasta, and snacks, specialty stores may also carry specialty and niche products that cater to specific dietary preferences, such as organic, vegan, or allergen-free options. This diverse product range caters to the varied needs and preferences of individuals following gluten-free diets. There are many speciality stores in MEA that are distributing gluten free products some of them include, The Real Food Market, The Gluten-Free Shop, Lotus Bakeries, Celia's Kitchen.

Recent Developments:

• Nestlé Middle East announced on June 14, 2023 that it is launching a new line of gluten-free cereals in the UAE. The new cereals are made with rice, corn, and quinoa, and they are free of gluten, dairy, and nuts.
• Carrefour, a major supermarket chain in the MEA region, announced on April 20, 2023 that it is expanding its selection of gluten-free products. The new products include bread, pasta, cereals, snacks, and desserts.
• Kellogg's Middle East announced on May 24, 2023 that it is launching a new line of gluten-free snacks in the UAE. The new snacks are made with corn, rice, and quinoa, and they are free of gluten, dairy, and nuts.

Major companies present in the market:

General Mills Inc, The Kellogg Company, Mondelez International, Inc, The Kraft Heinz Company, Barilla Group, The Hershey Company, Bob's Red Mill, Earth Goods.

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 Gluten Free Products market with its value and forecast along with its segments
• Country-wise Gluten Free Products 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:

• Bakery products (Breads, rolls, buns and cakes Cookies, crackers, wafers and biscuits Baking mixes and flours)
• Snacks & RTE Products
• Soups
• Sauces
• Pizzas & Pasta
• Other Types (Condiments & Dressings, Dairy Products , Gluten-free Baby Food, Meats/ Meats Alternatives)

By Form:

• Solid
• Liquid

By Sources:

• Plant (Rice & corn, Oilseeds & Pulses, Others)
• Animal (Dairy, Meat)

By Distribution Channel:

• Specialty Stores(Bakery Stores, Confectionery Stores, Gourment Stores)
• Supermarkets & Hypermarkets
• Online
• Conventional Stores(Grocery Stores, Mass Merchandizers, Warehouse clubs)
• Others(Drugstores & pharmacies)

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 Gluten Free Product 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.