Middle East & Africa Instant Beverage Premix Market Outlook, 2028

In the Middle East and Africa, rapid urbanisation has led to a shift in consumer preferences. As more people reside in urban areas and lead busy lives, there is a greater demand for convenient and ready-to-use products, including instant beverage premixes. Furthermore, the influence of Western culture and global trends has led to the adoption of instant beverage premixes in the Middle East and Africa. Western-style beverages such as coffee, hot chocolate, and flavoured teas have gained popularity, driving the demand for premixes that cater to these preferences. Moreover, beverages hold cultural significance in the Middle East and Africa, and they are often served during social gatherings, religious festivals, and hospitality customs. Instant beverage premixes provide a convenient way to prepare and serve drinks, enhancing cultural practises and social interactions. Furthermore, the availability of instant beverage premixes is often tailored to the seasonal preferences of the region. For instance, during Ramadan, premixes for traditional drinks like Qamar al-Din and Amar al-Deen, which are traditionally consumed during the holy month, become highly sought-after. In addition, the Middle East and Africa are popular tourist destinations, attracting a large number of international visitors. Instant beverage premixes are often purchased by tourists as souvenirs or to replicate the local flavours they have experienced during their travels, driving market demand.

According to the research report “Middle East & Africa Instant Beverage Premix Market Outlook, 2028, The market is projected to reach market size USD 9.23 Billion by 2028. Consumers in the region are increasingly seeking natural and organic instant beverage premixes. They are conscious of the ingredients used in their food and beverages, and there is a growing preference for products that are free from artificial flavours, colours, and preservatives. Furthermore, manufacturers are incorporating technology and innovation in the development of instant beverage premixes. This includes the use of advanced processing techniques, such as freeze-drying or spray-drying, to preserve the flavour and quality of the beverages. Additionally, there is a growing interest in incorporating smart packaging features, such as QR codes or augmented reality, to enhance the consumer experience. Moreover, sustainability is gaining importance in the Middle East and Africa region. Consumers are becoming more conscious of the environmental impact of their choices and are looking for eco-friendly options. Manufacturers are responding by adopting sustainable practises in packaging, sourcing ethically produced ingredients, and reducing waste throughout the production process. In addition, the demand for non-dairy and plant-based beverages is increasing in the Middle East and Africa. Instant beverage premixes made from plant-based ingredients like almond milk, coconut milk, oat milk, or soy milk is becoming more prevalent. This trend is driven by factors such as dietary restrictions, health consciousness, and sustainability concerns.

Instant coffee offers a quick and hassle-free solution for coffee lovers in the Middle East and Africa region. It eliminates the need for grinding coffee beans, brewing, or waiting for the coffee to steep. With instant coffee, consumers can easily prepare a cup of coffee by simply adding hot water, making it a time-efficient choice for busy individuals. Furthermore, instant coffee's portability makes it a preferred choice for individuals with on-the-go lifestyles. Whether at home, in the office, or while travelling, instant coffee allows consumers to enjoy their favourite coffee flavours anytime, anywhere. This aligns with the preferences of consumers who lead busy lives and need a convenient coffee solution. Moreover, the instant coffee segment offers a wide range of flavours and varieties to cater to the diverse taste preferences of consumers. From classic black coffee to flavoured options like hazelnut, caramel, or vanilla, there are numerous choices available. This variety allows consumers to explore different flavours and find their preferred instant coffee options. For instance, some instant coffee brands in the Middle East and Africa region that hold a significant market share include Nescafé (Nestlé), Bru (Hindustan Unilever Limited), Maxwell House (Kraft Heinz), Davidoff Café (Oettinger Davidoff AG), Jacobs (JDE Peet's), Moccona (Jacobs Douwe Egberts), Tchibo, MacCoffee, Al Mudhish, and Areej.

In the Middle East and Africa markets, instant soup mixes offer a wide range of flavours to cater to different taste preferences. These flavours can include popular options such as tomato, chicken, vegetable, mushroom, lentil, minestrone, and more. The availability of diverse flavours allows consumers to choose their favourite soup taste and enjoy a quick and satisfying meal. Furthermore, various brands offer instant soup mixes in the Middle East and Africa markets, each with its own flavour varieties and product formulations. Some notable brands in the region include Maggi, Knorr, Royco, and Continental. These brands often focus on the convenience factor, flavour assortment, and use of quality ingredients in their marketing efforts.

Saudi Arabia has been experiencing rapid urbanisation and a shift in lifestyles, with a significant portion of the population residing in urban areas. This urbanisation trend, coupled with busy and fast-paced lifestyles, has led to an increased demand for convenient and ready-to-drink beverage options, including instant beverage premixes. Furthermore, Saudi Arabia has a large population of young consumers who are increasingly open to exploring new products and adopting modern consumption habits. This demographic is receptive to the convenience, variety, and innovative flavours offered by instant beverage premixes. Moreover, coffee holds immense cultural significance in Saudi Arabia. Traditional Arabic coffee, also known as Qahwa, is a staple in Saudi Arabian households and is often served to guests as a gesture of hospitality. This cultural affinity for coffee has extended to the consumption of instant coffee and coffee-based instant beverage premixes. In addition, South Africa has witnessed a surge in the demand for plant-based instant beverage premixes. Products made from plant-based milk alternatives, such as almond, soy, coconut, and oat milk, are gaining traction among consumers who follow a vegan or lactose-free diet or have sustainability concerns.

Online sales channels frequently run promotional activities and offer discounts on instant beverage premixes. These promotions include flash sales, discount coupons, and special deals. Such offers attract consumers and encourage them to make purchases through online platforms. The ability to compare prices, read product reviews, and access exclusive online discounts contributes to the growing popularity of the online sales channel. For instance, some notable online sales platforms in the Middle East and Africa for instant beverage premixes include Jumia, Souq, Noon, Takealot, Konga, Kilimall, Sprii, Mumzworld, Carrefour Online, and Supermart. In addition, supermarkets and hypermarkets allow consumers to buy instant beverage premixes in larger quantities, which is appealing for households or commercial establishments that require a constant supply. Buying in bulk often comes with cost savings and discounts, providing an incentive for consumers to choose these retail channels for their instant beverage premix purchases. For instance, supermarkets and hypermarkets in the Middle East and Africa region that contribute to the sales of instant beverage premixes include Carrefour, Lulu Hypermarket, Spinneys, HyperPanda, Geant Hypermarket, Choithrams, Spar, Waitrose, Shoprite, Checkers, and more.

Major Companies present in the market:

Nestlé S.A., Starbucks Corporation, General Mills, Inc., Unilever plc, The Coca-Cola Company, The Kraft Heinz Company, PepsiCo, Inc, GlaxoSmithKline plc, Arla Foods amba, JDE Peet's.

Considered in this report

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

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

Aspects covered in this report

• South America Instant Beverages Premix market with its value and forecast along with its segments
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Types

• Instant Coffee
• Instant Tea
• Instant Milk
• Instant Health Drinks
• Soups
• Others (mocktail beverages)

By End User

• Commercial
• Residential

By Function

• Plain
• Flavored

By Distribution Channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Sales Channel
• Others (Specialty Stores)

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, 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 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 ready to Instant Beverage premix 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.