What Are Functional Foods? | The Rise of Functional Foods in the Middle East and Africa

Functional foods are foods that go beyond basic nutrition, as they are specifically designed to provide health benefits and promote overall well-being. These foods contain bioactive compounds, such as vitamins, minerals, antioxidants, probiotics, and other functional ingredients that go beyond their traditional nutritional content.

Functional foods aim to enhance health and prevent diseases. The concept of functional foods is closely related to the idea of "nutraceuticals," which are foods or food products that provide health benefits beyond basic nutrition. The goal of functional foods is to offer consumers convenient and enjoyable ways to improve their health through everyday dietary choices.

Examples of Functional Foods: are fortified foods, probiotics and fermented Foods, omega-3 fatty acid-enriched foods, functional beverages, whole foods, herbs and spices, and functional snacks.

Credit: Google

The Rise of Functional Foods in the Middle East and Africa

The Middle East and Africa (MEA) region is witnessing a transformative shift in consumer preferences within the Fast-Moving Consumer Goods (FMCG) industry, with a spotlight on functional foods. As health-conscious consumers seek products that not only satisfy hunger but also contribute to their overall well-being, the market for functional foods in the MEA region is experiencing substantial growth. Functional foods, enriched with essential nutrients beyond basic nutrition, are gaining momentum in the MEA region. This region's diverse cultural and dietary preferences are reflected in the demand for foods that not only taste good but also offer health benefits.

The functional foods market in MEA is estimated to grow from US$ 12,148.25 million in 2021 to US$ 20,921.97 million by 2028; it is estimated to grow at a CAGR of 8.1% from 2021 to 2028. The dairy and frozen desserts segment holds the largest share of the MEA functional foods market. The supermarkets and hypermarkets segment held the largest share of the MEA functional foods market. The key countries for the functional foods market are South Africa, Saudi Arabia, and the UAE.

Leading Companies in the MEA Region:

Abbott

Danone S.A

GENERAL MILLS

Kellogg Company

Laird Superfood

Nestlé SA

Unilever PLC

Credit: Google

Challenges and Opportunities

Diverse dietary preferences: The MEA region encompasses a wide array of dietary preferences, from traditional dishes to international cuisines. Brands need to tailor their functional food offerings to align with local tastes while incorporating health-enhancing ingredients.

Health education: Consumer education plays a pivotal role in the successful adoption of functional foods in the MEA region. Brands must invest in educational initiatives to communicate the health benefits of their products, addressing any cultural nuances that may influence consumer perceptions.

Regulatory landscape: Similar to other regions, the MEA has specific regulations governing health claims and labeling of functional foods. Navigating this regulatory landscape is essential for brands looking to establish trust and compliance.

Tailoring functional foods to MEA preferences: Heritage ingredients: Functional foods can be enriched with traditional ingredients that are not only familiar to local consumers but also boast inherent health benefits. This may include the integration of local herbs, spices, and grains.

Beverages for hydration and health: In the warm climates of the MEA region, functional beverages offering hydration and health benefits are particularly appealing. From vitamin-infused water to herbal teas with antioxidants, the innovation potential is vast.

Dairy: Given the popularity of dairy in the MEA diet, fortified dairy products like yogurt and labneh present a promising avenue. Probiotics and calcium-enriched options can cater to digestive health and bone strength.

Credit: Google

In conclusion, the MEA region presents a fertile ground for FMCG brands to embrace the functional foods trend. With a deep understanding of local tastes, cultural nuances, and a commitment to health education, brands can position themselves as leaders in this evolving market. As consumers in the MEA region seek convenient and enjoyable ways to enhance their health, the potential for growth in the functional foods market is not only significant but also aligned with the wellness aspirations of the vibrant and diverse communities across the Middle East and Africa.

If you are interested in launching your functional FMCG brand in the Middle East or Africa - get in touch with us to find out how we can help you!