Market Trends of Middle East and Africa Ready to Drink Beverages Industry
This section covers the major market trends shaping the MEA Ready to Drink Beverages Market according to our research experts:
Increasing Inclination Toward Healthy and Convenience Drinking Habits
There is a huge demand for organic RTD beverages made from plant-based protein as consumers prefer to drink healthy and organic-certified beverages in the region. The demand for plant-based ready to drink beverages, such as oat and soy milk yogurt drinks, has been steady due to the nutrients in them. Further, the growing popularity of clean-label RTD beverages has increased to a broader demographic, among people from different generations and lifestyles looking for convenient, high-quality nourishment that fits into their daily routines. Key brands are also capturing the trend by offering new products in the clean-label and organic categories. For instance, in January 2021, Koita, a UAE-based dairy company, declared the launch of new organic almond and coconut RTD in the United Arab Emirates, along with other countries. Further, the growing prevalence of lifestyle diseases, such as diabetes, obesity, and cardiovascular diseases, among young consumers is expected to boost the demand for plant-based and low-calorie ready to drink beverages.
Saudi Arabia is the Fastest Growing Market
In Saudi Arabia, ready to drink (RTD) coffee, functional beverages, and milk-based drink have been gaining a deeper foothold as young consumers are increasingly preferring convenience snacking. Further, unsweetened ready to drink functional beverages and fruit juices are becoming more popular as customers attempt to eliminate the excess calories brought on by added sugar. Thus, leading brands have come up with a different variety of RTD drinks, such as sugar-free and low-calorie RTD drinks, in the market. For instance, in March 2020, Dubai Energy Drink debuted its line of energy drinks in the United States, Nigeria, and the United Arab Emirates. These beverages are reasonably-priced and stevia-based sugar-free alternatives that have no calories. Additionally, growing participation in fitness activities and leisure sports is estimated to push the demand for energy drinks and protein-based RTD beverages. For instance, according to the new findings revealed in July 2022 through a consumer survey conducted by Saudi Arabia's General Authority for Statistics, 48.2% of people across the country practice some physical and sporting activity for at least 30 minutes a week.
