Middle East and Africa Sweet Biscuits Market Trends

The emerging class of younger consumers along with kids and working-class consumers are largely consuming baked goods, such as sweet biscuits as a convenience snack regularly, which in turn boosts the market growth in the region. Further, food companies are intensively capitalizing on introducing and promoting a range of biscuit snacks as on-the-go snacks. Additionally, they emphasize the availability of tiny, practical packets that let customers take cookies and biscuits in their luggage. As countries such as Saudi Arabia, and South Africa has high obese and diabetic populations, international players such as Kellogg's Arabia, Mars Saudi Arabia, and Nestlé Middle East have signed a voluntary pledge with the Saudi Food and Drug Authority (SFDA) that seeks to reduce sugar, salt and fat content in their products. For instance, in 2019, Kellogg's launched a healthier version of Coco pops biscuits, in which sugar, salt, and saturated fats will be slashed by 7%, 26%, and 40% respectively across the Middle East region. Therefore, with the help of international players, the healthy/functional biscuit industry holds substantial opportunities in the healthy snacking category.