Explore the latest findings about healthy snacking and shopping habits in the MEA region from our official Knowledge Partner, Innova Market Insights.

Consumer Perspectives and Purchasing Habits

Consumers in the Middle East and Africa (MEA) have unique viewpoints towards snacking when compared to global consumer attitudes. Research by Innova Market Insights shows that globally, consumers tend to choose salty snacks for their taste qualities, as well as for relaxation and reward. However, consumers from the MEA consume salty snacks because they consider them healthy, and because they want something luxurious.

Most MEA consumers (70%) tend to purchase their salty snacks in supermarkets. 47% say that they purchase salty snacks in convenience stores, and 30% say they purchase them in specialist stores.

Who is Driving Consumption?

Consumer data from Innova shows that Egypt and Saudi Arabia are the leading countries with increased consumption of salty snacks in the past twelve months. Health and changing taste preferences are the top reasons why Egyptian consumers are increasing their salty snack consumption. In Saudi Arabia, changing taste preferences and budget changes most influence consumers increasing consumption.

Top Claims and Attributes

Product safety, made with real ingredients/natural, and no artificial flavors or colors are some of the most influential claims for MEA salty snack consumers. The most influential attributes are taste/flavor, cost, and brand. These popular claims and attributes are aligned with global consumer consumption drivers – demonstrating how in some regards, MEA consumer preferences reflect global attitudes

Innovation and Developments in the MEA Snack Market

Consumers in the MEA are interested in snack products that are not only satisfying on a taste profile level, but also have healthy properties. Innova's research highlights how brands are taking notice of this consumer attitude, as active and passive health claims in MEA snacks have grown at a CAGR of 14% in the past five years. Snack nuts and seeds, popcorn, wheat and other grain-based snacks with health claims are showing the fastest growth – helping drive the future of healthy snacking innovations in the region. High source of protein, high/source of fiber, and low/no/reduced cholesterol are the top fastest growing health claims for snacks in MEA.

Regarding flavors barbecue, sweet chili, and caramel are all growing in MEA’s snacks sector. Additionally, snacks with health claims and premium or indulgent claims have grown by a CAGR of 24% in the past five years. These developments show that innovators also have opportunities to experiment combining premium and indulgent flavors with health claims, satiating those that don't want to sacrifice indulgence for health.

 

For more valuable insights, exciting trends and the latest developments in the sweets and snacks industry, make sure to attend ISM Middle East from 24 – 26 September at Dubai World Trade Centre. Register now at https://bit.ly/3WtO4ZM.