MIddle East and AfricaPlant-Based Chicken Market Outlook, 2029

A wave of innovation is washing over kitchens across the Middle East and Africa (MEA) region, bringing with it a new player on the protein scene: plant-based chicken. This exciting alternative is crafted from plant-based ingredients like soy, peas, or lentils, mimicking the taste and texture of its poultry counterpart. From sizzling stir-fries to flavorful curries, plant-based chicken offers a versatile option for cooks seeking to explore new culinary horizons. Beyond its delicious potential, plant-based chicken resonates with a growing segment of the MEA population concerned about environmental sustainability and animal welfare. The production of plant-based chicken often requires less water and land compared to traditional chicken farming, making it a more eco-friendly choice. Furthermore, for those seeking meat-free alternatives due to ethical considerations, plant-based chicken offers a satisfying solution. As this exciting new protein source sets down roots in the MEA region, it has the potential to transform kitchens and redefine what it means to enjoy a delicious and sustainable meal. According to the research report "Middle East and Africa Plant-Based Chicken Market Outlook, 2029," published by Bonafide Research, the Middle East and Africa Plant-Based Chicken market is expected to reach a market size of more than USD 370 Billion by 2029. While there aren't yet uniform standards across the continent, individual countries are setting guidelines, especially regarding labeling and marketing. Ensuring clear labeling that avoids misleading consumers about the content of plant-based chicken products is crucial. Additionally, certifications can play a role. Some certifications focus on non-GMO ingredients or allergen-free production, addressing specific consumer concerns. These regulations and certifications can impact the market. For instance, stricter labeling requirements in one country might influence how manufacturers formulate products for distribution across South America. Plant-based chicken faces competition from other alternatives in South America. Traditional chicken remains a popular choice, especially due to its affordability and cultural significance in many dishes. Here, plant-based chicken can compete by highlighting its potential health benefits, such as being lower in fat or cholesterol. Additionally, compared to other plant-based protein options like tofu, plant-based chicken can offer a more familiar texture and versatility, mimicking the shredded chicken used in popular South American dishes like tacos or fajitas. Marketing and promotion play a vital role in the South American plant-based chicken market. Social media campaigns featuring mouth-watering recipes that showcase plant-based chicken in traditional South American dishes can be highly effective. Collaborations with local chefs and restaurants can further demonstrate the versatility of these products, allowing consumers to see how plant-based chicken can be incorporated into their favorite meals. Eye-catching packaging that emphasizes health benefits or sustainability can also attract attention in South America, where environmental awareness is growing. Market Drivers • Growing emphasis on health and wellness: Consumers across the MEA region are becoming increasingly aware of the health benefits associated with plant-based diets. Plant-based chicken alternatives are generally lower in saturated fat and cholesterol compared to traditional chicken. Additionally, they can be fortified with essential nutrients like protein, iron, and vitamin B12, making them a healthy and nutritious option for health-conscious consumers. • • Rising popularity of street food culture: Street food vendors are a ubiquitous presence across the MEA region, offering a wide variety of affordable and convenient meals. As consumers become more health-conscious and interested in plant-based options, street food vendors are increasingly incorporating plant-based chicken alternatives into their menus. This trend is driven by the growing demand for vegetarian and vegan street food options, with plant-based chicken offering a familiar and versatile ingredient that can be easily adapted to existing recipes. Market Challenges Limited cold chain infrastructure and distribution networks: The effectiveness of the cold chain, which refers to the temperature-controlled transportation and storage of food products, is crucial for maintaining the quality and safety of plant-based chicken products. Limited cold chain infrastructure in some parts of the MEA region can lead to spoilage and hinder the wider distribution of plant-based chicken products. Competition from established meat producers: The traditional meat industry is aware of the growing plant-based chicken market and may attempt to compete by lowering prices or launching their own plant-based product lines. Plant-based chicken producers need to focus on innovation, brand differentiation, and building consumer loyalty to maintain their competitive edge in the MEA market.

Based on the report, the Plant-Based Chicken market is segmented into Burger Patty, Chunks & Tips, Crumbles & Grounds, Cutlet, Nuggets and Others. Burger patties are a major player, especially in developed regions of the MEA like the UAE and South Africa. These patties cater to busy lifestyles and can be easily incorporated into familiar favorites like burgers or veggie burgers. Chunks and tips are another popular option, particularly in North Africa where they can be used to mimic ingredients in traditional chicken dishes like stews or tagines. Here, flavor and texture become important as consumers seek plant-based alternatives that can replicate the experience of real chicken. Crumbles and grounds offer a versatile option across the MEA region. They can be used in various dishes, from pasta sauces and stir-fries to adding a plant-based protein boost to salads or breakfast bowls. Cutlets are gaining traction, especially as awareness of plant-based chicken grows. These resemble traditional chicken breasts or cutlets and can be cooked in similar ways, appealing to consumers who might be looking for a more substantial plant-based main course. Nuggets are a hit with kids and adults alike, offering a familiar and convenient finger food option. They're particularly popular in urban areas with busy lifestyles, but can also find a place in family meals across the MEA region. The "Others" category encompasses a range of innovative and emerging product types. This could include plant-based shredded chicken for tacos or sandwiches, plant-based luncheon meats for wraps or salads, or even plant-based whole "chickens" for a special occasion roast dinner. According to the report, the Plant-Based Chicken market is segmented into Pea-based Protein, Rice-based Protein, Soy-based Protein, Wheat-based Protein and Others. According to the report, the Plant-Based Chicken market is segmented into HoReCa and Online Retail Looking at protein sources, there are several key players. Pea-protein based chicken alternatives are gaining traction, particularly in wealthier regions like the UAE, due to their allergen-free nature and neutral taste that adapts well to various cuisines. Soy-based options are prevalent across the MEA region, offering a familiar and affordable choice for many consumers. However, soy allergies and growing consumer awareness can limit its reach in some areas. Rice-based plant-based chicken is another contender, especially in Sub-Saharan Africa where rice is a dietary staple. This option can be cost-effective and cater to gluten-free preferences. Wheat-based protein is used in some plant-based chicken products, but gluten allergies are a concern, particularly in North Africa where wheat consumption is high. The "Others" category includes innovators using novel protein sources like lentils, chickpeas, or even fungi to create unique plant-based chicken experiences. Distribution channels in the MEA market also reflect the region's diverse landscape. The HoReCa sector, encompassing hotels, restaurants, and cafes (HoReCa), is a significant channel, especially in tourist destinations and urban areas. Here, plant-based chicken can be incorporated into familiar dishes or offered as innovative menu options, catering to health-conscious travelers and local consumers alike. Online retail is another growing channel, particularly popular with younger generations in the MEA region. This platform offers convenience and allows consumers to browse a wider variety of plant-based chicken products, from established brands to those from smaller, local producers. Based on the report, the major countries covered include the UAE, South Africa, Saudi Arabia, and the rest of the Middle East and Africa. In the more developed regions like the United Arab Emirates and South Africa, a growing awareness of health and environmental concerns is driving demand for plant-based alternatives. Here, consumers with busy lifestyles are drawn to convenient plant-based chicken options that are easy to prepare and taste delicious. This creates a prime market for innovative companies to develop plant-based chicken products that can seamlessly fit into existing meal routines. North Africa, with its strong culinary traditions, presents a different challenge. While there's an interest in healthier options, plant-based chicken needs to compete with flavorful and affordable chicken dishes that are deeply ingrained in the culture. However, the potential is there, especially for products that can mimic the taste and texture of traditional chicken recipes. Moving down to Sub-Saharan Africa, the plant-based chicken market is still in its early stages. Here, affordability is a key concern, and producers will need to develop cost-effective plant-based chicken options to reach a wider audience. Despite these variations, all MEA countries are grappling with similar challenges regarding regulations. Plant-based chicken isn't subject to the same regulations as traditional chicken, and clear labeling is crucial to avoid confusion for consumers. FAQ 1. Who are the primary target consumers for plant-based chicken alternatives in the MEA region? A: Flexitarians and health-conscious consumers seeking sustainable protein options, alongside vegetarians and vegans, are key targets. Religious dietary restrictions on meat consumption in some parts of the MEA can also contribute to demand. 2. How does price sensitivity impact the adoption of plant-based chicken in the MEA? A: Price competitiveness compared to traditional chicken is crucial, particularly in regions with lower average disposable incomes. Offering affordable plant-based chicken options is essential for wider market penetration. 3. Are there regional flavor preferences that influence plant-based chicken development in the MEA? A: Understanding popular spices and herbs used in regional chicken dishes can guide product development. For example, plant-based chicken with a peri peri or harissa marinade might resonate better in North Africa, while options with a tandoori or biryani flavor could appeal to consumers in the Middle East or South Asia. 4. What role can street food vendors play in promoting plant-based chicken in the MEA? A: Street food is a popular and affordable dining option in many MEA countries. Partnering with street food vendors to offer plant-based chicken dishes can be a strategic way to reach a wider audience and increase awareness. 5. How can plant-based chicken producers cater to vegetarian and vegan consumers with specific religious dietary certifications? A: Obtaining halal certifications for plant-based chicken can be crucial for reaching vegetarian and vegan consumers in Muslim-majority countries within the MEA region.

Make this report your own

Have queries/questions regarding a report?

Take advantage of intelligence tailored to your business objective

Ask an Expert

Manmayi Raval

Research Consultant

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now