Middle East And Africa Energy Bar Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Middle East And Africa Energy Bar Market Trends and Insights

Rising Health and Wellness Awareness

The increasing focus on health and wellness across the Middle East and Africa is a significant driver for the energy bar market. This trend is primarily fueled by rising concerns over lifestyle-related diseases, such as obesity, diabetes, and cardiovascular conditions. The region is witnessing a sharp increase in the prevalence of these health issues, encouraging consumers to make more informed dietary choices and prioritize the nutritional value of their snacks. For instance, the International Diabetes Federation estimates that the number of individuals with diabetes in Africa will grow by 142% between 2024 and 2050 ^{[1]Source: International Diabetes Federation, "Africa Diabetes regional report 2000 — 2050", diabetesatlas.org}. Similarly, the Middle East and North Africa region is expected to see a 92% increase during the same period, underscoring a critical public health challenge. This heightened awareness, particularly among urban populations, is driving a shift toward healthier snack options, including protein bars, meal-replacement bars, and energy bars made with fruits or nuts, which offer functional and nutritious benefits.

Influence of western dietary trends

The increasing influence of Western dietary trends is a key factor driving consumer preferences and boosting the demand for energy bars in the Middle East and Africa (MEA). Globalization, exposure to Western media, international travel, and the presence of expatriate communities have familiarized consumers with global health and fitness cultures that emphasize functional nutrition, protein consumption, and convenient snacking options. Western dietary habits, which often focus on high-protein, low-sugar, and balanced macronutrient profiles, are encouraging a shift from traditional snacking practices to more health-oriented choices, such as protein bars, meal replacements, and energy bars enriched with vitamins and minerals. Furthermore, Western brands have established a strong presence in the region, introducing product innovations and marketing strategies that enhance consumer awareness and preference for energy bars as both performance aids and healthy snack options.

Increasing focus on fitness trends and sports nutrition

The growing emphasis on fitness trends and sports nutrition is a key driver of the energy bar market in the Middle East and Africa (MEA). This growth is supported by increasing health awareness and government initiatives promoting active lifestyles. For instance, in Abu Dhabi, the Department of Community Development reported a notable rise in physical activity levels, with 53% of consumers meeting the World Health Organization’s recommended physical activity guidelines in 2024 ^{[2]Source: The Department of Community Development , "Abu Dhabi Sees Significant Increase in Physical Activity Rates", addcd.gov.ae}. This increase in fitness participation reflects a broader regional trend, with urban populations engaging more in exercise, sports, and wellness activities. The rising number of gym memberships and the growing interest in activities such as running and cycling highlight the demand for convenient, functional nutrition products that support energy, recovery, and performance. Energy bars, particularly protein-rich and meal-replacement options, cater to these needs by offering balanced nutrition in portable formats suitable for consumption before, during, and after workouts.

Innovation in product formulations

Innovation in product formulations is a significant factor driving the growth of the energy bar market in the Middle East and Africa (MEA). Consumers are increasingly seeking snacks that offer variety, functionality, and enhanced nutritional benefits. In response, manufacturers are expanding their product portfolios to include energy bars tailored to specific dietary requirements, taste preferences, and health objectives. These products aim to combine indulgence with nutrition to appeal to a broader consumer base. For example, Be Kind, a prominent brand in Saudi Arabia, offers a variety of protein bars in flavors such as Hazelnut Dark Chocolate, Milk Chocolate Protein Bar, and Dark Chocolate with Nuts and Sea Salt. Each bar contains approximately 12 grams of protein, addressing consumer demand for both taste and muscle-repair benefits. This approach particularly resonates with fitness enthusiasts and busy urban consumers. 

Low awareness in rural and semi-urban regions

A key challenge for the Middle East and Africa (MEA) energy bar market is the low level of awareness and limited consumer education regarding energy bars and functional nutrition in rural and semi-urban areas. While urban centers in countries such as South Africa, the United Arab Emirates, and Saudi Arabia are witnessing increasing demand driven by rising health consciousness and fitness trends, rural and less developed regions remain largely untapped. This is primarily due to a lack of familiarity with energy bars as a convenient and nutritious snack option. The situation is further exacerbated by the limited presence of modern retail formats, restricted availability of premium or specialized products, and an underdeveloped e-commerce infrastructure in these areas. Moreover, traditional dietary habits and preferences dominate in rural regions, where consumers often prefer locally sourced or culturally familiar snacks over packaged energy bars. Price sensitivity also poses a significant barrier, limiting the adoption of higher-priced, premium, or protein-enriched bars in these markets.

Preference for traditional snacks

The preference for traditional snacks in the Middle East and Africa presents a significant challenge to the growth of the energy bar market. Cultural eating habits in the region strongly favor locally produced traditional snacks such as dates, falafel, samosas, and various baked goods. These options are often perceived as more authentic, fresh, and satisfying compared to processed energy bars, which are sometimes associated with being overly processed or lacking in cultural relevance. Traditional snacks are deeply rooted in social and familial customs, making them a preferred choice for social gatherings, religious celebrations, and daily consumption. Additionally, these snacks are typically more affordable and widely accessible in both urban and rural areas, further strengthening consumer loyalty. This creates a considerable barrier for energy bar brands attempting to penetrate price-sensitive markets and establish a foothold in a region where traditional preferences dominate.

Segment Analysis

By Product Type: Protein Bars Lead, Meal Replacements Accelerate

Protein-rich bars hold a significant 44.56% share of the Middle East and Africa energy bar market value in 2024, underscoring their market dominance. This strong position is driven by several interconnected factors that align with the changing lifestyles and dietary preferences of consumers in the region. The growing health and fitness awareness among urban populations is a key driver. As more individuals participate in gym workouts, sports, and outdoor activities, the demand for convenient, nutrient-dense snacks that aid muscle recovery and energy replenishment has risen. Protein bars, with their high protein content, low sugar options, and fortified formulations, effectively cater to this demand by providing a functional, on-the-go snack that supports the nutritional goals of health-conscious consumers.

Meal-replacement bars are among the fastest-growing segments in the Middle East and Africa energy bar market, projected to grow at a CAGR of 6.56% through 2030. This growth highlights their increasing appeal to health-conscious and time-constrained consumers. The rising demand for convenient, on-the-go nutrition among busy urban populations, including working professionals, students, and fitness enthusiasts, is a primary growth driver. These consumers often lack the time for full meals but seek balanced dietary options. Unlike traditional snack bars, meal-replacement bars are designed to provide a complete mix of macronutrients, such as protein, carbohydrates, and healthy fats, often enriched with vitamins and minerals. This makes them an attractive alternative for breakfast, lunch, or post-workout meals.

Note: Segment shares of all individual segments available upon report purchase

By Flavor Profile: Chocolate Dominates, Fruit Gains Ground

Chocolate-based bars accounted for a significant 42.34% market share in 2024 within the Middle East and Africa energy bar market, reflecting their sustained popularity and strong consumer preference. This dominance is driven by a combination of factors, including taste preference, indulgence, and familiarity, as chocolate remains a universally favored flavor across various age groups and cultural contexts in the region. Additionally, chocolate-based bars often serve as an accessible entry point to functional nutrition, allowing consumers to benefit from protein, fiber, or vitamins without compromising on taste. This combination of health benefits and indulgence appeals to both fitness enthusiasts and general consumers seeking convenient and enjoyable snack options.

Fruit-based bars, while holding a smaller market share compared to chocolate-based bars, are projected to grow at a notable CAGR of 7.11% through 2030, indicating their rising popularity in the Middle East and Africa energy bar market. This growth is primarily fueled by increasing health awareness among consumers who prioritize snacks perceived as natural, wholesome, and minimally processed. Enriched with real fruit pieces, dried fruits, or fruit purees, fruit-based bars are positioned as a convenient source of vitamins, fiber, and antioxidants. They appeal to consumers focused on preventive health, weight management, and balanced nutrition. Their reputation as a healthier alternative to indulgent chocolate or sugary snacks resonates particularly well with fitness enthusiasts, urban professionals, and younger demographics seeking nutrient-dense, on-the-go options.

By Price Tier: Mass Market Anchors, Premium Outpaces

Mass-market bars accounted for 76.54% of the volume in the Middle East and Africa energy bar market in 2024, highlighting their widespread adoption and accessibility across various consumer segments. This dominance is primarily attributed to their affordability, making them a preferred option for price-sensitive consumers, including students, working professionals, and middle-class urban populations seeking convenient nutrition at a reasonable cost. These bars benefit from extensive distribution networks, including supermarkets, hypermarkets, convenience stores, and increasingly through e-commerce platforms, ensuring availability in both urban and semi-urban areas. Furthermore, mass-market bars cater to general snacking needs rather than specific dietary requirements, enhancing their appeal to a broad demographic.

Premium bars in the Middle East and Africa energy bar market are projected to grow at a CAGR of 6.72% through 2030, driven by their increasing popularity among health-conscious, urban, and affluent consumers willing to pay more for high-quality, functional, and innovative products. This growth is fueled by rising awareness of nutrition and wellness, with consumers prioritizing ingredient quality, nutrient composition, and clean-label formulations alongside convenience. Premium bars often feature attributes such as high-protein content, low sugar, natural or organic ingredients, and specialized formulations, including vegan, gluten-free, keto-friendly, or fortified variants. These characteristics position premium bars as aspirational products that extend beyond basic snacking needs.

By Distribution Channel: Supermarkets Anchor, Online Surges

Supermarkets and hypermarkets accounted for a significant 46.72% of the distribution share in 2024 within the Middle East and Africa energy bar market, establishing themselves as the largest and most influential sales channel in the region. This dominance is driven by factors such as extensive reach, organized retail infrastructure, and the ability to offer a wide range of products under one roof, catering to varied consumer preferences. These retail formats enhance visibility and accessibility for both mass-market and premium energy bar brands, enabling consumers to conveniently compare products, flavors, and nutritional profiles. Additionally, promotions, in-store sampling, and bundled offers further incentivize trial and repeat purchases.

Online retail stores are quickly emerging as a key growth channel for energy bars in the Middle East and Africa, fueled by increasing digital adoption and changing consumer shopping behaviors. For instance, in Saudi Arabia, internet penetration has reached approximately 99%, as reported by the Communications, Space & Technology Commission (CST), allowing a vast majority of the population to access online shopping platforms ^{[3]Source: Communications, Space & Technology Commission (CST), "CST Issued the Saudi Internet Report 2024", cst.gov.sa}. The convenience of home delivery and access to a broader range of products, including protein bars, meal-replacement bars, chocolate-based, fruit-based, and premium variants, make online retail particularly appealing to busy urban consumers, especially younger and working demographics.

Geography Analysis

In the Middle East and Africa, South Africa holds a significant position in the energy bar market, accounting for approximately 21.22% of the regional market share in 2024. This dominance is attributed to a well-developed fitness-nutrition culture and a strong demand for functional snacks. Factors such as a developed retail infrastructure, an urbanized population, and increasing health awareness contribute to the widespread adoption of energy bars, including both protein-rich and meal-replacement varieties. As one of the more developed markets in Africa, South Africa offers a stable consumer base familiar with Western-style convenience nutrition, supporting consistent demand and enabling manufacturers to justify broad distribution and product diversification.

The United Arab Emirates is projected to grow at a compound annual growth rate (CAGR) of 7.23% in the energy bar segment through 2030. This growth is supported by government-led wellness and public health initiatives, such as the Dubai Fitness Challenge (DFC). The 2025 edition of the DFC introduced the "Fuel Your Challenge" nutrition initiative, emphasizing the importance of healthy eating alongside physical activity. These initiatives, coupled with a growing fitness culture, high living standards, and a large expatriate population receptive to global nutritional trends, position the United Arab Emirates as both a consumption and innovation hub for energy bars.

Beyond established markets, emerging economies like Turkey and Nigeria present significant growth opportunities. Turkey's large young population and increasing urban active-lifestyle trends position it as a market where western-style convenience nutrition and health awareness are gaining traction, despite historically limited penetration. Similarly, Nigeria, with its sizable population and expanding urban middle class, shows strong long-term potential for energy bar adoption. While current adoption may be hindered by price sensitivity and distribution challenges, growing awareness of fitness, nutrition, and convenience snacking, along with exposure to global wellness trends, is expected to drive meaningful demand growth in these markets over the coming years.