Market Trends of Middle East and Africa Fermented Drinks Industry
This section covers the major market trends shaping the MEA Fermented Drinks Market according to our research experts:
Non-Alcoholic Beverages Remained the Most Promising Segment
Owing to highly scrutinized alcoholic beverages market in Middle Eastern countries, the sector has not been able to out-perform in the region. Nearly all gulf countries possess strict ban on alcoholic beverages consumption resulting in lower sales revenue of overall fermented drinks. However, this gives an upper hand to non-alcoholic beverage sector, pushing manufacturers to bring development and introduce innovative products in the market. Moreover, fermented drinks such as laban and ayran, being native to the region have strong foothold in the marketplace. Consumers are well aware of the product differentiation among fermented drinks and continue to raise demand for regional delicacies.
United Arab Emirates to Foster Market Growth
The rising preference for functional foods to control health disorders is likely to boost the overall fermented drinks industry in the country. The key players are focusing on R&D and targeting fermented drink production, especially kombucha and probiotic drinks through holistic approach, in order to provide product differentiation and propel consumer loyalty. In 2017, Japan-based probiotic drink maker, Yakult, opened its first office in the United Arab Emirates and it is currently planning to expand its distribution network across the GCC. Al Rawabi is a leading fermented dairy products company in United Arab Emirates, which sells milk, yogurt, and functional products across the country, with more than 13,000 stores.
