| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Historical Data Period | 2019 - 2023 |
| CAGR | 5.30 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
MEA Sweet Biscuits Market Analysis
The Middle East and Africa Sweet Biscuits Market is expected to register a CAGR of 5.3% during the forecast period.
The market demand is driven by the demand for convenience and go-to snacks. Frequent product launches with new ingredients and tasty flavors to match the changing consumer preferences are enabling the sales of sweet biscuits in the Middle East and Africa. With a focus on new product development and marketing communications, the companies are also engaging in various in-store promotions. These in-store promotions are likely to center on money-off promotions, such as extra value packs or buy-one-get-one-free.
Moreover, the expanding popularity of clean-label snack food is promoting product innovation in the industry. Key brands are using plant-based ingredients in sweet biscuits and cookies to tap into a vegan consumer base. For instance, in January 2022, the United Arab Emirates vegan brand Kind Lyfe launched new Pecan Pie Cookie Dough Bites. The brand is known for its delicious and guilt-free vegan cookies. Further, the sweet biscuit varieties with labels such as gluten-free, preservative-free, and non-GMO are anticipated to gain significant demand during the forecast period.
MEA Sweet Biscuits Market Trends
Increasing Inclination towards On-The-Go Snacking
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.
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Cookies are the Fastest Growing Segment
The sales in the segment are driven by the increased consumption of a wide variety of assortments such as butter-based cookies, chocolate cookies, cream-filled cookies, plain cookies, wafer cookies, artisanal cookies, and egg-based cookies. Cookies remain the most preferred types of sweet biscuits and are consumed regularly by people of all age groups across Middle East countries. Furthermore, innovative marketing of biscuits and cookies has been another major factor boosting market sales. For instance, in 2020, through a rebranding OOH campaign, Corona, a Royal Chocolate Company hit the billboards of Cairo, Egypt, with the new packaging design for their biscuit Bimbo. Moreover, consumers can easily buy healthy variants of sweet cookies such as fortified cookies and organic cookies across online and offline channels, augmenting the market growth in the region. Some of the famous supermarkets in the region are Carrefour, Kazyon, Spinneys, and Metro, among others.
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MEA Sweet Biscuits Industry Overview
The Middle East and Africa Sweet Biscuits market is highly competitive owing to the presence of multiple regional and international players offering a wide range of sweet biscuit products. Some of the prominent players in the market are Britannia Industries Limited, Gandour, Deemah United Food Industries Corp Ltd, Tiffany Foods Ltd, and Yildiz Holding Inc., among others. Key companies are adopting strategic approaches such as product launches, partnerships,s and mergers and acquisitions to maintain their position in the market. For instance, in May 2022, the Azcco Global Group acquired the CRAZE biscuit brand which will be re-launched to the market with more than 40 varieties.
MEA Sweet Biscuits Market Leaders
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Britannia Industries Limited
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Gandour
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Deemah United Food Industries Corp Ltd
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Tiffany Foods Ltd
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Yildiz Holding Inc.
- *Disclaimer: Major Players sorted in no particular order
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MEA Sweet Biscuits Market News
- In April 2022, Flemish biscuit maker Lotus invested US$11m and commenced construction of its third factory in South Africa. Lotus has expanded its production capacity from 1,800 tonnes to about 3,100 tonnes.
- In March 2022, Yıldız Holding's expanded its operations, launching the products of the leading Turkish confectionery maker's biscuit brand Ülker in the United Arab Emirates.
- In February 2022, Edita extends its footprint in the filled biscuits segment by launching its latest biscuit product Onrio Mini LAVA. The new product is sold under Edita's Onrio brand at a price of EGP 3 per pack.
MEA Sweet Biscuits Industry Segmentation
Sweet biscuits are flour-based baked products that are sweet in taste. The Middle East and Africa sweet biscuits market is segmented by type, distribution channel, and geography. By type, the market is segmented into plain biscuits, cookies, sandwich biscuits, filled biscuits, chocolate-coated biscuits, and other sweet biscuits. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. It provides an analysis of emerging and established economies across the region, comprising Saudi Arabia, United Arab Emirates, South Africa, and the Rest of the Middle East and Africa.
| By Type | Plain Biscuits |
| Cookies | |
| Sandwich Biscuits | |
| Filled Biscuits | |
| Chocolate-coated Biscuits | |
| Other Sweet Biscuits | |
| By Distribution Channel | Supermarket/Hypermarket |
| Convenience Stores | |
| Specialty Stores | |
| Online Retail Stores | |
| Other Distribution Channels | |
| By Geography | Saudi Arabia |
| United Arab Emirates | |
| South Africa | |
| Rest of Middle-East and Africa |
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MEA Sweet Biscuits Market Research FAQs
What is the current Middle East and Africa Sweet Biscuits Market size?
The Middle East and Africa Sweet Biscuits Market is projected to register a CAGR of 5.3% during the forecast period (2025-2030)
Who are the key players in Middle East and Africa Sweet Biscuits Market?
Britannia Industries Limited, Gandour, Deemah United Food Industries Corp Ltd, Tiffany Foods Ltd and Yildiz Holding Inc. are the major companies operating in the Middle East and Africa Sweet Biscuits Market.
What years does this Middle East and Africa Sweet Biscuits Market cover?
The report covers the Middle East and Africa Sweet Biscuits Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Middle East and Africa Sweet Biscuits Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Middle East and Africa Sweet Biscuits Industry Report
Statistics for the 2025 Middle East and Africa Sweet Biscuits market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Middle East and Africa Sweet Biscuits analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
