The Middle East and Africa region is flourishing in terms of health and fitness culture as there has been an increased rate in the number of memberships around the region. Consumers are willing to spend more on health and fitness club with healthy aspects is playing a key role to drive the market growth across the region. The rising number of health clubs and the gym with personal training and the latest fitness equipment is attracting consumers to join the health and fitness clubs which will continue to influence the whey protein market growth in upcoming years. Among all, countries like South Africa, Saudi Arabia, United Arab Emirates, Egypt, Morocco, and Kuwait are expected to surge the demand for whey protein in the region. IHRSA (International Health, Racquet And Sportsclub Association) stated that South Africa registered the highest number of health and fitness club memberships across the region in the year 2016.

South Africa's whey protein market is projected to reach USD 125.9 million by 2024, registering the CAGR of 6.3% during the forecast period. The increase in demand from working women for quality protein infant foods and nutritional requirements of athletes is driving the growth rates. South Africa, with a matured and organized retail sector, is expected to increase shelf space for whey protein products (in its stores), thus, holding a major share in the African region. Therefore, consumers are increasingly purchasing protein bars and supplements to meet their nutrition requirements and maintain their health.