| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Historical Data Period | 2019 - 2023 |
| CAGR | 4.12% |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Middle East & Africa Fortified Bakery Products Market Analysis by Mordor Intelligence
The Middle East & Africa Fortified Bakery Products Market is expected to register a CAGR of 4.12% during the forecast period.
Growing urbanization, the surge in the working population, the growth of out-of-home consumption, and increased demand for instant and nutritious products have been fuelling the continuous sales of bakery products in the Middle East. Fortified bakery products play an important role by improving the micronutrients and reducing the risk of deficiency in the population.
For instance, the total labor force in the Middle East and North Africa has increased from 143.37 million (2016) to 150.68 million(2021) according to World Bank data. The surge in the working population results in busy lifestyles which results in on-the-go consumption of foods. Fortified bakery items are filled with nutritious content such as iron, riboflavin, folic acid, zinc, vitamin A, and vitamin B12 as well as offer a filling meal, thus boosting the market growth among the working population.
On the other hand, increasing government support as regards encouraging the fortified ingredients used in bakery products further boosts the market growth. For instance, encouragement from international organizations such as World Health Organization (WHO), the United Nations Children's Fund (UNICEF), and Nutrition International (formerly Micronutrient Initiative) in the Middle East in rising awareness as regards to health benefits associated with the fortified bakery products are augmenting the fortifying of wheat flour in various countries such as Oman, thus boosting the market during the forecast period.
However, the availability of counterfeit & adulterated packaged fortified bakery products is posing restraints over the forecast period.
Middle East & Africa Fortified Bakery Products Market Trends and Insights
Trend of Consuming Healthy Food Among the Health-Conscious Population
The growth of the middle east fortified bakery market can be attributed to the increasing health consciousness among consumers opting for an all-around nutrient-rich diet. The functional benefits offered by fortified bakery products such as Iron, zinc, folic acid, and other B vitamins have boosted the market growth of fortified bakery products in the Middle East and Africa region.
Fortification is an action performed to improve the micronutrient content in the food. The surge in consumers' interest in foods and beverages that can help a healthy lifestyle, along with an increased need for energy and immunity support options, is creating new opportunities for fortified bakery product companies. The fortified, fiber-enriched multigrain bakery products are gaining traction in the middle east market as compared to the traditional ones, thus enhancing the trend for consuming healthy foods. Bakery products made from fortified flour and rice help to avoid anemia from nutritional deficiencies and lessen the risk of infants with severe brain and spine birth defects, thus supporting the trend of consuming healthy food by way of fortified bakery items. In addition, a surge in awareness of weight management is forecasted to increase the sales of gluten-free and low-calorie bakery products. Health and wellness factors are expected to enhance the sales of morning goods in the middle east market during the forecast period.
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Saudi Arabia is the Fastest Growing Country
Saudi Arabia's economy is booming, and there is a huge demand for bread products. The fortified bakery products market in Saudi Arabia is expanding due to changing consumer lifestyles, increased snacking, and indulgence consumption, rising demand for multi-grain and whole wheat bread products with low trans-fat content, and improved living circumstances. Bread is an important component of the diet and is widely consumed among Saudi families. Consumers, particularly those in middle and upper-income groups, are willing to pay higher prices for fortified bakery products with a low GI (Glycemic Index), high fiber content, or fortification with added vitamins. In addition, cake mixes are witnessing higher retail sales due to the changing consumer preferences and the affordability of their brands. For instance, in 2020 General Mills launched its North American brands in the Kingdom, including Betty Crocker, Bugles, Nature Valley, Old El Paso, Pillsbury, Haagen-Dazs, and Green Giant. The company's cake mixes products captured a 90% market share in Saudi Arabia. Price competitiveness is expected to be a deciding factor for the sale of other fortified bakery products such as biscuits and cookies during the forecast period.
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Competitive Landscape
The fortified bakery products market is highly competitive owing to the presence of multiple regional and multinational companies offering a wide range of fortified bakery products and trying to maintain their leadership position in the market studied. Major players in the market include Associated British Foods plc, Grupo Bimbo, Barilla Holding S.p.A., Britannia Industries, Dawn Food Products, Inc., Dunkin' Donuts LLC, General Mills, Inc., and Mondelez International, Inc. holding a significant share of the market studied and embarking on business strategies including product innovations, partnerships, strengthening their hold over online and offline marketing, and mergers & acquisitions to expand their visibility and portfolio of offerings, thus, augmenting the growth of the market. For instance, in 2021 Lesaffre inaugurated its 48th Baking Center in Dubai as part of its network expansion strategy to help customers in the United Arab Emirates and the wider GCC region in the development of their expertise and offer exposure to baking solutions.
Middle East & Africa Fortified Bakery Products Industry Leaders
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Britannia Industries
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General Mills, Inc.
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Associated British Foods plc
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Dawn Food Products, Inc.
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Barilla G. e R. Fratelli S.p.A
- *Disclaimer: Major Players sorted in no particular order
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Recent Industry Developments
- In October 2021, Tate & Lyle's has opened a USD 2 million technical application centre in Dubai, designed to help local producers in bakery and other segments to develop formulations that addresses the growing consumer demand in the region. The Dubai centre is setup to help the food industry with its expertise in sweetening, mouthfeel and fibre fortification.
- In March 2021, Almarai, a Saudi Arabian dairy company, acquired Dubai-based bakery firm Bakemart's operations in the United Arab Emirates and Bahrain to expand its foothold in the Gulf region.
- In July 2020, Puratos Group invested in production facilities for local manufacturing of patisserie, chocolate and bakery ingredients in Kenya, Ivory Coast, Ethiopia, and Nigeria to reduce food imports and the company's ecological footprint while contributing to Africa's food security.
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Middle East & Africa Fortified Bakery Products Market Report Scope
Bakery food includes food products such as biscuits, bread, muffins, and cupcakes. A fortified bakery product is bread or other baked goods enriched with vitamins and minerals. This type of product is important because it helps to ensure that people get the nutrients they need, especially those who may not be able to consume a varied diet. The fortified bakery products market is segmented by product type and distribution channel. By type, the market is segmented into cake, biscuits, bread, morning goods, and others. Distribution channel, the market is divided into supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores, and other distribution channels. By geography, the market is segmented into Saudi Arabia, South Africa, and the rest of the Middle East & Africa. It provides an analysis of emerging and established countries across the region. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).
By Product Type
| Cake |
| Biscuits |
| Bread |
| Morning Goods |
| Others |
By Distribution Channel
| Supermarkets/Hypermarkets |
| Convenience Stores |
| Specialty Stores |
| Online Retail Stores |
| Other Distribution Channels |
By Geography
| Saudi Arabia |
| South Africa |
| Rest of Middle East and Africa |
| By Product Type | Cake |
| Biscuits | |
| Bread | |
| Morning Goods | |
| Others | |
| By Distribution Channel | Supermarkets/Hypermarkets |
| Convenience Stores | |
| Specialty Stores | |
| Online Retail Stores | |
| Other Distribution Channels | |
| By Geography | Saudi Arabia |
| South Africa | |
| Rest of Middle East and Africa |
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Key Questions Answered in the Report
What is the current Middle East & Africa Fortified Bakery Products Market size?
The Middle East & Africa Fortified Bakery Products Market is projected to register a CAGR of 4.12% during the forecast period (2025-2030)
Who are the key players in Middle East & Africa Fortified Bakery Products Market?
Britannia Industries, General Mills, Inc., Associated British Foods plc, Dawn Food Products, Inc. and Barilla G. e R. Fratelli S.p.A are the major companies operating in the Middle East & Africa Fortified Bakery Products Market.
What years does this Middle East & Africa Fortified Bakery Products Market cover?
The report covers the Middle East & Africa Fortified Bakery Products Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Middle East & Africa Fortified Bakery Products Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Middle East & Africa Fortified Bakery Products Market Report
Statistics for the 2025 Middle East & Africa Fortified Bakery Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Middle East & Africa Fortified Bakery Products 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.
