Surging Demand for High-Protein Products in the Middle East Amidst Active Nutrition and Healthy Aging Boom

Consumers in the Middle East are increasingly seeking protein-rich products to address diverse needs, ranging from sports performance to age-related muscle support. Arla Food Ingredients reports a noticeable uptick in products boasting high-protein claims in the region, reflecting a growing market demand.

Shu Chen, Regional Marketing Manager Asia at Arla Foods Ingredients, notes a substantial increase in high-protein or protein-source product launches, averaging over 17% annually between 2017 and 2022 in the Middle East and Africa. However, the emphasis extends beyond protein quantity; consumers are also prioritizing protein quality, showing a preference for complete proteins from familiar sources. Taste, texture, and nutritional benefits are crucial considerations in the formulation of these products.

While the sports and active nutrition sector is expanding, it exhibits significant diversity. High-protein products find popularity across various consumer segments, each with distinct needs and preferences. Performance-oriented consumers prioritize premium ingredients and functionality, while those pursuing a healthy lifestyle often prioritize taste and natural ingredients.

A notable trend in the Middle East is the focus on healthy aging, driven by the region's rapid aging pace. The demographic aged 60 and above is expected to triple by 2050, leading to a surge in interest in food and beverage products containing whey protein and calcium to address age-related bone and muscle loss.

Arla Foods Ingredients showcased innovative applications of its whey protein range at the recent Gulfood Manufacturing event in Dubai. Notable products include high-protein ice cream from the Nutrilac ProteinBoost range, a fermented protein drink with Lacprodan HYDRO.365 and Nutrilac FO-8571, and a clear protein-enriched juice drink infused with Lacprodan ISO.Clear. These products leverage unique technologies to enhance taste, texture, and clarity while meeting the nutritional demands of the market.

One standout product, MicelPure, claims to be the first organic micellar casein isolate with 87% native protein, low lactose and fat, and high natural calcium content. Developed through gentle membrane filtration technology from Danish milk, MicelPure is positioned for sports nutrition and health food applications, such as ready-to-drink beverages, puddings, and shakes.

Arla Foods Ingredients aims to assist manufacturers in staying abreast of key trends in the Middle East and beyond, addressing the evolving nutritional needs of consumers globally.