Baking & Snack - September 2019 - 50

MIDDLE EAST

Many consumers in the Middle
East are looking for bakery
products to cook at home for
fresher options.
Osem Group

Assessing the trends down in Africa

and Forecast (2019-2024)." Snack bars that are high
in fiber, low in sugar, gluten-free and have a mix of
grains are in demand. Increased snacking habits offer
market opportunities and innovation, the report stated, and healthy baked goods within affordable price
ranges appeal to consumers.
E-commerce has driven sales in Saudi Arabia by providing accessibility, discounted prices and a variety of
snack bars. From meal replacement to functional to indulgent options, the online retail channel has provided a
window into bar brands all over the world.
In Egypt, the snack bar and sweet biscuit categories
are requiring a different strategy from multinational
brands due to the devaluation of the local currency
and surge in import prices, as stated in Euromonitor
International's report "Sweet Biscuits, Snack Bars and
Fruit Snacks in Egypt." Many companies are trying to
source ingredients from local producers or invest in new
facilities.
American snacks have become popular in the Middle
East, Mr. Nihal noted, especially those with sesame
seeds, chia seeds and bars in particular. "Study the market well and make sure you have the right partner in distribution who understands consumers and their tastes,"
he advised. Some major players are the KIND Co., New
York; General Mills, Inc., Minneapolis; The Kellogg
Company, Battle Creek, MI; and Premier Nutrition
Corp., Emeryville, CA.
Local companies are getting into the action, too, using dates and other locally sourced ingredients for
extra appeal. "Snacking is catching on in a big way,"

50 Baking & Snack September 2019 / www.bakingandsnack.com

Although northern Africa is often associated with Middle East trends, it is
also influenced by the continent's other
countries, which have their own demands. Breads and rolls lead the baked
goods category throughout Africa, and
while health awareness and label reading are growing actions among consumers, convenience and income also
greatly affect purchases.
According to Euromonitor
International's report "Baked Goods in
Africa," white bread remains the most
popular type of packaged food because
it appeals to low-income consumers,
followed by brown bread which is made
with significant amounts of whole grain
flour. Consumers typically prefer packaged as opposed to fresh because it's
cheaper, and they don't prefer private
label because branded manufacturers
offer a wide range of bread prices with
discounts. However, the baked goods
sector is growing as more manufacturers offer a greater variety of packaged
breads that are flavorful and nutritionally functional.
Middle-class consumers in Kenya prefer
bread sold at traditional artisan bakeries.
These companies use natural yeast
- perceived to mitigate health concerns -
rather than industrial yeast used in packaged leavened bread. In-store bakeries
are also becoming more popular as well
as kiosks in residential areas.
In Nigeria's sweet baked goods category, cakes are preferred over pastries
and pies. Demand for sweet biscuits and
snack bars is expected to follow population growth, stated Euromonitor in the
report "Sweet Biscuits, Snack Bars and
Fruit Snacks in Nigeria." As packaged
products, they provide convenience, a
smaller portion and healthier ingredients such as fruit, milk and nuts.
Potato chips are leading the savory
snack sector in southern Africa and are
forecasted to have the fastest value
growth from 2018 to 2023, as stated in
MarketResearch.com's country report
called "Snacks in South Africa." Other savory snacks with better-for-you claims are
expected to increase the demand for this
category in addition to new flavors and
combinations for younger consumers.

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Baking & Snack - September 2019

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