Here's what’s trending in the meat & poultry industry:
- Globally, processed meat and poultry market is set for rapid growth to reach US$ 1,567 billion by 2022.
- The Middle East and Africa processed meat market is estimated to reach US$78 billion by 2021.
- In the Middle East and Africa region, the modernisation of retail and flavour innovation is the main growth driver for meat processors.
- A major challenge for meat and poultry manufacturers in the region is to source livestock from certified and cruelty-free farms for further processing.
- Hormone-free, free range, GMO-free, grass-fed, and organic meat processing styles are becoming more and more popular among health-conscious customers.
- There is a substantial business opportunity to manufacture innovative, spin-off meat substitutes to capture vegan and vegetarian audiences.
- Saudi Arabia and UAE are becoming more important regional meat processing centres, locally manufacturing burger patties, minced meat products and deli meats.
- Chilled processed meat represents a large proportion of processed meat.
- Meat substitutes continue to gain in popularity but within meat substitutes consumers are shifting from frozen to chilled variants.
- In the face of the latest developments, meat-oriented businesses will need to defend their brands and are likely to emphasise the benefits of meat consumption, such as the fact it contains important nutrients and high quality proteins.
- Iran and Egypt are the two largest markets in the region. In Iran chilled processed meat continued to record double-digit value sales growth in 2016, notably driven by sales of kielbasa and sausages, thanks to improvements in product distribution and due to these products’ affordability.
- A key trend in new launches was the addition of herbs and the combination of red meat and poultry. The future is likely to see mainstream meat brands moving towards healthier variants, such as organic meat or poultry, and possibly the addition of meat substitutes to their portfolios.
Key trends and sales drivers include:
Source: Euromonitor International