According to the
study, ‘Baby Nutrition Insights: Issue 35’, various countries
around the world have developments taking place in the baby nutrition sector.
Countries such as Saudi Arabia, Israel, Turkey and the UAE are undergoing major
changes in their baby nutrition market.
The Middle East and African
countries are not among the most advanced or developed in the world but they
are interesting markets for baby food and nutrition. The current Middle East
& Africa Baby Food & Infant Formula Market was recently valued at a few
billion US Dollars however, it is likely to reach a significant amount in the
same units by 2026. Africa and the Middle East are believed to be a cradle for
growth of the baby food sector because of their trends in population growth. By
2050 these regions will be home to nearly three and a half billion people which
is likely to be more than the populations of India and China combined. Such an
unprecedented boom will present challenges as well as opportunities for the
international community such as that of baby food. Countries such as the UAE
and Saudi Arabia alongside Israel and Turkey are prominent markets for baby
food. These countries are expected to have one of the greatest growth rates.
Saudi Arabia accounted for the largest revenue share in 2017. A possible reason
is the conservative society of the country and increasing employment of women.
After Saudi Arabia, Turkey is the second largest market for baby food in the
Middle Eastern region. Turkey is believed to hold large potential of growth in
the infant formula market.
Africa continues to
remain a region plagued by malnutrition. Baby food here poses a special
concern, if the child is not nourished from a very young age then it is
unlikely that baby food will come in the picture. This is because baby food,
baby cereals and other such products are used once breastfeeding is done with
however, if initial nutrition is hampered then the scope for further processes
is reduced.
Despite these trends
the baby food sector in Middle East and Africa has been growing rapidly with
the market being dominated by a few players only. Milk formula has been the
largest contributor to the market followed by the dried baby food sector. Saudi
Arabia has had a strong hold in the baby food industry as it is not only the
leader but has performed well even in recessionary years. The country is
currently witnessing increasing demand for the packaged baby food products. As
the country liberalizes towards women its working women are said to drive the
industry of packaged baby food due to a busy lifestyle and time constraints. Milk
formula is the largest revenue generator in baby food market in Saudi Arabia.
The country even seems to be going low on breastfeeding tradition and
prospering on milk formula. The revenues of the milk formula market of Saudi
Arabia have been increasing at a significant rate. Saudi Food Industries Co. emerged
as the leading player in baby food in the country. Nestle SA is also a major
player in the industry. Nido and Cerelac are known for having loyal consumers
due to their longterm presence in the country. Both brands are active on social
media in order to interact with their consumers and aggressive promotions
ensure widespread availability of products. Major milk formula brands that are
widely used in the country are Wyeth (Nestle), Similac, Aptamil and Bebelac.
The Middle East and
African regions are transforming rapidly with countries such as Saudi Arabia
paving the way for future developments. The country has emerged as one of the
hubs for baby foods in the region and is currently among the most prosperous.
The future expectations also seem to be in favor of the country’s baby food
nutrition sector.
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Ankur Gupta, Head
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