Middle East & Africa Free-From Food Market, By Type (Gluten-Free, Dairy-Free, Allergen-Free, Other), By End Product (Bakery & Confectionery, Dairy Free Foods, Snacks, Beverages, Other), By Sales Channel (Supermarkets/Hypermarkets, Departmental Stores, Online, Others), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Middle East & Africa Free-From Food Market was valued at USD 1.77 billion in 2024 and is expected to reach USD 2.95 billion by 2030 with a CAGR of 8.95% during the forecast period. The Middle East and Africa (MEA) free-from food market is experiencing significant growth, propelled by rising health consciousness, increased awareness of food allergies, and shifting dietary preferences. Consumers are increasingly seeking products free from gluten, dairy, and synthetic additives, aligning with global health trends. This demand is further fueled by the region's high prevalence of lactose intolerance and gluten sensitivity. Urbanization and the expansion of online retail platforms have enhanced product accessibility, while restaurants are progressively incorporating gluten-free options into their menus. Key market players, including Danone, General Mills, and Dr. Schär, are actively innovating to meet these evolving consumer needs. The market's segmentation spans gluten-free, dairy-free, and allergen-free categories, with distribution channels ranging from supermarkets to online stores.

Market Drivers

Rising Health Awareness and Lifestyle Changes

Rising health awareness and lifestyle changes are key drivers of the growing demand for free-from food products in the MEA region. As consumers become more conscious of the health risks associated with poor dietary habits, such as obesity, diabetes, and cardiovascular diseases, many are turning to healthier food alternatives. This shift is fostering a strong demand for gluten-free, dairy-free, and artificial additive-free products. Additionally, the increasing popularity of plant-based diets and clean eating is contributing to this trend, as individuals seek natural, minimally processed foods that align with their health goals. Urban centers, where access to information and diverse food options is greater, are leading this transformation. As more consumers in these areas prioritize wellness, the market for free-from foods continues to expand. This growing demand is shaping the food industry in the region, with brands responding by offering a wider range of health-conscious and allergen-free products.

Prevalence of Food Allergies and Intolerances

The prevalence of food allergies and intolerances is a significant driver of the MEA free-from food market. A large portion of the population in the region suffers from conditions like lactose intolerance and gluten sensitivity. For example, studies show that up to 80% of people in parts of Africa are lactose intolerant, creating a substantial demand for dairy-free alternatives. Similarly, gluten sensitivity is becoming increasingly recognized, further boosting the need for gluten-free products. The rising awareness of these conditions has led consumers to seek foods that can accommodate their dietary restrictions. This growing understanding of the importance of managing food intolerances through proper dietary choices is expanding the market for specialized food products. As consumers become more knowledgeable about food allergies and intolerances, they are demanding better access to dairy-free, gluten-free, and allergen-free foods, prompting a surge in the availability and variety of such products across the MEA region.

Urbanization and Changing Consumer Lifestyles

Rapid urbanization in the MEA region is significantly altering consumer lifestyles and eating habits. As more people move to urban areas, busy schedules and fast-paced living are driving a preference for convenient, ready-to-eat, and packaged food options. Urban dwellers are increasingly seeking food products that not only save time but also align with their health-conscious choices. This shift has spurred demand for free-from food products, such as gluten-free, dairy-free, and allergen-free items, which cater to modern dietary preferences while offering convenience and health benefits. Additionally, the growth of online retail platforms has made these products more accessible, providing consumers with a broader selection of free-from options delivered to their doorsteps. This combination of urbanization, changing lifestyles, and the rise of e-commerce has further fueled the expansion of the free-from food market in the region, as more consumers prioritize both convenience and health.

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Key Market Challenges

High Cost and Limited Affordability

One of the most pressing challenges in the MEA free-from food market is the relatively high cost of these products. Free-from food items—whether gluten-free, dairy-free, or allergen-free—often involve more expensive ingredients, specialized production processes, and certification requirements, all of which contribute to higher retail prices. In many parts of the MEA region, particularly in developing economies and rural areas, consumers may not be able to afford these premium-priced products.

The price gap between traditional food items and their free-from alternatives can deter middle- and lower-income consumers from purchasing such products, even if they are aware of their health benefits. This affordability barrier restricts market penetration and poses a challenge for manufacturers and retailers aiming to reach broader consumer segments. For the market to expand more inclusively, companies need to find cost-effective production methods or introduce tiered product offerings to cater to a wider income spectrum.

Lack of Consumer Awareness and Education

While awareness of food allergies and dietary intolerances is growing in urban parts of the region, large portions of the population remain unaware of the health issues related to ingredients like gluten or lactose. In many rural or underdeveloped areas of MEA, people may not recognize symptoms of food intolerances or may lack the knowledge to seek out free-from alternatives.

In addition, misconceptions persist regarding what “free-from” food actually entails. Some consumers assume these products are only for people with medical conditions, failing to see their broader health and nutritional benefits. Limited public health campaigns and educational initiatives further exacerbate this issue, slowing market growth.

Key Market Trends

Rise of Plant-Based and Vegan Alternatives

A major trend in the MEA free-from food market is the increasing demand for plant-based and vegan food products. Consumers are shifting toward diets that exclude animal-derived ingredients for reasons ranging from health and wellness to ethical and environmental concerns. This has fueled the rise of dairy-free milk alternatives (such as almond, oat, and soy milk), meat substitutes (made from legumes, soy, or pea protein), and vegan snack foods.

Many of these products naturally fall under the "free-from" category as they exclude dairy, eggs, and sometimes gluten. As plant-based lifestyles become more mainstream in cities like Dubai, Riyadh, and Cape Town, brands are responding with innovative formulations to match the taste and texture of traditional animal-based foods. International and regional players alike are entering the market with a range of plant-based offerings, making this a defining trend in the MEA free-from landscape.

Growing Popularity of Clean Label Products

Consumers in the MEA region are showing a growing preference for "clean label" products—foods made with simple, recognizable ingredients and without synthetic additives or preservatives. This trend is closely linked to the free-from movement, as many consumers seek products free from artificial flavors, colors, sweeteners, and genetically modified organisms (GMOs).

Clean label products align with the desire for transparency and trust in food sourcing, especially among health-conscious millennials and Gen Z consumers. As a result, brands are reformulating products to meet this demand and highlighting clean label claims on packaging. This trend also supports the shift toward organic and minimally processed foods, which often overlap with free-from categories.

Increased Product Innovation and Localization

Product innovation is accelerating in the MEA free-from food market, with brands focusing on both health benefits and local preferences. Manufacturers are developing gluten-free and dairy-free alternatives that cater to traditional tastes, such as gluten-free flatbreads, dairy-free laban (a yogurt drink), and allergen-free Middle Eastern desserts. This localization of free-from offerings is vital for market penetration, as it blends health-driven attributes with culturally relevant flavors and formats.

Furthermore, brands are exploring functional benefits—such as fortified foods with added vitamins and minerals or ingredients that promote gut health—to differentiate their offerings. Innovations in texture, flavor, and packaging are also helping overcome common consumer hesitations around taste or unfamiliarity with free-from products.

Segmental Insights

Type Insights

Dairy-free was the dominating segment in the Middle East & Africa free-from food market, driven by the high prevalence of lactose intolerance across the region. Many consumers, particularly in African nations, are unable to digest lactose, prompting a strong demand for dairy alternatives such as plant-based milks, yogurts, and cheeses. Rising health consciousness, coupled with the growth of vegan and flexitarian lifestyles, is further propelling the segment's expansion. Additionally, the availability of innovative dairy-free products in supermarkets and online platforms has made these options more accessible, reinforcing their position as a key driver of growth in the MEA free-from food market.

Sales Channel Insights

Supermarkets and hypermarkets represent the dominated segment in the Middle East & Africa free-from food market due to their widespread presence, extensive product variety, and consumer trust. These retail formats offer easy access to a broad range of free-from food products, including gluten-free, dairy-free, and allergen-free options, all under one roof. Their ability to showcase new product launches and run in-store promotions enhances consumer awareness and drives purchase decisions. Moreover, supermarkets and hypermarkets cater to both premium and budget-conscious shoppers, making them the preferred shopping destination for health-conscious consumers across urban and semi-urban areas in the MEA region.

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Country Insights

​Saudi Arabia stand as the dominant region in the Middle East & Africa free-from food market, driven by a combination of health-conscious consumer behavior, regulatory support, and a robust retail infrastructure. The nation's increasing awareness of lifestyle-related health issues, such as diabetes and obesity, has led to a growing demand for gluten-free, dairy-free, and allergen-free products. Additionally, the government's Vision 2030 initiative, which emphasizes economic diversification and food security, has further propelled the availability and popularity of free-from foods. The expansion of both physical retail outlets and online platforms has made these products more accessible to a broader consumer base, solidifying Saudi Arabia's position as a leader in the regional free-from food market.

Recent Developments

• ​In June 2023, ​Pri Bakes, a UK-based vegan and gluten-free snack brand, is expanding its presence in the Middle East. After successful launches with retailers like Choithrams in Dubai and the Sultan Centre in Kuwait, the brand is set to introduce its products at Tamimi stores in Saudi Arabia this month.

•  In Jan 2025, Siniora Foods, a Jerusalem-based meat processing company, has announced plans to construct a new USD40 million manufacturing facility in Jeddah, Saudi Arabia. This investment aims to enhance production capacity for cold cuts and frozen foods, aligning with Saudi Arabia's "Made in Saudi Arabia" initiative to boost local food production.

• In Feb 2025, Meliha, the dairy brand under Sharjah Agriculture and Livestock Production (Ektifa), launched organic laban to meet the growing demand for organic dairy products in the UAE. The laban is available in 2L, 1L, and 180ml sizes and has been sold at Sharjah Co-operative Society retail outlets.

• In Oct 2024, ​Union Coop's 'Ektifa' initiative has introduced locally produced organic dairy products from Mleiha Dairy and 'Saba Sanabel' wheat flour to Dubai's retail market. Initially available at six Union Coop locations across Dubai, the Ektifa range is poised for rapid expansion throughout the Emirates, making fresh local products accessible to a wider audience.

Key Market Players

• Danone S.A.
• The Hain Celestial Group, Inc.
• General Mills, Inc.
• DR SCHÄR AG
• Orgran SA
• Hunter Foods Limited FZCO
• Flora Food Group
• GRUMA, S.A.B. DE C.V.
• Hunter Foods LLC
• Probios s.r.l.  

Report Scope:

In this report, the Middle East & Africa Free-From Food Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

·          Middle East & Africa Free-From Food Market, By Type:

o   Gluten-Free

o   Dairy-Free

o   Allergen-Free

o   Other

·         Middle East & Africa Free-From Food Market, By End Product:

o   Bakery & Confectionery

o   Dairy Free Foods

o   Snacks

o   Beverages

o   Other

·         Middle East & Africa Free-From Food Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Departmental Stores

o   Online

o   Others

·         Middle East & Africa Free-From Food Market, By Country:

o   South Africa

o   Saudi Arabia

o   UAE

o   Turkey

o   Kuwait

o   Egypt

o   Rest of MEA

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Middle East & Africa Free-From Food Market.

Available Customizations:

Middle East & Africa Free-From Food Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

·         Detailed analysis and profiling of additional market players (up to five).

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