Middle East and North Africa Nutraceuticals Market : The Trends Driving Growth And Shaping The Future 2020

Future Market Insights (FMI), in its recent report titled, “Nutraceuticals Market: Middle East and North Africa (MENA) Industry Analysis and Opportunity Assessment 2015-2020”, provides key insights on the competitive landscape of this market.

Some of the key players in the MENA nutraceuticals market are BASF, Danone, Newtrition, General Mills, Nestle. Kellogg’s, Amway, Arla Foods, and Quaker.

Niche players operating in the Middle East and North Africa nutraceuticals market include Nezo Salt and Al Rawabi.

FMI has segmented the key companies operating in the Middle East and North Africa (MENA) into multi-specialty providers, international players, niche players, and distributors.

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Consumer awareness and subsequent demand for healthy food products has prompted the aforementioned companies to broaden their product range in the nutraceuticals segment.

According to FMI, most of these companies are aware about the changing preference of consumers and rising demand for nutraceuticals, owing to which a slew of new products have been launched in the market.

The product strategy of leading players is focused on understanding the tastes and preferences of consumers and launching the right product in the market. For example, BASF opened a Kitchen lab in Istanbul, Turkey to get a better understanding of regional needs.

Mergers and acquisitions, and collaborations remain a key trend in the MENA nutraceuticals market, as foreign players aim to consolidate their position in this highly lucrative market. For example, in 2013, Danone entered into a partnership with Abraaj Group, to acquire Fan Milk International, a leading frozen dairy product and juice company in West Africa. Furthermore, Kellogg’s acquired Egypt-based biscuit manufacturing company, Bisco Misr in a bid to strengthen its position in Egypt and North Africa.

According to FMI, the share of nutraceuticals revenue varies from company to company. Niche players heavily rely on the sales of their nutraceutical products, while leading players are aiming to maximise their revenues.


BASF is focusing on launching new products in the MENA market, with an emphasis on enhancing consumer health. The company launched a new brand ‘Newtrition’ in 2013 to cater to the rising demand for nutritional products. Newtrition provides nutritional products, such as dietary supplements, functional foods, and functional beverages.

BASF also signed an agreement with the United Nations’ World Food Programme (WFP). Under this agreement, BASF will support WFP in establishing garden schools to improve nutrition for underprivileged children in various countries of Africa and Middle East.


Danone is raising awareness among its target audience in order to position itself strongly in the MENA nutraceuticals market. The company has an innovative distribution system, through which it distributes its lassi and yogurt-products with limited shelf life-through its own refrigerated truck.

Danone collaborated with CARE Egypt to set up a milk collection centre to provide milk to the members of the local community. The project resulted in supply of 500 tonnes of surplus milk to be delivered by around 1,600 suppliers to the centre for distribution.

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Kellogg’s has a strong presence in North America, with the region accounting for nearly 65.7% of the company’s overall revenue. Kellogg’s is promoting its Nutrigrain brand and is aiming to position it as an “all-day snack” rather than a breakfast food.

The company is banking on its marketing strategy to educated consumers about the benefits of nutraceuticals. FMI’s analysis revealed that the marketing strategy involves sending newsletters to updates about its latest products, and taking feedback about the products.

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