Tahini’s Rise in Middle East and Mediterranean Cuisine, Projected Market Worth of US$ 1,081.7 Million, Fueled by Consumer Awareness

Middle East and Mediterranean Tahini Market in sweet and savory spreads has surged due to its low-calorie appeal, driving the Middle East and Mediterranean market to an estimated worth of US$1,081.7 Mn. The food processing industry’s keen interest stems from tahini’s low-calorie composition and lack of preservatives, aligning with the escalating demand for convenient, processed meal options.

Consumer awareness about tahini’s low-caloric properties has made it a preferred ingredient in sweet/savoury spreads and according to a new research report by Future Market Insights (FMI), the tahini market in Middle East and Mediterranean region will be worth  US$ 1,081.7 Million.

The growing demand for packaged, processed, and ready-to-eat meals has helped the tahini market. The food processing industry is very interested in tahini because of its low calorie content and absence of preservatives.

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According to Future Market Insights, innovation in food processing technology is catalysing the production capacity and this will help manufacturers to cater to the burgeoning demand in the future.

FMI’s analysis on the tahini market in Middle East and Mediterranean revealed that fluctuation in price of sesame seeds is a key concern for manufacturers. Tahini is made from ground sesame seeds, and any fluctuation in their prices impacts the profit margin of manufacturers. Political unrest in Middle East can also have an impact on the growth of the tahini market according to the report.

Widespread acceptance of tahini is restrained by easy availability and low price of paste & spreads substitutes, such as jam, marmalades, peanut butter, mayonnaise, and other table sauces. FMI estimates this to have a moderate impact on curtailing the growth of the tahini market in Middle East and Mediterranean.

According to an end-user survey carried out by Future Market Insights, demand for tahini is the highest in sweet/savoury/spreads food, such as hummus, falafel sauces and sweet tahini molasses. FMI’s end-user survey also revealed that extraction of tahini accounted for 59.3% of the total sesame market. According to tahini manufacturers, 45.5% of tahini is consumed through sweet/savoury products, whereas distributors estimated the consumption at 50%. Tahini is least consumed in the form of bakery and confectionary according to the respondents. Respondents are of the view that tahini is mostly consumed in households and by downstream industries. These two segments collectively account for over 80% of end-use according to the respondents.

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On the basis of product type, Future Market Insights has segmented the Middle East and Mediterranean tahini market into paste & spreads, halve & other sweets, and sauces/dips. Paste & spreads is the most dominant segment among these, and accounted for 52.6% share of the overall product type category in 2014. Halve & other sweets’ market share was 36.8% in 2014 and FMI estimates it to drop to 34.2% in 2020.

On the basis of distribution channel, the Middle East and Mediterranean tahini market is segmented into modern retail, conventional retail, exports, and HORECA. FMI’s analysis revealed that conventional retail is the most dominant segment and it will continue to remain the preferred distribution channel through 2020.

On the basis of regions, the Middle East and Mediterranean tahini market is segmented into Middle East excluding GCC (Turkey, Israel, and Lebanon), North Africa (includes Egypt), GCC, and Mediterranean Europe (France, Spain, Italy and Greece). Among these, Middle East excluding GCC is the most lucrative region and FMI estimates it to account for a market share of 44.5% in 2020.

Key companies profiled in the report include:

  • Halwani Bros Co.
  • Tema:
  • National Confectionary & Tahina Factory Co. Ltd
  • El Rashidi El Mizan
  • Al Wadi Al Akhdar
  • Haitoglou Bros S.A.
  • Prince Tahina Ltd.
  • J.M Food Industries Ltd. and Gesas General Foods Co. Inc.

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Most of the major players are based in Middle East and they are adopting various go-to-market strategies to expand their market share in this growing Tahini market. FMI’s analysis revealed that these key companies are raising brand awareness about their products by exhibiting their offerings at various international food expos and by rolling out novel and attractive products for various demographics.

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 5000 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

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About the Author

Ronak Shah

Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

She likes to bring experts to a roundtable to weigh the impact of a trend on an industry. Catch up with her discussion on the impact of AI in packaging.

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