Plant-Based Foods Grow In Popularity In The Middle East

Plant-based foods are rapidly gaining popularity in the Middle East, creating profitable opportunities for start-ups and investors. Saudi Prince Khaled’s KBW Ventures is leading the charge, promoting a plant-based lifestyle and investing in ventures such as Beyond Meat and Plant Power Fast Food. The partnership with chef Matthew Kenney to launch Folia, a plant-based menu, reflects the growing regional interest.

Prince Khaled, a strong advocate of veganism and animal welfare, recognizes the growing acceptance of plant-based products, which have become more than just a trend. He notes that there was initially a “lag in appreciation” for the potential of plant-based business models, but these start-ups are now recognized as profitable and socially impactful due to their reduced carbon footprint and healthier options.

KBW Ventures’ focus on plant-based investments coincides with increased consumer awareness of health and environmental benefits. Plant-based food is not only seen as better for health but also as a way to contribute to sustainable living by reducing meat consumption, which is known to have a significant carbon footprint. According to a study by AT Kearney, the GCC countries have some of the highest meat consumption rates globally, with Saudi Arabia at 64 kg per person and the UAE at 59 kg per person annually. This shift towards plant-based foods offers an opportunity to address these consumption rates, providing healthier options with a lesser environmental impact.

While the plant-based food sector is still relatively new in the Middle East, its growth is fueled by an increase in education, marketing, and the availability of Arabic resources that promote the benefits of plant-based living. Prince Khaled notes that the perception of plant-based food has evolved, with more information now accessible to the Arab-speaking community, helping to transform consumer behavior. Previously, there was little awareness, and when Prince Khaled initially promoted a plant-based lifestyle on social media, it was met with confusion. Now, the sector is gaining traction as consumers become more informed about health, ethical, and environmental considerations.

The emerging popularity of plant-based foods in the Middle East not only represents a market shift but also a broader movement toward sustainable and conscious living. With Prince Khaled and KBW Ventures driving innovation, the region is poised for significant growth in this sector, paving the way for more start-ups, new food ventures, and partnerships that will shape the future of plant-based cuisine in the Middle East and beyond.