Launches of new products claiming high and added protein increased by 140% in the Middle East & Africa between 2013 and 2018, according to the Mintel Global New Product Database. Protein is the top on-pack claim for new product releases1 in Middle East and Africa. The NZMP team will be addressing this demand by showcasing versatile high protein concepts to suit different needs of the region’s manufacturers. These include innovative product concepts designed for the sports & active lifestyle market such as ready-to-mix protein powder solutions, and protein water (made with NEW SureProtein™ Clear WPI).
“We’ll be presenting our protein water to the Middle East and Africa market for the first time at Gulfood 2019. It’s an interesting and unique product in the region as it gives consumers the benefits of dairy protein and hydration in a clear, refreshing low-calorie drink, that tastes great” says Simon Penfold, NZMP General Manager – Middle East and Africa.
Penfold comments on the growing awareness around health and fitness in the region, alongside initiatives of some Middle East and Africa governments to promote healthy lifestyles, and how this impacts consumers’ food and beverage choices.
“The value in health and wellness products is rising rapidly across the Middle East and Africa, this is also evident in reports from Euromonitor. We expect this trend will continue. At the same time, demand grows for affordable nutrition and dairy ingredients that can meet the varied needs of consumers in the Middle East and Africa.”
The middle class in the Middle East and Africa region is growing2 and in turn, there is also a growing need for dairy nutrition that is at an accessible and affordable value. NZMP will also present a variety of affordable nutrition products at Gulfood 2019 which will enable manufacturers to make sought-after, nutritious foods and beverages available and accessible to emerging markets in Middle East and Africa.
“Consumers in developing markets and the growing middle class, continue to fuel the demand for affordable dairy ingredients. NZMP’s range provides ingredient solutions that contain dairy goodness and deliver excellent performance and great taste, at an accessible price point. This is particularly relevant for the diverse needs of the Middle East and Africa market.”
Affordable nutrition solutions on show at Gulfood 2019 include NZMP’s new Protein+ Instant Milk Powder, which contains 25% more protein per serve than instant whole milk powder. And a new Low-Cost Pure Instant Dairy Powder which is an all dairy, value for money alternative to instant whole milk powder that delivers a natural creamy taste.
NZMP will also showcase Fat Filled Milk Powder, which is a suitable alternative to consumers wanting to access the goodness of dairy nutrition, without the premium price associated with Full Cream Milk Powder. In Africa, more than 40% of children aged under 5 are deficient in Vitamin A3 and around 50% of the world’s population are deficient in Vitamin D4. The powder offers an affordable, dairy based ingredient enriched with both these vitamins.
Other NZMP ingredients showcased at Gulfood 2019 include ambient drinking yogurts, high-protein UHT milks, processed cream cheese, and NZMP’s mozzarella range – which ranges from premium through to cost-effective.
NZMP will also be introducing its Risk and Commercial Solutions to the Middle East and Africa market, highlighting PriceLock and PriceCollar. NZMP’s Risk and Commercial Solutions help customers gain certainty, confidence and simplicity within their business by enabling them to secure their supply and take control of their dairy ingredient price exposure, freeing them up to focus on what they do best - adding value.
This year marks the 24th edition of Gulfood, the world's largest food & beverages trade show, and the NZMP team is excited to be joining the more than 98,000 attendees from 198 countries, says Penfold.
“We’ve been operating in this market for more than 40 years and we understand the diverse needs of our customers and consumers across the Middle East and Africa. We are continually investing and adapting our ingredient solutions to allow manufacturers to make the most of growing developments in the area.
“Combining our knowledge of the Middle East and Africa market with the naturalness of New Zealand grass-fed dairy, makes NZMP innovation and ingredients the smart business choice for food and beverage manufacturers in the region.”
The NZMP team will be available throughout Gulfood at Hall 1, Stand D1-2, to discuss NZMP’s solutions and food and beverage trends across the Middle East and Africa region.
Visit https://www.nzmp.com/global/en/news/nzmp-at-gulfood-2019 to find out more.
1 Mintel Global New Product Database 2018
2 Oxford Economics
3 Economist Intelligence Unit, Global Food Security Index, 2017
4 World Health Organisation, 2017
• Simon Penfold, NZMP General Manager - Middle East & Africa
The growing demand for nutrition and high-protein food and beverage products in the Middle East and Africa market
• Eric Morrison, NZMP Head of Risk & Commercial Solutions
The introduction of NZMP’s commercial solutions to the Middle East and Africa market.
• Mohamed El Garawny, NZMP Sales Manager
For further information or to organise an interview, contact:
Naina Chaudhary, Action PR on behalf of NZMP
NZMP is the global dairy ingredients and solutions brand of Fonterra. Trusted globally, NZMP ingredients are sold in more than 130 countries and can be found at the heart of some of the world’s most famous food and nutrition brands. NZMP has one of the broadest ranges of ingredients in the dairy industry, providing hundreds of solutions to meet the needs of customers and consumers every day.
Backed by Fonterra, NZMP draws on New Zealand’s grass-fed farming heritage and expertise, world-class processing and leading quality standards. NZMP ingredients deliver a market advantage, trusted for their high performance and exceptional quality. Visit www.nzmp.com for more information.
Fonterra is a global dairy nutrition company owned by 10,000 farmers and their families. Fonterra’s expertise reflects the legacy of the thousands of farmers who have made New Zealand a world leader in dairy. With a can-do attitude and a collaborative spirit, Fonterra is a world leading dairy exporter. Its 22,000 people share the goodness of dairy nutrition with the world through innovative consumer, foodservice and ingredient solutions and farming and processing operations across four continents. Visit www.Fonterra.com for more information.
Information for editors:
Euromonitor 2018 Health and Wellness sales forecasts (increased value growth from 2017-2022) in Middle East and Africa markets include:
• Turkey - 47.8%
• United Arab Emirates - 28.2%
• South Africa – 20.8%
• Saudi Arabia - 20.5%
• Egypt – 16.5%
New product releases with high protein/added protein claims in Middle East and Africa, 2013-2018
Source: Mintel Global New Product Database 2018
© Press Release 2019