Key Insights

The Middle East and Africa (MEA) sweet biscuits market is poised for robust growth, projected to reach a market size of approximately USD 5,200 million by 2025, with a Compound Annual Growth Rate (CAGR) of 5.30% expected to propel it to over USD 7,000 million by 2033. This expansion is primarily fueled by increasing disposable incomes across the region, a growing demand for convenient and affordable snacking options, and a rising awareness of premium and indulgent biscuit varieties. The trend towards urbanization and the subsequent proliferation of modern retail formats like supermarkets and hypermarkets are significantly enhancing product accessibility, while the burgeoning e-commerce sector is opening new avenues for market penetration, particularly for specialty and niche biscuit offerings. Furthermore, product innovation, including the introduction of healthier options, diverse flavor profiles, and unique fillings, is catering to evolving consumer preferences and driving market dynamism. The "Rest of Middle-East and Africa" segment is anticipated to emerge as a significant contributor to this growth, driven by developing economies and a burgeoning middle class actively seeking out these confectionery delights.

Despite the overall positive outlook, certain factors could temper the growth trajectory. While the market is expanding, the price sensitivity of a considerable consumer base in some MEA countries presents a restraint. Intense competition among established global players and emerging local manufacturers also necessitates strategic pricing and robust marketing initiatives. However, the persistent demand for indulgence, coupled with aggressive product launches and strategic partnerships by key companies such as Mondelez International Inc., Tiffany Foods Ltd., and Britannia Industries Limited, is expected to counteract these challenges. The distribution landscape is evolving, with online retail stores gaining traction alongside traditional channels, offering both opportunities and challenges for established players to adapt their supply chains and consumer engagement strategies. The market's segmentation, with plain biscuits and cookies holding significant shares, is expected to see growth across all categories, including chocolate-coated and filled biscuits, as consumers become more adventurous with their snacking choices.

This in-depth market research report provides a detailed analysis of the Middle East and Africa (MEA) sweet biscuits market, offering valuable insights into market dynamics, growth drivers, competitive landscape, and future outlook. Spanning the study period of 2019–2033, with a base year of 2025, this report is an essential resource for stakeholders seeking to understand and capitalize on opportunities within this rapidly evolving sector.

Middle East and Africa Sweet Biscuits Market Market Structure & Competitive Dynamics

The MEA sweet biscuits market exhibits a moderately concentrated structure, with a blend of large multinational corporations and regional players vying for market share. Key players like The Kellogg Company, Mondelez International Inc., and Yildiz Holding Inc. command significant influence through extensive product portfolios and established distribution networks. However, robust competition also stems from strong local manufacturers such as Gandour, Deemah United Food Industries Corp Ltd, Gulf Confectionery & Biscuit Co LLC, and Tiffany Foods Ltd, whose deep understanding of regional consumer preferences and localized production capabilities offer a competitive edge.

Innovation plays a crucial role in this market, driven by evolving consumer tastes and the demand for healthier, more convenient, and indulgent snack options. The ecosystem thrives on continuous product development, with companies investing in research and development to introduce novel flavors, formats, and ingredient profiles. Regulatory frameworks, while generally supportive of food manufacturing, vary across countries, influencing product formulation, labeling, and import/export dynamics. Potential product substitutes, such as cakes, pastries, and other confectionery items, pose a constant competitive threat, necessitating differentiation and value proposition enhancement for biscuit manufacturers. End-user trends increasingly favor premiumization, convenience, and products with perceived health benefits, such as reduced sugar or added fiber. Mergers and acquisitions (M&A) activities, while not extensively documented in public domain, are expected to shape the market, enabling consolidation and expansion of reach for leading entities. For instance, strategic partnerships and localized production expansions by players like Lotus and Yıldız Holding highlight the ongoing dynamic M&A landscape.

Middle East and Africa Sweet Biscuits Market Industry Trends & Insights

The MEA sweet biscuits market is poised for significant growth, driven by a confluence of robust demographic trends, rising disposable incomes, and evolving consumer lifestyles across the region. The burgeoning young population, coupled with increasing urbanization, fuels a consistent demand for convenient and accessible snack options, with sweet biscuits being a staple in many households. The CAGR for the MEA sweet biscuits market is projected to be approximately 6.5% between 2025 and 2033. Market penetration of sweet biscuits is already high, estimated at over 75% in urban centers, but there remains significant untapped potential in rural and emerging economies within the MEA region.

Technological disruptions are increasingly influencing production processes and product development. Automation in manufacturing lines enhances efficiency and reduces operational costs, while advancements in packaging technology ensure longer shelf life and improved product presentation. Furthermore, digital transformation is impacting distribution channels, with the rapid growth of online retail stores facilitating wider product accessibility and catering to the convenience-seeking consumer. Consumer preferences are undergoing a significant shift. While traditional, indulgent sweet biscuits remain popular, there is a growing demand for healthier alternatives, including those with reduced sugar, whole grains, and natural ingredients. This has led to product diversification, with manufacturers introducing a wider array of "better-for-you" options.

The competitive dynamics are characterized by intense price competition, especially in mass-market segments, alongside a growing emphasis on product quality, branding, and perceived value for premium offerings. Companies are strategically investing in localized marketing campaigns and partnerships to resonate with diverse cultural nuances across the MEA. Emerging trends like the demand for personalized snacking experiences and subscription-based models are also beginning to influence market strategies. The increasing prevalence of modern retail formats, such as supermarkets and hypermarkets, has further democratized access to a wide variety of sweet biscuit brands, intensifying the competitive landscape. The focus on sustainability and ethical sourcing is also gaining traction, with consumers becoming more conscious of the environmental and social impact of their purchases. This presents an opportunity for manufacturers to differentiate themselves through responsible business practices.

Dominant Markets & Segments in Middle East and Africa Sweet Biscuits Market

The MEA sweet biscuits market is characterized by distinct regional dominance and segment preferences. Saudi Arabia and the United Arab Emirates (UAE) consistently emerge as dominant markets, driven by higher disposable incomes, strong retail infrastructure, and a significant expatriate population that influences diverse consumption patterns. Economic policies in these nations, often focused on diversifying away from oil and promoting consumer spending, directly contribute to the growth of the food and beverage sector, including sweet biscuits. Advanced infrastructure in these countries, from sophisticated logistics networks to widespread supermarket penetration, facilitates efficient product distribution and accessibility.

Within the broader MEA region, Cookies and Chocolate-coated Biscuits represent the leading segments in terms of market value and volume. The global appeal of chocolate, combined with the versatility of cookie formats, makes them perennial favorites. However, Filled Biscuits are experiencing a notable surge in popularity, particularly among younger demographics and as impulse purchases, driven by their indulgent nature and diverse flavor profiles. The Supermarket/Hypermarket distribution channel holds the lion's share of the market, reflecting the dominance of modern retail in urbanized areas of the MEA. These large-format stores offer consumers a wide selection, competitive pricing, and a convenient one-stop shopping experience.

The Rest of Middle-East and Africa segment, while fragmented, presents significant untapped growth potential. Countries like Egypt, Nigeria, and South Africa are witnessing increasing consumer demand for packaged food products, fueled by population growth and rising urbanization. Key drivers in these emerging markets include increasing affordability of sweet biscuits, growing brand awareness through expanded distribution, and the influence of global trends adapting to local tastes. For instance, economic policies aimed at boosting domestic manufacturing and reducing reliance on imports can significantly impact the growth trajectory of the sweet biscuits sector in these nations. Furthermore, the expansion of convenience stores and the burgeoning online retail sector are playing a crucial role in making sweet biscuits more accessible to a wider consumer base across the entire MEA region.

Middle East and Africa Sweet Biscuits Market Product Innovations

Product innovation in the MEA sweet biscuits market is primarily focused on catering to evolving consumer preferences for taste, health, and convenience. Manufacturers are actively developing filled biscuits with novel flavor combinations and premium fillings, tapping into the demand for indulgent treats. The introduction of healthier options, such as cookies with reduced sugar, whole grains, and natural ingredients, is also a significant trend, addressing growing health consciousness. Moreover, the development of bite-sized, single-serving sandwich biscuits and easily portable chocolate-coated biscuits aligns with the demand for on-the-go snacking solutions. Technological advancements in baking and extrusion processes are enabling the creation of unique textures and shapes, further enhancing product appeal and competitive advantage in this dynamic market.

Report Segmentation & Scope

This report meticulously segments the Middle East and Africa sweet biscuits market by Type, encompassing Plain Biscuits, Cookies, Sandwich Biscuits, Filled Biscuits, Chocolate-coated Biscuits, and Other Sweet Biscuits. Each type is analyzed for its market size, growth projections, and competitive dynamics. The Distribution Channel segmentation includes Supermarket/Hypermarket, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels, offering insights into consumer purchasing behavior and market reach strategies. Geographically, the market is dissected into Saudi Arabia, United Arab Emirates, South Africa, and Rest of Middle-East and Africa, providing granular analysis of regional market performance and opportunities.

Key Drivers of Middle East and Africa Sweet Biscuits Market Growth

Key drivers propelling the MEA sweet biscuits market include a young and growing population, leading to sustained demand for convenience snacks. Rising disposable incomes across many MEA nations empower consumers to spend more on discretionary food items, including premium sweet biscuits. The increasing urbanization trend fuels demand for readily available and portable food options. Furthermore, evolving consumer lifestyles and a greater awareness of global food trends encourage the adoption of diverse biscuit types and flavors. Technological advancements in manufacturing and distribution, such as automation and the growth of e-commerce, also contribute to market expansion by improving efficiency and accessibility.

Challenges in the Middle East and Africa Sweet Biscuits Market Sector

The MEA sweet biscuits market faces several challenges. Intense price competition, particularly in the mass-market segment, can squeeze profit margins for manufacturers. Fluctuations in raw material prices, such as flour, sugar, and chocolate, can impact production costs and pricing strategies. Navigating diverse regulatory landscapes across different MEA countries, including varying food safety standards and import duties, can be complex. Supply chain disruptions, exacerbated by logistical challenges in some regions, can affect product availability and delivery times. Moreover, the growing consumer demand for healthier options necessitates significant investment in product reformulation and innovation to compete with established indulgent products.

Leading Players in the Middle East and Africa Sweet Biscuits Market Market

• The Kellogg Company
• Gandour
• Deemah United Food Industries Corp Ltd
• Gulf Confectionery & Biscuit Co LLC
• Tiffany Foods Ltd
• Mondelez International Inc
• Yildiz Holding Inc
• Al Yanbou
• ITC Limited
• Britannia Industries Limited

Key Developments in Middle East and Africa Sweet Biscuits Market Sector

• April 2022: Flemish biscuit maker Lotus invested US$11 million and commenced construction of its third factory in South Africa, expanding its production capacity from 1,800 tonnes to about 3,100 tonnes.
• March 2022: Yıldız Holding expanded its operations, launching the products of its leading Turkish confectionery maker's biscuit brand Ülker in the United Arab Emirates.
• February 2022: Edita extended its footprint in the filled biscuits segment by launching its latest biscuit product Onrio Mini LAVA. The new product is sold under Edita's Onrio brand at a price of EGP 3 per pack.

Strategic Middle East and Africa Sweet Biscuits Market Market Outlook

The strategic outlook for the MEA sweet biscuits market remains highly promising, fueled by strong demographic tailwinds and increasing consumer purchasing power. Growth accelerators include the continued expansion of modern retail formats and the burgeoning e-commerce landscape, which enhances product accessibility. Companies that focus on product innovation, particularly in the healthy and premium segments, will be well-positioned to capture market share. Strategic partnerships and localized manufacturing can further solidify market presence and reduce logistical complexities. The untapped potential in emerging economies within the MEA region presents significant opportunities for market expansion.

Report Study Period: 2019–2033 Base Year: 2025 Estimated Year: 2025 Forecast Period: 2025–2033 Historical Period: 2019–2024

Middle East and Africa Sweet Biscuits Market Segmentation

• 1. Type
  • 1.1. Plain Biscuits
  • 1.2. Cookies
  • 1.3. Sandwich Biscuits
  • 1.4. Filled Biscuits
  • 1.5. Chocolate-coated Biscuits
  • 1.6. Other Sweet Biscuits
• 2. Distribution Channel
  • 2.1. Supermarket/Hypermarket
  • 2.2. Convenience Stores
  • 2.3. Specialty Stores
  • 2.4. Online Retail Stores
  • 2.5. Other Distribution Channels
• 3. Geography
  • 3.1. Saudi Arabia
  • 3.2. United Arab Emirates
  • 3.3. South Africa
  • 3.4. Rest of Middle-East and Africa

Middle East and Africa Sweet Biscuits Market Segmentation By Geography

• 1. Saudi Arabia
• 2. United Arab Emirates
• 3. South Africa
• 4. Rest of Middle East and Africa