Plant-based proteins are emerging as an important component of the most dynamic menus in the Middle East. In fact, the MENA plant-based meat market alone is projected to grow at a CAGR of 18.8% and reach $755 million by 2030. At the same time, functional foods, such as prebiotics, probiotics, nootropics, and fortified beverages, are incorporated into everyday dining experiences.
Consumers in the MENA region are becoming increasingly health-conscious. Wellness is perceived as an integral part of everyday life, encompassing aspects such as food and nutrition. Diners actively seek options that boost immunity, improve gut health, enhance energy, and align with their health and sustainability goals.
How Menus Respond to the Wellness Trend
New menus combine indulgence and purpose. For instance, to meet the growing demand for sustainable protein substitutes, brands like Beyond Meat and Switch introduced plant-based meat alternatives in the UAE.
Local cafés are experimenting with vegan sweets and plant-based milks (which have already become commonplace), creating more inclusive options that appeal to flexitarians and vegans. The growing popularity of functional beverages, such as kombucha flavoured with adaptogens or nootropic energy drinks, also speaks to the global wellness trends.
Today’s eaters find resonance in this combination of delight and use. A cappuccino with adaptogens that reduce stress, or a decadent chocolate mousse that also promotes gut health, don’t simply satisfy cravings; they also align with lifestyle ideals.
The Operational Challenge: When the Math Doesn’t Add Up
While the rise of plant-based and functional foods opens up growth opportunities, it also brings operational complexities. Despite rising interest in vegan and functional options, the share of guests regularly ordering plant-based dishes remains relatively small across most mainstream restaurants. For large corporate or franchise models, this means stocking specialised ingredients like vegan cheese or meat alternatives can be economically unviable.
Due to their shorter shelf life and more stringent storage requirements, many of these ingredients are at risk of expiring before being used. In order to offset this food waste, restaurants often have to resort to increasing the prices of speciality goods, which can further reduce demand and create a vicious cycle. Consequently, this would decrease margins.
Because of lower turnover and smaller-scale procurement, the economics of using plant-based ingredients frequently don’t work out, even if they are just as expensive as conventional ones. And the difficulty is exacerbated when they are more costly because of low order numbers or little supplier competition.
The Opportunity: Wellness as a Differentiator
These difficulties don’t mean that plant-based foods aren’t viable in the long term. Sustained interest in plant-based foods indicates a strong market signal. However, without further customer uptake, the maths does not currently allow widespread use for large-scale operators.
Because the economics haven’t yet caught up, several brands have reduced or discontinued these products, not because they don’t believe in the movement. Restaurants that can consistently deliver quality, traceability, and innovation, however, will stand out in a competitive market.
This complexity blurs the line between food and supplements. The MENA nutraceutical market reached $13.97 billion in 2022, driven by products for immunity and digestive health. By creating customized menus that deliver the same practical advantages as supplements, but in regular meals and drinks, restaurants are becoming wellness providers.
Collaboration: The Growth Multiplier
With an ever-growing interest in plant-based food, cafes and even cafe chains are catering exclusively to these audiences. As the wellness segment of the UAE’s F&B market grows, collaborations with influencers and wellness brands are accelerating widespread adoption of their products and the lifestyle they promote. Restaurants can better convey the practical advantages of their dishes by enlisting the expertise of lifestyle influencers and nutrition-conscious brands who provide credibility and audience engagement.
Cross-brand and cross-industry collaborations can turn a plant-based menu item into a lifestyle essential or a fancy treat. For instance, L’Occitane cafe in the UAE designed a new drinks menu with gut health supplements in collaboration with Rite, a vegan supplements producer. In that fashion, collaborative launches with wellness companies can establish premium positioning, educate consumers, and foster trust among them.
Operators increase demand by utilising social proof and storytelling. When paired with data-driven operational execution, this paradigm is helping to transition plant-based and functional foods from speciality products to mainstream options.
Why the UAE Is Suited for Leadership
In the United Arab Emirates, plant-based proteins and functional foods are rapidly gaining popularity as the new standard for eating. This is especially relevant with the backdrop of high levels of sugar consumption in the country. Consumers now expect menus that offer both fun and observable health advantages, but the data only partially reflect this cultural shift.
Operators have enormous opportunities, but they also risk falling behind. The future of dining in the area will be shaped by those who can embrace collaborations, grasp operational agility, and align with customer values. They will also be able to meet demand.
The UAE is demonstrating that food is now about function, meaning, and identity rather than just flavor in a market characterized by innovation and wellness.
By: Alexander Ponomarev, CEO of Syrve MENA, a Dubai-based all-in-one POS and restaurant management solutions provider