A REFRESHING CHANGE
Discover coffee trends in theMiddle East and Africa
Words: Caroline Migiro
RTD coffee is growing in the Middle East and Africa. Factors such as consumer demand for specialty, a growing love of cold coffee, and increased tourism to the region are driving this trend, offering big growth opportunities for both multinational and local brands.
The Middle East & Africa region is currently witnessing a dynamic shift in coffee consumption trends. While traditional coffee remains a staple in many markets, modern influences and evolving consumer preferences are reshaping the region's coffee landscape.
Specialty coffee shops are becoming increasingly popular in many countries. Cities such as Addis Ababa, Dubai, Riyadh and Cape Town are seeing a surge in cafes that focus on high-quality coffee beans. According to the Dubai Multi Commodities Centre (DMCC), the UAE coffee market is expected to grow at annual rate of 8.4% until 2029 and by 7.5% in the rest of the Middle East & Africa.
The RTD coffee market in the region is experiencing significant growth, driven by increasing consumer demand for convenient and refreshing coffee options. Across these regions, sales rose substantially in 2023, with notable growth rates of 13.5% in the UAE, 14.8% in Saudi Arabia, and 14.9 % in Morocco (Euromonitor 2024 Passport Report).
A key factor propelling this trend is the hot climate, which encourages consumers to switch from traditional hot coffee to cooler, ready-to-drink alternatives. This shift is further supported by increased product distribution and heightened consumer awareness.
Multinationals dominate the RTD coffee landscape, benefiting from strong brand loyalty and widespread availability. However, local players are rapidly emerging, introducing innovative products that cater to the diverse preferences of consumers. These include high-protein and flavored RTD coffees, which are expected to drive future growth. The market is also witnessing a shift towards healthier options, such as low-fat and high-protein variants, although classic flavors remain popular.
In Saudi Arabia and the UAE, the high temperatures and the reopening of these countries to tourism have further boosted sales.
Additionally, initiatives focused on nationalization and female empowerment, particularly in Saudi Arabia, align with broader economic visions and support long-term market expansion.
As these markets continue to evolve, RTD coffee is set to become a staple beverage choice, and offers huge opportunities for growth, both for multinationals and local players.
Caroline Migiro
Business Development Manager - MEAC Caronline.Migiro@finlays.net
