The Middle East and North Africa are emerging as one of the world’s most attractive growth markets for consumer packaged goods, with the UAE and Saudi Arabia leading volume expansion, according to Bain & Company’s inaugural Middle East Consumer Products Report 2025.

Bain estimates that the region generated more than $450 billion in fast-moving consumer goods sales in 2024, split between approximately $200 billion in food and beverage and $250 billion in non-food categories. The market is projected to reach as much as $650 billion by 2030, implying an annual growth rate of around 5%, driven by favorable demographics, resilient consumer demand, and strong regional fundamentals.

The report analyses trends across Saudi Arabia, the UAE, Egypt, and Iraq, drawing on a survey of 3,500 consumers, interviews with 20 regional CPG executives, and Bain’s proprietary market analysis.

Growth momentum is strongest in the Gulf. The UAE recorded around 6% volume growth, well above the global average of 1.7%, while Saudi Arabia achieved close to 4% growth, supported by solid value gains. Overall consumer sentiment across MENA remains resilient at 6.0 out of 10, with spending holding up despite increasingly selective purchasing behaviour.

Rather than pulling back, consumers are becoming more intentional. Brands are being rewarded for delivering value, trust, and relevance, not just competitive pricing and availability. Convenience has become a baseline expectation, with 37% of MENA consumers reporting a lack of time for daily essentials, making them more time-constrained than global peers. Values and identity are also playing a growing role, with more than half of consumers saying they have boycotted brands due to misaligned values.

Digital adoption is accelerating rapidly, particularly in the UAE, where e-commerce already accounts for 12% to 14% of retail sales. Bain expects this share to rise to 20% to 25% by 2030, capturing around 60% of incremental market growth.

Faisal Sheikh, Senior Partner at Bain & Company, described the region as a “true growth arena” for CPG players, while cautioning that expectations are rising. He noted that success will depend on tailoring growth strategies to local realities and reinvesting in the consumer moments that matter most.

Despite its strong outlook, the report highlights several challenges, including shifting consumption patterns, rising cost pressures, regulatory complexity, and intensifying competition from local and insurgent brands. To succeed, Bain outlines three priorities for CPG companies: rethinking growth models to maximise core profit pools while expanding into new categories and markets; reinventing productivity through simplification; and redefining the role of technology and artificial intelligence.

While most global executives acknowledge the strategic importance of generative AI, only a small minority have a clear roadmap in place. Karim Chehade, Associate Partner at Bain, said the next phase of growth in the MENA region will favour companies that simplify where it matters, free up resources through continuous productivity, and utilize technology to build deeper customer relationships and achieve operational excellence.

Overall, the report positions the MENA region as one of the most dynamic frontiers for consumer goods globally, where disciplined execution, local relevance, and bold yet practical strategies will be critical to sustaining growth and long-term resilience.