May 8, 2025 – In the Middle East and Africa (MEA), cheese with its rich and aged varieties, including modern dairy alternatives, caters to health-conscious and convenience-driven consumers. Demand for locally sourced, handcrafted, and functional cheese products is rising, shaping new innovations. Innova’s 360 research into evolving cheese and cheese alternatives trends, highlights flavors, formats, and reveals opportunities that brands can leverage to meet the growing demand of the market.
Cheese and Cheese Alternative Category
In the MEA, the top 5 countries leading the cheese and cheese alternatives categories are Turkey, Algeria, South Africa, Morocco, and Israel. Over the past three years, processed, soft, semi-soft, semi-hard, and hard cheese led in subcategory launches.
The top 5 brands in cheese and cheese alternatives account for 14% of launches in the past year. Lactalis is the leading contributor, followed by Bel Group, Arla, Woolworths, and Almarai. Halal was the leading claim in category launches during the same period. Other notable claims include vegetarian, no additives/preservatives, high/source of protein, and traditional.
Consumer Cheese Preferences
20% of consumers in the MEA state that locally sourced/produced claims influence their purchasing decisions. They embrace handcraft products, seeking authenticity and artisanal varieties, to connect with their culinary roots and traditions. This aligns with Innova’s “Food Culture: Tradition Reinvented,” which highlights the growing consumer desire to reconnect with culinary heritage and embrace authenticity and tradition.
In the MEA, 38% of consumers prefer cheese as a snack. Its nutritional benefits and versatile formats make it a healthier, guilt-free snack. This choice aligns with the “Mood Food: Mindful Choices” food trend, reflecting the growing demand for products that support mental and emotional wellbeing. Additionally, consumers increasingly prefer cheese made with real ingredients and natural claims. The demand for allergen-free options in specialized diets is rising, including lactose-free, gluten-free, and soy-free cheese with protein and calcium sources.
Non-Dairy Cheese Trends
Consumers prefer non-dairy cheeses for their plant-based ingredients, but 30% of consumers in the MEA want non-dairy options to replicate the taste and texture of dairy cheese. They seek the same sensory experience, such as meltability, light texture, and creaminess, as dairy cheese.
Brands expand their non-dairy bases with cashew, soy, and pea proteins, offering diverse flavors to suit different preferences. Additionally, many non-dairy product launches feature no additives/preservatives claims, indicating a shift towards more natural products. This aligns with Innova’s food trend “Plant Based: Rethinking Plants,” which shows consumers are rerouting towards natural pursuits of plants in real and recognizable forms.
Cheese Products Launches and Flavors Trends
In the MEA, the fastest growing product bases are cheddar, cream, gouda, mozzarella, and feta cheese. This expansion caters to diverse consumer preferences in the region. Brands are adopting various formats, including block cheese, spread, triangle cheese, shredded cheese, square cheese, and sticks, to maximize functionality and appeal. They also incorporate different processing methods like aging, fermentation, unripened, ripened in brine, and stretch-curd to achieve the desired cheese characteristics.
Consumers choose cheese for its rich and decadent flavors that cater to gourmet tastes. Brands are increasingly experimenting with new flavors, infusing cheese with chili flavors, spices and seeds, dessert, meat, and wood-fired notes. For example, Meze Foods launched Greek feta cheese with pepper, and Micro Citirs introduced crunchy cheese bites with smoky flavor. The top flavors in the MEA region include herbs, garlic, chili, smoked, and black pepper.
What’s Next in Cheese Market Trends in the Middle East and Africa?
The cheese and cheese alternatives market in the Middle East and Africa continues to evolve, driven by changing consumer preferences and innovative product offerings. Demand for convenient, natural, and locally sourced products shapes purchasing decisions, while non-dairy alternatives and bold flavor innovations push category expansion. Health-conscious choices, including allergen-free options and cheeses with functional benefits, add further depth to the market.
Brands can leverage these opportunities and explore on-the-go cheese solutions by offering portable and versatile formats, such as cheese seasoning for snacks or pouch-based cheese desserts for children. These innovations can enhance convenience while maintaining quality and flavor. Biotin-enriched cheese can appeal to consumers seeking functional benefits beyond nutrition. By fortifying cheese with essential nutrients like vitamin B7, brands can tap into the growing interest in wellness-focused foods.
Adopting freeze-drying technology can elevate cheese-based snacks by improving shelf stability, crunchiness, and flavor intensity. This approach can support the demand for healthier, long-lasting snacks with minimal additives. Expanding non-dairy cheese alternatives beyond traditional bases like almond or soy can add diversity. For instance, offering macadamia-based cheese provides a creamy texture and a rich taste, appealing to consumers looking for premium plant-based options.
Brands in MEA focusing on convenience, functionality, and natural formulations are likely to drive innovation and meet evolving consumer expectations.
This article is based on Innova’s Cheese and Cheese Alternatives in the Middle East and Africa report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
