Middle East and Africa Chocolate Powdered Drinks Market Size (2025-2030)

The Middle East and Africa Chocolate Powdered Drinks Market was valued at USD 62.85 billion in 2024 and is projected to reach a market size of USD 223 billion by the end of 2030. Over the forecast period of 2025-2030, the market is projected to grow at a CAGR of 23.5%.

The Middle East and Africa Chocolate Powdered Drinks Market can be described as a dynamic and fast-developing market in the overall category of beverages, including a broad pool of cocoa-based instant powder that serves a variety of consumers. The market has experienced a good demand in 2024 due to shifting lifestyles, growing disposable income, and growing awareness of luxurious and convenient beverage choices. The consumers of the region are moving towards higher quality and more health-conscious versions, such as fortified, low-sugar, and organic versions, a trend that shows that functional nutrition is on the rise. The rise in the market is also driven by the increasing growth of the modern retail chains, electronic commerce, and new marketing tactics, which make the products more accessible to the urban and semi-urban populations. Although the Middle East is a location of premium and flavoured variety because of elevated per capita expenditure, Africa is characterized by a rise in volume consumption because of youthful populations and urbanization. Companies are busy working on product development, regional alliances, and taste localization as a strategy to enhance their market presence and meet the changing taste profile. All these aspects make the Middle East and Africa Chocolate Powdered Drinks Market a promising segment to experience steady growth over the forecast period and present profitable opportunities to both the established players and new entrants eager to tap into the growing consumer population of the region.

Key Market Insights:

Online grocery penetration and sales growth are driving faster distribution and impulse trials for powdered drinks. Online grocery reached 6.4% of sales in the UAE in 2023, and between 2021–2023 online grocery sales grew at ~27% CAGR in the UAE and ~25% in Saudi Arabia — clear channels for faster shopper acquisition. McKinsey & Company
Intent to buy higher-quality or premium food is rising: low-income shoppers’ intent rose from 14% to 23% (+9 percentage points) year-on-year, while high-income intent reached ~44%, signalling an opportunity for premium / single-origin or gourmet chocolate powdered SKUs. Positioning premium powders (better cocoa, origin claims, giftable packaging) can capture this switching demand.

Consumers demand transparency and healthier ingredients: the share of shoppers saying transparent product information matters rose from 69% (2018) to 76% (2023), and plant-based is an attribute consumers expect across categories. Fortified or lower-sugar powdered chocolates (added protein, vitamins, or plant-milk compatibility) win in-market trials and repeat purchase.

High per-capita demand and modern retail density make the UAE and Saudi strategic markets for premium and convenience SKUs, while Egypt, Morocco, and South Africa show strong volume potential via modern and traditional trade. Consumer intent to increase online shopping in 2024: Egypt 34% • UAE 33% • KSA 30%, indicating immediate opportunities for D2C and grocery e-commerce activations.

Market Drivers:

Expanding Youth Demographics and Urban Lifestyle Shifts are Driving Chocolate Powdered Drinks Consumption.

The chocolate powdered drinks market in the Middle East and Africa is experiencing a momentum owing to the youthful population and high pace of urbanization. As younger consumers are interested in convenient, but extravagant treats, chocolate powders have become a favorite source of spur day energy and a pleasant experience of taste. The busy urban families and students are moving towards more and more instant and mix-and-drink products, and powdered beverages are an alternative to the traditional preparation. This population change not only drives the increased consumption but also stimulates the brands to develop new flavors, appealing packaging, and one-serve designs that suit the contemporary lifestyle.

Rising Health Awareness and Demand for Nutrient-Enriched Beverages are Fueling Market Growth.

Another key driver is the growing focus on nutrition among families across the region. Parents are increasingly drawn toward fortified chocolate powdered drinks enriched with vitamins, minerals, and energy-supporting elements that provide both health benefits and indulgence. This shift has repositioned chocolate powders from being occasional treats to daily nutrition companions, particularly for children and working professionals. By balancing wellness with flavor, brands have built strong consumer loyalty, ensuring consistent growth across both urban and semi-urban markets.

Market Restraints and Challenges:

The chocolate powdered drinks market in the Middle East and Africa has significant restrictions that have remained influential in influencing the market trend. One big challenge is the increased surge of health consciousness, where consumers in urban and semi-urban areas are becoming very sensitive about the consumption of sugar, owing to the heightening concerns about obesity, diabetes, and other lifestyle-related health issues. This change in consumption behaviour has led to a decrease in the number of times people indulge in the consumption of traditional chocolate powdered drinks, with manufacturers forced to reconsider the formulations. In addition to health trends, price sensitivity and barriers to distribution are other roadblocks. The economic imbalances in the region typically constrain the ability to spend by consumers, and the presence of fragmented retail networks and ineffective cold chain infrastructure makes it challenging to ensure product availability to consumers at all times. Furthermore, reliance on imports in a number of markets could make firms vulnerable to fluctuations in exchange rates and inflation, leading to price volatility. All of these elements combined form a competitive environment where the affordability, accessibility, and health-oriented innovation have to be balanced to become an unending challenge to the industry players.

Market Opportunities:

The chocolate powdered drinks sector in the Middle East and Africa market has huge prospects that are bound to keep increasing over the next several years. Among the biggest lies is the increased demand for health-friendly and functional variants of products. Consumers in the region are becoming more and more health-conscious, and therefore, they want to find drinks that not only provide them with indulgence but also provide a certain nutritional benefit. This migration gives room to sugar-free, fortified, and protein-enriched chocolate powdered beverages that are capable of meeting the well-being-oriented lifestyles, yet not sacrificing the gratification of taste. Meanwhile, there is another growth opportunity in the region, which is the size of the untapped rural base and a swelling young population. Africa, especially, has one of the youngest demographics in the world, and the craving for the cheap luxury and aspirational brands is growing steadily. As the distribution networks get better, more digital retail platforms are created, and smaller and cheaper pack sizes get introduced, manufacturers can build up their presence in previously underserved regions. These forces combined make health-based innovation and rural youth infiltration a strong opportunity in the future of chocolate powdered drinks within the region.

MIDDLE EAST AND AFRICA CHOCOLATE POWDERED DRINKS MARKET REPORT COVERAGE:

Middle East and Africa Chocolate Powdered Drinks Market Segmentation:

Middle East and Africa Chocolate Powdered Drinks Market Segmentation by Type:

• White Chocolate Powdered Drinks
• Milk Chocolate Powdered Drinks
• Dark Chocolate Powdered Drinks

The majority of the MEA market is either powered by Milk Chocolate Powdered Drinks, which are targeted at a wide spectrum of consumers and which provide the ultimate discrepancy between indulgence and sweetness. The advantage of this segment is high brand awareness, ubiquity, and uniformity in consumer likes and dislikes across ages. The milk chocolate variations are being placed in the position of the day-to-day comfort drinks, which are taken at home, in school, and at cafes. The leadership of the segment is fuelled by the fact that it offers taste and affordability, and is a main dish in households in the region.

The fastest-growing segment is Dark Chocolate Powdered Drinks because of the increasing health awareness and the need to use functional drinks. This is prompting consumers to shift to dark chocolate, given the antioxidant attributes and reduced sugar content of dark chocolate, which is driving its uptake in advanced and health-conscious segments. New Flavors, sugar-free and fortified varieties, are also appealing to urban and millennial buyers, further increasing growth. This sub-segment represents the movement to more wellness-oriented luxury, with the health benefits coming together with taste.

Middle East and Africa Chocolate Powdered Drinks Market Segmentation by Application:

• Dairy Drinks
• Protein Drinks
• Energy Drinks
• Chocolate Drinks
• Cappuccino Mixes

In the Middle East and Africa powdered drinks market, chocolate drinks constitute the biggest application segment. They have been able to dominate because of the pervasive consumer preference for luxurious drinks that are combined with convenience and comfort. The steady demand in the households is driven by increasing urbanization, growth in disposable income, and a high home consumption culture. In addition, new applications in taste varieties and forms of packaging make chocolate beverages attractive to children and adults, which strengthens their leadership in the market. The segment boasts a wide retail penetration, both in supermarkets and other modern trade and e-commerce outlets, making it regularly available to consumers.

The fastest growing sub-segment is the protein drinks, and this is fuelled by the increase in the health-conscious attitude of consumers in the region. An increasing interest in fitness, muscle nutrition, and wellness supplements is driving the consumption of chocolate beverage that contains protein. The youthful population and the working classes are also demanding functional drinks that are both luxurious and healthy at the same time. To satisfy this demand, manufacturers are developing fortified protein forms, natural sweeteners, and clean-label formulations. The fast and dynamic rate of this segment is an indication of a larger trend towards functional and nutrient-rich beverages, which makes protein chocolate powders a major catalyst for market expansion in the future.

Middle East and Africa Chocolate Powdered Drinks Market Segmentation: Regional Analysis:

• United Arab Emirates
• Saudi Arabia
• Qatar
• Israel
• South Africa
• Nigeria
• Kenya
• Egypt
• Rest of MEA

Saudi Arabia is the market leader in the chocolate powdered drinks sector, controlling the largest market share in the Middle East and Africa. The high per capita income, advanced retail system, and the increasing urban population of the country result in the constant demand for luxurious and high-quality drinks. Also, the shift in consumer lifestyle and the rise in cafe culture help in dominating the market in this region. The major brands are capitalizing on intense advertising campaigns and local products to solidify their market presence, as well as guaranteeing continued consumption among the various age groups.

The fastest-growing regional subsegment is the United Arab Emirates, which is prompted by a blend of high health-receptiveness on the consumer's side as well as an increasing trend in functional and high-quality chocolate drinks. The modern retail channels, e-commerce, and foodservice establishments are booming in the UAE market, which allows for quicker product penetration. New product introductions, such as fortified and reduced sugar versions, are designed to meet the changing preferences of millennials and expatriate consumers and make the UAE the most vibrant development hub in the Middle East and Africa chocolate powdered drinks market.

COVID-19 Impact Analysis:

The COVID-19 pandemic had an enormous impact on the market of chocolate powdered drinks in the Middle East and Africa (MEA), as it changed the behavior of the consumer and the supply chain. Lockdowns, restrictions on movement, and temporary shutdown of cafes, restaurants, and foodservice outlets distorted the traditional sales channels, resulting in a temporary loss of out-of-home consumption. But at the same time, the pandemic also triggered the highest level of at-home consumption ever witnessed, with consumers increasingly favouring comfort and indulgence in well-known products in extended amounts of time at home. Online retail stores and e-commerce became important channels of distribution, and several brands were hastening to go digital to handle the increased customer demand for doorstep delivery. There was also an increase in health awareness, which led to a change in consumer taste and preference to fortified and functional chocolate beverages, which focused on immunity-enhancing ingredients, vitamins, and minerals. On the supply side, importation of raw materials, such as cocoa and dairy products, caused short-term price fluctuations, which forced manufacturers to respond by ensuring that the sourcing was localized and supply chains diversified. Generally speaking, COVID-19 has imposed certain logistical limitations on the MEA chocolate powdered drinks market and disrupted a consumption pattern, but it has also prompted product formulation innovation, online sales, and home-oriented marketing, which in effect hastened the transformation of the market long-term and strengthened the loyalty of consumers towards convenient, health-conscious indulgent drinks.

Latest Market News:

• In early 2024, Nestlé and Unilever announced a strategic partnership aimed at enhancing their presence in the MEA chocolate powdered drinks market. This collaboration focuses on leveraging Nestlé's extensive distribution network and Unilever's strong brand portfolio to introduce innovative products tailored to regional tastes and preferences. The partnership is expected to significantly increase market penetration and consumer reach across the MEA region.
   
• In the third quarter of 2023, Mars Incorporated acquired a leading local chocolate powdered drink brand in South Africa. This acquisition allows Mars to expand its product offerings and strengthen its market position in the Southern African region. The integration of the acquired brand is anticipated to enhance Mars' portfolio with locally popular flavors and formulations, catering to the diverse consumer base.
   
• In mid-2025, The Hershey Company entered into a distribution agreement with a prominent Egyptian beverage distributor. This partnership aims to introduce Hershey's chocolate powdered drinks to the Egyptian market, capitalizing on the growing demand for premium chocolate beverages. The collaboration is expected to bolster Hershey's presence in North Africa and tap into the expanding consumer base seeking high-quality chocolate products.
   
• In late 2024, a joint venture was established between a UAE-based beverage manufacturer and an international chocolate brand. The venture focuses on developing and marketing a new line of chocolate powdered drinks that combine traditional Middle Eastern flavors with international chocolate expertise. This initiative is set to cater to the evolving tastes of consumers in the UAE and neighboring countries, offering innovative products that blend local and global influences.
   

Latest Trends and Developments:
There is a dynamic growth in the chocolate powder drinks market in the Middle East and Africa (MEA), which has been orchestrated by changing customer tastes and lifestyle changes. There is increased demand for convenient, ready-to-mix beverages that serve the health-conscious consumers with less sugar, functional ingredients, and immunity-boosting formulations. Product innovation is being influenced by premiumization and socially responsible sourced cocoa because consumers are becoming more sensitive to quality and sustainability. Digitalisation and e-commerce create opportunities to reach more consumers, and brands can target them with the help of social media campaigns and specific marketing. There is also the trend of companies emphasizing new packaging and on-the-go products to accommodate the hectic city living. These trends have more rapidly changed the market, with innovation, convenience, and sustainability being the focus of competitiveness and growth.

Key Players in the Market:

1. Nestlé S.A.
2. Mars Incorporated
3. Mondelez International Inc.
4. The Hershey Company
5. Ferrero International S.A.
6. Barry Callebaut AG
7. Chocoladefabriken Lindt & Sprüngli AG
8. Al Nassma Chocolate LLC
9. Cocoa Sampaka
10. Mirzam Al Quoz