Middle East And Africa Stevia Market Size  (2025-2030)

The Middle East and Africa Stevia Market was valued at USD 22.49 million in 2024 and is projected to reach a market size of USD 155.96 million by the end of 2030. Over the forecast period of 2025-2030, the market is projected to grow at a CAGR of 47.30%.   

The stevia market in the Middle East and Africa (MEA) is expected to continue growing steadily, driven by increasing health awareness and a regional shift toward low-calorie and natural sugar alternatives. Since lifestyle diseases like obesity and diabetes are casting their dark shadows of prevalence upon society, both consumers and governments are campaigning for a reduction in sugar intake. Being a zero-calorie plant-based sweetener, stevia has matured into a favoured substitution due to its natural basis and wide application possibilities in beverages, confectioneries, dairy, and nutritional products. Countries such as Saudi Arabia, UAE, and South Africa are at the forefront of market adoption, propelled by health campaigns, sugar taxes, and enhanced product availability through online and retail channels. In light of increased demand for clean-label and organic products, the MEA stevia market holds great promise for expansion in the coming years.

Key Market Insights:

Consumer preference for natural alternatives has surged, with over 30% of new product launches in the region now incorporating plant-based or low-calorie sweeteners like stevia.

Countries such as Saudi Arabia and the UAE have introduced sugar taxes, leading to a 15–20% rise in reformulated product sales that include stevia.

Around 40% of stevia-based products launched in the past two years in the region are blended with other sweeteners like erythritol to improve taste and stability.

Middle East And Africa Stevia Market Drivers:

One of the primary drivers of the MEA stevia market is the increasing awareness about lifestyle diseases such as obesity, diabetes, and hypertension.

One of the factors boosting the MEA stevia market is the growing awareness of lifestyle diseases such as obesity, diabetes, and hypertension. Countries like Saudi Arabia, UAE, and South Africa are facing rising incidences of obesity, with adult obesity levels going up to 35-40% in some urban settings. These trends are pushing consumers towards the choice of healthier options in place of refined sugar, thus creating the demand for such natural sweeteners that are zero-calorie, like stevia. Stevia is one of the examples being derived from plant sources, which exhibit non-glycemic properties, and is suitable for sugar-free or diabetic-friendly products; hence, this is preferred by health-conscious people. Governments in the region are also starting to promote healthy eating habits and sugar taxation policies, which act in favour of market growth. Also, fitness and wellness trends from social media and growing interest in participating in sports and healthy lifestyles all contribute to the increase in awareness toward stevia-based beverages and snacks among consumers. All these aspects combine to drive the regional demand for stevia products.

The food and beverage industry in the Middle East and Africa is transforming, with increasing investment in healthier product lines.

Improved health product lines are seeing an increase in investments in these industries in the Middle East and Africa. Beverage giants and food manufacturers are adopting stevia as a natural sugar substitute in soft drinks, flavoured water, yoghurts, energy bars, and confectionery. This change is most evident in the GCC countries, where consumers are willing to pay more for clean-label and organic products. The advent of plant-based and functional beverages has also led to increased stevia usage. Local manufacturers are also providing sugar-free versions of traditional products like date syrups and juices, which are being infused with stevia. In addition, the evolving formulation of stevia (using taste masking and blending it with other sweeteners) has been a beneficial change in encouraging acceptance by consumers across many product categories. With an increasing number of F&B companies trying to cut sugar and keep taste, stevia is steadily becoming the preferred choice in product development work across the region.

Middle East And Africa Stevia Market Restraints and Challenges:

One of the significant restraints hindering the growth of the stevia market in the Middle East and Africa is the high production cost and limited consumer awareness about its benefits.

In the Middle East and Africa, high production costs and little consumer awareness of its benefits are the major constraints inhibiting the growth of the stevia market. Stevia requires complex extraction and purification processes, which add to its manufacturing cost. Therefore, stevia products are usually priced higher compared to sugar, thus closing entry for sensitive price consumers in some parts of Africa and the countryside of the Middle East region. Moreover, though stevia is safe and natural, it is still considered by many to have a bitter aftertaste or is often confused with synthetic sweeteners, which acts to further inhibit mainstream acceptance. Poor publicity regarding health benefits lessens the promotion opportunities for local brands. Until awareness campaigns are started, price parity attained, and better formulations invented, this restraint is poised to continue hindering the full market potential of stevia in the region.

Middle East And Africa Stevia Market Opportunities:

The demand for natural sweeteners with low-calorie sweeteners is evident in the Middle East and Africa stevia market, and it will yield great opportunities in the future. Different governments in this region are increasing their resolve to fight against obesity, diabetes, and other lifestyle diseases. With this, it is a clear approach for the reduction of sugar in processed foods and beverages. This opened up great avenues for product innovation based on stevia in areas such as functional drinks, sports nutrition, baked goods, and dairy alternatives. The other market factor boosting stevia uptake will be the increasing demand for clean-label and organic products among health-conscious millennials and urban populations. Local food and beverage brands are beginning to collaborate with ingredient manufacturers and introduce stevia infusion to traditional foods under preparation, such as juices, desserts, and herbal teas. Furthermore, improvements in technology with regard to taste-enhanced stevia extracts and hybrid sweetener blends enable manufacturers to provide sugar-free products without compromising flavour. Overall, MEA is being strengthened with increasing investments and supportive regulatory environments to emerge as a key region in the global stevia market in the future.

MIDDLE EAST AND AFRICA STEVIA MARKET REPORT COVERAGE:

Middle East And Africa Stevia Market Segmentation:

Middle East And Africa Stevia Market Segmentation: By Product Type

• Powdered Stevia
• Liquid Stevia
• Stevia Leaves
• Tabletop Sweeteners

The powdered form of stevia would cover the segment product type in the Middle East and Africa, since it is versatile, the most stable form in storage as well as transportation. It finds itself in household applications and industrial food processing, especially in bakery products and dairy. In beverages, especially flavoured waters, juices, and fitness drinks, it is liquid stevia that takes the lead, as in the case with beverages, because of solubility and a stronger perception of sweetness. The stevia leaves are more whole and therefore less refined. This will address a very small niche market among traditional and herbal consumers, particularly in some parts of North Africa and the Middle East, where natural remedies are culturally important. Tabletop sweeteners, whether powdered or tablet forms, are increasingly becoming popular in urban households as well as among diabetic populations searching for healthier sugar alternatives. Increasingly diverse forms of products have thus allowed manufacturers to reach diverse consumption habits and grow the market into various retail and foodservice channels.

Middle East And Africa Stevia Market Segmentation: By Form

• Raw
• Refined

The raw form of stevia, which consists mainly of dried leaves, is favoured more in local or traditional markets, where consumers know how to brew or mix the leaves directly with their food and drinks. Although this segment has cultural significance, it is pretty small relative to refined stevia. Refined stevia includes highly pure extracts, such as Rebaudioside A (Reb-A) or Steviol Glycosides, which find wide applications in processed foods, beverages, and pharmaceuticals due to high sweetness intensity and better taste profile. On the other hand, the growing demand for refined stevia, owing to large-scale food manufacturers who require consistency of formulation and flavour, is increasing in tandem with rising investment in food technology and product innovation across the region. With consumers becoming more label-conscious, further growth is also anticipated for the refined segment in tandem with advances in formulation to reduce bitterness and enhance mouthfeel.

Middle East And Africa Stevia Market Segmentation: Regional Analysis:

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

In the new year of 2024, steady growth will continue to persist for the stevia market within the Middle East and Africa (MEA) region, spurred by an increase in health consciousness, along with growing incidences of lifestyle diseases such as diabetes and obesity. Among the above countries, South Africa, the UAE, and Saudi Arabia are leading the way in embracing natural sweeteners, with stevia also being accepted among urban societies and health-conscious populations. Also working in favour of this market is the rising demand for low-calorie foods and beverages from the younger generation, and also from those seeking organic alternatives. Moreover, the growth of retail outlets, health stores, and online e-commerce businesses has led to greater accessibility of stevia products in urban and semi-urban places. Although North Africa is still more oriented toward the traditional use of stevia leaf, the Sub-Saharan region is starting to see interest in processed forms like stevia drops and powdered blends gain traction. As awareness builds and the penetration of multinational stevia brands within the MEA market thickens, it is expected that the region will become a key emerging hub for stevia in the years to come.

COVID-19 Impact Analysis on the Middle East And Africa Stevia Market:

The COVID-19 pandemic played a mixed role in deciding the fate of the Middle East and Africa stevia market. While, on the one hand, supply chain disruptions, along with delays in imports, obstructed access to raw stevia and processed forms thereof, particularly in those countries that depend on Asia and Europe for imports; slow manufacturing and distribution due to lockdowns and restrictions prevented product visibility on retail shelves. However, a bright side to the pandemic is that it has accelerated a paradigm shift away from sugar and toward health. With the emergence of immune health and sugar reduction awareness, consumers have started adopting natural and plant-based sweeteners such as stevia. During the lockdown period, stevia products' online sales witnessed soaring growth, from tabletop sweeteners to sugar-free drinks. The pandemic saw a resurgence of interest in healthy eating in the region, which presents long-term opportunities for stevia to grow despite all the temporary roadblocks.

Latest Trends/ Developments:

Emerging trends and developments in the MEA stevia market are indicative of significant growth. The shift toward natural and organic sweeteners is particularly noteworthy: health-conscious consumers increasingly prefer clean-label products. Stevia plant-derived, zero-calorie sweetener-now finds increased adoption in applications across food and beverage lines. Lately, stevia has been widely incorporated in beverages, especially functional and health-oriented drinks. Manufacturers have started formulating stevia-sweetened beverages targeting consumers who want healthier options without impacting the taste. Blending stevia with other natural sweeteners like erythritol and monk fruit is an emerging trend aimed at improving sweetness profiles and masking aftertaste from stevia, thereby enhancing overall consumer acceptance.

 Key Players:

1. PureCircle Ltd.
2. Cargill, Incorporated
3. Tate & Lyle PLC
4. GLG Life Tech Corporation
5. Ingredion Incorporated
6. Stevia Nutra Corp.
7. Sunwin Stevia International, Inc.
8. Morita Kagaku Kogyo Co., Ltd.
9. SweeGen, Inc.
10. NOW Health Group, Inc.