Title Market Expansion of Protein-Based Dairy Products in Middle Eastern Countries: Opportunities, Challenges, and Competitive Strategies

The global dairy industry has been changing dramatically since health, functionality, and performance-oriented nutrition have become the primary consumers’ choices. One of these trends is that of protein-fortified dairy items, especially high-protein yoghurt, labneh and fermented milk beverages. The present paper follows a qualitative, exploratory design founded on secondary research to critically analyze the market growth of the products of protein-based dairy in the Middle East countries. The analysis will be based on peer-reviewed academic literature, doctoral research, and industry reports to combine perspectives of nutritional science, consumer behaviour, food technology and market strategy. The results show that the increase in the production of protein-based dairy is due to the increasing health awareness, change of lifestyle and the importation of the Western protein-based trends, which are promoted due to the cultural internalization of yoghurt and labneh in the local diet. The paper determines the main opportunities of culturally modified product lines, differentiated pricing strategies, and channeled distribution, and underlines the role of sensory quality, affordability, and confidence-building as a priority.