Lentein Plant Protein Market

The Global Lentein Plant Protein Market size was estimated at USD 0.62 billion in 2025 and is projected to reach USD 1.68 billion by 2035, growing at a CAGR of 10.5% from 2026 to 2035. Expansion of plant-based nutrition portfolios, rising clean-label protein demand, and procurement shifts toward low-water-intensity agricultural inputs continue to strengthen the strategic positioning of the Lentein Plant Protein market across food processing, nutraceutical, and specialty feed value chains.

Key Highlights

• Powder-based Lentein proteins accounted for the largest market share in 2025, supported by strong demand across nutritional beverages, bakery applications, meal replacements, and functional food manufacturing.
• Food & beverage applications contributed over 40% of total market revenue in 2025 due to rising integration of clean-label plant proteins into snacks, dairy alternatives, fortified beverages, and convenience foods.
• Sports nutrition & dietary supplements emerged as the fastest-growing application segment, expanding at a CAGR exceeding 12%, driven by preventive wellness trends, protein-enriched diets, and active lifestyle consumption patterns.
• North America held more than one-third of global demand in 2025, supported by strong plant-based nutrition adoption, sustainability-focused procurement strategies, and extensive investment in alternative protein innovation ecosystems.
• Asia Pacific is expected to witness the fastest regional growth, fueled by expanding middle-income populations, urban dietary diversification, rising health awareness, and increasing demand for protein-enriched convenience foods.
• Online retail and direct-to-consumer distribution channels are expanding rapidly, as digitally native nutrition brands increasingly educate consumers about sustainable protein sourcing, clean-label formulations, and functional wellness benefits.

Lentein Plant Protein Market Overview

The Lentein Plant Protein market occupies a strategically important position within the broader alternative protein ecosystem because it combines sustainability credentials with commercial formulation flexibility. Institutional food manufacturers, ingredient distributors, nutrition formulators, and private-label consumer brands increasingly track this category as procurement priorities shift toward proteins with lower environmental intensity and improved amino acid functionality. Unlike mature soy-derived systems that operate within highly standardized supply structures, Lentein-based proteins remain in a transition phase where capacity expansion, extraction efficiency, and application-specific customization continue to shape competitive positioning. This transition creates an environment where suppliers with vertically integrated cultivation and processing infrastructure hold stronger pricing influence relative to fragmented downstream buyers.

The market also reflects a hybrid maturity profile. Consumer awareness remains below mainstream plant proteins, yet formulation demand from industrial buyers continues to accelerate because product developers require differentiated ingredients capable of supporting clean-label positioning without sacrificing texture, dispersibility, or nutritional density. Relative to legacy plant protein categories, the Lentein Plant Protein market demonstrates stronger alignment with sustainability-linked procurement frameworks adopted by multinational food companies. As environmental reporting standards become more stringent across global supply chains, procurement teams increasingly evaluate protein sourcing through water efficiency, carbon exposure, and land-use productivity metrics. This positioning allows the market to maintain premiumization potential while simultaneously expanding into higher-volume mainstream food applications across five major regions.

Key Market Drivers & Industrial Demand Dynamics

One of the primary forces supporting the Lentein Plant Protein market is the structural migration toward plant-centric nutritional systems across retail and institutional food channels. Food manufacturers continue reformulating products because consumers increasingly associate plant-derived proteins with wellness, digestibility, and environmental responsibility. This transition directly affects procurement behavior across bakery, beverage, sports nutrition, and meat-alternative categories. As consumer purchasing shifts toward ingredient transparency, manufacturers prioritize proteins that support clean-label declarations while maintaining processing stability. Lentein-derived proteins satisfy this requirement because they combine favorable amino acid composition with relatively low allergen exposure compared with several established protein sources. Consequently, ingredient adoption extends beyond niche vegan formulations into broader functional food portfolios.

Another major growth catalyst within the global Lentein Plant Protein market originates from sustainability-linked sourcing strategies implemented by multinational food producers and institutional buyers. Water-intensive agricultural systems increasingly face cost pressure from regulatory oversight, climate volatility, and land-use optimization requirements. Because Lentein cultivation demonstrates strong yield productivity within comparatively controlled aquatic environments, food companies view the ingredient as a strategic hedge against long-term agricultural resource constraints. This operational advantage influences procurement decisions at enterprise scale. Relative to conventional protein crops, the cultivation cycle supports faster biomass regeneration, enabling producers to maintain more stable output planning. As sustainability disclosures become integrated into supplier qualification frameworks, manufacturers increasingly allocate research and development budgets toward proteins capable of supporting measurable environmental performance indicators.

Technology-driven improvements in extraction efficiency and flavor optimization continue accelerating adoption across high-value nutritional applications. Historically, several emerging plant proteins struggled to gain commercial traction because flavor instability and texture limitations restricted formulation flexibility. However, advanced drying systems, protein isolation technologies, and fermentation-assisted processing methods now allow producers to improve solubility, mouthfeel, and shelf-life performance. This directly expands utilization across ready-to-drink beverages, powdered nutrition blends, fortified snacks, and clinical nutrition systems. Because downstream manufacturers increasingly prioritize multifunctional ingredients capable of reducing additive dependency, Lentein-based proteins gain traction as integrated nutritional solutions rather than commodity raw materials. This technology transition also improves supplier margins by enabling movement toward specialty-grade formulations with stronger pricing resilience.

Growth in sports nutrition and preventive healthcare expenditure further reinforces industrial demand. Consumers increasingly purchase protein-enriched products not only for athletic performance but also for metabolic health, weight management, and aging-related nutritional support. This broadening demographic base changes purchasing patterns across retail and e-commerce channels. Nutritional supplement manufacturers therefore prioritize proteins with digestibility advantages and balanced amino acid composition because these characteristics support premium positioning. As aging populations expand across developed economies, preventive nutrition becomes a larger component of healthcare expenditure, strengthening demand for alternative proteins integrated into clinical and functional nutrition platforms.

The expansion of direct-to-consumer distribution models also contributes to market acceleration because digitally native nutrition brands can commercialize specialized protein products without depending exclusively on traditional retail infrastructure. Online platforms improve consumer education around emerging ingredients, allowing manufacturers to explain sustainability benefits, protein quality, and sourcing practices directly to buyers. This reduces adoption friction for less familiar protein systems. In contrast to conventional retail channels where shelf competition favors established ingredients, digital ecosystems enable targeted positioning toward health-conscious and environmentally aware consumer segments. As subscription nutrition services and personalized dietary planning platforms expand globally, specialty proteins with differentiated branding potential gain additional strategic relevance.

Segmentation Analysis — Lentein Plant Protein Market

Within the Lentein Plant Protein market, segmentation by form remains commercially important because formulation behavior, logistics efficiency, and end-use integration vary substantially across physical configurations. Powder-based products accounted for the largest revenue share in 2025 because they provide superior storage stability, transport efficiency, and processing compatibility across food manufacturing environments. Powder formats also enable easier blending within protein beverages, bakery mixes, meal replacements, and nutraceutical systems, allowing manufacturers to optimize production workflows. Concentrates and isolates continued gaining traction because higher protein density supports premium nutritional positioning and cleaner formulation profiles. Textured proteins represented the fastest-growing category in 2025 as meat-alternative manufacturers increasingly sought fibrous plant-based structures capable of improving mouthfeel consistency. Liquid formats maintained relevance in ready-to-drink nutrition systems where rapid incorporation and simplified processing remain commercially advantageous. From an investment perspective, higher-purity isolates generate stronger margins, whereas powder systems continue dominating volume-driven mainstream food applications.

Segmentation by application illustrates how demand diversification reduces cyclicality across the broader Lentein Plant Protein market. Food and beverage applications accounted for the largest revenue share in 2025 because manufacturers increasingly integrate plant proteins into snacks, bakery products, dairy alternatives, nutritional beverages, and convenience foods. This segment benefits from continuous product innovation and strong shelf-space expansion across organized retail channels. Sports nutrition and dietary supplements emerged as the fastest-growing application area because consumers increasingly prioritize preventive wellness and protein-enriched diets. Clinical nutrition and pharmaceutical formulations also expanded steadily as healthcare providers and nutrition specialists emphasized digestible protein systems for aging populations and recovery-oriented nutrition programs. Animal feed applications represented a material minority of consumption but gained strategic importance because livestock and aquaculture producers increasingly evaluate sustainable feed alternatives. Relative to mainstream food categories, specialty nutrition applications generate stronger margins due to higher formulation specificity and lower price sensitivity among end users.

By source composition, water lentil-derived proteins held a commanding position across the forecast horizon because sustainability credentials and nutrient density remain central to supplier differentiation. Hybrid plant protein blends combining Lentein with pea, chickpea, or faba bean proteins also expanded because formulators increasingly pursue balanced amino acid profiles and texture optimization. Multi-source systems reduce flavor intensity and improve cost management, particularly within large-scale consumer food manufacturing. Single-source premium formulations retained stronger appeal in nutraceutical and wellness-focused categories where ingredient purity supports premium branding. Organic-certified inputs outpaced conventional sourcing through the base period because health-conscious consumers increasingly associate organic certification with cleaner nutrition standards and environmentally responsible agricultural practices. However, conventional sourcing maintained higher commercial volumes due to lower procurement costs and broader manufacturing scalability.

Distribution channel segmentation demonstrates the evolving purchasing behavior shaping the global Lentein Plant Protein market. Supermarkets and hypermarkets accounted for the largest revenue share in 2025 because mainstream consumer adoption still depends heavily on large-scale retail visibility and established shopping behavior. Organized retail environments support impulse purchases and accelerate category normalization by placing plant-based products alongside conventional nutritional offerings. However, online channels represented the fastest-growing distribution pathway because digital commerce allows specialized brands to communicate ingredient differentiation more effectively. Subscription-based wellness platforms and direct-to-consumer nutrition companies increasingly rely on e-commerce infrastructure to improve customer retention and collect behavioral purchasing data. Specialty nutrition retailers maintained strong influence among athletes, wellness-focused consumers, and early adopters seeking premium products with verified ingredient sourcing. Institutional procurement channels, including foodservice and healthcare systems, continued expanding as protein-enriched menu planning and preventive nutrition initiatives gained traction across commercial and medical environments.

End-user segmentation highlights distinct purchasing priorities across the value chain. Food manufacturers accounted for the largest revenue share because large-scale packaged food production remains the primary demand engine for plant proteins globally. Beverage producers increasingly incorporated Lentein-derived proteins into fortified drinks and functional nutrition systems because consumers prioritize convenience-oriented health products. Nutraceutical manufacturers represented the fastest-growing end-user category in 2025 as wellness spending and personalized nutrition adoption accelerated across developed economies. Personal care and cosmetic applications remained below one-fifth of overall demand yet demonstrated growing strategic importance because protein-derived ingredients increasingly support clean beauty and skin wellness positioning. Feed manufacturers and agricultural nutrition companies also explored adoption pathways as sustainability-linked livestock management frameworks gained regulatory attention.

Strategic Market Snapshot

The Lentein Plant Protein market currently reflects a moderately fragmented competitive structure characterized by technology differentiation, supply-chain integration, and formulation expertise rather than pure commodity pricing. Market maturity remains in the accelerated commercialization phase where capacity investments and downstream application development continue shaping long-term competitive positioning. Demand stability is strengthening because adoption extends beyond niche vegan categories into broader preventive nutrition and mainstream food processing systems. This diversification reduces exposure to isolated consumer trends and creates more resilient procurement patterns across industrial buyers.

Pricing dynamics within the market remain influenced by processing sophistication, purity levels, certification standards, and application specificity. Commodity-oriented formulations experience stronger margin pressure because buyers retain flexibility to substitute alternative plant proteins during periods of pricing volatility. In contrast, specialty isolates and application-specific formulations maintain stronger pricing power because switching costs increase once manufacturers optimize product performance around a specific protein system. Supplier bargaining influence therefore rises alongside vertical integration and proprietary processing capabilities. Upstream cultivation economics and downstream brand positioning collectively determine profitability across the value chain.

Value Chain, Cost Structure & Procurement Intelligence

The Lentein Plant Protein market demonstrates strong sensitivity to cultivation efficiency, energy consumption, drying technology costs, and purification complexity. Raw material economics remain directly linked to aquatic cultivation infrastructure, nutrient management systems, and environmental control requirements. Because production scalability still operates below mature commodity protein categories, operating leverage becomes critically important for suppliers attempting to improve margin consistency. Energy-intensive drying and extraction stages substantially influence cost structures, particularly for high-purity isolates designed for premium nutritional applications.

Procurement strategies increasingly emphasize long-term sourcing reliability and traceability rather than short-term spot pricing. Large food manufacturers prefer suppliers capable of guaranteeing volume consistency, sustainability documentation, and regulatory compliance across multiple jurisdictions. Multi-year procurement agreements therefore become strategically valuable because they reduce input volatility and improve production planning. Buyers also prioritize formulation support and technical integration capabilities, creating switching friction once ingredient systems become embedded within commercial product lines. Cross-validated supply-side capacity analysis indicates that vertically integrated producers maintain stronger resilience against raw material disruption and logistics instability relative to smaller standalone processors.

Market Restraints & Regulatory Challenges

Despite strong commercial momentum, the Lentein Plant Protein market faces operational and regulatory barriers that influence scalability and margin expansion. One of the primary constraints involves limited consumer familiarity relative to highly established plant proteins. Mainstream adoption therefore requires continued investment in education, branding, and formulation optimization. Because food manufacturers operate within tightly controlled cost structures, unfamiliar ingredients face longer commercialization cycles before reaching high-volume production status.

Regulatory complexity also creates structural friction across international markets. Novel ingredient approvals, labeling requirements, allergen declarations, and sustainability certification frameworks vary substantially between jurisdictions, increasing compliance costs for multinational suppliers. Producers must therefore maintain region-specific documentation and testing protocols, raising operational expenditure. Supply-chain traceability standards continue tightening across developed markets, particularly for food ingredients marketed through sustainability-oriented positioning. Non-compliance carries strategic consequences because procurement teams increasingly exclude suppliers lacking verifiable sourcing transparency and environmental reporting alignment.

Market Opportunities & Outlook 2026–2035

The long-term outlook for the Lentein Plant Protein market remains favorable because structural dietary shifts continue expanding the addressable customer base across food, nutrition, and feed applications. Demand growth will remain supported by preventive healthcare expenditure, sustainability-focused procurement strategies, and continued expansion of protein-enriched convenience foods. As global protein consumption rises alongside urbanization and middle-income population growth, alternative proteins with differentiated environmental profiles will secure stronger strategic relevance within institutional sourcing frameworks.

Expansion opportunities are especially visible in hybrid formulation systems where manufacturers combine multiple plant proteins to optimize nutrition, flavor, and cost efficiency. Emerging demand pockets within elderly nutrition, pediatric supplementation, and clinical recovery products remain underpenetrated relative to mainstream sports nutrition categories. Because healthcare systems increasingly emphasize nutrition-linked preventive care, suppliers capable of validating digestibility and nutrient performance will capture stronger commercial positioning. Margin expansion opportunities also remain attractive in specialty isolates, organic-certified inputs, and customized formulation services where pricing pressure is lower than commodity-oriented protein categories.

Regional & Country-Level Strategic Insights

North America accounted for the largest regional revenue share in 2025, contributing over one-third of global demand because consumer awareness around plant-based nutrition, sustainability-linked procurement, and functional wellness products remains highly developed across the region. The United States continues shaping innovation pathways through extensive investment in alternative protein research, food technology infrastructure, and venture-backed nutrition brands. Canada also supports upstream cultivation and ingredient processing capacity due to strong agricultural technology integration.

Europe maintains a strategically important position because regulatory emphasis on sustainability reporting and environmental performance increasingly influences procurement standards across food manufacturing industries. Western European markets demonstrate strong demand for clean-label formulations and certified sustainable ingredients, particularly within premium retail channels. Asia Pacific outpaces the broader market through the base period because urbanization, dietary diversification, and expanding middle-income populations strengthen consumption of protein-enriched convenience foods. China, India, Japan, and Southeast Asia collectively represent substantial long-term volume potential as health-oriented nutrition purchasing accelerates.

Latin America demonstrates growing supplier relevance because agricultural infrastructure and crop diversification initiatives improve regional participation within alternative protein value chains. Brazil and Argentina increasingly attract ingredient-processing investment linked to export-oriented nutrition manufacturing. The Middle East & Africa region remains at an earlier commercialization stage but demonstrates rising interest in food security strategies and sustainable nutrition systems. Gulf economies increasingly support premium health-food imports and wellness-oriented retail expansion, creating long-term demand potential for specialty plant proteins.

Technology, Innovation & Derivative Trends

Technology innovation within the Lentein Plant Protein market increasingly centers on extraction efficiency, taste optimization, protein functionality, and sustainability-linked production economics. Advanced membrane filtration systems and precision drying technologies improve protein purity while reducing thermal degradation during processing. These improvements directly affect commercial adoption because food manufacturers require ingredients capable of maintaining flavor neutrality and stable texture performance across diverse formulations.

Fermentation-assisted processing techniques also gain traction because they enhance digestibility and reduce undesirable flavor notes associated with several plant proteins. This technological evolution enables suppliers to expand into premium nutritional beverages and ready-to-consume functional foods where sensory performance strongly influences purchasing behavior. Sustainability-focused innovation pathways continue accelerating as producers optimize water recirculation systems, renewable energy integration, and closed-loop cultivation infrastructure. Downstream application innovation additionally supports market expansion through protein-fortified snacks, alternative dairy systems, clean-label beverages, and high-performance wellness formulations. As specialty nutrition categories continue evolving, technologically differentiated suppliers will maintain stronger pricing resilience and customer retention.

Competitive Landscape Overview

The Lentein Plant Protein market remains moderately consolidated at the upstream production level while downstream formulation and branded product ecosystems remain fragmented. Competitive positioning depends heavily on cultivation scalability, extraction technology ownership, formulation expertise, and regulatory compliance capabilities. Suppliers with vertically integrated operating models maintain stronger control over quality consistency and procurement reliability, enabling more durable relationships with multinational food manufacturers.

Competition increasingly shifts away from basic ingredient supply toward application-specific customization and technical collaboration. Buyers prioritize formulation support, sensory optimization, sustainability verification, and certification readiness alongside price considerations. This changes the basis of competition from commodity transactions toward long-term partnership models. Strategic acquisitions and joint-development agreements continue expanding because larger nutrition companies seek access to differentiated protein technologies and emerging specialty ingredients. Vertical integration trends also strengthen because suppliers attempt to reduce exposure to raw material volatility and improve operating margins through tighter supply-chain control.

Key Players

• Parabel USA Inc.
• Hinoman Ltd.
• GreenOnyx Agriculture Ltd.
• Plantible Foods Inc.
• Lempro Inc.
• Earthrise Nutritionals LLC
• Corbion N.V.
• I.D. – Parry (India) Limited
• Roquette Frères
• Ingredion Incorporated
• DSM-Firmenich
• Cargill Incorporated
• Archer Daniels Midland Company
• Tate & Lyle PLC
• Kerry Group plc

Recent Market Developments — Lentein Plant Protein Market

• In February 2026, Plantible Foods announced that the U.S. FDA issued a “No Questions” letter for its Rubi Protein™ ingredient under the GRAS framework. This development positioned the company as one of the first commercial suppliers to secure FDA acknowledgment for isolated RuBisCO protein applications in food products. The approval accelerated commercialization opportunities across functional beverages, plant-based dairy, and alternative protein formulations while strengthening regulatory credibility for large-scale food manufacturing partnerships.
• In August 2025, Plantible Foods announced that its first commercial-scale production facility in Texas became fully operational. The company expanded greenhouse cultivation capacity, upgraded protein filtration systems, and introduced higher-yield Lemna strains to improve throughput and reduce production costs. The expansion strengthened the company’s ability to scale Rubi Protein™ production for mainstream food and beverage applications while improving operating efficiency across its vertically integrated supply chain.
• In November 2024, Plantible Foods closed a USD 30 million Series B funding round to accelerate manufacturing expansion for Rubi Protein™. The investment was directed toward scaling operations at the company’s 100-acre commercial facility in West Texas. The funding strengthened commercialization capabilities for Lentein-derived proteins across bakery, dairy-alternative, and plant-based meat categories while supporting broader alternative protein infrastructure development.
• In December 2024, ICL announced a follow-on investment in Plantible Foods to strengthen strategic collaboration around functional food ingredients powered by Rubi Protein™. The partnership gained industry recognition after receiving an ingredient innovation award linked to their jointly developed binding solution for food applications. The development highlighted increasing commercial interest in advanced plant protein systems capable of improving texture, emulsification, and clean-label performance.
• In November 2024, Betagro Ventures participated in Plantible Foods’ Series B financing round as part of its sustainable food systems investment strategy. The company highlighted the commercial potential of Lemna-derived Rubi Protein™ across plant-based meat and bakery markets. The investment reflected increasing institutional confidence in aquatic plant protein scalability and sustainable protein manufacturing infrastructure.
• In 2024, Plantible Foods expanded strategic commercialization efforts around Rubi Protein™ by emphasizing vertically integrated aquafarming systems and low-water-intensity cultivation methods. The company strengthened positioning around allergen-free and neutral-flavor protein functionality to support adoption across dairy alternatives, baked goods, and protein-enriched food applications.

Methodology & Data Credibility

This Lentein Plant Protein market industry analysis is built on a combination of bottom-up market modeling, cross-region demand triangulation, and supply-side production validation. Historical benchmarks were verified against cultivation capacity trends, ingredient processing volumes, import-export positioning, and downstream application expansion across food, nutraceutical, and feed sectors. Demand-side primary research included structured interviews with procurement managers, formulation specialists, nutrition category executives, distribution partners, and regulatory consultants operating across major regional markets.

Supply-side intelligence was cross-validated against production infrastructure investments, capacity utilization patterns, and technology adoption indicators. Forecast modeling integrates macroeconomic consumption indicators, dietary transition data, retail channel evolution, and enterprise procurement behavior. Executive interviews and proprietary tracking frameworks were further used to evaluate pricing behavior, sourcing risks, and commercialization barriers. The analytical framework emphasizes consistency between production economics and downstream demand realities.

Who Should Read This Report

This report is designed for executive decision-makers requiring forward-looking intelligence on the global Lentein Plant Protein market. CXOs and corporate strategy leaders will use this analysis to evaluate expansion timing, partnership structures, and long-term portfolio positioning within alternative protein ecosystems. Investors and private equity firms will gain insight into commercialization readiness, margin resilience, and supply-chain scalability across emerging protein technologies.

Consultants and advisory teams will use the report to benchmark procurement shifts, regulatory exposure, and downstream demand diversification across global regions. Product development leaders and innovation managers will benefit from application-level insights related to formulation demand, specialty nutrition adoption, and technology differentiation. Procurement teams can additionally evaluate sourcing risks, supplier concentration dynamics, and long-term input stability.

What This Report Delivers

This report delivers strategic intelligence extending beyond publicly accessible market commentary by integrating demand modeling, supply-side validation, and procurement-oriented analysis into a unified industry framework. The study provides actionable insight into pricing behavior, technology positioning, regional demand evolution, and end-user purchasing dynamics shaping the long-term trajectory of the Lentein Plant Protein market.

The analysis is structured to support investment prioritization, product portfolio planning, sourcing strategy development, and regional expansion decisions. Proprietary triangulation methodologies and executive-level industry interviews strengthen forecast credibility while improving visibility into emerging demand pockets not yet fully reflected in mainstream consensus assumptions. Because the market remains in an active commercialization phase, timing-sensitive intelligence becomes strategically valuable for enterprises evaluating capacity investment and partnership opportunities.

Lentein Plant Protein Market Report — Segmentation Summary

By Form:

• Powder
• Concentrates
• Isolates
• Textured Protein
• Liquid

By Application:

• Food & Beverages
• Sports Nutrition & Dietary Supplements
• Clinical Nutrition
• Animal Feed
• Pharmaceuticals
• Personal Care & Cosmetics

By Source Composition:

• Water Lentil Protein
• Hybrid Plant Protein Blends
• Organic Plant Protein Inputs
• Conventional Plant Protein Inputs

By Distribution Channel:

• Supermarkets & Hypermarkets
• Online Retail
• Specialty Nutrition Stores
• Institutional Procurement
• Direct-to-Consumer Channels

By End User:

• Food Manufacturers
• Beverage Manufacturers
• Nutraceutical Companies
• Feed Producers
• Personal Care Product Companies
• Healthcare Nutrition Providers

By Region

• North America : United States, Canada, Mexico
• Europe : Germany, United Kingdom, France, Italy, Spain, Nordic Countries, Benelux Union, Rest of Europe
• Asia Pacific : China, India, Japan, New Zealand, South Korea, Australia, Southeast Asia, Rest of Asia Pacific
• Latin America : Brazil, Argentina, Rest of Latin America
• Middle East & Africa: Saudi Arabia, UAE, Egypt, Kuwait, South Africa, Rest of Middle East & Africa