Eurovo Group made its third consecutive appearance at the Dubai Muscle Show, solidifying its presence in the Gulf markets, which are quickly gaining recognition for their potential in nutritional products. As a leading innovator in egg-based solutions, Eurovo showcased its offerings at the fitness event, held from October 25 to 27 at the Dubai Exhibition Centre. The show attracted over 400 companies, including food and beverage brands and protein distributors, alongside a diverse audience of 600 athletes and 38,000 visitors eager to explore the latest trends in nutrition and wellness.
Federico Lionello, Director of Marketing and Sales at Eurovo Group, highlighted the rapid growth of the health and wellness market in the MENA region, projected to reach $27 billion by 2025. This expansion is driven by a significant shift toward healthier lifestyles as consumers increasingly seek natural protein products. Federico noted that egg whites are becoming a preferred choice for those focused on fitness and well-being.
Federico emphasized that Eurovo’s ProUp range stands out for its exclusive focus on egg white protein, setting it apart from competitors who primarily use whey. Egg whites, being pure protein, are naturally lactose- and gluten-free, making them suitable for a wide range of dietary needs. Their versatility allows for multiple uses throughout the day, whether in protein-rich breakfasts or smoothies, with flavors designed to appeal to diverse consumer tastes.
Eurovo is committed to establishing a strong local presence and plans to open a distribution center in the UAE to streamline operations and expand its reach across the Gulf region.
Looking ahead, Federico anticipates growing demand for natural, health-focused products that support overall well-being, driven by increased consumer awareness. While other protein producers operate in the UAE, Eurovo's exclusive focus on egg white protein provides a unique competitive advantage. The company forecasts significant growth over the next five years, with projected revenues of $5 to $6 million across the region.
At the Dubai Muscle Show, Eurovo featured a dedicated stand that spotlighted its leading brands. Key innovations included a calcium- and protein-rich egg white-based drink under the Le Naturelle brand, aimed at transforming the milk alternatives sector. The ProUp range was also showcased, featuring dairy-free protein drinks with 20 grams of protein, high-protein pancakes, low-fat crunchy bars, and convenient pre-shelled hard-boiled eggs.
Eurovo Group remains dedicated to making high-quality nutrition both affordable and accessible, promoting healthier choices throughout the Gulf region. With plans to import premium Italian-made natural protein products, Eurovo is well-positioned for sustained success in this dynamic market.
