With a new showroom in Saudi Arabia and an office in Dubai due to open in late 2025, SEB Professional explores the unrelenting rise of the Middle Eastern coffee market.
The gathering of people to enjoy a cup of freshly brewed coffee has been a part of Middle Eastern culture for centuries. In the 1400s, Yemini mystics believed drinking coffee induced spiritual intoxication, while during the Ottoman Empire coffee houses were social hubs where debates took place and business deals were struck.
While coffee culture has long been ingrained in the region’s rich cultural fabric, over the past few years the Middle Eastern coffee market has seen dramatic growth – with more predicted over the next half-decade. According to the latest statistics from Horizon Grand View Research, by 2030 the coffee sector in the Middle East and Africa (MEA) is expected to reach a projected revenue of US$38.3 billion, with a compound annual growth rate of 4.6 per cent from 2024.
Claudio Maschietto, Vice President APAC/MEA/Russia at SEB Professional, says while the whole region is one of the fastest growing markets in the world, Saudi Arabia is of particular significance.
“Not only does the country have a rich coffee culture, but its strategic location also makes it an excellent hub for coffee trade within the MEA,” says Maschietto.
“These factors, combined with growing demand for specialty coffee, high levels of investment in the sector, and government initiatives to promote local coffee cultivation, are making Saudi Arabia a key player in the global coffee market.”
As part of the Government’s Vision 2030 program, the country aims to boost tourism by attracting visitors with authentic Saudi coffee experiences and related activities. It’s also supporting the local coffee cultivation sector, with the Ministry of Environment, Water and Agriculture launching a series of programs to enhance the production, manufacturing, and marketing of Arabica coffee.
As such, in 2024 the Saudi Sip of Excellence Competition was established through a partnership between Saudi Coffee Company and the Alliance for Coffee Excellence. The opening ceremony of the second edition in 2025 was attended by His Royal Highness Prince Muhammad bin Abdulaziz bin Muhammad bin Abdulaziz, Deputy Governor of the Jazan Region.
“The growth of the coffee industry is supporting local farmers and encouraging sustainable farming practices, especially in regions such as Jazan, which are renowned for coffee cultivation,” says Maschietto.
In response to the growth of the local market and the demand for intelligent automated technology, SEB Professional has teamed up with the local distribution partner Coffee Culture, which will open a dedicated showroom in Jeddah. The new hub is due to open in late 2025 and aims to establish the brand as a centre of innovation for catering and coffee in Saudi Arabia.
“The idea is to get closer to our customers and support them with solutions that help them run their businesses. Coffee Culture’s showroom in Jeddah will be an important part of this, providing a space where we can engage with our customers and showcase our product offering,” says Abdul Karim Turki, CEO of Coffee Culture.
“The premises can also be used for training and development purposes. In this way, we also aim to help raise standards in the industry in the long term.”
The team’s focus will be on supplying offices and hotels with its fully automatic machines from house brands including Schaerer, Curtis, La San Marco, and Zummo, as well as introducing its WMF espresso NEXT by WMF Professional to specialty venues. The award-winning semi-automatic machine was designed to combine the world of traditional portafilters with the advantages of automation.
“With the WMF espresso NEXT, SEB Professional has a semi-automatic portafilter machine in its portfolio that combines all the benefits, including the design, look, and feel of a traditional portafilter machine, with the undeniable advantages of a modern fully automatic coffee machine,” says Karim Turki.
“Its inner workings ensure all time-consuming and error-prone tasks – such as grinding and tamping the beans or frothing the milk – can be carried out automatically if required.”
As well as opening the new Jeddah facility, SEB Professional will also establish a new office in Dubai, United Arab Emirates.
“The regional office will capitalise on Dubai’s status as a hub for regional headquarters, significantly improving our proximity to customers. Locally, our team will provide excellent service, drive technical support, and continue to grow our business,” says Niccolo Rossi, Business Development Manager MEA & CIS at SEB Professional.
“A new office in Dubai completes SEB Professional’s presence in the region and takes our market development to a new level.”
Across Saudi Arabia, Dubai, and the wider MEA region, the increasing interest in both the growth and consumption of coffee has resulted in a boom of cafés and coffee-serving venues, which have become a lucrative business venture in the region. As part of this, the specialty sector is seeing substantial growth, especially among younger generations.
“Appreciation of high-quality specialty coffees continues to grow. Craft coffee shops and artisanal roasters are becoming increasingly popular, offering a wide range of single-origin beans and bespoke blends, with cold beverages also gaining in popularity,” says Maschietto.
“Along with quality and taste, customisation is key. Guests want to personalise their coffee drink, whether through different types of milk and milk alternatives, signature flavours, or artisan preparation methods. For Generation Z in particular, there’s a desire for innovative and exciting coffee offerings that go beyond the classic cappuccino – creative recipes, new technologies, and fresh store concepts make all the difference.
“That said, price remains an important consideration. In general, consumers expect affordability and value without compromising on quality and enjoyment.”
Alongside the trends for chilled and customisable drinks is a demand for efficiency and convenience. According to Maschietto, this has cultured a preference among coffee shop and hospitality venue owners for automated equipment.
“The trend is clearly towards automation. Coffee chains in particular, but also hotels and offices, are looking for solutions that allow them to streamline their processes and increase their productivity,” he says.
“At the same time, the ability to be as flexible as possible in the preparation of coffee also plays an important role.”
At the new centre, customers will be able to experience SEB Professional’s automatic products firsthand and choose the right solution for their business. The team also hope the training sessions hosted at the space will build customer loyalty and facilitate the progression of the coffee skillset in the city.
“The showroom will house its own Coffee Academy, providing a live, dynamic, and interactive experience for our attendees,” Rossi says.
“Jeddah is the leading city for gastronomy and coffee in Saudi Arabia and sets trends for the entire market. The city is an import hub for coffee from Ethiopia, Colombia, Brazil, and numerous other coffee-growing countries, offering a wide range of international and local cafés and promoting its already rich specialty coffee culture with innovative concepts.
“The entire MEA region is one of the fastest growing coffee markets in the world, as per capita coffee consumption continues to rise. The new sites in Saudi Arabia and Dubai are crucial for SEB Professional to be a key player in the region.”
For more information, visit the SEB Professional website here.
This article was first published in the July/August 2025 edition of Global Coffee Report. Read more HERE.
