In recent years, the Middle East health supplement market has seen substantial growth, particularly after the impact of COVID-19 as consumer attitudes increasingly shift towards proactive and preventive healthcare. This article provides stakeholders with an overview of the health supplement market in the Middle East, and highlights key trends in prominent markets including Saudi Arabia, United Arab Emirates (UAE), Oman and Qatar. (check Navigating Health Supplement Regulations in the Middle East Countries for detailed regulatory analysis about health supplement in these regions)

According to Market Data Forecast, the health supplement market in the Middle East and Africa was valued at USD 10.55 billion in 2023 and is expected to grow at a CAGR of 4.69% from 2024 to 2029. This growth is primarily driven by increased health consciousness among consumers. After the COVID-19 pandemic, health supplements have emerged as a popular choice due to their accessibility, ease of use, and perceived benefits in supporting health. Consumers are increasingly turning to these products to boost immunity, enhance energy levels, and address specific nutritional deficiencies. In addition, factors such as rising disposable incomes and government initiatives are also fueling the growth of the health supplement market in the Middle East.

Saudi Arabia

The Saudi Arabian health supplement market was valued at USD 272.09 million in 2023 and is expected to grow steadily, with a CAGR of 6.75% from 2024 to 2029. Combination health supplements play a pivotal role in this market, as they help address various physiological needs, including compensating for poor dietary habits, reducing the risk of chronic diseases, and maintaining overall health. Multivitamins, in particular, have gained a significant market share. According to Statista, the vitamins & minerals segment generated a revenue of USD 49.08 million in 2023. Other key categories, such as protein powders, herbal supplements, fish oil, and omega fatty acids, also contribute to the market’s growth.

Regionally, the Central region of Saudi Arabia, which encompasses major urban centers including Riyadh and surrounding metropolitan areas, dominates the health supplement market. As an economic, cultural, and commercial hub, it is home to a diverse population ranging from affluent urbanites to middle-income households and the growing expatriate community, wielding considerable influence over market dynamics and revenue in the Saudi Arabian health supplement market.

It's important to note that the increasing prevalence of modern-lifestyle-related diseases, such as obesity, diabetes, and cardiovascular conditions, caused by imbalanced diet and sedentary behavior, has become a major public health concern in wealthy Middle Eastern countries, including Saudi Arabia. In response, the Saudi Arabian government has implemented a series of proactive measures to address these challenges and promote a culture of preventive healthcare. These initiatives have stimulated a surge in demand for health supplements targeting specific health conditions, among which diabetic-friendly and cholesterol-lowering supplements have witnessed particularly robust growth.

Another significant trend is the rapid growth of e-commerce in Saudi Arabia. The number of e-commerce users is expected to reach 33.6 million by 2024, a 42% increase from 2019. Online platforms have made consumers easier to access a wide range of products, including health supplements. The increased availability and variety are anticipated to further support market growth in the coming years.

United Arab Emirates

The UAE health supplement market was valued at USD 135.03 million in 2023 and is projected to grow with a CAGR of 7.28% from 2024 to 2029. Abu Dhabi plays a dominant role in driving demand and shaping market trends, due to its strong healthcare infrastructure, affluent consumer base, and strategic geographic location.

By category, vitamins hold a paramount position in the UAE health supplement market. According to Statista, the revenue generated in the vitamins & minerals segment reached USD108.5 million in 2023, with an anticipated CAGR of 2.26% from CAGR 2024 to 2029.

One key trend in the UAE’s vitamins and minerals market is the growing demand for natural and organic products. Consumers are increasingly aware of product ingredients and actively seeking natural alternatives. As a result, UAE shows a rising demand for vitamins and minerals sourced from natural and organic origins. Additionally, the market is witnessing a growing demand in personalized nutrition, with consumers recognizing that their nutritional needs vary based on factors such as age, gender, and lifestyle. Companies are responding to this trend by offering customized products and personalized nutrition plans to meet the specific requirements.

The expansion of retail channels in the UAE, including pharmacies, supermarkets, health food stores, and online platforms, has significantly enhanced consumer access to health supplements. Pharmacies, in particular, serve as key retail destinations, offering a wide range of health supplements in a convenient setting. The presence of knowledgeable pharmacists in pharmacies further aids consumers in making informed decisions by providing guidance on product selection and usage.

Social media influencers also play a crucial role in shaping consumer attitudes toward health and wellness. These influencers share personal wellness journeys, tips, and product recommendations, which has gained strong traction from health-conscious individuals. Celebrity endorsements further enhance the credibility of health supplements, positioning them as fashionable lifestyle products. Therefore, health and wellness have become part of chic modern living that consumers aspire to achieve.

Oman

Likewise, Oman's health supplement market is poised for significant growth, driven by increasing health awareness, rising rates of chronic diseases, growing disposable incomes, and government initiatives. Vitamins and minerals are the most popular health supplements in Oman. According to Statista, the Vitamins & Minerals market generated a revenue of USD 26.27 million in 2023, with a projected CAGR of 10.77% from 2024 to 2029. Major players in the Omani market include GlaxoSmithKline, Abbott, Bayer, and Amway.

A notable trend in Oman’s vitamins and minerals market is the growing demand for fortified foods and beverages. Manufacturers are increasingly fortifying products such as milk, bread, and juices with vitamins and minerals to cater to health-conscious consumers. This trend is particularly prevalent in the functional food and beverage sector, where products are marketed as offering additional health benefits beyond basic nutrition.

There is also a rising demand for herbal products in Oman. Herbal supplements, such as turmeric, ginger, and garlic, are believed to have anti-inflammatory and antioxidant properties, making them popular choices for consumers seeking to enhance their health naturally.

Qatar

Qatar's health supplement market was valued at USD 111.39 million in 2022 and is expected to reach USD 164.13 million by 2028. The most popular types of health supplements in Qatar are vitamins and minerals, followed by herbal and traditional supplements. According to Statista, the revenue of Vitamins & Minerals segment reached USD 48.69 million in 2023, with an anticipated CAGR of 9.35% from 2024 to 2029.

It is noteworthy that epidemiological studies have revealed a high prevalence of vitamin D deficiency in the Qatari population, despite the region's abundant sunlight. The low serum vitamin D levels have been implicated in the development and progression of various chronic diseases. As a result, there is a strong demand for vitamin D supplements in the market. Manufacturers are capitalizing on this demand by offering a wide range of vitamin D products to meet market needs.