Middle-East and Africa Dietary Supplement Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Middle-East and Africa Dietary Supplement Market is segmented by Type (Vitamins and Minerals, Herbal Supplements, Protein and Amino Acids, Fatty Acids, Probiotics, and Other Types), Distribution Channel (Pharmacies and Drug Stores, Supermarkets/Hypermarkets, Online Channels, and Other Distribution Channels), and Geography (Saudi Arabia, United Arab Emirates, South Africa, and Rest of Middle-East and Africa). The report offers market size and forecasts for dietary supplements market in value (USD million) for all the above segments.

Market Snapshot

Middle East and Africa Dietary Supplement Market Summary
Study Period: 2016 -2027
Base Year: 2021
CAGR: 8.35 %

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Market Overview

The Middle East and Africa dietary supplement market is projected to register a CAGR of 8.35% during the forecast period (2022 -2027).

COVID-19 has impacted the overall supplements industry, as many stores were shut down or were reducing their business hours. Many companies in this region shortened their working hours to help employees restock shelves overnight and clean stores. The consumer demand for multivitamin supplements increased during COVID-19, as customers are looking to support their overall health and immune health, boost overall wellness, and reduce anxiety. As more consumers gain awareness and experience with the online and DTC (direct to consumers) distribution models, the market is expected to witness supplement manufacturers toward online channels in the coming years.

Dietary supplements are an emerging market in the Middle East and Africa region, which is driven by growing health awareness, increasing self-medication, expansion of distribution networks, and the entrance of new brands.

The dietary supplement market has been flourishing in the region as the sports nutrition market has become more mainstream, fuelled by protein usage for sports and weight management. Additionally, increasing consumer awareness of preventative health care is contributing to the growth of the dietary supplement market in Middle-East and Africa.

Scope of the Report

Dietary supplements are products that help in improving the physiological functions of the body. Also, it helps in reducing the risk of diseases and promotes physical and mental wellbeing. The supplements assist in providing nutrients, such as minerals, fibers, vitamins, and amino acids, to the body. The Middle-East and Africa Dietary Supplement Market is segmented by type (vitamins and minerals, herbal supplements, protein and amino acids, fatty acids, probiotics, and other types), distribution channel (pharmacies and drug stores, supermarkets/hypermarkets, online channels, and other distribution channels), and geography (Saudi Arabia, United Arab Emirates, South Africa, and Rest of Middle-East and Africa). The report offers market size and forecasts for dietary supplements market in value (USD million) for all the above segments.

By Type
Vitamin and Mineral
Herbal Supplements
Proteins and Amino Acids
Fatty Acid
Other Types
By Distribution Channel
Supermarkets and Hypermarkets
Pharmacies and Drug Stores
Online Channels
Other Distribution Channels
By Geography
Saudi Arabia
United Arab Emirates
South Africa
Rest of Middle-East and Africa

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Key Market Trends

Surging Consumer Healthcare Expenditure

The Middle East and Africa region is observing a moderate increase in sales of consumer healthcare products for the past few years and is expected to follow the same and grow more. Over the last decade or so, healthcare expenditure has been increasing in many countries, and the Middle East and North Africa follow the same pattern mainly because of increased health awareness about health and lifestyle changes. The increase in consumer health care products is a clear indication of people becoming more concerned about their wellbeing by providing adequate nutrition to their bodies. According to Worldbank, the health care expenditure of Saudi Arabia increased from USD 48226.4 million in 2017 to USD 55410.68 million in 2021. The majority of consumers in the region are looking for immunity-boosting products such as probiotics, herbal supplements, vitamins, and minerals to control several diseases. As disease outbreaks are very common in Africa, people are gradually adopting preventive healthcare measures in terms of dietary supplements.

Middle East and Africa Dietary Supplement Market1

Probiotic Supplements Gaining Popularity

Probiotics are a driving force within the booming dietary supplement category, and people of all age groups are consuming them. However, the major consumption is observed among millennials due to the growing awareness regarding health and wellness through multi-channel publicity, which influences their consumption pattern to a large extent. Probiotic supplements represent the largest condition-specific category for mass-market retail sales in Saudi Arabia. Consumers are becoming more familiar with probiotics and their potential benefits, leading to the emergence of innovative probiotic products in various delivery formats, from gummies to functional foods. The United Arab Emirates and South Africa are two countries in the region that is likely to pick up the trend faster than other countries in the region. The significant growth of probiotics in primary countries of the Middle East and Africa is an indication of the growing dietary supplement market across the region.

Middle East and Africa Dietary Supplements Market2

Competitive Landscape

The Middle East and Africa dietary supplements market is highly competitive with the presence of both local and international players in the market. Key players engaged in delivering dietary supplements in the Middle East and Africa region are Amway Corporation, Herbalife Nutrition, Bayer AG, GlaxoSmithKline PLC, and Vitabiotics Ltd, among others. New product launches by leading players at different price points have helped to drive the growth of the dietary supplements, appealing to those in higher income brackets, who tend to be more aware of the benefits of supplements and are better informed about product availability. Key players are embarking on mergers and acquisitions in the market to expand their portfolio and cater to the interests of local consumers and concentrate on acquiring new leadership brands.

Recent Developments

In October 2021, Tikun Olam Cannbit, an Israeli medical cannabis company, signed an agreement with the Israel-based nutritional company of Ambrosia-SupHerb to develop, produce and market a series of unique products that will combine cannabis and mushroom components for the nutritional supplement market. The companies will work together to create a range of products using components from existing nutritional supplements like vitamins, minerals, amino acids, and plants, along with cannabis and mushrooms.

In April 2021, NESTLE NIDO 3+ announced its new and improved recipe, tailor-made for the nutritional needs of children aged between three to five years. The new and improved NESTLE NIDO 3+ recipe contains optimal levels of vitamin A, zinc, and iron, which are the most prevalent micronutrient deficiencies in this age group in South Africa.

In October 2020, Saba Kombucha, an all-natural brewed beverage, announced its rebrand as 'Saba Plant-Based' for a new range of Probiotic offerings in the United Arab Emirates. The new product line is available in four different flavors- mango, vanilla, chocolate, and natural flavor.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Vitamin and Mineral

      2. 5.1.2 Herbal Supplements

      3. 5.1.3 Proteins and Amino Acids

      4. 5.1.4 Fatty Acid

      5. 5.1.5 Probiotics

      6. 5.1.6 Other Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets and Hypermarkets

      2. 5.2.2 Pharmacies and Drug Stores

      3. 5.2.3 Online Channels

      4. 5.2.4 Other Distribution Channels

    3. 5.3 By Geography

      1. 5.3.1 Saudi Arabia

      2. 5.3.2 United Arab Emirates

      3. 5.3.3 South Africa

      4. 5.3.4 Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Amway Corporation

      2. 6.4.2 Herbalife Nutrition Ltd

      3. 6.4.3 Bayer AG

      4. 6.4.4 Vitabiotics Ltd

      5. 6.4.5 GlaxoSmithKline PLC

      6. 6.4.6 Now Foods

      7. 6.4.7 SA Natural Products Ltd

      8. 6.4.8 Nestle SA

      9. 6.4.9 Nordiac Naturals Inc.

      10. 6.4.10 Jamieson Wellness

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Middle-East and Africa Dietary Supplement Market market is studied from 2016 - 2027.

The Middle-East and Africa Dietary Supplement Market is growing at a CAGR of 8.35% over the next 5 years.

Bayer AG, Amway Corporation, Herbalife Nutrition, Vitabiotics Ltd, GlaxoSmithKline PLC are the major companies operating in Middle-East and Africa Dietary Supplement Market.

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