The Middle East and Africa Dietary Supplement Market is projected to witness a CAGR of 8.2% during the forecast period (2020 - 2025).
- 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 the Middle East & Africa.
Key Market Trends
Surging Consumer Healthcare Sales
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. The increase in consumer health care products is a clear indication of people becoming more concerned about their well being by providing adequate nutrition to their bodies. The majority of consumers in the region are looking for immunity boosting products such as the reduction in the risk of cold or flu. As disease outbreaks are very common in Africa, people are gradually adopting preventive healthcare measures in terms of dietary supplements.
Probiotic Supplements Gaining Popularity
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 from 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.
The top players engaged in delivering dietary supplements in the Middle East and Africa region are Adcock Ingram, Ascendis Health, Bayer, Inova Pharmaceuticals, SA Natural Products, Vital Health Foods, 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. Moreover, manufacturers in the region are constantly embracing open innovation to gain cost-leadership and fixed suppliers in the early development stage.
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