Middle East And Africa Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredients (Vitamins, Botanicals, Minerals), By Form, By Type, By Application, By End-use, By Distribution Channel, By Country, And Segment Forecasts, 2025 - 2030

MEA Dietary Supplements Market Trends

The Middle East and Africa dietary supplements market size was estimated at USD 4.10 billion in 2024 and is projected to grow at a CAGR of 10.3% from 2025 to 2030. Increasing awareness regarding the benefits offered by dietary supplements and a large number of customers seeking convenient and easy-to-consume nutritional solutions that can prevent lifestyle-driven illnesses and facilitate improvements in health and well-being are primarily influencing the growth of this market. Focusing on multiple brands to enhance our footprint in the Middle East and Africa also contributes to the projected growth.

The rising prevalence of chronic disorders, including diabetes and cancer, along with the increasing rates of obesity and other serious health issues in the region, has led to a growing demand for consumer health products, such as dietary supplements. Climate conditions, such as extremely high daytime temperatures, are likely to contribute to various health problems, including vitamin D deficiency caused by limited sunlight exposure.

The wide variety of products offered by key consumer healthcare brands and global companies operating in the regional market for dietary supplements also contributes to the growth experienced by this market. This includes capsules, powders, gummies, liquids, and more. New product developments and new partnerships among various market participants are projected to facilitate improved customer engagement. For instance, in October 2024, Zinereo Pharma, a company by Zendal Group, announced its latest strategic partnership with Cigalah Medpharm to expand its probiotics portfolio in the Middle East. Such developments are likely to develop significant growth opportunities for the Middle East and Africa dietary supplements market during the forecast period.

Consumer Insights

In the Middle East and Africa, the market for dietary supplements, including categories such as vitamins, minerals, probiotics, prebiotics, herbal supplements, and proteins, is increasingly being consumed. Millennials and Gen Z consumers are primarily inclined toward dietary supplements, including products designed for prenatal health, insomnia, skin/hair/nails, and immunity. Cultural preferences and different consumer preferences in urban and other areas of the region also notably influence consumption patterns in this market.

Product ingredients used in the formulation of dietary supplements also influence the purchase decisions of many consumers. For instance, gelatin, a protein commonly derived from animal collagen, is widely used in various supplements. However, many consumers prefer plant-based supplements with ingredients such as pea protein. Certifications also have a strong impact on consumer preferences in this market. For instance, Halal-certified products are increasingly purchased by consumers in the Middle East, whereas products that don’t have Halal certification experience comparatively lesser customer engagement.

Ingredients Insights

Based on ingredients, the vitamin segment dominated the Middle East and Africa dietary supplements market with a revenue share of 30.9% in 2024. The growth of this segment is primarily influenced by increasing awareness regarding the role of proteins in fast-paced recovery from diseases and overall well-being. Easy access to various technologies associated with diagnosis and testing contributes to the growing identification of nutrition gaps, leading to the rising consumption of vitamins through dietary supplements.

The proteins & amino acids-based dietary supplements are expected to experience the fastest CAGR over the forecast period. Increasing inclination toward including protein supplements in daily diets is primarily driving the growth of this market. Rising awareness regarding the benefits offered by proteins in weight management, exercise recovery, immunity support, pain management, and skin health improvements is likely to drive demand for this segment. Growing demand for collagen supplements has stimulated product launches and the entry of global brands in the region. In March 2025, Revive Collagen, a ready-to-drink collagen supplements provider from Europe, partnered with Supercare Pharmacy to launch its product range in over 100 stores and online portals in the UAE. Such advancements are anticipated to drive growth for this segment over the forecast period.

Form Insights

The tablet segment held the largest revenue share in the Middle East and Africa dietary supplement market in 2024. Tablets enable users to consume supplements easily and manufacturers and distributors to store them conveniently, primarily driving growth in this segment. Multiple brands prefer this form for cost-effectiveness, longer shelf-life, dose precision capabilities, and compatibility with mass production.

The powders segment is anticipated to experience the fastest CAGR from 2025 to 2030. This is attributed to the rising consumption of protein powders for muscle gain, weight management, physical training, and other regional applications. Powders allow users to change dosages according to requirements and enable flexibility, which isn’t offered in different forms. Easier ingestion also contributes to increasing adoption by users aged 65 and above. Increasing inclination among users to consume clean-label products also contributes to the growth of this segment, as powder formulations can be free from fillers and binders.

Type Insights

The OTC segment dominated the market with a revenue share of 53.2% in 2024. Consumers are increasingly preferring over-the-counter products owing to their easy availability through various channels, including pharmacies, grocery stores, and online portals. Rising demand for self-care products also contributes to the growth experienced by this segment. Protein powders, multivitamins, prebiotics and postbiotics, skin health soft gels, and immunity supplements are often offered in OTC product ranges.

Prescribed dietary supplements market is expected to experience the fastest CAGR from 2025 to 2030. In recent years, multiple healthcare and pharmaceutical companies have introduced dietary supplements that are widely incorporated into treatments. These products are commonly used to complement ongoing treatments while facilitating faster recovery. In addition, health professionals are increasingly prescribing dietary supplements to support gut health improvements and immunity during chronic disease treatment.

Application Insights

On the basis of application, the immunity segment accounted for a significant revenue share of the Middle East & Africa dietary supplements market in 2024. Growth of this segment is mainly influenced by aspects such as increasing awareness regarding the benefits offered by dietary supplements in strengthening immunity, rising availability of products through online portals, and growing inclination toward the consumption of self-care products. Changing lifestyle across multiple key cities in the region such as Dubai, Riyadh, and Cape Town have stimulated increasing demand for dietary supplements designed to provide improved immunity to users, leading to entry of multiple new brands in the market.

The prenatal health segment is anticipated to grow at the fastest CAGR during the forecast period. The rising incidence rate of fatal maternal health issues across the region, especially in low-and-middle-income countries in Africa, is expected to develop rising demand for supplements designed for prenatal health. Supplements can play a vital role in facilitating improved immunity and health during pregnancy. Growing awareness regarding the benefits offered by dietary supplements, easy accessibility through e-commerce websites, and entry of multiple global brands in the region are expected to fuel the growth of this segment.

End Use Insights

The adults segment accounted for the largest revenue share of the Middle East and Africa dietary supplements market in 2024. Various consumer groups such as millennials, Gen X, Gen Z, and boomers contribute to this dominance. Dietary supplements are increasingly adopted by individuals engaged in self-care, skin health enhancements, bone and joint treatments, brain health improvements, and anti-aging treatments. Changing consumer preferences and the rising prevalence of lifestyle-driven diseases such as insomnia, cardiovascular diseases, diabetes, and mental health issues also have a significant influence on the growing demand for dietary supplements by users aged 15 to 64.

The geriatric users segment is anticipated to experience the fastest growth from 2025 to 2030. Growth of this segment is mainly driven by incorporating dietary supplements in ongoing treatments of chronic diseases such as cardiovascular diseases, diabetes, cancer, gastrointestinal health, and others. Increasing availability of nutritional supplements designed for various applications such as bone & joint health, anti-aging, and immunity is expected to develop novel opportunities for this segment over the forecast period.

Distribution Channel Insights

The offline distribution dominated this market in 2024 with revenue share of 84.9% in 2024. This market is primarily influenced by the effective distribution of dietary supplements through pharmacies, hypermarkets, supermarkets, and specialty stores. Brands prefer distribution through offline channels for improved brand visibility and enhanced reach across various key cities in the region.

The online distribution segment is projected to experience the fastest CAGR of 11.7% in 2024. Increasing inclination among consumers toward hassle-free online shopping, rising focus of multiple brands on improving digital footprint, and growing market penetration of e-commerce websites are projected to fuel the growth of this segment. Unique services offered by online platforms and e-commerce websites, such as doorstep delivery, replacement or return services, improved customer assistance, and display of reviews posted by previous buyers, also contribute to the rising number of purchases through online platforms.

Country Insights

South Africa Dietary Supplements Market Trends

South Africa held the largest revenue share of the Middle East and Africa dietary supplements market, accounting for 25.8% in 2024. The prevalence of various chronic diseases in the country, increasing awareness regarding the significant role of dietary supplements in treating nutrient deficiencies, and the rising focus of multiple brands on expanding their presence across Africa are key growth drivers for this market.

UAE Dietary Supplements Market Trends

The UAE dietary supplements market is projected to experience the fastest CAGR from 2025 to 2030. Entry of multiple dietary supplement brands across stores in Dubai and rising demand for supplements associated with self-care, skin health improvements, weight management, anti-aging and lungs detox/cleanse are likely to fuel growth of this market. High disposable income levels, the growing availability of multivitamins and protein products, easy accessibility of innovative offerings such as vitamin gummies, and inclination among various brands to introduce their product lines in the UAE are expected to generate new opportunities.

Key Middle East And Africa Dietary Supplements Company Insights

Some of the key companies operating in the market include Amway Corp., Abbott, Bayer AG, Glanbia PLC, and others. To address changing consumer preferences and growing demand for variety of dietary supplements, major market participants embrace strategies such as product innovation, partnerships and effective online distribution.

• Amway Corp., a global health and wellbeing company, offers various product ranges primarily associated with categories such as nutrition, beauty, home, and energy & sport. Its energy and sports offerings feature XS energy drinks and XS sports nutrition.

• Abbott is a global manufacturer of diverse product offerings linked with categories such as nutrition, diagnostics, diabetes care, pharmaceuticals, and others. Its nutrition portfolio features products associated with adult nutrition, infant and child nutrition, and performance nutrition.

Middle East And Africa Dietary Supplements Market Report Scope

Middle East And Africa Dietary Supplements Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Middle East and Africa dietary supplements market report based on ingredients, form, type, application, end use, distribution channel, and country:

• Ingredients Outlook (Revenue, USD Million, 2018 - 2030)

  • Vitamin

    • Multivitamin

    • Vitamin A

    • Vitamin B

    • Vitamin C

    • Vitamin D

    • Vitamin K

    • Vitamin E

  • Botanicals

  • Minerals

    • Calcium

    • Potassium

    • Magnesium

    • Iron

    • Zinc

    • Others (Selenium, Chromium, Copper)

  • Proteins & Amino Acids

    • Collagen

    • Others

  • Fibers & Specialty Carbohydrates

  • Omega Fatty Acids

  • Probiotics

  • Prebiotics & Postbiotics

  • Others

• Form Outlook (Revenue, USD Million, 2018 - 2030)

  • Tablets

  • Capsules

  • Soft Gels

  • Powders

  • Gummies

  • Liquid

  • Others

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • OTC

  • Prescribed

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Bone & Joint Health

  • Gastrointestinal Health

  • Immunity

  • Cardiac Health

  • Diabetes

  • Anti-cancer

  • Lungs Detox/Cleanse

  • Skin/ Hair/ Nails

  • Sexual Health

  • Brain/Mental Health

  • Insomnia

  • Menopause

  • Anti-aging

  • Prenatal Health

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Adults

    • Millennials

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen X

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Gen Z

      • Male

      • Female

        • Pregnant Women

        • Non-pregnant Women

    • Boomers

      • Male

      • Female

  • Geriatric

  • Children

  • Infants

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Offline

    • Hypermarkets/Supermarkets

    • Pharmacies

    • Specialty Stores

    • Practioner

  • Others (Direct to Consumer, MLM)

    • Online

    • Amazon

    • Other Online Retail Stores

• Country Outlook (Revenue, USD Million, 2018 - 2030)

  • Middle East & Africa

    • South Africa

    • Saudi Arabia

    • UAE

    • Egypt