The MENA nutraceuticals market consists of food or parts of food that provide medical or health benefits, including the prevention and treatment of disease. Nutraceuticals include probiotics, prebiotics, vitamins, minerals, herbal supplements, and various functional foods. Rising health consciousness among consumers due to the threat of lifestyle diseases like diabetes, obesity, arthritis, and cardiovascular diseases has increased the demand for nutraceuticals in the Middle East and North Africa region.
The global Nutraceuticals Market is estimated to be valued at US$ 17.2 Mn in 2024 and is expected to exhibit a CAGR of 5.6% over the forecast period 2024 to 2030.
Key Takeaways
Key players operating in the MENA nutraceuticals market are Abbvie Inc. (Allergan Plc), Alcon, Inc., Novartis AG, Pfizer Inc., Bausch & Lomb Incorporated, F. Hoffmann-LA Roche Ltd. (Genentech, Inc.), among others. Key players are focusing on product development and launches to cater to the growing demand. For instance, in 2021, Pfizer launched three new products - a high-dose biotin supplement, a sugar-free fiber gummy, and a bone and joint support soft gel in the United Arab Emirates.
The demand for nutraceuticals is rising significantly due to the increasing prevalence of lifestyle diseases and health awareness among consumers in the MENA region. As per a report by the World Health Organization in 2020, non-communicable diseases accounted for around 75% of deaths in the Middle East. This rising disease burden is compelling consumers to opt for preventive healthcare measures, fueling the demand.
Nutraceutical manufacturers are focusing on innovative product development leveraging the latest technologies. Companies are investing heavily in R&D to develop advanced delivery systems, enhanced formulations, and functional ingredients. For example, in 2022, Nestle Health Science launched a personalized vitamin subscription service in the UAE that recommends daily vitamin packs customized based on individual health needs.
Market Trends
Growing demand for organic and clean label nutraceuticals: With rising health concerns, there is increasing demand for organic, vegan and clean label products free from artificial ingredients. Manufacturers are responding by offering organic and clean label nutraceuticals.
Emergence of herbal nutraceuticals: Herbal nutraceuticals including turmeric, ginger, amla, and garlic are gaining traction due to their traditional health benefits and minimal side effects. Companies are innovating herbal formulations in various delivery forms.
Market Opportunities
E-commerce sales: Growing internet and smartphone penetration in the Middle East provides an opportunity for nutraceutical brands to tap the e-commerce market. E-retailing of nutraceuticals will help improve access and sales.
Innovative products: There is scope for manufacturers to launch new product variants and formulations such as gummies, chewable tablets, etc. targeting different demographics, health needs, and taste preferences. This can capture wider consumers.
Impact of COVID-19 on MENA Nutraceuticals Market
The COVID-19 pandemic has adversely impacted the growth of MENA Nutraceuticals Market Growth Governments imposed strict lockdowns and movement restrictions to contain the spread of the virus. This disrupted supply chains and manufacturing operations across the region. Limited production and transportation bottlenecks reduced product availability in retail outlets and online stores. Changes in consumer buying behavior and spending priorities also affected demand. However, as the pandemic progressed, awareness about health, immunity and nutrition increased significantly. This boosted sales of immunity-boosting supplements and products containing vitamins, minerals, proteins and other essential nutrients. Online shopping and home delivery gained prominence due to safety concerns. Moving forward, companies are focusing on e-commerce platforms, offering doorstep delivery services and strengthening distribution networks to cater to the changing consumer needs in the post-COVID era. Innovation in product offerings, customization as per consumer health goals and education initiatives will be key to drive future growth.
Geographical Regions with Highest Value Concentration in MENA Nutraceuticals Market
GCC countries namely Saudi Arabia, United Arab Emirates and Qatar accounted for the major share of the MENA nutraceuticals market in terms of value in the pre-COVID period. Higher disposable income levels, growing health consciousness and willingness to spend on premium wellness products drove sales. The market was also concentrated in Egypt and South Africa due to large population base and increasing incidences of lifestyle diseases. However, lockdowns severely impacted regional economies and purchasing power. The nutraceuticals industry will need to rebuild consumer confidence, boost product accessibility and offer affordable options to revive demand from these lucrative markets in the post-pandemic recovery phase.
Fastest Growing Geographical Region for MENA Nutraceuticals Market
Turkey registered the fastest value growth rate in the MENA nutraceuticals market prior to the outbreak of COVID-19. Rising health expenditure, growing elderly population, expanding population in urban localities and proactive measures by Turkish government to improve public healthcare raised uptake of functional foods and dietary supplements. Imposition of lockdowns delayed some of these positive trends with demand contraction in 2020. However, Turkey is well-positioned to regain momentum backed by strong fundamentals and adoption of digital technologies. Resumption of business activity, accelerated vaccination drives and normalization of domestic demand will support its position as the fastest developing regional market during the forecast period.
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