Dietary Supplements in Saudi Arabia

PROSPECTS

Competitive pricing key with online sales becoming increasingly important

Consumers continue to find prices for dietary supplements high in 2019 particularly as consumers continue to struggle with higher prices in the country after the introduction of VAT over 2017-2018. In addition, prices for dietary supplements are not regulated by the Saudi Food & Drug Authority (SFDA), as they are for Vitamins, which means that the different distribution channels can compete on price.

New internet retailing sites launched in Saudi Arabia over 2019

Internet retailing is becoming increasingly popular in 2019 with some consumers preferring to buy dietary supplements online. The launch of Holland & Barrett’s Saudi e-commerce site in 2019 as well as the marnys-ksa.

New entrants in fish oils/omega fatty acids continue to spur growth

Saudi consumers continue to be very interested in the benefits of fish oils/omega fatty acids as doctors and pharmacists continue to recommend these products for both children and adults. As a result, fish oils/omega fatty acids are rapidly becoming seen as an essential daily health supplement.

COMPETITIVE LANDSCAPE

Priorin remains at top thanks to marketing support

While leading player Saudi International Trading represents brands from a number of global companies including Sanofi and Soho Flordis, the bulk of its share is due to Bayer’s Priorin N, the leading brand in dietary supplements. Priorin N benefits from aggressive advertising support, including promotion in leading distribution channels such as chemists/pharmacies across Saudi Arabia and from endorsements by doctors and pharmacists.

Second-ranked Manayer Najd benefits from offering Vitabiotics brands

Vitabiotics Ltd continued to lead in GBO value share terms over 2019, with its brands represented by Manayer Najd, which ranked second in NBO terms. This player benefits from its presence in key categories such as glucosamine, calcium, mineral supplements, fish oils/omega fatty acids and combination dietary supplements.

Seven Seas remains king of fish oils/omega fatty acids

Saudi Import Co BANAJA’s Seven Seas (GBO Procter & Gamble) continued to lead in the key area of fish oils/omega fatty acids in 2019 thanks to strong consumer awareness. Seven Seas is a well-known brand and for many consumers particularly Western European and US expatriates, the brand is synonymous with fish oil products.

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