Dietary Supplements in the United Arab Emirates

PROSPECTS

Consumers becoming more aware of the benefits of dietary supplements

Growing awareness and the availability of a wide range of dietary supplements is encouraging consumers to invest in these products alongside a healthy diet and exercise. This stems from the fact that consumers have become increasingly interested in understanding how dietary supplements fill the gaps in their eating habits and how they can play a role in preventing and reducing the impact of disease.

Products for women and general health remain in focus

Within dietary supplements, the most popular products appear to be those targeting women, with these products typically claiming to improve the health of the user’s hair, nails and skin in one tablet. In terms of positioning, bone, general health, digestive and energy are the most popular within dietary supplements.

Probiotic supplements offers strong potential due to widespread digestive problems

Some consumers who have suffered long-term stomach problems due to factors such as poor diet, ageing and stress have realised that taking effective probiotic supplements can help them address these issues. The importance of gut health, or the implications of not taking care of the gut, is still in its infancy due to a lack of awareness.

COMPETITIVE LANDSCAPE

Sanofi benefits from strength in combination dietary supplements while GSK benefits from expanded portfolio

Dietary supplements continued to be highly fragmented, with Sanofi Gulf and GSK Consumer Healthcare the two clear leaders. Sanofi benefits from the strength of its Pharmaton brand which holds a strong lead in combination dietary supplements.

Bayer retains third place in the rankings due to strong focus on bone health

Bayer was ranked third overall with its popular Cal-C-Vita brand of calcium supplements. The brand is readily available in chemists/pharmacies, drugstores/parapharmacies, hypermarkets and supermarkets.

Distribution agreements and strict regulations limit entry of new players

International brands of dietary supplements continued to lead the category with a negligible presence of local players. Well-established international players are mostly seen in selected chained chemists/pharmacies with these companies often working with a specific chain.

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