Vitamins and dietary supplements is an emerging market in Middle East and Africa, which is driven by growing health awareness, increasing self-medication, expansion of distribution networks, and the entrance of new brands. This region offers several opportunities for vitamins and dietary supplements, as consumers willingly include such products as part of their daily lives.
In most markets in this region, the growth of vitamins and dietary supplements is supported by rising health awareness among consumers, who are increasingly focussed on taking better care of themselves. Moreover, with health awareness,the number of chemists/pharmacies in the region is rising, in turn increasing access to vitamins and dietary supplements and thus aiding further growth.
South Africa continues to be the biggest market in the region, with a high share in sales and the long-standing presence of leading brands. Demand in the country is driven by high-income consumers, who buy vitamins and dietary supplements despite the economic conditions in the country.
Within the category, vitamins are the most preferred, and witnessed the highest absolute growth of close to USD115 million across the region in the review period. There are two key reasons for this category’s performance: they benefit from broader accessibility given that they are manufactured and sold by the region’s leading brands; they are perceived as preventing health issues by boosting immunity. The countries with a prevalence of vitamins in 2017 were South Africa,Kenya, Algeria, Nigeria, the UAE and Morocco.
Health and beauty specialist retailers, largely in the form of chemists/pharmacies and drugstores/parapharmacies, represented the preferred channel for purchases of vitamins and dietary supplements across all markets, and accounted for more than half of overall category sales. Greater credibility and recent expansion of outlets influence consumer choice.
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