Vitamins is a category that is not covered under health care insurance in the United Arab Emirates, along with dietary supplements, unless in specific high doses that make it more of a medicine that is required for specific medical conditions. In addition, vitamins are priced more freely compared to OTC products, which are regulated strictly by the government.
Multivitamins remains a relevant category in the United Arab Emirates, and is set to record higher current value growth in 2020. This is supported by the greater specific value that it is perceived to offer consumers, particularly during the pandemic when they were more likely to reach for a convenient multivitamin which addressed various deficiencies in addition to saving them money rather than having to purchase two or three different single vitamins including vitamin C.
With its wide range of products, British company Vitabiotics Ltd is set to strengthen its lead of vitamins in 2020 due to its broad product portfolio, strong consumer awareness and availability through key chained chemists/pharmacies. Its products are targeted at various groups such as pregnant women, women’s health, and bone health offered under multivitamins such as Pregnacare and Wellwoman, which are key priorities in the United Arab Emirates, particularly as segmentation of various age and gender groups continued to increase in popularity at the end of the review period.
Whilst continuing to gain ground as an alternative distribution channel for vitamins over the review period, the emergence of the pandemic resulted in notable share gain and a strong performance in terms of sales growth for e-commerce in 2020. The channel offers greater affordability in terms of pricing, particularly for bulk orders, in addition to home delivery for those consumers who were self-isolating and did not want to risk exposure to the virus by visiting store-based retailers.
The purchasing of vitamins tends to be for a large proportion of the population linked to discretionary incomes and not considered to be an essential purchase, although the pandemic accelerated a shift in how people perceive vitamins. Regardless, those consumers who have been most hit economically by the pandemic are unlikely to spend money on vitamins unless more affordable brands emerge over the forecast period.
Vitamin D is set to remain a relevant category, as the majority of residents in the United Arab Emirates suffer from a vitamin D deficiency according to a study by the Dubai Health Authority. Despite the country’s sunny climate, conservative dress codes and extreme temperatures during the long summer months make it difficult for residents to achieve the recommended 15-30 minutes of sunshine a day.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Vitamins research and analysis database.
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