While chained pharmacies are likely to continue leading distribution of vitamins over the forecast period with their vast number of stores and holistic omnichannel presence, pure online players such as iHerb provide healthy competition due to offering a wide variety of products and competitive prices in the United Arab Emirates. E-commerce platforms such as Amazon and Noon also offer greater variety through their websites, providing a wide range of products and prices to expand consumer choice, which is also likely to encourage further repeat purchases to the benefit of the category.
Large grocery retailers, driven by hypermarkets and supermarkets such as Spinneys and Carrefour, offer vitamins alongside functional food, including superfoods, encouraging a holistic approach among consumers looking to boost their overall health and wellness. While initially seen as competition to the category, this strategy can help encourage consumers to eat appropriate healthy foods whilst supporting deficiencies by regularly taking vitamins to maintain overall health and to avoid illness, hence prioritising prevention over cure.
The purchase of vitamins in the United Arab Emirates is mainly driven by consumers with higher disposable incomes and is not considered essential, although the pandemic has accelerated a shift in how local consumers perceive these products. Nevertheless, those who have been most impacted economically by the pandemic are less likely to spend on vitamins unless more affordable brands or private label options enter over the forecast period.
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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 is the aggregation of multivitamins and single vitamins.See All of Our Definitions
This report originates from Passport, our Vitamins research and analysis database.
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