Oman dietary supplements market report size, share, growth drivers, trends, opportunities & forecast 2025–2030

Oman Dietary Supplements Market Overview

• The Oman Dietary Supplements Market is valued at USD 30 million, based on a five-year historical analysis. This growth is primarily driven by increasing health consciousness among consumers, a rise in lifestyle-related health issues, and the growing trend of preventive healthcare. The demand for dietary supplements has surged as individuals seek to enhance their overall well-being and nutritional intake. The expansion of the middle-income demographic and the adoption of digital health channels are further accelerating market development.
• Key cities such as Muscat, Salalah, and Sohar dominate the market due to their higher population density and urbanization. Muscat, being the capital, has a more significant concentration of healthcare facilities and retail outlets, making it a hub for dietary supplement consumption. The affluent population in these cities is also more inclined to invest in health and wellness products. Urban consumers are increasingly seeking plant-based and natural supplements, reflecting a shift toward holistic and sustainable wellness trends.
• In 2023, the Omani government implemented regulations requiring all dietary supplements to be registered with the Ministry of Health before being marketed. This regulation, under the “Dietary Supplements Registration and Importation Guidelines, 2023” issued by the Ministry of Health, mandates product registration, safety and efficacy documentation, and compliance with labeling standards. The regulation aims to ensure product safety, efficacy, and quality, thereby protecting consumers from substandard products and enhancing the overall credibility of the dietary supplements market.

Oman Dietary Supplements Market Segmentation

By Type:The dietary supplements market can be segmented into various types, including vitamins, minerals, herbal supplements, protein & amino acid supplements, omega fatty acids & fish oils, probiotics & digestive enzymes, combination dietary supplements, and others. Each of these subsegments caters to specific consumer needs and preferences, reflecting the diverse health and wellness trends in Oman. The vitamins segment is the fastest growing, driven by increased awareness of nutrient deficiencies and preventive health practices.

By End-User:The end-user segmentation includes adults, children/infants, adolescents, athletes & fitness enthusiasts, seniors, pregnant & lactating women, and others. Each group has distinct health requirements, influencing their purchasing decisions and the types of dietary supplements they prefer. Adults and athletes are the largest consumer groups, reflecting the growing focus on fitness, preventive health, and nutritional supplementation among working-age and active populations.

Oman Dietary Supplements Market Competitive Landscape

The Oman Dietary Supplements Market is characterized by a dynamic mix of regional and international players. Leading participants such as Herbalife Nutrition Ltd., Amway Corporation (Nutrilite), GNC Holdings, Inc., Nature’s Bounty Co. (The Bountiful Company), USANA Health Sciences, Inc., Blackmores Limited, Swisse Wellness Pty Ltd., NOW Foods, Solgar Inc., Vitabiotics Ltd., Mega We Care Ltd., Nature Made (Pharmavite LLC), Jamjoom Pharma, Oman Pharmaceutical Products Co. LLC, Gulf Pharmaceutical Industries (Julphar) contribute to innovation, geographic expansion, and service delivery in this space.

Oman Dietary Supplements Market Industry Analysis

Growth Drivers

• Increasing Health Awareness:The health awareness in Oman has surged, with 75% of the population actively seeking information on nutrition and wellness. This trend is supported by the World Health Organization's report indicating a 20% increase in health-related searches in the region. The government’s initiatives, such as the National Health Strategy, aim to promote healthy lifestyles, further driving the demand for dietary supplements as consumers prioritize preventive health measures.
• Rising Demand for Preventive Healthcare:Oman’s healthcare expenditure is projected to reach OMR 1.4 billion in future, reflecting a growing focus on preventive healthcare. The Ministry of Health's campaigns have led to a 25% increase in the consumption of dietary supplements among the population. This shift is driven by a desire to reduce the incidence of chronic diseases, with consumers increasingly turning to supplements as a proactive health measure.
• Growth in E-commerce Platforms:E-commerce sales of dietary supplements in Oman are expected to exceed OMR 60 million in future, driven by a 35% increase in online shopping. The rise of platforms like Carrefour and Lulu Hypermarket has made supplements more accessible. Additionally, the COVID-19 pandemic accelerated the shift to online shopping, with 45% of consumers now preferring to purchase health products online, enhancing market growth opportunities.

Market Challenges

• Regulatory Compliance Issues:The dietary supplements market in Oman faces stringent regulatory compliance challenges, with over 65% of brands struggling to meet the Ministry of Health's guidelines. The lack of clear regulations can lead to product recalls and financial losses, as seen in recent years when 20% of products were withdrawn from shelves due to non-compliance. This uncertainty can deter new entrants and stifle innovation in the market.
• High Competition Among Brands:The Oman dietary supplements market is characterized by intense competition, with over 120 brands vying for market share. This saturation has led to aggressive pricing strategies, with some brands reducing prices by up to 30% to attract consumers. As a result, profit margins are under pressure, making it challenging for new entrants to establish themselves and for existing brands to maintain market position.

Oman Dietary Supplements Market Future Outlook

The future of the Oman dietary supplements market appears promising, driven by increasing consumer interest in health and wellness. As the population ages, the demand for supplements tailored to specific health needs is expected to rise. Additionally, advancements in technology will facilitate personalized nutrition solutions, enhancing consumer engagement. The market is likely to see a shift towards sustainable practices, with brands focusing on eco-friendly packaging and sourcing, aligning with global trends in health and sustainability.

Market Opportunities

• Development of Organic and Natural Supplements:There is a growing consumer preference for organic and natural dietary supplements, with sales projected to increase by OMR 15 million in future. This trend is driven by health-conscious consumers seeking products free from synthetic additives, presenting a significant opportunity for brands to innovate and capture market share in this segment.
• Targeting Aging Population:With over 12% of Oman’s population projected to be over 60 in future, targeting this demographic presents a lucrative opportunity. Products designed to address age-related health issues, such as joint health and cognitive function, can tap into this growing market segment, potentially increasing sales by OMR 7 million annually as demand rises.