NUTRITIONAL PRODUCT MARKET
Although the economics of the Middle East appear grim, the nutrition products market has gained footing. Vitamins and dietary supplements continue to soar in popularity in the developing Middle East, primarily due to nutrient deficiency in the region. Because of the political and social unrest in the Middle East, it is imperative to understand the market regulations in order to properly market and sell your product.
For example, health concerns have driven the need for supplements, but religious restrictions can shape the type of ingredients allowed in certain supplemental formulas. However, increased western health influences and a growing younger demographic will likely help push for health awareness in the Middle East. It will benefit marketers and manufacturers to pay close attention to the Middle Eastern market, as it will likely continue to emerge and make waves within the global market.
Middle Eastern states witnessed rapid changes in economy, health education, social services, and agriculture that have profoundly impacted the health of the region. Although the nutritional status of the Middle Eastern population has improved over the last four decades, micronutrient deficiencies have been a long-standing public health problem. Micronutrient deficiencies are highly prevalent in both the poor and rich countries as well as rural and urban populations. Deficiencies of iron, iodine, vitamin A, and vitamin D are especially significant concerns because of the serious health consequences to the public. Rickets and anemia are two of the most prevalent diseases in the Middle East, caused by lack of nutrients in diet. A recent study in Saudi Arabia shows that children who were breastfed had an 80% prevalence of rickets, and 90% of those with rickets lack adequate exposure to sunlight. Anemia has remained a widespread public health problem in Middle Eastern countries.
Prevalence figures in the region vary from a low of 17% to a high of 70% among children and adults. The main causes of micronutrient malnutrition are inadequate intake and impaired utilization of foods containing essential vitamins and minerals. It is crucial that children and adults supplement these essential vitamins and minerals into their diet. Increased awareness about the magnitude and the extent of this problem is needed in the region. Nutrition product sales will increase with increased education.
Religion is extremely important in the Middle East—the most popular religions being Judaism, Christianity, and Islam. Judaism and Islam, in particular, come with dietary restrictions that should be taken into account when manufacturing nutrition products for the region. Many religious adherents steer clear from any prohibited ingredient and prefer to purchase products that are certified to meet their specific religious standards. Certifying agencies like Star-K, Islamic Food and Nutrition Council of America (IFANCA), and the Islamic Society of North America (ISNA) have established kosher or halal certification programs for nutritional products that can ensure that your product meets customer standards.
The nutritional products market put in another good performance in 2014. The growth can be attributed to an increase in government-backed health campaigns and doctors prescribing vitamins and dietary supplements to their patients, along with medications. More affluent states like the United Arab Emirates and Saudi Arabia have included the local media as well as the government to attempt to draw attention to nutritional and health issues, taking steps to boost public awareness of the importance of absorbing the right nutrients.
Because of the prevalence of rickets, there were recent major campaigns, focusing on vitamin D deficiency and pregnancy health care. Middle Easterners would rather take dietary supplements than change their diet, which is low in nutrients and high in starch and fat. The trend has spread among all income groups. Pharmacists, even in regions of lower-income groups, have been known to dispense vitamins and supplements by the unit. Over the forecast period, the nutritional products market is expected to continue to grow by a value CAGR of 5% to 20%, depending on the region. As long as health education continues to grow in the region, nutritional products will likely follow suit.
