Consumer Health in Middle East and Africa

Delivery

This report comes in PPT.

Key findings

Vitamin C and probiotic supplements remain solid performers

Vitamins and dietary supplements remain solid performers post-pandemic, as some consumers continue to adopt a preventive approach to their health in an attempt support their immune systems. This is particularly driving demand for vitamin C and probiotic supplements, due to the increasing awareness of the link between gut health and the immune system.

Algeria looking to boost local production

The Algerian government is working to boost local production and gradually reduce imports. It has therefore introduced a ban on certain imported drugs that are produced locally, along with offering tax incentives for local players. Other countries in the region are pursuing similar policies, with drug security part of Saudi Arabia’s Vision 2030 initiative, for example.

Pharmacies lead, but e-commerce gaining share

While pharmacies remain the dominant distribution channel in consumer health, e-commerce continues to gain share in a number of markets. The pandemic provided a major boost to e-commerce share, with internet sales continuing to make gains given consumers are still shifting to shopping online, attracted by the wide product range available and the convenience it offers.

Sales of NRT smoking cessation aids continue to fall in Saudi Arabia

In spite of already recording very steep declines in the previous years of the review period, sales of NRT smoking cessation aids continued to fall in Saudi Arabia in 2024. This was due to the government’s provision of tobacco cessation therapeutic programmes and anti-smoking clinics to help smokers quit the habit as part of its Vision 2030 initiative.