Oman Dietary Supplements Market, By Product Type (Vitamin, Combination Dietary Supplements, Protein, Herbal Supplements, Fish Oil & Omega Fatty Acid, Others), By Form (Capsules, Tablets, Powder, Soft Gels, Liquid), By Distribution Channel (Pharmacies and Drug Stores, Online, Supermarkets and Hypermarkets, Others), By Application (Immunity, General Health, Energy & Weight Management, Bone & Joint Health, Others), By End User (Adults, Geriatric, Pregnant Females, Children, Infants), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Oman Dietary Supplements market was valued at USD 28.25 Million in 2024 and is expected to reach USD 42.45 Million by 2030 with a CAGR of 6.98%. The Oman dietary supplements market is experiencing sustained growth, fueled by rising consumer focus on personal health, evolving lifestyle habits, and increased awareness of preventive healthcare practices. The expansion of the middle-income demographic and growing interest in wellness solutions are further reinforcing demand across key product segments.

Although still in a developmental phase compared to more mature GCC markets, Oman presents attractive growth prospects for supplement manufacturers, importers, and retailers. The market's progression is underpinned by broader socio-economic advancement and a population that is becoming more engaged in self-directed health management.

Companies that tailor their product strategies to local health needs and consumption behaviors, while ensuring regulatory compliance and investing in multi-channel distribution strategies, stand to gain a competitive edge. Oman’s evolving consumer landscape creates clear openings for product innovation, regional partnerships, and long-term brand positioning in a market that is poised for value-driven, sustainable growth.

Key Market Drivers

Increasing Health Consciousness Among Consumers

The surge in health consciousness among consumers is a major factor driving the growth of the Oman Dietary Supplements Market. Oman’s Vision 2040 strategically positions public health as a cornerstone of national development, underscoring the government’s commitment to enhancing the population’s quality of life through structured, long-term investment in healthcare infrastructure and wellness promotion. In alignment with this vision, the government has adopted targeted health promotion strategies aimed at building a healthier, more productive society. Oman, like many other regions, is experiencing a fundamental shift from reactive to proactive healthcare. Traditionally, healthcare has focused on treating illnesses and conditions after they occur. However, as health-conscious individuals increasingly seek ways to prevent health problems before they arise, the demand for dietary supplements has expanded. Supplements such as multivitamins, antioxidants, and immune-boosting products are being viewed as key tools for enhancing general well-being, preventing chronic diseases, and addressing nutritional gaps in the diet. This preventive approach is driving consumer interest and, consequently, market growth. Oman’s digital infrastructure is advancing at a rapid pace, propelled by near-universal internet access, widespread mobile connectivity, and a robust government-led digital transformation agenda. As of 2023, the country reported an internet penetration rate of approximately 98%, placing it among the most digitally connected nations in the region. The growth of digital platforms, social media, and health-related media campaigns has significantly increased consumer awareness of the importance of nutrition and overall health. Educational content on the benefits of specific nutrients, vitamins, and minerals, as well as the role of dietary supplements in filling nutritional gaps, is more readily accessible. Influencers, nutritionists, and health experts often advocate for the use of dietary supplements as part of a balanced lifestyle, further reinforcing the value of these products in consumer minds. This knowledge-driven approach helps create demand for dietary supplements, as more consumers seek to improve their health outcomes through informed decisions.

As consumers in Oman become more conscious of the need to maintain health throughout their lives, the emphasis on healthy aging and longevity has become a significant driver in the dietary supplements market. Older generations, in particular, are increasingly aware of the importance of maintaining bone health, cognitive function, and cardiovascular well-being as they age. This awareness translates into a growing demand for supplements such as calcium, vitamin D, fish oil, and anti-aging antioxidants. As Oman’s population ages, the role of dietary supplements in mitigating age-related health issues has become increasingly apparent, driving market expansion. Health-conscious consumers are increasingly aware of the crucial role nutrition plays in overall well-being. This heightened focus on a balanced, nutrient-rich diet often leads individuals to recognize the need for supplements to fill any gaps in their daily intake. Busy lifestyles, dietary restrictions (such as vegetarianism or gluten-free diets), and limited access to certain fresh foods can all contribute to nutrient deficiencies. As consumers become more aware of these challenges, dietary supplements, which offer an easy and efficient means of supplementing nutrition, are gaining traction. Furthermore, the growing trend of holistic wellness, which encompasses physical, mental, and emotional health, has made dietary supplements a key component of a comprehensive wellness routine.

Rising Prevalence of Lifestyle Diseases

The increasing prevalence of lifestyle diseases in Oman is a major factor contributing to the growth of the dietary supplements market. In Oman, lifestyle-related diseases account for approximately 72% of total mortality, highlighting a critical public health challenge with significant economic and social implications. Cardiovascular diseases represent the most substantial burden, constituting 36% of all non-communicable disease (NCD) deaths in the country. This is followed by cancer (11%), diabetes (8%), and chronic respiratory conditions (2%). As these diseases become more widespread, consumers are increasingly turning to dietary supplements as a proactive measure to mitigate risk, manage conditions, and improve overall health.  As the burden of lifestyle diseases continues to rise in Oman, there is a growing demand for preventive health solutions. Omani consumers are becoming more aware of the role of nutrition and supplements in preventing the onset of chronic conditions. Supplements such as omega-3 fatty acids, multivitamins, antioxidants, and dietary fibers are seen as crucial tools to support heart health, maintain blood sugar levels, and enhance metabolic function. This shift towards preventive healthcare is leading to an increase in the consumption of dietary supplements aimed at reducing the risk of developing chronic diseases, further fueling market demand.

Lifestyle diseases in Oman are often linked to poor dietary habits, including high consumption of processed foods, refined sugars, and unhealthy fats. These dietary patterns can lead to nutritional deficiencies, which, in turn, contribute to the development of diseases such as obesity, diabetes, and hypertension. As consumers become more aware of these links, they are increasingly turning to dietary supplements to fill the gaps in their nutrition. Supplements such as vitamin D, calcium, magnesium, and potassium are becoming more popular as consumers seek to improve their diet and overall health. By addressing nutritional deficiencies, these supplements play a key role in managing and preventing lifestyle diseases. Oman has made limited progress in meeting its diet-related non-communicable disease (NCD) targets, with obesity emerging as a key public health concern. Current data indicates that 37.1% of adult women and 26.4% of adult men in Oman are classified as obese significantly exceeding the regional averages of 10.3% and 7.5%, respectively. Obesity is a growing concern in Oman, driven by factors such as urbanization, sedentary lifestyles, and an increase in fast food consumption. The rising incidence of obesity has led to an increased demand for dietary supplements that aid in weight management. Products such as thermogenic fat burners, appetite suppressants, and fiber supplements are gaining traction as consumers seek ways to manage their weight and reduce the risk of obesity-related diseases. The focus on weight management as part of a healthy lifestyle is driving the growth of this segment within the dietary supplements market.

Aging Population

The aging population in Oman is a crucial factor propelling the growth of the dietary supplements market. As of 2023, approximately 3.2% of Oman’s population is aged 65 and above, but this demographic is projected to rise sharply to 11.8% by 2040. This anticipated shift reflects a rapidly aging population, driven by improvements in healthcare and life expectancy. As the proportion of elderly individuals in the population increases, there is a significant shift in consumer demand for products that promotes healthy aging, prevents age-related diseases, and enhance quality of life. This demographic shift is influencing both the types of dietary supplements in demand and the consumer behavior surrounding health and wellness in Oman. As the population ages, the prevalence of age-related health conditions such as joint pain, osteoporosis, cognitive decline, and cardiovascular issues increases. Elderly consumers are more likely to seek dietary supplements that support the management or prevention of these conditions. Supplements that promote bone health, joint mobility, cognitive function, and heart health are gaining traction. For example, calcium, vitamin D, glucosamine, and omega-3 fatty acids are commonly used by older consumers to maintain bone density, reduce inflammation, support brain health, and improve cardiovascular function. This demand for age-specific supplements significantly boosts the growth of the market in Oman. One of the most common concerns among older adults is the deterioration of bone health, leading to conditions such as osteoporosis and increased susceptibility to fractures. As the aging population in Oman grows, there is an increasing demand for dietary supplements that promote bone strength and prevent osteoporosis. Calcium and vitamin D are essential nutrients for maintaining bone health, and as such, they are among the most widely consumed supplements by elderly individuals. This growing need for bone health supplements drives market growth, as more elderly Omani consumers seek to improve their bone health and reduce the risk of fractures and other age-related bone issues.

With age, the risk of cognitive decline and neurological disorders, such as Alzheimer's disease and dementia, increases. As the elderly population in Oman grows, there is a rising demand for supplements that support brain health and cognitive function. Nutrients like omega-3 fatty acids, B vitamins (especially B12 and folic acid), antioxidants, and ginkgo biloba are increasingly sought after for their potential to support memory, cognitive clarity, and overall brain health. This trend reflects the broader focus on improving quality of life and maintaining mental acuity as people age, which is fueling the demand for cognitive health supplements in the market. Joint pain and reduced mobility are common issues for the aging population, often leading to conditions such as osteoarthritis. As older consumers look for ways to maintain their independence and improve their physical functioning, dietary supplements that promote joint health and enhance mobility are becoming increasingly popular. Supplements containing glucosamine, chondroitin, turmeric, and collagen are frequently used to support joint health, reduce inflammation, and improve flexibility and mobility. This rising focus on joint and mobility health is a significant driver of the dietary supplements market as the aging population in Oman seeks solutions to maintain an active lifestyle.

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Key Market Challenges

Regulatory and Compliance Issues

One of the primary challenges facing the dietary supplements market in Oman is navigating the complex regulatory and compliance framework. The regulation of dietary supplements in Oman is still evolving, with varying standards across different types of supplements, which can create uncertainty for businesses in the market. These regulations are enforced by the Oman Ministry of Health (MOH) and other regulatory bodies, but there is often ambiguity regarding the approval and classification of supplements, particularly those containing new or unconventional ingredients.

This regulatory uncertainty can hinder market entry for new players, delay the launch of innovative products, and lead to increased compliance costs for companies. Furthermore, the lack of clear and standardized guidelines on product labeling, health claims, and advertising can create confusion among consumers and complicated marketing strategies for supplement manufacturers. Without strong, consistent regulatory frameworks in place, companies may struggle to ensure their products meet local requirements, and consumers may be uncertain about the safety and efficacy of the products they are purchasing. As such, regulatory hurdles remain a significant challenge to the sustained growth of the dietary supplements market in Oman.

Lack of Consumer Awareness and Education

Despite growing interest in health and wellness, a substantial portion of the population in Oman still lacks adequate understanding of the benefits, uses, and potential risks associated with dietary supplements. Many consumers in Oman are not fully aware of the role that supplements can play in preventing nutrient deficiencies or managing specific health conditions, which limits the overall demand for these products. In addition, there is confusion surrounding which types of supplements are suitable for specific health needs, given the large number of products available in the market.

This gap in consumer education poses a challenge for market growth, as individuals may be hesitant to incorporate supplements into their daily routines due to a lack of knowledge about their benefits. Furthermore, some consumers may be influenced by misinformation or myths surrounding dietary supplements, leading to skepticism about their effectiveness or safety. To overcome this challenge, companies must invest in educational campaigns to raise awareness about the health benefits of supplements, as well as how to choose the right products for individual needs. Without effective consumer education, the dietary supplements market in Oman may face slow adoption rates, limiting its growth potential.

Key Market Trends

Increased Adoption of Personalized and Targeted Supplements

A significant trend in the global dietary supplements market, which is increasingly evident in Oman, is the shift toward personalized and targeted nutrition. Consumers are no longer looking for one-size-fits-all solutions; instead, they are seeking supplements tailored to their individual health needs, lifestyle, and genetic profiles. The rise of personalized medicine and health technology, combined with advancements in genetic testing, is creating opportunities for companies to offer more customized supplement formulations. In Oman, this trend is being driven by a growing awareness of the importance of personalized health management. Consumers are increasingly seeking supplements that address specific health concerns such as weight management, heart health, stress reduction, and immunity, based on their unique body types and health conditions. Companies are responding by offering customized supplements that are more aligned with consumers' personal health goals. The increasing availability of health data through wearable devices and online health platforms is also contributing to this trend, enabling consumers to make more informed choices about the supplements they take.

This shift toward personalized supplementation presents a significant opportunity for companies to develop innovative products that cater to specific needs, whether related to age, gender, fitness levels, or chronic health conditions. Personalized nutrition has the potential to increase consumer loyalty and engagement, as individuals are likely to appreciate products that are specifically formulated to support their individual health profiles.

Rising Demand for Plant-Based and Natural Supplements

Another prominent trend influencing the future growth of the dietary supplements market in Oman is the rising demand for plant-based, organic, and natural supplements. As health-conscious consumers increasingly prioritize natural and sustainable products, the market for plant-based dietary supplements is growing. This trend is reflective of broader consumer preferences for clean, non-synthetic, and environmentally friendly products. In Oman, where there is a growing emphasis on wellness and holistic health, consumers are becoming more inclined toward plant-based supplements derived from herbs, fruits, vegetables, and other natural sources. These supplements are often perceived as safer and more beneficial compared to synthetic alternatives, with ingredients like turmeric, spirulina, ashwagandha, and moringa gaining popularity for their health benefits.

As part of a wider global movement towards sustainability, Omani consumers are increasingly concerned about the environmental impact of their purchasing decisions. Plant-based and natural supplements, often marketed with a focus on sustainability and ethical sourcing, appeal to consumers who wish to support environmentally responsible practices. This trend is not only being driven by health-conscious individuals but also by younger consumers who prioritize sustainability and ethical production processes. The future growth of the dietary supplements market in Oman will likely see more companies adopting plant-based formulations and eco-friendly packaging solutions, catering to the evolving demand for natural and sustainable health products.

Segmental Insights

Product Type Insights

Based on the category of Product Type, the Vitamins segment emerged as the fastest growing segment in the Oman Dietary Supplements Market in 2024. the key drivers behind the rapid growth of the vitamins segment in Oman is the increasing awareness of nutrient deficiencies among the population. With changing dietary habits and lifestyles, many consumers are recognizing the gaps in their nutrition, leading to higher demand for vitamins to supplement their diets. For example, deficiencies in vitamins such as vitamin D, vitamin B12, and folic acid are common, particularly in regions with limited exposure to sunlight (leading to vitamin D deficiency) or insufficient intake of vitamin-rich foods. Consumers are turning to vitamin supplements to fill these gaps and to support overall health. Vitamin D supplements, for instance, are increasingly popular among Omani consumers due to their crucial role in bone health, immune function, and overall well-being. Similarly, vitamin B12 is in high demand among individuals with dietary restrictions, such as vegans, who may not obtain enough from food sources. As public awareness campaigns around the importance of vitamins continue to grow, consumers are becoming more proactive in taking preventive measures by incorporating vitamin supplements into their daily routines.

The rising prevalence of lifestyle-related health issues in Oman, such as obesity, heart disease, and diabetes, has also contributed to the surge in demand for vitamins. Consumers are increasingly seeking ways to manage and mitigate the impact of these health conditions, and vitamins are often seen as a simple, effective solution for improving health outcomes. For example, vitamin C, known for its antioxidant properties, is often used to boost immunity and combat oxidative stress, which is associated with chronic diseases. Vitamins such as vitamin E (for its antioxidant properties) and vitamin A (for its role in skin health) are sought after for their ability to support overall well-being in the face of lifestyle-induced health challenges. As the awareness of the link between nutrition and chronic disease prevention continues to increase, the demand for specific vitamin-based supplements is expected to grow, making this category one of the fastest expansions in the dietary supplements market. These factors are expected to drive the growth of this segment.

Form Insights

Based on the category of Form, the Tablets segment emerged as the dominating segment in the Oman Dietary Supplements Market in 2024. Tablets are often preferred by consumers due to their convenience and portability, two factors that significantly influence purchasing decisions. In Oman, as in many other markets, consumers lead busy lifestyles and seek solutions that are easy to incorporate into their daily routines. Tablets, being pre-measured doses of vitamins and minerals, offer consumers a straightforward, hassle-free way to take their supplements. The compact size of tablets also makes them highly portable. Consumers can carry them in their bags or pockets and consume them at their convenience, whether at home, work, or on-the-go. This ease of use and the flexibility in incorporating tablets into daily life make them an attractive option for a broad consumer base, from busy professionals to parents managing family health. Tablets are typically easier to store and distribute than other supplement forms such as liquids or powders. Their long shelf life and compact packaging contribute to their widespread use, which further bolsters their dominance in the market.

Another key factor contributing to the dominance of the tablets segment is the stability of tablets compared to other supplement forms. Tablets, particularly those that are well-manufactured, are less prone to degradation over time. Unlike liquid supplements, which may require refrigeration or more careful handling to preserve their efficacy, tablets have a longer shelf life and can be stored at room temperature without compromising their quality. This makes tablets a preferred option for both manufacturers and consumers. The precise dosage provided by tablets ensures that consumers receive an accurate amount of nutrients with each serving. This consistency in dosage adds to consumer trust, as they can rely on tablets to provide the right nutritional balance consistently, unlike liquids or powders that may require measuring or mixing. The ability to maintain potency over an extended period also makes tablets a more attractive option for both consumers and retailers, as they can be stocked for longer periods without risk of spoilage. This stability not only enhances consumer confidence but also reduces inventory costs for retailers.

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Regional Insights

Muscat emerged as the largest market in the Oman Dietary Supplements Market in 2024, holding the largest market share in terms of value. Muscat is the most populated and urbanized region in Oman, home to a significant portion of the country’s total population. With a dense urban layout, Muscat houses a wide demographic mix, including working professionals, families, and expatriates many of whom are increasingly adopting health-conscious lifestyles. The sheer volume of consumers in Muscat automatically translates into higher demand for health-related products, particularly dietary supplements. Urban dwellers often experience lifestyle-related health issues due to sedentary routines, work stress, and exposure to processed foods, which further increases the demand for supplements aimed at preventive healthcare, immunity, and nutritional balance.

Compared to other regions, consumers in Muscat generally demonstrate higher health awareness, influenced by greater exposure to global health trends, online information, and wellness-focused marketing. This population segment tends to be more proactive about nutrition, fitness, and preventive healthcare. As a result, there is strong demand for a wide range of dietary supplements, including multivitamins, omega-3, probiotics, and specialty nutrients targeted toward lifestyle management and general wellness. The high level of digital literacy and social media engagement among Muscat residents contributes to their awareness of global supplement trends, which reinforces demand for new product launches and niche formulations.

Key Market Players

• Nature's Way
• Amway Corp.
• Pfizer Gulf FZ LLC
• Abbott Laboratories, Inc.
• Herbalife Nutrition
• Nestle S.A.
• Oman Pharmaceutical Products Co. LLC (OPP)

Report Scope:

In this report, the Oman Dietary Supplements Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Oman Dietary Supplements Market, By Product Type:

o   Vitamin

o   Combination Dietary Supplements

o   Protein

o   Herbal Supplements

o   Fish Oil & Omega Fatty Acid

o   Others

• Oman Dietary Supplements Market, By Form:

o   Capsules

o   Tablets

o   Powder

o   Soft Gels

o   Liquid

• Oman Dietary Supplements Market, By Distribution Channel:

o   Pharmacies and Drug Stores

o   Online

o   Supermarkets and Hypermarkets

o   Others

• Oman Dietary Supplements Market, By Application:

o   Immunity

o   General Health

o   Energy & Weight Management

o   Bone & Joint Health

o   Others

• Oman Dietary Supplements Market, By End User:

o   Adults

o   Geriatric

o   Pregnant Females

o   Children

o   Infants

• Oman Dietary Supplements Market, By Region:

o   Muscat

o   Dhofar

o   Al Wusta

o   A'Sharqiyah

o   Rest of Oman

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Oman Dietary Supplements Market.

Available Customizations:

 Oman Dietary Supplements market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).