Forecast
Period
|
2026-2030
|
Market
Size (2024)
|
USD
28.25 Million
|
Market
Size (2030)
|
USD
42.45 Million
|
CAGR
(2025-2030)
|
6.98%
|
Fastest
Growing Segment
|
Vitamins
|
Largest
Market
|
Muscat
|
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)
By
Product Type
|
By
Form
|
By
Distribution Channel
|
By
Application
|
By
Region
|
- Vitamin
- Combination
Dietary Supplements
- Protein
- Herbal
Supplements
- Fish
Oil & Omega Fatty Acid
- Others
|
- Capsules
- Tablets
- Powder
- Soft
Gels
- Liquid
|
- Pharmacies
and Drug Stores
- Online
- Supermarkets
and Hypermarkets
- Others
|
- Immunity
- General
Health
- Energy
& Weight Management
- Bone
& Joint Health
- Others
|
- Muscat
- Dhofar
- Al
Wusta
- A'Sharqiyah
- Rest
of Oman
|
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).
Oman Dietary Supplements Market is an upcoming
report to be released soon. If you wish an early delivery of this report or
want to confirm the date of release, please contact us at [email protected]