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Health and wellness engagement matures across Middle East and Africa

Many consumers in the Middle East and Africa are now proactively engaged in health and wellness, looking to integrate better habits and products into their daily lives, say experts.

According to market research firm Mintel, consumers in the Middle East and North Africa (MENA) are showing a “growing inclination” towards health and wellbeing products.

At a glance:

• MENA consumers are shifting to proactive health engagement, integrating wellness habits into their daily routines.
• Saudis are prioritising healthy foods for longevity; consumers are seeking gut health, fibre and natural ingredients.
• Millennials and women are leading wellness trends; brands are focusing on culturally aligned, affordable products.

The company's global 2025 report Health & Wellness Trends shows that weight, obesity, and diabetes are “prevalent concerns” in the region, alongside broader concerns around adapting lifestyle and food habits to live longer.

In Saudi Arabia, which has a population of around 36 million in 2026, according to Statista, 93% of consumers are choosing healthy foods because of the desire to live longer, Mintel data shows. And 78% of Saudi Arabian consumers claim to eat healthily “all or most of the time”. A look at how this translates into purchasing decisions suggests that just over one-third (37%) of consumers in the country look to support gut health and thus engage with brands offering such benefits. High-fibre content is also considered a top factor when choosing foods for 24% of Saudi consumers.

“Middle Eastern consumers increasingly seek products that support overall wellbeing, especially for gut health,” said Mintel. Importance is also placed on naturalness, vitamins, minerals, protein, fibre, and lower levels of sugar, fat, calories and salt because health credentials are seen as “an indicator of a product's value”.

Middle Easters consumers are embracing proactive health

Speaking to Ingredients Network, Julie Johnson, president of consumer behaviour specialist at market research company, HealthFocus International, said what stands out in the MENA region is how quickly overall engagement with health and wellness has matured.

“Not long ago, it felt more reactive – something people focused on only when there was a problem. Today, it's becoming far more proactive and lifestyle-driven, particularly in urban areas,” Johnson said.

“I would describe demand as building with intent. Consumers are not just aware of wellness; they're actively trying to integrate it into their daily lives, whether that's through better eating habits, fitness, or broader lifestyle changes.”

According to Johnson, younger consumers, particularly millennials, are leading the way in terms of overall wellness engagement, largely because they are taking a more holistic view of health. Female consumers are also “highly engaged”, she added, thinking not only about their own wellbeing but that of their families too.

The younger cohort are “open to experimenting with new approaches” and looking for products that tackle physical, mental and emotional wellbeing together. Women are making broader “household health decisions”, explained Johnson.

Amna Abbas, senior consultant at data analytics firm Euromonitor International, added that urban consumers and middle- to high-income groups across MEA are also particularly engaged in health, wellness, and nutraceutical products, largely due to “greater access to health information and premium products”. Similarly, consumers managing lifestyle-related conditions, such as obesity, diabetes, and heart disease, tend to use supplements and functional foods more in the region, Abbas said.

“Greater awareness of preventative healthcare, rising rates of lifestyle-related diseases, and improved access to health information have encouraged consumers to actively incorporate supplements, functional foods, and wellness products into their daily routines. At the same time, urbanisation, a growing middle class, and expanding e-commerce and retail channels have made these products more accessible across the region.”

Dietary supplement trends in the Middle East

According to Mintel, new product launches in the region show that “dietary compatible supplements” – those that carry vegan or no animal ingredient claims – are trending upwards, and have been for the last five years.

Johnson said it is clear that, compared to Europe and the US, there is a “stronger emphasis on cultural alignment” when it comes to what consumers look for in health and wellness products.

“Products that feel natural, familiar, or consistent with local values tend to resonate more than those that are purely clinical or trend-driven,” she said. In the dietary supplements space, for example, natural and plant-based options are gaining ground, likely as they feel more aligned with consumer expectations in the region.

However, she said accessibility, affordability, and clarity are still key barriers. “A lot of products feel out of reach for the average consumer, which limits adoption.”

Looking ahead, the consumer behaviour expert said the MENA is a market “still shaping its own definition of health and wellness” – moving beyond global trends and adapting to fit local realities. The real opportunity for industry, therefore, is in developing products that feel “relevant, accessible, and genuinely useful in people's everyday lives”.