Need a revival after a weekend-long party? There are supplements and sauna sessions. Want glowing skin before an event? There’s a drip for that. Want to detox? There’s plasmapheresis. 

Most of us are desperate for quick fixes. But for the most part, people who are interested in wellness and self-care and chase “health goals” seem to just want to treat their bodies well and take charge of their health. And this is a reasonable desire.

No wonder the multimillion-dollar wellness industry continues to grow in the Middle East, fuelled by innovations and increasing consumer interest in quick, customizable wellness solutions.

“We are seeing a natural evolution of the popular wellness concept transform and deepen in its scope and understanding to lead to an increasingly growing self-care industry that is driven by social media, AI, and burdened healthcare systems,” says Raghu Krishnan, Vice President of Kenvue in RAMET.

“It is interesting to see how innovations in pharmaceuticals, functional nutrition, derm-backed skincare, and mental health apps are reshaping the landscape,” he adds.

Some of the largest opportunities in the sector lie in personalization, along with rising demand for sustainable, organic, and clinically proven products. Consumers seek value from self-care products. 

“A demand for personalized supplementation is a trend Bioniq has witnessed firsthand, with our UAE customer base growing over 500% in the past year, as both professional athletes and everyday individuals embrace tailored health solutions for better performance and quality of life,” says Vadim Fedotov, CEO and founder of Bioniq, a global personalized supplement company with a strategic presence in the Gulf region. Last year, football superstar Cristiano Ronaldo invested in Bioniq, which brought its valuation to $82 million.

MORE INVESTMENTS COMING

Governments across the Middle East, including the UAE, Qatar, and Saudi Arabia, actively invest in wellness, integrating it into their national visions and prioritizing preventive healthcare and lifestyle-driven well-being initiatives.

Naturally, investments in the sector are increasing. Dubai Healthcare City has become a major hub, attracting nearly 95 healthcare companies to establish their regional headquarters. By 2022, the number of private medical facilities in Dubai exceeded 4,400, including more than 55 hospitals. Burjeel Holdings, a publicly listed entity in Abu Dhabi, announced plans to expand its footprint by adding 11 new rehabilitation and wellness centers to its 17 facilities in collaboration with local player Leejam. 

Furthermore, Fine Hygienic Holding has acquired a majority stake in Nai Arabia Foods, broadening its portfolio to include nutrition supplements, skin care products, and health beverages. 

Even real estate developers, such as Aldar Properties in the UAE, invest in wellness-focused communities to meet the growing demand for healthier living environments. 

“This trend is mirrored in Saudi Arabia, where landmark projects emphasize sustainable and healthy living, attracting substantial investment in wellness-related infrastructure and services,” says Partha Basumatary, Principal at Oliver Wyman’s Healthcare and Life Sciences practice – India, Middle East and Africa.

Saudi Arabia’s ambitious projects, like the Red Sea Development Project and NEOM, incorporate luxury wellness resorts and regenerative tourism offerings, aiming to attract a global audience.

Basumatary adds that the localization of pharmaceutical manufacturing in Saudi Arabia and the UAE is also paving the way for a shift towards preventive health, wellness, and longevity-focused therapeutic interventions, which are expected to see significant growth in the coming years.

REGULATION OF NON-SCIENCE-BASED PRODUCTS

This is all good, but there are far too many non-science-based practices, products, nutritional supplements, and interventions that may do the opposite— leading to severe health risks. 

“Given the high demand for holistic solutions, there are indeed non-science-based wellness products on the market claiming unique results,” says Fedotov.

“When it comes to supplements and vitamins, they must be tailored to your body’s needs based on blood work, biomarkers, and other personal factors. Tracking micronutrient levels and overall health changes over the long term through regular check-ups is key,” says Fedotov, adding that Bioniq is creating specific solutions tailored to medical and physical requirements. 

Experts say that more regulation is needed in the industry to ensure consumers are aware of genuinely innovative products compared to those selling false claims.

“Stricter regulations are necessary to prevent misuse and protect consumers,” says Basumatary. 

To address the problem, the UAE has introduced professional licensure for Traditional, Complementary, and Alternative Medicine (TCAM) practitioners, providing a regulatory framework to ensure consumer safety. 

“This is a positive step, and other GCC countries are also exploring similar regulatory frameworks,” adds Basumatary.

The Saudi Food and Drug Authority (SFDA) is increasingly focused on monitoring the influx of wellness products and ensuring they meet established safety and efficacy standards. The agency also conducts public awareness campaigns about misleading health claims, says Basumatary. 

“The Saudi government is also investing in scientific research to validate traditional medicine practices and integrate them into the healthcare system. This approach could serve as a valuable model for other countries in the region.” 

We can also learn from international best practices. In Australia, for instance, Basumatary says, non-clinically backed wellness products are marketed as therapeutic goods rather than medications. They must meet safety and quality standards similar to those for conventional medication. 

“Similarly, in Singapore, authorities regulate such products under ‘traditional medicine’ labeling, with penalties for false medical claims.”

The importance of clear labeling and stringent enforcement can’t be emphasized enough.

However, Basumatary adds that regulations alone are not enough.  “We also need greater awareness among consumers.” 

The growth of science-backed wellness products is down to people having more access to information, greater awareness of the benefits of specific ingredients, and brands providing more scientific validation. 

CREDIBILITY AND RESPONSIBILITY

The problem is that many brands have jumped on the wellness bandwagon when it’s a marketing ploy. This is where governments across the region have to put consumer benchmarks in place so consumers know what they are buying, empowering consumers to be educated in what is credible science and what is marketing hype.

Credibility and responsibility go hand in hand. According to Krishnan, wellness brands can achieve meaningful growth by acting responsibly and coming to market with something that effectively supports people’s self-care. 

“This means investing in understanding what people need, forecasting trends, and exploring the gaps in the market between the two.

Consumers will always gravitate towards products with proven efficacy, authenticity, and endorsements from trusted sources,” he adds. 

The primary strategy for any brand in the wellness space should be consumer-centricity. Fedotov says consumers are increasingly looking for solutions tailored to their specific needs, whether it’s supplements, fitness programs, or skin care. “By leveraging AI, algorithms, data, and diagnostics, brands can create hyper-personalized offerings that deliver real value. This creates strong engagement and long-term customer loyalty.”

According to Bioniq data, up to 15% of individuals with special health needs seek a product that allows them to select ingredients tailored to their health conditions. “These consumers often struggle to find the exact dosages and ingredients they need in existing products on the market.” 

If the focus is on seamlessly integrating self-care into people’s daily lives, Krishnan says, “Companies that lead the sector will be those that put people first—and that is when results follow.” 

And while wellness booms, setting clear definitions and standards is crucial to preventing the exploitation of consumers while fostering a credible and well-regulated wellness market. “A multi-pronged approach encompassing robust regulations, consumer education, and scientific validation of traditional practices is essential for navigating the complexities of this rapidly growing sector,” says Basumatary.