Middle East & Africa Collagen Supplements Market - Growth, Trends, and Forecasts (2022 - 2027)

The Middle East & Africa Collagen Supplements Market is projected to register a CAGR of 5.65% during the forecast period, 2022-2027.

Collagen is one of the top-selling supplements in the Middle East, owing to its key role in improving the health of hair, skin, and nails. The robust demand for collagen supplements is recorded, particularly among women, to prevent premature aging signs such as wrinkles, dry skin, and hyperpigmentation, among others. Further, consumers have better access to knowledge about health and nutrition, due to wide exposure to active media telecasts, lifestyle blogs, and social media. As a result, key companies are partnering with social media influencers to promote their product offerings to online consumers. Additionally, celebrity endorsement is a widely preferred marketing strategy to gain the attention of potential consumers.

Moreover, Collagen supplements in the form of pills, powders, and gummies are increasingly preferred for their convenience in consumption and effective absorption rate. These products are broken-down forms of collagen and sold as hydrolyzed collagen and collagen peptides. For instance, there is high consumption of dietary supplements, such as Vita Raw collagen pills, and COCOFLY hydrolyzed multi collagen 5 bloom peptide capsules in the United Arab Emirates, particularly among women consumers.

Key Market Trends

Growing Popularity of Collagen Beauty Supplements

Health and beauty enthusiasts, interested in aesthetic improvements to their outward appearance, including skin, hair, and nails, appear as the potential consumer group for collagen supplements in the Middle East and Africa. While women still dominate this market, a steady increase in male interest in this revolutionary product is also recorded in the recent past. Collagen is entering the "beauty from within" supplement formulation space with full force and is quickly becoming popular as a supplement that supports anti-aging within the food industry. Collagen supplements are perceived as beauty supplements as collagen has proven beneficial effects like nail strengthening, and better hair and skin nutrition, to name a few. Further, stimulating growth in the health and beauty sector, growing adoption of healthy lifestyles, and ever-time high usage of social media to explore beauty and wellness trends are the key factors driving consumers to spend on beauty supplements in the region. In response to rising consumer interest, many players are investing in geographical expansion strategies to tap into the Middle East market. For instance, in August 2021, Power Gummies, the India-based Nutraceutical start-up which makes collagen gummies announced its first global expansion, with its products now available across Dubai. The Company invested more than INR 50 million in its UAE project. The Dubai expansion is in line with the company's strategy of increasing its global footprint and making Power Gummies an international brand.

United Arab Emirates Holds Prominent Market Share

The diverse applications of collagens, ranging from the skin to the bones, and the increased awareness of their benefits among Arab consumers have significantly accelerated the market growth. Collagens also help the aging population of the country to fulfill their daily nutritional requirements. Hair loss is a major problem in the United Arab Emirates, owing to the dry climate, which dehydrates the hair. The water quality in Dubai is often blamed for hair loss. To overcome the hair-fall issue, Arab consumers are opting for collagen supplements, as collagen provides strength, elasticity, and hydration to the hair. The introduction of new delivery forms, the presence of scientific evidence to support the health claims put forth by supplement brands, and product recognition by consumers are key factors expected to fuel the sale of collagen supplements during the forecast period.​ Further, the market is witnessing ongoing penetration of international brands through e-commerce platforms including noon, Medicina Pharmacy, Carrefour, and souKare, among others. This, in turn, enables easy access to diversified collagen supplements to different customer groups, driving sales growth in the market.

Competitive Landscape

The Middle East and Africa collagen supplements market holds a large number of both local and international manufacturers. Some of the leading players identified in the region are Nestle SA, Sugarbear, The Clorox Company, GELITA AG, and Viviscal among others. New product launches by leading players at different price points have helped to drive the sales of collagen supplements. Key players are embarking on different strategies such as mergers and acquisitions, expansion of product portfolios, and investment in omnichannel distribution channels to cater to the growing consumer interest in collagen supplements.

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