Are Dietary Supplements Necessary? Science vs Hype

By Rasha Oudeh, Entrepreneur & International Expansion Expert

Between 2022 and 2024, I witnessed a rather concerning phenomenon in the dietary supplements industry. A product could become popular almost overnight, not necessarily because of its nutritional value or the scientific evidence supporting its effectiveness, but simply because an influencer recommended it.

Consumers were purchasing products without necessarily understanding their ingredients, dosages, or even why they needed them. Marketing had become more influential than knowledge.

Throughout more than 25 years of building businesses and brands across Europe, the Middle East, and Africa, including over two decades in the pharmaceutical and nutraceutical industries, I have learned to distinguish between a growing market and a developing market. They are not necessarily the same thing.

A growing market sells more products. A developing market creates more informed consumers, better healthcare practices, and sustainable demand based on genuine needs.

This distinction brings me to a question I have been asking for some time: Are dietary supplements becoming a genuine part of preventive healthcare in the Middle East and Africa, or have we simply become better at marketing and selling them?

When Influencers Became the Driving Force Behind Supplement Sales

Before 2025, I would not say that most supplement purchases I observed were driven by a clear understanding of nutritional or health needs.

Certainly, there were informed consumers who studied ingredients, researched formulations, and consulted healthcare professionals before making decisions. However, what I observed among a broader segment of consumers was quite different.

An influencer would promote a particular vitamin, mineral, or dietary supplement, and people would purchase it because they trusted that individual, without necessarily knowing whether the recommendation was supported by medical knowledge or scientific evidence.

Between 2022 and 2024, I noticed particularly aggressive influencer-driven marketing across several markets in the Middle East and Africa.

During that period, established international brands continued to dominate a significant part of the market, while consumers were only beginning to become familiar with the broader concept of nutraceuticals.

However, after 2024, I started noticing an important change.

People became increasingly interested in preventive healthcare. Discussions around nutrition and supplementation became more common, and conversations gradually shifted from brand recognition toward nutritional needs and long-term health.

By 2025, I felt that the overwhelming influence of influencer-led purchasing was beginning to decline. This is a personal observation based on the markets I work with, not a claim that influencer marketing has disappeared.

What was changing, however, was that consumers were beginning to question what they were putting into their bodies.

For me, that is where real progress begins.

Are Weight-Loss Supplements Effective or Just Marketing Promises?

There is one example that has never left my mind throughout my professional career: weight-loss supplements.

According to the World Health Organization, approximately 16% of adults worldwide were living with obesity in 2022, representing more than 890 million people.

From my perspective, obesity is among the most serious public health challenges of our time, affecting quality of life and increasing the risk of several chronic diseases.

Yet we have witnessed consumers purchasing weight-loss supplements simply because an influencer recommended them.

My concern is not that influencers are discussing health. It is that some people may make decisions about a complex medical condition based on advice from someone who may not fully understand the ingredients, mechanisms of action, clinical evidence, or potential risks associated with those products.

The U.S. National Institutes of Health highlights the limited scientific evidence supporting the effectiveness of many weight-loss supplements.

So why does a convincing advertisement sometimes carry more influence than scientific evidence?

This is precisely why I believe the dietary supplements industry needs to improve how it communicates with consumers.

There is nothing wrong with building a successful supplement brand. However, marketing campaigns should not create unrealistic expectations about what a product can achieve.

Consumer health should never become just another sales opportunity.

From the Gulf to Africa: How Are Supplement Markets Evolving?

For many years, Saudi Arabia and the United Arab Emirates were among the most developed dietary supplement markets in the Middle East, based on my experience working across these markets.

Market estimates reflect the scale of this industry. According to Grand View Research, the dietary supplements market in Saudi Arabia was valued at approximately USD 1.08 billion in 2025, with a projected compound annual growth rate (CAGR) of 10.4% between 2026 and 2033.

In the United Arab Emirates, the market was estimated at approximately USD 618.1 million in 2025, with a projected CAGR of 11.2% over the same period.

Advanced pharmacy networks, the presence of international brands, and strong consumer purchasing power have contributed to the development of these markets.

Today, however, I am witnessing significant changes beyond these traditional markets.

Nigeria is one of the most interesting examples.

According to a report published by Ken Research in 2025, Nigeria's nutrition and sports supplements market was estimated at approximately USD 950 million, based on historical market analysis.

Ghana is also showing encouraging developments. Euromonitor International forecasts dietary supplement retail sales of approximately GHS 82 million in 2026, representing growth of around 10%.

South Africa has also developed a significant sports nutrition and wellness industry, reflecting increasing consumer interest in fitness and nutritional products.

These markets differ in size, purchasing power, distribution structures, and even the product categories covered by market estimates. Therefore, directly comparing their market figures may be misleading.

Nevertheless, they illustrate an important development: interest in dietary supplements and the commercial opportunities associated with them are no longer concentrated primarily in the Gulf markets.

From my experience, entering a new market is never simply about population size or potential sales. It requires understanding consumers, their purchasing behavior, their expectations of healthcare, and the products that genuinely meet their needs.

I discussed this broader principle in my article published by Leitgrad on doing business in the Middle East.

The same principle applies to dietary supplements.

Nigeria, Ghana, and other developing markets have an opportunity to build a more scientifically informed consumer culture. However, commercial expansion alone will not achieve this.

The real question is whether health awareness can develop as quickly as supplement sales.

Does the Supplements Industry Create Demand for Products Consumers Do Not Need?

Yes, and I believe we need to discuss this openly.

At the end of the day, dietary supplements are commercial products. Every brand has the right to market its products, develop innovations, and compete in the market.

I have personally built and managed healthcare brands, and I understand the investment required for formulation development, manufacturing, registration, marketing, and distribution.

However, the world of dietary supplements is like a vast ocean.

Add another ingredient, develop a different blend, or modify a formulation, and suddenly a company has an entirely new product to introduce to the market.

But does every new formulation represent a genuine nutritional need? Has the formulation undergone sufficient scientific evaluation? Does adding another ingredient necessarily improve the product's effectiveness?

These are questions I believe companies should ask before asking consumers to purchase their products.

The regulatory differences between the United States and Switzerland offer an interesting perspective on this issue.

In the United States, the Food and Drug Administration (FDA) generally does not require dietary supplements to receive pre-market approval. Manufacturers carry primary responsibility for complying with applicable safety and labeling requirements.

Switzerland also generally does not require pre-market authorization for ordinary food supplements. However, its regulatory framework establishes specific composition requirements and maximum permitted levels for many vitamins and minerals.

Having built and managed businesses in Switzerland and Germany, I appreciate this approach, which places considerable emphasis on precision and caution. It reflects a mindset that takes formulation quality, ingredient selection, and appropriate dosages seriously.

Neither regulatory system considers all dietary supplements harmless. However, the differences between these approaches highlight the importance of companies accepting responsibilities that go beyond minimum legal requirements.

A 2026 Pew Research Center survey found that 78% of American adults reported taking dietary supplements for their health, while 62% of vitamin and mineral supplement users considered them very or extremely important to their health.

These findings reveal a great deal about consumer behavior and the importance people attach to dietary supplements. However, they do not prove that every supplement purchased is necessary or effective.

As business leaders, I believe we must understand this distinction.

Commercial demand does not necessarily represent a scientifically established health need.

Three Changes That Could Build a More Informed Supplement Culture

I believe three fundamental changes could make a meaningful difference across the Middle East and Africa.

1. Changing the Treatment Mindset Starts with Primary Healthcare Providers

The first change must begin with doctors, pharmacists, and other primary healthcare professionals.

Their responsibilities go beyond prescribing or recommending treatments. They influence how patients understand health, illness, treatment, and prevention. Their recommendations shape consumer behavior far more deeply than any advertisement should.

In many Middle Eastern communities, I have observed that some patients expect every doctor's visit to end with a prescription.

A person experiencing cold or flu-like symptoms may visit a physician expecting medication, even when the illness is viral and does not require antibiotics.

In Switzerland, I have encountered greater appreciation for phytotherapy, or herbal medicine, as one possible approach to managing appropriate symptoms and health conditions. The Swiss Agency for Therapeutic Products (Swissmedic) has an established regulatory framework for herbal medicinal products.

This does not mean that herbs should replace necessary medical treatment. Their suitability depends on the health condition, the preparation, and the available scientific evidence.

However, we should ask a more fundamental question: Does every health complaint require another medicine or dietary supplement?

In some cases, rest, hydration, improved nutrition, medical monitoring, or an appropriate herbal preparation may be among the options worth considering. In other cases, conventional medical treatment is essential.

I would like to see healthcare professionals place greater emphasis on explaining these distinctions to patients rather than allowing healthcare consultations to become primarily about dispensing products.

The objective is not to sell fewer medicines or more herbs. It is to help patients understand what they genuinely need.

2. We Need Independent Platforms Dedicated to Supplement Education

My second priority is improving access to reliable, specialized scientific information.

In Europe, dedicated publications such as NutraIngredients cover developments in nutritional ingredients, scientific research, regulatory frameworks, and the wider dietary supplements industry.

However, across the Middle East and Africa, I see a significant gap in specialized educational content about dietary supplements, particularly accessible, scientifically grounded information in Arabic.

We do not suffer from a shortage of health information online. The challenge is finding information that is understandable, trustworthy, supported by scientific evidence, and independent of product marketing interests.

This was one of the reasons I founded Vitaminati.

I wanted to establish an independent, bilingual Arabic-English platform dedicated to vitamins, minerals, dietary supplements, herbal ingredients, and preventive healthcare.

My goal was to create a space where people could explore ingredients and understand their nutritional relevance before deciding to purchase a product.

We need more initiatives like this, greater involvement from qualified healthcare professionals, and stronger cooperation between educators, pharmacists, researchers, and responsible companies.

An informed consumer is not a threat to the dietary supplements industry. An informed consumer is the foundation of a sustainable industry.

3. Developing Supplements Inspired by Our Botanical Heritage

My third recommendation concerns an area that I believe the Middle East and Africa have not explored sufficiently: the traditional botanical resources of our regions.

In Switzerland, natural ingredients and Alpine botanical heritage form part of the identity of many health and wellness products. They also influence how consumers perceive the origins and authenticity of those products.

Why should we not develop a similar approach using plants and traditional ingredients already familiar to communities across the Middle East and Africa?

Take fennel, for example. It has been used for generations in many Middle Eastern households, particularly for digestive discomfort, bloating, and gas. The European Medicines Agency recognizes the traditional use of certain fennel preparations for relieving mild gastrointestinal complaints, including bloating.

Chamomile is another familiar example. Its traditional uses include soothing certain mild digestive complaints and relieving some symptoms associated with the common cold. The European Medicines Agency has also assessed its traditional uses in specific herbal preparations.

Black seed (Nigella sativa) holds an important place in Middle Eastern herbal traditions. It has been used for centuries and has become the subject of numerous studies investigating its constituents and biological properties.

In Africa, hibiscus has a long history of traditional consumption. It is also a familiar beverage in many Arab countries and continues to attract scientific interest regarding its botanical compounds and potential effects on health, including blood pressure.

I see considerable opportunities for scientific research and responsible product development around these ingredients.

Consumers are already familiar with many of them. Their history of traditional use provides a valuable starting point, but it cannot replace scientific evidence.

Traditional use does not automatically establish clinical effectiveness, and not every botanical preparation is appropriate for every individual.

The real opportunity lies in properly investigating these ingredients, understanding their active compounds, standardizing extracts, evaluating safety, and developing scientifically supported formulations with clearly defined purposes.

We must also consider sustainability and the communities that have preserved this botanical knowledge over generations.

Why should we always assume that innovation means searching for a new, unfamiliar ingredient when some of the most interesting opportunities in our region may be rooted in knowledge and traditions that have existed for hundreds of years?

The Future of Supplements Is About Knowledge, Not Increased Consumption

I believe the Middle East and Africa are entering an important phase in the development of preventive healthcare and the dietary supplements industry.

Consumer awareness is improving, new markets are developing, and opportunities for healthcare companies are considerable.

However, throughout my years of building brands and expanding into international markets, I have learned that sustainable growth is not built on demand alone. It depends on trust, understanding, and the ability to deliver genuine value to consumers.

For the dietary supplements industry, this means developing responsible formulations, communicating scientific evidence credibly, strengthening health education, and introducing innovations that respond to genuine nutritional needs.

I want to see an industry where doctors and pharmacists help consumers make informed decisions, where people understand what they purchase, and where companies compete on quality and scientific evidence rather than marketing promises alone.

For me, that would represent genuine progress in preventive healthcare.

Perhaps we have been asking the wrong question all along.

Instead of asking when everyone in the Middle East and Africa will start taking dietary supplements, we should ask: When will people become informed enough about their health to know whether they need them at all?

References and Sources

Are Dietary Supplements a Health Necessity or a Marketing Trend?