top of page

The Future of the Wellness Industry

How Your Startup can seize the opportunity in the UAE

The COVID-19 pandemic has exacerbated mental health concerns and triggered declines in well-being, with a dramatic rise in the prevalence of problems such as depression, anxiety, post-traumatic stress symptoms, stress. Today, the global wellness industry is a $1.5 Trillion market.

You probably read a headline about how to lose weight rapidly, adopting the newest diet or workout trend whenever you turn on social media, on the TV, or open a magazine, right?

The Middle East is a region with one of the highest obesity coefficients and the highest diabetes levels in the world.

49% Globally believe they're overweight

In a global survey about healthy eating trends around the world, 49% of the respondents believe they are overweight, and half (50%) are trying to lose weight. Consumers seek fresh, natural, and minimally processed foods. Beneficial ingredients that help fight disease and promote good health are also important, according to Forbes’s report.

The Increasing demand for functional foods, natural and herbal components, creative product packaging, and probiotic goods are a few of the top developing market trends propelling the worldwide health and wellness F&B market. These goods contain a lot of vitamins, minerals, and amino acids, and the components they contain are healthy for the digestive system.

In a recent study published in The Lancet Planetary Health shows new evidence that doctors-in-training lack the proper nutrition education during medical school to advise patients during their careers. "Despite the centrality of nutrition to a healthy lifestyle, medical students are not supported to provide high-quality, effective nutrition care” the study authors wrote.

In a blog post of Nutritank Dr. Jessicarr Moorhouse shared her experience that as a junior doctor working in general practice, she frequently encountered patients with lifestyle-related diseases during a discussion about Type 2 diabetes, a patient asked how she could improve her diet to help with diabetes control. Rather than using any nutritional knowledge that she acquired at medical school or during post-graduate training, she found herself relying on her personal knowledge of nutrition.

This experience made her uncomfortable because as a doctor, she wouldn't be able to provide patients with reliable, up-to-date information. And she also mentions the conventional medical model in the blog, where students are taught how to treat illnesses through the use of pharmaceuticals or surgery. It's possible that a dietician is preferred over doctors when it comes to providing nutritional recommendations.

Actuality, the doctors are in a prime position to inform patients on nutrition. They are the real guardians of health. Doctors have the potential to promote healthy eating as part of a broader preventative approach to health since they interact with patients of all ages, demographics, and health statuses.

Consumers today pursue wellness for six different reasons:

  1. Better Health

  2. Better Fitness

  3. Better Nutrition

  4. Better Appearance

  5. Better Sleep

  6. Better Mindfulness

So, when you step into the wellness Industry what are the factors you need to consider from a customer’s point of view?

Wellness enthusiasts are high-income consumers who actively follow brands on social media, track new-product launches, and are excited about innovations in the Industry.

Price-conscious consumers believe wellness products are important but meticulously compare features and benefits before purchasing to get the best deal.

The majority of consumers planning to increase their spending was especially large in some categories, including memory/brain enhancers, anti-aging products, beauty supplements, noninvasive cosmetic procedures, nutrition (sports nutrition, juice cleanses, nutrition coaches, fortified foods), and meditation/mindfulness offerings.

Generally, The consumers in each market are motivated by a unique set of brand-loyalty drivers, all have some motivation that’s connected to price and lifestyle compatibility.

For aspiring business owners and entrepreneurs in the wellness industry in Dubai, there are a few key factors to bear in-mind, according to the results of our primary and secondary research for this article.

  1. Develop/Reevaluate your road map to consider whether you have more opportunities to introduce natural or wellness-oriented products or to acquire natural/clean product lines

  2. To seize market opportunities, quality of goods and services is always important.

  3. Create personalized marketing strategies to reach the particular customer groups that may be most interested in your products, with messages and narratives that are catered to those groups of people

  4. To meet your customers where they are, provide seamless omnichannel and digital services.

  5. Utilize influencers to win over your target audience on social media, working with agencies to find people who will naturally fit your brand and connect with them on a personal level

  6. Utilize a comprehensive web strategy to provide features for apps that keep users interested across the ecosystem

Thinking of starting your wellness business in Dubai? checkout our services for business plans, feasibility study and market research HERE


  • DSO Session with Dr.Nutrition Team (Dr. Ahmed, Mohammed Bawab, Dr.Ahamed Maher) at (The largest brand in Health & Nutrition in the Middle East)

  • The Lancet Planetary Health - Nutrition in medical education: a systematic review

  • Texas Medical Center - Food for thought: Medical schools lack adequate nutrition education

  • Forbes middle east - MENA's Health And Wellness Industry Is No More A Bite-Sized Market

  • Deloitte - Health & Wellness Progress Report

  • Mckinsey – Wellness Report

  • Nutritank (Article): Dr. Jessicarr Moorhouse - Why is nutrition in medical education so important?


bottom of page