Middle East Complementary And Alternative Medicine Market Size, Share & Trends Analysis Report By Intervention (Traditional Alternative Medicine/Botanicals, Body Healing), By Application, By Distribution Channel, By Country, And Segment Forecasts, 2024 - 2030

Market Size & Trends

The Middle East complementary and alternative medicine market size was estimated at USD 12.26 billion in 2023 and is projected to grow at a CAGR of 22.77% from 2024 to 2030. This can be attributed to increasing demand for complementary and alternative medicines due to the rising consumer base, increasing awareness about the benefits of complementary and alternative medicines, and a comparatively less expensive alternative to traditional medicine. The young population is more focused on achieving overall wellness, which includes better fitness, better nutrition, better mental health, and better appearance. Thus, there has been increased spending on wellness.

Young adults are getting more health-conscious and proactive about seeking holistic approaches to wellness. Their openness to exploring various health options can lead to greater acceptance and use of CAM. According to the UNICEF Middle East and North Africa Report 2023, the region has a significant demographic advantage, with nearly 140 million young people aged 10-24 years accounting for one-quarter of the population. This youthful demographic offers a tremendous opportunity to positively impact health and well-being into adulthood, foster the next generation's development, and drive equitable and sustainable growth within communities and societies.

Older adults often face chronic health issues such as arthritis, hypertension, and diabetes. The limitations of conventional treatments in managing these conditions can lead them to seek out CAM for additional relief and improved quality of life. According to a study published by NCBI in 2020, Saudi Arabia is witnessing a significant utilization of Complementary and Alternative Medicine (CAM) among older adults in Saudi Arabia, with 62.5% of the surveyed population reporting CAM use within the past year. This high prevalence is consistent across genders, with 63.3% of men and 62.5% of women engaging in CAM practices. Thus, a rising senior population is expected to boost market growth during the forecast period.

The rising government and non-government bodies support patients by offering safe and effective complementary and alternative medicines for the treatment of their disease. For instance, Saudi Arabia has implemented a licensing system for CAM practitioners to ensure that only qualified individuals can provide CAM therapies. This helps maintain high standards of care and protects patients from unqualified practitioners. Such initiatives of the government of different countries in Middle East are expected to boost the market growth.

Market Concentration & Characteristics

The degree of innovation in the market is low due to the focus on traditional activities practiced in CAM treatment. However, new approaches to mind-body therapies, such as mindfulness-based stress reduction (MBSR) and cognitive-behavioral therapy (CBT) combined with CAM techniques, are gaining popularity. These integrative approaches are used to treat conditions like chronic pain, anxiety, and depression.

The level of M&A is low in the market due to the low incentivization to acquire other companies as new services can be launched by any company. However, the acquisition of a consumer base can be a significant driver for M&A activities in this market.

Regulations encourage the integration of CAM with conventional medical practices. For instance, The Dubai Health Authority (DHA) recognizes a wide range of CAM practices, including acupuncture, homeopathy, chiropractic, osteopathy, and naturopathy. This official recognition facilitates the integration of these therapies into the mainstream healthcare system, making them more accessible to the public.

This market has a large number of substitutes which includes psychotherapy like pharmaceutical drugs, surgeries, Cognitive Behavioral Therapy (CBT), and Interpersonal Therapy (IPT). The high efficacy of these substitutes is anticipated to restrict the adoption of CAM treatment worldwide.

The expansion of Complementary and Alternative Medicine (CAM) in Middle Eastern countries is driven by various factors, including increasing consumer demand, supportive government policies, integration with conventional healthcare, and cultural acceptance of traditional healing practices.

Intervention Insights

Based on intervention, the traditional alternative medicine/botanicals segment led the market with the largest revenue share of 36.71% in 2023. Synthetic pharmaceuticals create significant healthcare expenses, particularly for the aging population. Consequently, traditional alternative medicines & botanicals are considered viable treatment options due to their cost-effectiveness and potential for improved health outcomes. Traditional medicine practitioners are becoming increasingly crucial in the Middle East effort to manage diseases. They combine herbal remedies based on Unani medical concepts with spiritual practices. Naturopathic medicine, Traditional Chinese Medicine (TCM), Ayurveda, and traditional Arabic medicine are examples of traditional alternative medicines & botanicals. For instance, in January 2023, the Ministry of Health in UAE opened a new Ayurvedic medical center in Dubai’s Al Qusais area. This center provides traditional Ayurvedic treatments, meditation, yoga, therapeutic beauty treatments, nutritional therapies, and other signature therapies.

The body healing segment is projected to grow at a significant CAGR over the forecast period. With the growing geriatric population and rising popularity of alternative medicines, these techniques are expected to witness high demand in the coming years. These techniques include acupuncture, reflexology, kinesiology, yoga, and chiropractic. For instance, in May 2023, over 2,000 people gathered in Zabeel Park in Dubai to break the Guinness World Record for the most nationalities represented in an international yoga event. Yoga is increasingly practiced by many people, including those looking for mental health benefits. With the increasing burden of diseases and the rising popularity of body healing techniques, the demand for these techniques is expected to grow in the near future.

Application Insights

Based on application, the stress, anxiety, and depression segment led the market with the largest revenue share of 24.32% in 2023. This can be attributed to increasing prevalence of stress, anxiety, and depression populations and growing acceptance of CAM for treatment across the region. As per cross-sectional survey in UAE published in 2021, the incidence rates of depression, anxiety, and stress among university students in Sharjah, UAE, are reported at 38%, 55%, and 29%, respectively. Anxiety disorders are the most prevalent mental health issue among students in the UAE. Complementary and Alternative Medicine (CAM) is an emerging and dynamic segment within the healthcare industry, providing innovative therapeutic solutions for psychological conditions. This encompasses treatments such as herbal medicine, acupuncture, massage therapy, Mindfulness-Based Stress Reduction (MBSR), and Cognitive-Behavioral Therapy (CBT).

The cardiovascular segment is anticipated to grow at a significant CAGR during the forecast period. This can be attributed to growing adoption of CAM for treatment cardiovascular condition owing to its better medical results. The significant prevalence of cardiovascular risk factors among young adults in the Middle East is expected to drive the demand in the market growth. Herbal medicine and religious practices, including the use of herbal compounds, vitamin supplements, essential oils, and Hijama (cupping), have been identified as popular CAM therapies for managing cardiovascular diseases. This indicates a growing demand for CAM services that complement conventional treatments, offering natural remedies & lifestyle modifications to support heart health

Distribution Channel Insights

Based on distribution channel, the direct distribution segment led the market with the largest revenue share of 76.69% in 2023. Direct sales through offline channels involve physical locations and face-to-face interactions for the delivery of Complementary & Alternative Medicine (CAM) products and services. This traditional approach includes various facilities where practitioners and sellers meet customers directly. In the Middle East complementary & alternative medicine market, direct sales channels include retail pharmacies & health stores, specialized CAM clinics, wellness centers & spas, hospitals & medical centers, and practitioner home visits & mobile services.

The e-distribution segment is anticipated to witness at a significant CAGR over the forecast period. Increased developments in digital technology and telecommunications infrastructure are facilitating the expansion of telehealth. Due to the increased availability of smartphones and internet connectivity, online consultation services are available to a larger portion of the Middle East population. This has transformed the patient’s experience by providing convenience and customization for CAM therapy treatment. Moreover, the pandemic accelerated the adoption of telehealth services, such as online CAM therapy consultations, by acting as a catalyst.

Country Insights

The Middle East complementary and alternative medicine market is expected to witness at a significant CAGR over the forecast period. This surge can be attributed to societal shifts toward spirituality and a growing acceptance of alternative healing practices. Studies indicate that these social changes have positively influenced the CAM market, leading to greater penetration and legitimacy of various CAM modalities in Middle East.

Saudi Arabia Complementary And Alternative Medicine Market Trends

The complementary and alternative medicine market in Saudi Arabia accounted for the largest market share in the Middle East in 2023. This can be attributed to rising initiatives of government and non-government bodies to support patients with chronic disease for their treatment. In addition, the growing popularity of complementary and alternative medicine coupled with the presence of government bodies. The National Center for Complementary and Alternative Medicine under the Saudi Arabia Ministry of Health controls five licensed practices—acupuncture, cupping therapy, naturopathy, chiropractic, and osteopathy.

South Africa Complementary And Alternative Medicine Market Trends

The South Africa complementary and alternative medicine market is projected to grow at the fastest CAGR during the forecast period, due to increasing awareness about benefits associated with use of CAM in disease treatment and entry of new players in South African market for offering new CAM products.

UAE Complementary And Alternative Medicine Market Trends

The complementary and alternative medicine market in UAE is expected to grow at a significant CAGR over the forecast period. This can be attributed to the rise in the immigration of people from across the world and their emerging demand for CAM treatment in country. Moreover, homeopathy showed incredible results in curing some of the common diseases prevalent in the UAE, such as anxiety, depression, child health ailments, and stress allergies.

Key Middle East Complementary And Alternative Medicine Company Insights

Some of the key market players operating in the market include Arab Yoga Foundation, Soul Warrior, Sukoon Yoga Center, Sukoon Yoga Center, and Osana. These companies are making substantial infrastructure investments, allowing them to develop, manufacture, and commercialize a large volume of CAM treatment globally. Furthermore, to enhance their market presence, they are forming strategic partnerships with distributors and other companies.

Earthy Center, German Medical Center FZ-LLC, and Bluetreelinics.com are some of the emerging players in the market. These companies concentrate on securing funding support from government bodies and healthcare organizations, complemented by launching innovative products to capitalize on untapped opportunities.

Recent Developments

• In March 2024, the WHO and the UAE's Ministry of Health and Prevention (MOHAP) conducted a rigorous 5-day audit, post which Mediclinic City Hospital became the first private hospital in the country to receive the Patient Safety Friendly Hospital Initiative (PSFHI) certification

• In August 2023, DP World partnered with Dubai Investments Park (DIP) to open a state-of-the-art physiotherapy facility. This partnership of the two organizations' strengthened partnership is a major step toward providing comprehensive healthcare services to the 150,000 employees who work in Dubai's Jebel Ali Free Zone

• In September 2022, the Mediclinic Middle East introduced the first solo CAM clinic, Enhance, as part of its aesthetics and wellness brand. Situated in the center of The Dubai Mall in Perfumery & Co, Fashion Avenue, it provides a comprehensive array of services & technologies in plastic surgery, aesthetic dentistry, energy-based technology, aesthetic gynecology, and aesthetic medicine

Middle East Complementary And Alternative Medicine Market Report Scope

Middle East Complementary And Alternative Medicine Market Report Segmentation

This report forecasts revenue growth at regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Middle East complementary and alternative medicine market report based on intervention, application, distribution channel, and region:

• Intervention Outlook (Revenue, USD Million, 2018 - 2030)

  • Traditional Alternative Medicine/Botanicals

    • Ayurveda

    • Traditional Arabic medicine

    • Naturopathic medicine

    • Homeopathy

    • Others

  • Mind Healing

    • Transcendental meditation

    • Neuro-linguistic programming

    • Others

  • Body Healing

    • Yoga

    • Chiropractic

    • Acupuncture

    • Kinesiology

    • Reflexology

    • Others

  • External Energy

    • Electromagnetic therapy

    • Reiki

    • Chakra

  • Sensory Healing

    • Aromatherapy

    • Sound Healing

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Stress, Anxiety, and Depression

  • Cardiovascular Diseases’

  • Diabetes

  • Obesity

  • Infertility

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Direct Distribution

  • E-Distribution

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • Middle East

    • Saudi Arabia

    • South Africa

    • Egypt

    • UAE

    • Israel

    • Oman

    • Kuwait

    • Qatar

    • Bahrain