Five years ago, if you walked into a pharmacy in Lahore or Karachi and asked for collagen supplements, you would probably get a blank stare. Ask the same question today and the pharmacist might offer you three different brands. That small shift tells a much larger story about how Pakistani consumers think about health—and how willing they now are to spend money on it.
A Post-COVID Recalibration
The pandemic did not create Pakistan’s wellness culture, but it certainly accelerated it. Lockdowns in 2020 and 2021 forced millions of people to confront their health habits in ways they had been putting off for years. Suddenly, immunity was not an abstract concept—it was personal. Sales of vitamin C, zinc, and multivitamin supplements surged across the country, and many of those buyers never stopped purchasing them even after restrictions lifted.
What followed was a broader reckoning. Conversations about mental health, which had long been stigmatized in Pakistani society, started appearing on mainstream television and social media. Fitness influencers on Instagram and YouTube gained massive followings. Herbal teas, organic honey, and black seed oil—products that grandmothers had been recommending for generations—found new life as branded, packaged goods marketed to younger consumers.
What “Wellness” Actually Means Here
Wellness in Pakistan does not look exactly like wellness in Los Angeles or London, and that distinction matters. The market here is shaped by specific cultural, dietary, and economic realities. Vitamin D deficiency is widespread—some studies estimate that over 60 percent of Pakistani women are deficient—driven by limited sun exposure due to clothing norms and indoor lifestyles. Iron and calcium supplementation is common among women of childbearing age. Digestive health products, including probiotics and fibre supplements, are gaining ground as processed food consumption rises in urban centres.
There is also a strong overlap between wellness and traditional remedies. Ajwa dates for heart health, kalonji oil for immunity, and turmeric milk for inflammation are deeply embedded in Pakistani households. The newer wellness brands have been smart enough to package these familiar ingredients alongside international formulations rather than competing against them.
The Access Problem—And How E-Commerce Is Solving It
For consumers in Karachi, Lahore, or Islamabad, finding a decent range of wellness products has become relatively straightforward. Pharmacies stock more supplements than ever, and dedicated health stores have opened in upscale shopping areas. But step outside these cities and the picture changes dramatically. In secondary cities like Multan, Faisalabad, or Hyderabad—let alone rural areas—the selection narrows to basic over-the-counter medicines and a handful of vitamin brands.
This is where online retail has made a genuine difference. Platforms stocking wellness products Pakistan consumers actually need—from multivitamins and protein powders to herbal remedies and skincare supplements—can deliver to addresses that no specialty health store would consider opening a branch in. The combination of product variety, detailed descriptions with ingredient lists, and customer reviews has given shoppers outside major metros confidence to try products they would never have encountered locally.
Trust and Verification
Trust remains a hurdle, particularly with supplements. Pakistan’s regulatory framework for nutraceuticals is still maturing, and consumers worry about counterfeit or expired products—concerns that are legitimate given the prevalence of unregulated sellers on social media marketplaces. Established e-commerce platforms with verifiable supply chains and proper storage facilities have an edge here. When a buyer knows the platform also operates physical retail locations, the perceived risk drops significantly.
The Self-Care Shift Among Young Pakistanis
Pakistan’s population skews remarkably young—over 60 percent is under 30. This demographic consumes wellness content voraciously on TikTok, Instagram, and YouTube. They follow Pakistani fitness coaches, watch “what I eat in a day” videos, and discuss skincare routines in group chats. The result is a consumer segment that is far more informed about ingredients, dosages, and product efficacy than previous generations were.
This awareness translates into purchasing behaviour. Young professionals in their twenties and thirties are buying protein supplements not because a doctor prescribed them, but because they are hitting the gym regularly and understand macronutrient needs. Women are purchasing biotin and folic acid independently, not waiting for a clinic visit. The self-directed nature of these purchases is new for Pakistan and represents a fundamental change in how health products are marketed and sold.
Natural and Herbal: The Fastest-Growing Segment
Among all wellness categories, natural and herbal products are growing fastest in Pakistan. This makes cultural sense. Unani and Ayurvedic traditions have deep roots in South Asian medicine, and many Pakistani families already use home remedies as a first line of treatment. What has changed is the packaging, branding, and distribution.
Local brands like Hemani, Qarshi, and Marhaba have expanded their product lines well beyond traditional syrups and oils into capsules, gummies, and sachets that appeal to younger buyers. International brands specializing in organic and plant-based supplements have also entered the market through e-commerce channels, finding an audience among urban consumers willing to pay a premium for perceived quality.
Looking Ahead
Pakistan’s wellness market is still in its early growth phase compared to neighbouring India, where the segment is valued at over $30 billion. But the trajectory is clear. Rising disposable incomes in urban centres, increasing health literacy driven by digital media, and improving e-commerce infrastructure are all pushing in the same direction.
The brands and platforms that will win this market are the ones meeting consumers where they already are: on their phones, in their Instagram feeds, and at their doorsteps. The old model of waiting for someone to walk into a pharmacy and ask for advice is giving way to something more proactive—and Pakistani consumers are responding with their wallets.
Qasim Bhai