9th July, 2025
Supply Chain specialist worked with Bin Sina, Life Pharmacy and now Pure Health
We spoke with Graceson Pulikottil, a supply chain specialist who has worked with some of the region’s most prominent healthcare and retail organisations, including Bin Sina, Life Pharmacy and now Pure Health. With deep expertise in both pharma and non-pharma categories, Graceson shared his perspective on current trends, challenges and opportunities shaping the health, wellness and beauty landscape in the UAE.
What are the top health and wellness trends shaping Bin Sina’s buying strategy this year?
Health and wellness are actually two different subjects. If you generalise, you have prescriptive and non-prescriptive, meaning pharma and non-pharma.
In pharma, we see it split into branded and generics. There is a noticeable shift in the Northern Emirates towards generics, where doctors are encouraged to prescribe formulations and molecules rather than branded names so that insurance covers the costs without issue. If patients opt for branded, they often have to pay extra. In Dubai, it is a bit different, with more focus on branded products.
In terms of purchases, the margins come from generics. Branded products add value to the commercial bottom line, but the actual margin is in generics.
In non-pharma, many organisations are introducing private-label, white-label or green-label products, particularly in nutraceuticals, beauty and wellness. You also have major brands dominating their segments, but among private retailers, there is a strong trend toward launching their own brands. We see this trend clearly with larger retailers like Life, Aster and Bin Sina.
How do you assess product demand and supplier fit for your stores?
My approach is simple. Follow the category metrics. Focus on the categories that deliver the highest sales and margins, and tailor to specific regional or country trends.
In the UAE market, consumer preferences lean toward products from Europe and the US, so we prioritise sourcing accordingly.
What challenges do you face when sourcing clean-label or plant-based products?
The main challenge is consistent availability from the manufacturer. Many of us rely on private-label products, and the contract manufacturers we work with often struggle to maintain supply consistency. Minimum Order Quantity (MOQ) is also a major factor. Some products do not require large volumes but still need a presence on the retail shelf, which makes MOQs a challenge. Every SKU comes with some kind of supply issue.
Which product innovations are driving footfall or online engagement?
Anything related to organic skin and beauty trends to lead.
What do you look forward to discovering at the Organic & Natural Products Expo?
I am looking for good contract manufacturers who can support us with a continuous and reliable supply chain. The Organic & Natural Expo Dubai is a great starting point to connect, pitch ideas and build awareness in the market and the region.
As the region continues to embrace clean, sustainable and innovative products, Graceson’s insights highlight the growing importance of private label, consistent supply chains and understanding consumer preferences. We look forward to seeing how these trends evolve and to discovering more at the Organic & Natural Products Expo.