This report reveals how consumer health leaders are reshaping corporate strategy through M&A, healthspan innovation and supply resilience. It covers premiumisation, science-led credibility, beauty into health convergence, GLP-1 and the impact of longevity, regulatory agility, protein trends, emerging market growth and supply chain transformation, providing actionable insights for product, brand, retail and ingredient professionals seeking to stay ahead in a rapidly evolving market.
Delivery
This report comes in PPT.
Key Findings
Market power is drifting; spin‑offs have not reversed share erosion
Leading consumer health companies have gradually lost market power since 2016, with global concentration easing and Asia Pacific showing the lowest (and declining) company power. Corporate spin‑offs were intended to arrest this bleed, but that strategy is not yet bearing fruit. Into this, Kimberly-Clark has linked tissue and hygiene to consumer health by acquiring Kenvue Inc.
Tariffs and geopolitics are forcing a broad supply rethink
US-China tariff shocks have raised shelf prices in the US and created ripple effects across global supply, making China+1 strategies insufficient and prompting portfolio simplification, localisation and hardened networks. Leaders are cutting SKUs, nearshoring OTC capacity and building resilience to convert operations into margin uplift.
Beauty-health convergence and longevity are reshaping demand
Consumer beauty messaging is surging in supplements (SKUs launched since mid‑2024 carry more beauty claims), with K‑beauty formats leading innovation. At the same time, longevity is scaling via cellular‑health ingredients (eg NAD+ mentions, certification badges), expanding premium segments and changing product positioning across immunity, skin, hair and nail health.
Protein bifurcates and broadens, with GLP‑1 context driving premiumisation
Protein demand is expanding among women and older adults, with RTD shakes now mainstream, and brands launching ultra-high protein, non-dairy and collagen-plus options. Despite rising whey protein prices and tariffs, strong consumer uptake and plant-based innovation are driving premiumisation, supported by GLP-1 trends in weight management and sports nutrition.
Focused portfolios and science‑led credibility win trust (and price mix)
Leaders sharpen portfolios via spin‑offs and divestments, leaning into evidence, reformulation speed and certification. Moves such as dropping phenylephrine, launching alternatives, and embedding quality governance (eg USP/NSF/GMP) protect credibility, enable premium pricing and accelerate innovation cadence, especially in categories under regulatory scrutiny.
Key findings
Scope
Consumer health is led by category specialists, creating some degree of fragmentation
Top five trends in consumer health in 2025
Top five trends uncovered
For leaders, FMCG strength beyond consumer health is the anomaly; this rewards focus
Top 10 company growth rates cluster around inflation levels, losing ground to others
Where growth is coming from is slightly deceptive, due to the various company spin-offs
Generating emerging market growth includes addressing product dosing and affordability
Some of the share movements are more starkly concerning if “active share” is viewed
Acquisition legacy remains visible in brand power, but this is relatively concentrated
Kimberly-Clark acquiring Kenvue is a taste of things to come
Reshaping portfolios sharpens strategic focus and prepares for additional investment
Kimberly-Clark acquiring and merging with Kenvue took many in the sector by surprise
Credibility is critical (and under threat), hence the lean into trusted science and safety
Innovation velocity is increasing in the relatively slow churn consumer health market
Brands are leaning into protein growth, including protein for GLP-1 weight-loss support
Investments in supply chain resilience are clear, leading to margin uplift
Projected company sales: FAQs
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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