Consumer health in 2025: The big picture
Sales of consumer health have risen in current value terms in 2025, with vitamins and dietary supplements and sports nutrition being key growth drivers. Aggregate categories such as herbal/traditional products, allergy care and paediatric consumer health have performed similarly well. OTC consumer health has registered a strong performance in 2025 in current value terms, with cough, cold and allergy (hay fever) remedies registering the most dynamic growth. Weight management and wellbeing, however, has struggled in the face of cross-category competition.
2025 Key trends
Australian consumers are increasingly embracing gut health as a cornerstone of both physical and mental wellbeing, driven by growing awareness of the so-called gut-brain connection and its role in mood regulation, stress response and neurotransmitter production. This shift has sparked rising demand for probiotic supplements and digestive remedies, contributing to rising retail value sales in these categories in 2025. Public health campaigns, lifestyle changes and an ageing population are further fuelling interest in holistic digestive support. Younger demographics, affected by sedentary routines and poor diets, are not immune from these concerns either. As understanding deepens, gut health is poised to become a central pillar of wellness strategies and a key area of innovation in the dietary supplements market.
Competitive landscape
Haleon remains the leading company within consumer health overall in value terms in 2025. The company produces the Panadol, Voltaren, Advil, Centrum, Otrivin, Robitussin, Eno, Benefiber and Zovirax brands, among others, with it being present in the analgesics, vitamins and dietary supplements, cough, cold and allergy (hay fever) remedies, digestive remedies and dermatologicals. Haleon holds a particularly strong lead in analgesics in Australia, largely due to the continued strength of its Panadol brand in both adult and paediatric acetaminophen. Panadol’s extensive product range caters to diverse pain relief needs across grocery and pharmacy channels. Haleon also maintains a strong presence through Voltaren in topical diclofenac and Advil in ibuprofen. Responding to rising consumer interest in natural remedies, Haleon has also expanded its portfolio with plant-based innovations like PanaNatra and VoltaNatra, which feature botanical ingredients such as Boswellia, turmeric and arnica. These launches were supported by robust marketing campaigns and have contributed positively to Haleon’s performance, signalling a strategic pivot toward nature-inspired formulations.
Retailing developments
Pharmacies remains the leading distribution channel within consumer health in 2025, with the channel’s value share increasing over the year. This reverses a slight downward trend observed earlier in the review period, as retail distribution gradually moved toward e-commerce, driven by traditional bricks-and-mortar players enhancing their omnichannel offerings. Growth in offline pharmacies has been supported by increasing consolidation across the retail landscape, with significant merger and acquisition activity shaping the channel in 2025. One such transformative move was the merger between Chemist Warehouse and Sigma Healthcare, which is poised to redefine retail distribution and strengthen the pharmacy channel’s position, particularly through expanded omnichannel operations. Approved by regulators in late 2024 and finalised by Sigma shareholders in early 2025, the merger marked Chemist Warehouse’s debut on the Australian Securities Exchange (ASX). The newly combined entity now boasts a substantial retail and wholesale footprint, encompassing brands such as MyChemist, Amcal and Discount Drug Stores, alongside a robust distribution network. With Sigma’s long-standing ASX presence and Chemist Warehouse’s dominant role in the pharmacies channel, the merger has significantly expanded their influence across both consumer-facing and manufacturer relationships, reinforcing their status as a central force in Australia’s health retail ecosystem.
What next for consumer health?
Sales of consumer health are set to rise over the forecast period in value terms (at constant 2025 prices). However, the forecast period is likely to bring with it varying levels of uncertainty as the market faces economic disruption in the form of US tariffs, and potential regulation issues around oversized listed medicines and B6 toxicity. On 7 August 2025, sweeping new tariffs introduced by US President Donald Trump came into force, imposing import duties of between 10% and 41% on a wide array of goods from countries around the world. This overhaul marks a significant transformation in international trade policy, with far-reaching consequences for global commerce. The intricate structure of these tariffs is expected to affect industries and consumers differently across regions, prompting businesses to rethink their pricing models, restructure supply chains, and strengthen risk management to adapt to the evolving landscape and maintain their competitive edge.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Australia?
- Which are the leading brands in Consumer Health in Australia?
- How are products distributed in Consumer Health in Australia?
- How has the regulatory and operating environment for Consumer Health changed in Australia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Australia
Consumer health in 2025: The big picture
2025 Key trends
Competitive landscape
Retailing developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Australia
KEY DATA FINDINGS
Focus on chronic pain shaping demand for OTC analgesics
The competitive landscape within analgesics is shaped by strategic business restructuring, consumer demand and community involvement in 2025
Scheduling changes and mergers impact pharmacies
Analgesics set to remain in demand with further innovation epxected
Australian Government prioritises accessibility of healthcare solutions
CSR and sustainability developments come to the fore
Sleep Aids in Australia
KEY DATA FINDINGS
Stress, anxiety and sleeping problems a growing concern for Australians
Sleep aids faces competition from vitamins and dietary supplements
New product development addresses specific needs such as recovery from jet lag
Demand set to benefit from growing focus on the importance of a good night’s sleep
Focus shifting to novel ingredients and innovative formulations
Women’s health and wellbeing under the spotlight
Cough, Cold and Allergy (Hay Fever) Remedies in Australia
KEY DATA FINDINGS
Extended flu and allergy seasons boost demand
Allergic rhinitis (hay fever) remains highly prevalent in Australia
Johnson & Johnson leads but faces mounting competition
Focus on self-medication set to fuel healthy growth over the forecast period
Digital tools helping consumers to track symptoms and improve outcomes
Players focusing on new packaging recycling initiatives
Dermatologicals in Australia
KEY DATA FINDINGS
Consumers are seeking a diverse range of treatments for skin health issues
Competitive landscape remains highly fragmented
Pharmacies dominate with a grwing focus on omnichannel strategies
Increasing consumer awareness creating demand and inspiring innovation
Healthtech aims to destigmatise taboo topics in men’s health
Herbal/traditional products attracting interest in treating headlice
Digestive Remedies in Australia
KEY DATA FINDINGS
Digestive remedies benefits from heightened focus on the importance of gut health
Australian shoppers stick to tried and tested brands
Supermarkets and pharmacies continue to dominate sales
Demographic, lifestyle and health-related factors set to boost demand for laxatives
Local consumers becoming more proactive in identifying and tracking diestive issues
Increasing GLP-1 usage could have a positive impact on the category
Eye Care in Australia
KEY DATA FINDINGS
Shifting lifestyle patterns and increased screen time boosting sales of eye care
International players lead with a wide portfolio of products
Pharmacies dominate thanks to a trusted position and a broad product range
Eye care to benefit from focus on hygiene and preventative care
Consumers looking for healthy eyes that also look great
Social responsibility efforts a growing focus of eye care companies
NRT Smoking Cessation Aids in Australia
KEY DATA FINDINGS
Demand remains strong as Australia pushes towards a smoke-free future
Competition sees a shake up as Haleon divests its global NRT portfolio
Pharmacies benefit from a major overhaul of Australia’s vaping laws
Ease of access to NRT smoking cessation aids likely to ensure steady demand
Digital developments helping smokers on the path to quitting
New vaping laws could benefit sales of NRT smoking cessation aids
Wound Care in Australia
KEY DATA FINDINGS
Sticking plasters/adhesive bandages remains the key focus of demand
Elastoplast and Band-Aid continue to compete closely for the lead
Chronic Wound Consumables Scheme officially launched in June 2025
Moderate growth anticipated for wound care over the forecast period
Partnering with athletes and sports sponsorship to remain a key marketing tool
Strategic restructuing of pharmacies likely to pose a threat to supermarkets
Sports Nutrition in Australia
KEY DATA FINDINGS
Australia’s sports nutrition market continues to thrive
Vitaco Health strengthens its leadership through new innovations
Sports nutrition sees strong sales through retail e-commerce
Sports nutrition to continue evolving to meet a variety of needs and lifestyles
Rollout of same-day delivery could drive further push towards e-commerce
Local manufacturers target GLP-1 users through targeted nutrition innovation
Dietary Supplements in Australia
KEY DATA FINDINGS
Consumers seeking solutions for emotional, digestive and holistic health
Local brands benefit from their reputation for safety, quality and transparency
TGA continues to ensure the quality, safety and efficacy of listed medicines in 2025
Sales set to focus on digestive and mental health, brain function, joint support and immunity
Market opportunities exist for omnichannel innovation and direct-to-consumer sales
Regulatory headwinds could lead to alternative delivery systems
Vitamins in Australia
KEY DATA FINDINGS
Demand for vitamins continues to rise despite economic pressures
Personalised blends, strategic shake-ups and new product development shape the competitive landscape
Consolidation of the pharmacies channel sparks strategic retail shifts
Vitamins set for continued growth but the market faces increasing scrutiny
Hyper-personalised nutrition set to become more mainstream over forecast period
TGA announces intention to tighten labelling standards for large-format multivitamins
Weight Management and Wellbeing in Australia
KEY DATA FINDINGS
Rapid rise of prescription weight loss drugs hits demand for weight management and wellbeing
Competition remains a healthy mix of local, international and specialist players
Pharmacies and direct selling remain the leading distribution channels
Weight management and wellbeing will need to adapt to survive
How Eucalyptus is redefining weight management and wellbeing
Despite society’s obsession with weight, experts urge compassion and caution
Herbal/Traditional Products in Australia
KEY DATA FINDINGS
Herbal/traditional products gain prominence as brands launch new products
Leading players at the forefront of innovation in formulations, formats and quality
Herbal/traditional products benefit from strong and expanding distribution presence
Herbal/traditional products set to gain prominence
Labelling standards likely to tighten over the forecast period
Herbal/traditional products expected to face cross-category competition
Paediatric Consumer Health in Australia
KEY DATA FINDINGS
Demand grows on the back of rising awareness of preventative care
New product launches drive growth in paediatric consumer health in 2025
Australia the “world’s allergy capital” driving growth in paediatric allergy remedies
Wellness movement and focus on allergies set to be key growth drivers
Declining birth rates set to reshape the market and brand strategy in Australia
Health concerns raised around melatonin supplements for children
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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