Consumer Health in 2025: The big picture
Consumer health in Austria continued to benefit from steadily progressing trends towards self-reliance, proactive behaviour and self-care, particularly in relation to health and wellness. Growing education about health-related topics – supported by information provided by national agencies such as IGEPHA and Pharmig, healthcare providers and manufacturers across print, social media, blogs and websites – enabled consumers to feel more confident in managing their own health. At the same time, time constraints and demand for convenience drove more self-care, as access to doctors remained limited, with long waiting times both for appointments and in surgeries. As a result, consumers increasingly managed minor ailments such as colds, flu, digestive problems, mild pain and skin complaints independently.
Key trends in 2025
Consumer health in Austria was shaped by both domestic factors and developments in adjacent industries. Seasonal intensity continued to influence sales of cough, cold and allergy remedies, as well as allergy eye care, with outcomes highly dependent on weather conditions and pollen levels. Rising stress and unhealthy lifestyle patterns weakened immune systems, leaving many consumers more vulnerable to infections, but weather still acted as a key determinant of incidence rates.
Competitive landscape
Bayer maintained its leading position in Austria thanks to its strong presence across key OTC categories, including analgesics (Aspirin, Aleve) and digestive remedies (Rennie, Talcid). The company is well established, with a long history of expertise and innovation, and remains highly trusted among consumers. Frequent product launches, line extensions and enhancements, supported by broad advertising campaigns across multiple media channels, ensured a high level of awareness and brand recognition. Innovations targeted current consumer needs, with launches such as Supradyn Energy Gummies in September 2024, designed to address fatigue and exhaustion, an issue that 70% of Austrians report experiencing according to a survey by market institut. Bayer’s involvement in corporate social responsibility initiatives and charity activities further contributed to its positive reputation.
Channel developments
Pharmacies remained the dominant distribution channel in 2025, accounting for the majority of consumer health sales. The highly regulated nature of OTC medicines in Austria limits availability to pharmacy settings, ensuring products cannot be easily misused or abused. Pharmacies also benefit from the presence of trained professionals, whose advice and recommendations are highly valued by consumers when making health-related decisions. While alternative outlets such as health and personal care specialists, grocery retailers and e-commerce expanded their role, the overall channel landscape remained stable, with pharmacies retaining their leading position.
What next for Consumer Health?
Over the forecast period, demand for consumer health products is expected to rise, although growth will be shaped by several balancing factors. Efforts by health and consumer agencies to improve access to healthcare, such as reducing waiting times for appointments, are likely to progress slowly. At the same time, many Austrians remain reluctant to visit doctors unless absolutely necessary and increasingly prefer to take responsibility for their own health. This trend towards self-care will encourage greater adoption of OTC products and vitamins and dietary supplements, even as lifestyle improvements such as better diets, sleep and stress management may gradually reduce the need for some remedies. Categories that support consumers’ proactive health goals, including sports nutrition, weight management and wellbeing, and preventative supplements, are expected to remain in strong demand. Demographic dynamics will also influence growth, with opportunities created by an ageing population experiencing a greater range of health issues, counterbalanced by declining birth rates and a shrinking base of younger consumers, who tend to be more engaged in self-care practices.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Austria 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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Consumer Health in Austria?
- How are products distributed in Consumer Health in Austria?
- How has the regulatory and operating environment for Consumer Health changed in Austria?
- 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 Austria
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel 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 Austria
KEY DATA FINDINGS
Self-care culture and lifestyle factors sustaining demand
Established leaders and value-driven challengers defining competition
Pharmacies maintaining dominance as e-commerce edges forward
Self-care habits and demographic change underpinning demand
Limited innovation but gradual progress in packaging and product accessibility
Regulatory adjustments and supply chain stability shaping the outlook
Sleep Aids in Austria
KEY DATA FINDINGS
Consumer reliance on sleep aids stabilises after pandemic-driven surge
Schwabe Austria maintains leadership as herbal brands gain traction
Pharmacies dominate distribution, while e-commerce gains traction for repeat purchases
Gradual growth supported by rising awareness and brand trust
Innovation centred on natural formulations and incremental improvements
Health and wellness trends create both opportunities and challenges
Cough, Cold and Allergy (Hay Fever) Remedies in Austria
KEY DATA FINDINGS
Strong self-care habits and a harsh cold season lifting demand
Established leaders supported by trust while natural products gain momentum
Pharmacies remain central as e-commerce gains gradual acceptance
Seasonal variability and allergy prevalence sustaining demand
Incremental innovation focused on convenience and natural positioning
Health literacy and digital engagement creating opportunities
Dermatologicals in Austria
KEY DATA FINDINGS
Everyday lifestyles and health factors sustaining demand
Established players strengthened by trusted portfolios
Pharmacies dominant while e-commerce expands for discretion
Demographic and environmental factors to sustain demand
Research and technology expanding treatment options
Wellness trends and blurred lines with dermo-cosmetics
Digestive Remedies in Austria
Stressful lifestyles and ageing population sustaining demand
Leading players benefiting from trusted portfolios and innovation
Pharmacies retaining dominance while e-commerce edges ahead
Persistent lifestyle patterns sustaining demand
Incremental product development and focus on prevention
Health and wellness trends shaping consumer expectations
Eye Care in Austria
KEY DATA FINDINGS
Allergy season and lifestyle factors continue to support demand
Established brands maintain strong positions while Johnson & Johnson drives growth
Pharmacies remain dominant as e-commerce expands through repeat purchases
Ageing, lifestyle and allergy trends to sustain growth
Advances in diagnostics and smart technologies to support more personalised eye care
Growing health awareness to encourage preventative approaches
NRT Smoking Cessation Aids in Austria
KEY DATA FINDINGS
Consumer demand for support in quitting sustains steady growth
Concentrated competitive landscape led by Nicorette
Pharmacies remain dominant despite gradual online growth
Gradual decline in smoking population to limit growth potential
Mature market limits scope for innovation
Broader health and wellness trends reduce reliance on NRT
Wound Care in Austria
KEY DATA FINDINGS
Everyday use and ageing trends sustain demand for wound care
Competitive landscape shaped by local trust and international innovation
Pharmacies dominate while e-commerce gradually gains ground
Steady growth supported by demographic and lifestyle factors
Product refinements and lifestyle-driven designs to shape innovation
Stable regulatory environment with sustainability influencing the future
Sports Nutrition in Austria
KEY DATA FINDINGS
Active lifestyles and mainstream availability widen the user base
Tripoint holds the lead while local champions amplify visibility
E-commerce anchors distribution as supermarkets and discounters accelerate
Everyday usage and broader positioning to support steady expansion
Practical innovation, personalisation and the blurring line with functional foods
Wellness culture, social coaching and disciplined claims shaping the ceiling for growth
Dietary Supplements in Austria
KEY DATA FINDINGS
Targeted self-care and broader use cases sustaining demand
Perrigo consolidates leadership as specialists and private label gain ground
Pharmacies anchor the channel mix while e-commerce widens choice
Prevention mindset and self-reliance to underpin steady demand
Incremental innovation focused on formats, tolerability and targeted blends
Wellness trade-offs, regulation and sustainability shaping the ceiling for growth
Vitamins in Austria
KEY DATA FINDINGS
Preventative health focus sustains steady demand
Perrigo strengthens its leadership position
Expanding role of e-commerce in distribution
Prevention mindset to sustain demand amid a mature landscape
Incremental innovation focused on formats, combinations and usability
Wellness trade-offs and adjacent solutions shaping the ceiling for growth
Weight Management and Wellbeing in Austria
KEY DATA FINDINGS
Convenience-first weight loss solutions gain traction amid lifestyle pressures
Herbalife’s ecosystem sustains leadership while new entrants broaden appeal
Direct selling remains central as supermarkets and e-commerce expand access
Lifestyle pressures and quality-of-life goals to underpin steady demand
Practical innovation focused on formats, flavour and easier access
Health and wellness momentum balanced by lifestyle change and substitutes
Herbal/Traditional Products in Austria
KEY DATA FINDINGS
Natural preference tempered by stick-with-what-works behaviour
Leadership rooted in cough/cold heritage as value-led options gain ground
Pharmacies anchor distribution while e-commerce and mass retail broaden access
Preference for gentle solutions to support steady, selective growth
Incremental innovation and food–supplement convergence to shape development
Wellness behaviours, responsible claims and sustainability to define the ceiling for growth
Paediatric Consumer Health in Austria
KEY DATA FINDINGS
Smaller child population but steady self-care keeps demand resilient
Local trust gives Apomedica the lead while modernised heritage brands gain pace
Pharmacies dominate access as e-commerce expands with parent-friendly services
Steady demand despite a smaller child population
Incremental innovation and digital support rather than breakthroughs
Wellness habits, responsible claims and private label to shape the ceiling for growth
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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