Select Country Report
Consumer Health in 2025: The big picture
In 2025, value sales of consumer health products in Belgium recorded overall growth, driven by a robust performance across several categories. Sleeping aids, digestive remedies, mineral supplements, and sports nutrition were principal drivers of this positive trajectory. Conversely, weight management and wellbeing experienced a decline.
Key trends in 2025
Several key trends were shaping the evolution of consumer health in Belgium in 2025. Prevention is increasingly becoming a key to consumer behaviour, supported by manufacturers, retailers and public authorities, who actively promote proactive health approaches. The market is also witnessing a growing shift towards natural products, as consumers increasingly seek alternatives with simpler, plant-based formulations. Women’s health is gaining prominence, with a broader range of products addressing specific needs across various life stages. Gut health remains a significant trend, driven by consumer interest in probiotics, prebiotics, and digestive wellness.
Competitive landscape
Metagenics Belgium NV SA was the leading player in consumer health overall in value terms in 2025, maintaining its share. The company benefited from rising demand in the sleeping aids segment, where its flagship brand Metarelax holds a leading position. Derivative products such as MetaSleep and MetaStudent are also gaining traction, supporting its growth across broader use cases. In digestive remedies, Metagenics benefits from the performance of its probiotic range Bactiol. In dietary supplements, Barinutrics remains a popular brand among consumers, while CurcuDyn is widely recognised for its positioning in joint and cartilage health.
Channel developments
Pharmacies remained the primary distribution channel for consumer health products in Belgium in 2025, however the channel lost share. Pharmacies is experiencing structural changes as maintaining profitability becomes increasingly challenging, particularly for smaller, independent pharmacies. This difficult environment is driving a trend towards consolidation, with a growing number of independent pharmacies opting to join pharmacy groups to benefit from shared resources, improved purchasing terms, and stronger market positioning. As such, some independent pharmacies are closing, especially those unable to adapt to mounting competition and margin pressures. Against this backdrop, major players are bolstering their presence through acquisition strategies.
What next for Consumer Health?
Value sales of consumer health in Belgium are set to rise across the forecast period, supported by strong underlying trends and sustained consumer interest in health and wellness. Growth will be driven by categories linked to lifestyle improvement and prevention, such as dietary supplements, sleep aids, and digestive remedies. Sports nutrition and probiotics are also likely to see continued momentum, reflecting ongoing consumer efforts to optimise physical and mental well-being.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- Which are the leading brands in Consumer Health in Belgium?
- How are products distributed in Consumer Health in Belgium?
- How has the regulatory and operating environment for Consumer Health changed in Belgium?
- 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 Belgium
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2024-2025
DISCLAIMER
DEFINITIONS
Summary 2 Research Sources
Analgesics in Belgium
KEY DATA FINDINGS
Value growth is driven by consumer trust, format innovation, and demand for fast-acting relief
UPSA Médica NV SA retains its lead while branded players are increasingly challenged by generics
Pharmacies remain the main distribution channel while retail e-commerce gains ground
Growth is set to be driven by steady demand and the growing presence of affordable generics
Innovation is set to focus on combination analgesic and natural alternatives to topical analgesics
Regulatory changes are expected to shape analgesics across the forecast period
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Sleep Aids in Belgium
KEY DATA FINDINGS
Rising stress and health awareness drive growth in sleep aids in Belgium
Melisana SA leads the diverse and competitive sleep aids market
Pharmacies continue to lead while alternative retail channels gain ground
Continued growth for sleep aids is expected amid persistent stress and anxiety
Innovation is set to focus on stonger and more effective natural formuals
Non-pharma channels are expected to expand their distribution across the forecast period
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Belgium
KEY DATA FINDINGS
Climate and consumer shifts impact volume growth for cough, cold and allergy (hay fever) remedies
Opella Healthcare Belgium retains its lead, while natural and plant-based alternatives gain ground
Pharmacies remain the core distribution channel while health and personal care stores gain ground
A rise in allergies is expected to boost performance across the forecast period
Diagnostics and environmental awareness is set to drive innovation in allergy care
A shift towards natural options is expected to benefit non-pharma retail expansion
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Belgium
KEY DATA FINDINGS
Targeted demand drives selected growth, however, dermatologicals remains stagnant
Kenvue Belgium NV leads dermatologicals while natural and plant-based brands gain ground
Pharmacies retain the leadership as supermarkets gain momentum in dermatologicals
Vaginal antifungals and topical allergy treatment are set to peform well, however, overall growth is limited
There is expected to be an ongoing shift towards non-pharmacy channels
Natural innovation is expected to drive growth while beauty and personal care products challenge sales
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Belgium
KEY DATA FINDINGS
Rising demand for digestive remedies is driven by lifestyle and health concerns
Norgine NV SA retains its lead while second-placed Opella Healthcare Belgium increases its share
Pharmacies remain the core distribution channel, increasing its share in 2025
Sustained growth is expected across the forescast period, despite rising health awareness
Innovation is set to focuses on plant-based and gut-supportive ingredients
Probiotics will increasingly challenge traditional digestive remedies across the forecast period
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in Belgium
KEY DATA FINDINGS
Steady growth in eye care is supported by demographics and digital lifestyles
Alcon-Couvreur SA retains its lead while Viatris BV gains ground with Visionlux
Retail e-commerce gains ground while pharmacies remain the core channel for eye care
Sustained growth is expected to be driven by demographic and environmental shifts
Innovation is expected to focus on convenience and prevention across the forecast period
Pharmacy will retain its leads, however alternative channels are set to expand
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
NRT Smoking Cessation Aids in Belgium
KEY DATA FINDINGS
Regulatory shifts drive renewed growth in NRT smoking cessation aids
A concentrated competitive landscape in NRT smoking cessation aids is led by Nicorette
Pharmacies remain the sole access point for NRT smoking cessation aids in Belgium
Policy-driven shifts create growth potential for NRT smoking cessation aids
Digital innovation is set to be a driver of growth and consumer engagement
Reimbursement could strengthen NRT cessation aids across the forecast period
Table 49 Number of Smokers by Gender 2020-2025
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
Wound Care in Belgium
KEY DATA FINDINGS
Demographic shifts and healthcare trends drive growth in wound care
Beiersdorf NV SA leads while second-placed Paul Hartmann NV SA records strong share
Pharmacies lead gauze sales while supermarkets is a key distributor of sticking plasters and first aid kits
Gauze, tape and other wound care is set to be the main driver of growth across the forecast period
Home-based wound care is set to drive future opportunities for gauze distribution
Product innovation is set to focus on enhanced effectiveness to drive sales
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Belgium
KEY DATA FINDINGS
Strong growth for sports nutrition is driven by mass appeal and rising health trends
QNT NV continues to lead a competitive and expanding sports nutrition market
Specialist retailers, pharmacies, and retail e-commerce drives sports nutrition sales
Strong growth is expected, driven by mainstream adoption of sports nutrition
Digital and technology innovation is expected to shape sports nutrition over the forecast period
The rising health and wellness trend will be key to driving growth in sports nutrition
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Belgium
KEY DATA FINDINGS
Preventive health and functional innovation sustain growth in dietary supplements
Metagenics Belgium NV increases its share while innovative players drive value growth
Retail e-commerce and DTC innovation is reshaping the distribution landscape
Stress, gut health and preventive care are expected to sustain moderate growth
Prevention and personalisation are set to be key drivers of growth across the forecast period
Regulatory complexity threatens innovation and fair competition in dietary supplements
Table 68 Sales of Dietary Supplements by Category: Value 2020-2025
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 70 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Belgium
KEY DATA FINDINGS
Targeted supplementation drives growth for vitamins in Belgium
Procter & Gamble Health Belgium NV retains its lead of a fragmented competitive landscape
Pharmacies remains the lead distribution channel despite rising pressure
Moderate growth is anticipated, driven by single vitamins and an ageing population
Self-care routines are set to drive growth across various retail channels
Preventive health care and wellness trends are expected to drive vitamin use in Belgium
Table 75 Sales of Vitamins by Category: Value 2020-2025
Table 76 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 77 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 78 NBO Company Shares of Vitamins: % Value 2021-2025
Table 79 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 80 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Belgium
KEY DATA FINDINGS
Lifestyle-driven wellness replaces quick-fix solutions, challenging sales in 2025
Herbalife, Forté Pharma, and The Akkermansia Company shape weight management and wellbeing in 2025
Supermarkets and retail e-commerce increase share through offering strong accessibility
Cautious consumers and lifestyle shifts are set to stifle growth for weight management and wellbeing
Science-led innovation and digital tools are expected to influence weight management and wellbeing
Health and wellness trends are set to reshape consumer preferences
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Belgium
KEY DATA FINDINGS
Herbal/traditional products gain momentum as consumers seek natural solutions
Tilman SA leads while Purasana NV and Laboratoire Puressentiel remain dynamic players
Pharmacies continue to lead distribution, however, health and personal care drive growth
Herbal/traditional products is set for steady growth, driven by preventive health trends and innovation
Digital and technological innovation will be drivers of growth across the forecast period
Health and wellness is set to remain the core driver of consumer demand
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Belgium
KEY DATA FINDINGS
Shifting demographics and preventive health trends impact paediatric consumer health
Kenvue Belgium NV leads a fragmented market dominated by analgesics and cold remedies
Pharmacies remain key to distribution as parents place trust in pharmacists for guidance
Low-level value growth while volume is set to be challenged by the declining birth rate
Innovation across the forecast period is expected to focus on natural and preventive solutions
Stricter legislation will ensure high quality, but is set to slow innovation
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
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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-
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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
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
-
- 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
See all of our definitions
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