Select Country Report
Consumer Health in 2025: The big picture
In 2025, consumer health in Finland experienced moderate value growth, although the performance varied across different categories. Key trends emerged, particularly the persistently low consumer confidence, which continued to affect purchasing behaviour.
Key trends in 2025
As Finns increasingly led faster-paced and more stressful lives in 2025, consumer health categories related to stress management and wellbeing experienced growth. In particular, IBS treatments and sleep aids were among the fastest-growing segments, reflecting a heightened need for products that support both physical and mental balance. Paediatric digestive remedies was also a top performer, recording the strongest retail value growth to be the most dynamic category in 2025.
Competitive landscape
Orion Oyj was the leading company within consumer health overall in value terms in 2025. The company produces brands including Burana, Multivita and Makrogoli, present in analgesics, vitamins and dietary supplements and digestive remedies. Orion’s brands remained highly trusted and widely recognised by Finnish consumers, benefiting from a strong reputation for quality and reliability. Given the challenging economic conditions and increasing consumer interest in generics and economy brands, it is notable that Orion only marginally lost market share during the review period.
Channel developments
Pharmacies remained the leading distribution channel for consumer health in Finland in 2025, primarily due to regulatory restrictions, as OTC medicines can only be sold through pharmacies. Despite this, the channel’s value share declined slightly over the year, reflecting shifting consumer purchasing habits.
What next for Consumer Health?
Value sales within consumer health in Finland are projected to increase over the forecast period, with growth expected to outpace that seen during the review period. This upward trend will be driven by an improving economic climate and the gradual restoration of consumer confidence.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Finland 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 Finland, 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 Finland 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 Finland?
- Which are the leading brands in Consumer Health in Finland?
- How are products distributed in Consumer Health in Finland?
- How has the regulatory and operating environment for Consumer Health changed in Finland?
- 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 Finland
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 Finland
KEY DATA FINDINGS
Diverse consumer preferences and a mild flu season shape analgesics growth in Finland
Competitive pressures challenge leaders amid growing demand for affordable alternatives
Pharmacies lead distribution while investing in online channels to support the growth of retail e-commerce
Analgesics is expected to record positive growth, driven by innovation and evolving consumer preferences
Innovation in fast-acting analgesics is set to fuel growth through new convenient formats
The debate over analgesic sales in grocery retailers centres on consumer information
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 Finland
KEY DATA FINDINGS
Rising sleep issues and premium innovation drive growth in sleep aids during 2025
Orion Oyj maintains its lead in sleep aids, but multi-channel players like Via Naturale gain ground
Pharmacies lead distribution, although share is lost to hypermarkets and retail e-commerce
Sleep aid sales are set to rise, with growing demand for natural and combination products
Demand for fast-acting, multi-ingredient sleep aids will shape future product development
Intense competition is expected to challenge new entrants, despite strong demand
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 Finland
KEY DATA FINDINGS
Rising allergy prevalence drives demand, despite an overall value decline
Cloetta Suomi leads cough, cold and allergy (hay fever) remedies amid dynamic competition
Retail e-commerce expansion and medicated confectionery shift distribution dynamics in cough, cold, and allergy remedies
Innovation and premium positioning to support value growth in cough, cold and allergy remedies
Premiumisation and multifunctionality are expected to shape innovation
Liberalising sore throat and nasal products could reshape Finland’s OTC retail landscape
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 Finland
KEY DATA FINDINGS
Innovation and wellness trends drive growth in Finland's dermatologicals market
Market leaders maintain the top spots while niche players drive dynamism in dermatologicals
Retail e-commerce gains ground in Finland’s dermatologicals distribution landscape
Skin health priorities and demographic trends are set to drive value growth in dermatologicals
Innovation in formulations and packaging are expected to support the development of dermatologicals
Growth potential remains in underdeveloped areas of dermatologicals
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 Finland
KEY DATA FINDINGS
Shifting consumer preferences and lifestyle factors shape digestive remedies in Finland
Orion Oyj leads digestive remedies as Tillotts Pharma drives growth in IBS treatments
Pharmacies lead distribution, however, retail e-commerce continues to gain ground
Digestive remedies are set to benefit from rising cases of gut issues and convenience-led formats
Targeted innovation is set to drive growth in paediatric and IBS digestive remedy segments
Sales of digestive remedies in grocery retailers could boost growth throughout 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 Finland
KEY DATA FINDINGS
Rising screen time and the early allergy season drive growth in eye care
Bayer Oy leads while Orion and Bausch & Lomb record dynamic performances
Pharmacies remain dominant in distribution despite growing competition from retail e-commerce
Increased screen time is set to drive growth, despite category maturity
Innovation is expected to be driven by multifunctionality, packaging, and tailored solutions
Eye care consumption is set to be split between value-driven and quality-seeking consumers
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 Finland
KEY DATA FINDINGS
Regulatory changes and market maturity drive a decline in NRT smoking cessation aid sales
Established brands retain the lead in NRT smoking cessation aids in Finland
Grocery retailers and retail e-commerce channels drive distribution in Finland
Regulatory developments may support moderate growth in NRT smoking cessation aids
Innovation in NRT cessation aids is expected to support category development
Modest growth and pricing pressure will impact the outlook for NRT smoking cessation aids
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 Finland
KEY DATA FINDINGS
Modest growth in wound care is driven by innovation and targeted campaigns
Orkla Care retains the leadership in Finnish wound care while niche players drive dynamic growth
The shift towards retail e-commerce and grocery retailing dampens the share of pharmacies
Economic recovery is expected to support premium wound care, but private label will gain ground
Innovation in healing and the user experience is set to drive premiumisation
Medical line extensions are set to support differentiation and growth in wound care
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 Finland
KEY DATA FINDINGS
Innovation and indulgent formats drive growth in sports nutrition in 2025
Emerging brands impact sports nutrition as leaders face a decline in share
Grocery retailers leads sports nutrition distribution as variety stores and retail e-commerce gain ground
Demand for clean ingredients and snackable formats is set to drive value growth
Younger consumers are set to drive demand for convenience in sports nutrition
Boundaries blur between sports nutrition and weight management as consumer priorities shift
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 Finland
KEY DATA FINDINGS
Rising demand and innovation drive growth in dietary supplements in 2025
Midsona Finland Oy leads dietary supplements in 2025 amidst growing competition
Channel competition intensifies in dietary supplements as variety stores and retail e-commerce gain ground
Improving economy and evolving consumer knowledge is set to drive growth
Innovation in dietary supplement formats and functionality is set to drive future growth
Demand is expected to grow for adaptogens, cognitive and digestive support
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 Finland
KEY DATA FINDINGS
Innovation and multivitamin formats sustain value sales of vitamins
Local player Orion Oyj retains its leading position while Orkla Care gains ground
Variety stores gain momentum as competition intensifies in vitamin distribution
Moderate growth is expected, driven by premiumisation and evolving consumer preferences
Innovation is set to be driven by convenience, quality ingredients, and shifting consumer preferences
Economic recovery is set to boost demand for high-quality, clean label, and natural vitamin products
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 Finland
KEY DATA FINDINGS
Weight management and wellbeing records modest growth amid shifting consumer attitudes
Nutricia Medical Oy leads while new entrants stir competition in 2025
Retail e-commerce accelerates its position in the distribution of weight management and wellbeing
Weight management and wellbeing is set for growth, however, meal replacements remain under pressure
Weight loss innovation is expected to shift toward Rx-inspired actives as meal replacements lose appeal
Media coverage of Ozempic is set to drive awareness and potential for market expansion
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 Finland
KEY DATA FINDINGS
Resilience in herbal/traditional products reflects rising demand for natural health solutions
Fragmentation increases in Finland’s herbal/traditional products despite strong brand leaders
Retail e-commerce reshapes herbal/traditional product distribution as health specialists lose share
Herbal/traditional products are set for stronger growth as the economic outlook improves
Sleep aids holds potential for further expansion and innovation across the forecast period
Rising concerns over additives fuel demand for clean and trusted herba/traditional products
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 Finland
KEY DATA FINDINGS
Digestive remedies and vitamins and dietary supplements drive the strong performance in 2025
Trusted brands continue to lead, however competition rises in paediatric consumer health
Retail e-commerce gains momentum as pharmacy sales shift online
Value is set to be driven by clean ingredients and convenience
Convenience and ease of use is set to shape innovation in paediatric consumer health
The declining birth rate will limit volume growth, however, quality and innovation will drive value
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)
-
- 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
-
-
- 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
-
- 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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