Consumer Health in 2025: The big picture
In 2025, consumer health in Germany is projected to see retail current value sales grow at a fast rate, supported by significant, if slower, inflation. Growth is also supported by several factors across the main categories, albeit with differences between them. OTC categories are seeing a general increase in prices, but the allergy season, which peaked in the first half of the year, had a particularly significant impact on the demand for allergy remedies in the highest-value sales category, cough, cold and allergy (hay ever) remedies. In both vitamins and dietary supplements, the performance is consistent with the country's positive historical trajectory. This is seeing continuous strong retail current value growth for single vitamins like D and A, as well as probiotic supplements and tonics. This trend can be attributed to a greater emphasis on the intake and daily management of supplementation, as well as to gut and beauty-related health.
Key trends in 2025
A growing number of German consumers are focusing on adopting a more preventative, holistic approach. The aim is to improve their health and immune system and prevent health problems, rather than rely on medication to address issues after they occur. This includes exercise, a healthy and balanced diet and stress management techniques, such as meditation and spending time in nature. For many of these consumers, the addition of vitamins and dietary supplements and sports nutrition products is also part of their approach to health, thereby supporting growth in these categories and reducing the demand for certain OTC products.
Competitive landscape
Over 2025, Haleon Germany is expected to be the leading and fastest-growing company in consumer health, with a strong increase in retail value share and leap in the rankings. It produces brands like Voltaren, Vitasprint and Fenistil, which are present in categories like topical analgesics, antihistamines/allergy remedies, combination dietary supplements and tonics. The company’s success can be attributed to a long-standing presence and the proven quality of its products, which fit with key demand trends in the industry. Its flagship brand, Voltaren, has become a household name in Germany.
Channel developments
In the German consumer health landscape, pharmacies are set to remain the leading retailers of both OTC products and dietary supplements. However, the retail value share of physical pharmacies is on a downward trajectory as a growing number of consumers turn to online shopping in search of convenience and lower prices.
What next for Consumer Health?
Over the forecast period, consumer health in Germany is expected to see a moderate retail value (constant 2025 prices) CAGR, with increases anticipated across the board. However, the distinction between foods and dietary supplements is becoming increasingly blurred, particularly for general foods and non-alcoholic drinks. This overlap has significant implications for consumer health, as many products carry health claims without the necessary dietary supplement certification. For example, products marketed for their inner beauty benefits, such as collagen and glutathione, are often classified as general foods, which can mislead consumers who may not recognise this important distinction. Consequently, a significant portion of industry potential shifts away from certified vitamins and dietary supplements, hindering the ability to engage consumers effectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Consumer Health in Germany?
- How are products distributed in Consumer Health in Germany?
- How has the regulatory and operating environment for Consumer Health changed in Germany?
- 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 Germany
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 Germany
KEY DATA FINDINGS
Continuous growth due to persistent infections
Voltaren remains a popular and go-to brand
Online channel momentum feeds into omnichannel approach
Ageing population trend and a new OTC option to help drive sales over the forecast period
Online pharmacies to continue to gain traction
Innovation to launch new analgesics with fewer side-effects
Sleep Aids in Germany
KEY DATA FINDINGS
Herbal remedies and melatonin drive retail value growth in sleep aids
Brand restructuring and innovation amidst a mature competitive landscape
Health and beauty specialists dominate sleep aids distribution as e-commerce faces legal setbacks
Innovation and wellness trends to sustain demand
Tech-driven innovation to reshape sleep aids with smart formats and digital support
Health and sustainability trends to drive a demand for natural sleep aids
Cough, Cold and Allergy (Hay Fever) Remedies in Germany
KEY DATA FINDINGS
Climatic conditions play a strong role in stimulating the demand for cough, cold and allergy (hay fever) remedies in Germany
Procter & Gamble leads but local players remain strong
Health specialists retain the trust of local consumers as omnichannel retailing develops
Efficacy, ingredients and self-medication to shape consumer choices
Increasing demand expected for allergy remedies
Emphasis on sugar-free formulas in medicated confectionery
Dermatologicals in Germany
KEY DATA FINDINGS
Treatments for recurrent problems push dermatologicals
Expansion of the concept of women's health-related products
The competitive landscape remains fragmented, while health and personal care stores gain popularity
Players look to raise awareness of the benefits of products for sensitive issues
Innovative solutions for various skin conditions to add dynamism to dermatologicals
Natural remedies to gain momentum for health and personal appearance reasons
Digestive Remedies in Germany
KEY DATA FINDINGS
The effects of busy lifestyles and high media visibility support robust demand
Bayer Vital and Sanofi-Aventis Deutschland compete fiercely for the top spot
Online trend in the distribution of digestive remedies
Hectic modern lifestyles to continue to push the use of digestive remedies
Ageing population trend and natural ingredients offer growth opportunities
Probiotics represent a challenge to digestive remedies
Eye Care in Germany
KEY DATA FINDINGS
Increasing eye complaints amongst younger consumers and allergy sufferers drives growth opportunities
The leading player leverages a strong portfolio
Shift to online pharmacies continues
Allergy eye care to foster innovation and growth
Digital lifestyles to spur the demand for eye care
More sophisticated standard eye care
NRT Smoking Cessation Aids in Germany
KEY DATA FINDINGS
Retail volume sales decline in 2025 as the consumer pool shrinks and alternatives gain traction
Few significant brands in NRT smoking cessation aids
Ongoing shift online for NRT smoking cessation aids
Substitutes threaten NRT smoking cessation aids
Low investment category
NRT lozenges offer convenience and discreetness
Wound Care in Germany
KEY DATA FINDINGS
Wound care grows in 2025 amid a demand for everyday and added-value products
Beiersdorf leads with clinical-grade innovation amid brand and private label pressure
Brick-and-mortar retailers dominate wound care distribution as e-commerce stagnates
Maturity and saturation to lead to stagnation
Gradual technological advances to offer some retail value growth potential
Differentiation through unique features and designs
Sports Nutrition in Germany
KEY DATA FINDINGS
Widening consumer base for sports nutrition
The Hut.com leads but the competition intensifies
Discounters widen offer to lure sports nutrition consumers
Sports nutrition to continue to perform well amid growing competition
Sports nutrition to develop through products for target audiences
Health and taste to remain important factors in consumers’ purchasing decisions
Dietary Supplements in Germany
KEY DATA FINDINGS
Dietary supplements enjoy widening use and appeal
Rising popularity of dietary supplements offers strong growth opportunities for players
Health and personal care stores and retail e-commerce vie for leadership
Co-enzyme Q10 responds to key consumer trends
Innovation in formulations and new ingredients to prove key growth drivers
Tailored demand to stimulate development and growth in dietary supplements
Vitamins in Germany
KEY DATA FINDINGS
Vitamin D supplementation continues to gain awareness and popularity
Wide distribution, high brand recognition and affordability keep Abtei at the summit
Fast development of distribution via e-commerce in vitamins
Vitamin A to emerge more strongly
Vitamins to see strong product development amid growing competition
Players to invest in customisation and health and wellness integration
Weight Management and Wellbeing in Germany
KEY DATA FINDINGS
Meal replacement continues to drive the category although alternatives abound
Huel invests to make gains
E-commerce consolidates leading position
Lifestyle trends to push demand
Players to incorporate science and a holistic approach
The category faces strong competition
Herbal/Traditional Products in Germany
KEY DATA FINDINGS
Herbal/traditional products sees accelerated growth in 2025 through a number of dynamic categories
Bionorica closes the retail value share gap on the leader
Consumers continue to shift online in search of convenience and lower prices
Natural, safer perception to drive demand
Added-value trend to stimulate consumer interest
New formats and ingredients to add dynamism to the offer
Paediatric Consumer Health in Germany
KEY DATA FINDINGS
Players invest in marketing and communication to raise awareness of products and benefits
Kenvue offers a strong, established brand portfolio to lead
Omnichannel strategies develop
Clean formulations and labelling to gain weight in the category
Players to increase their focus on naturalness
Health and wellness trends to influence paediatric consumer health
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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