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Consumer Health in 2025: The big picture
Retail value sales of consumer health rose in Greece in 2025, driven largely by price increases across leading brands in most categories. Due to market maturity and fewer widespread illnesses, volume growth in 2025 was modest across most areas. Sleep aids remained among the strongest performers in consumer health, despite increasing penetration over the review period. Vitamins and dietary supplement sales continued to grow, albeit at a slower pace, following the category’s post-COVID 19 normalisation. While there were price increases across the category, volume growth was challenged by a decline in disposable incomes and reduced consumer spending on non-essential items.
Key trends in 2025
Prescription-based weight loss drugs are gaining popularity in Greece and recorded strong growth in 2025, despite the high unit prices. The products momentum is driven by GLP-1-based options such as Ozempic by Novo Nordisk and Mounjaro by domestic company Farmaserve Lilly SA. The surge in sales of these products is reshaping trends in weight loss and wellbeing, hindering growth in traditional weight loss supplements, which have increasingly been perceived as ineffective.
Competitive landscape
Domestic company Vian SA was the leading player in consumer health in Greece in 2025, recording a slight increase in share during the year. The company leads in analgesics, with its brand Depon holding the lion’s share. International firms Haleon Hellas, Sanofi-Aventis, Johnson & Johnson Hellas SA and Reckitt Benckiser followed in the top five, with Haleon Hellas ranking second due to its strong product portfolio and broad presence across multiple categories. Its best-selling brand is Panadol, which holds a significant share in both analgesics and cough, cold and allergy (hay fever) remedies.
Channel developments
Pharmacies remained the leading distribution channel within consumer health in Greece in 2025. However, the channel’s value share declined over the year. Pharmacies benefit from high per capita outlet penetration, broad geographic coverage, and strong consumer trust, as many Greeks continue to prefer pharmacist consultation before using OTC medicines. The continued dominance of pharmacies is also driven by legislation, as most OTC products are prohibited from being distributed through alternative channels. Although the partial liberalisation of OTC distribution in 2018 allowed certain products to be sold outside pharmacies, this has not translated into widespread availability in grocery retail. No pharmacy chains operate in Greece, with the channel instead dominated by independent operators.
What next for Consumer Health?
Value sales of consumer health products are expected to increase over the forecast period. Following the price liberalisation introduced in 2018, and with product prices at the time among the lowest in Europe, there have been several waves of price increases by leading brands throughout the review period.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Consumer Health in Greece?
- How are products distributed in Consumer Health in Greece?
- How has the regulatory and operating environment for Consumer Health changed in Greece?
- 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 Greece
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
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Greece
KEY DATA FINDINGS
Rising prices and product innovation drive value sales of analgesics in Greece in 2025
Vian SA retains its leadership with its brand Depon, while increasing its share
Pharmacies maintain its dominant position as the primary distribution channel for analgesics
Value growth is expected to be driven by premium product launches and pricing trends
Regulatory constraints limit digital innovation in analgesics in Greece
Competition with prescription painkillers will remain strong amid cautious consumer use
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 Greece
KEY DATA FINDINGS
Sleep aids post strong double-digit growth in 2025, driven by anxiety and melatonin-based innovations
Procter & Gamble Hellas SA strengthens its leadership in sleep aids, while new entrants add to fragmentation
Pharmacies retain the lead in sleep aids distribution, while retail e-commerce gains ground
Sales of sleep aids are forecast to grow, though momentum is expected to slow
The digital shift supports growth, but pharmacies remain crucial for sleep aids
Health and wellness trend are expected to drive diversification in sleep solutions
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 Greece
KEY DATA FINDINGS
Value sales of cough, cold and allergy (hay fever) are driven by environmental factors
Haleon Hellas SA leads cough, cold and allergy (hay fever) remedies despite a slight decline in share
Pharmacies lead distribution for cough, cold and allergy (hayfever) remedies in 2025, while retail e-commerce shows dynamic growth
Price increases and brand loyalty are set to sustain growth in cough, cold and allergy (hay fever) remedies
Digital integration in marketing is set to grow, but a broader technological impact remains limited
Herbal alternatives are set to gain ground as health and wellness trends shape consumer preferences
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 Greece
KEY DATA FINDINGS
Price increases and premiumisation drive value growth in dermatologicals
Johnson & Johnson Hellas improves its lead through a strong product portfolio
Retail e-commerce gains ground as regulatory flexibility boosts online sales in dermatologicals
Price increases are expected to drive value growth in dermatologicals despite volume stagnation
Players are expected to invest in digital marketing to support sales across the forecast period
Seasonal weather patterns are set to influence sales and trends in 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 Greece
KEY DATA FINDINGS
Rising prices and shifting health behaviours shape the performance of digestive remedies in Greece
Sanofi-Aventis strengthens its leadership while Bionat SA records strong growth
Pharmacies maintain its lead in digestive remedies, although the channel loses share to retail e-commerce
Price increases and rising self-medication is set to support future growth
Limited scope for digital disruption while players focus innovation on convenience
Health and wellness trends are expected to shape evolving demand in digestive health
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 Greece
KEY DATA FINDINGS
The ageing population and environmental factors drive growth in eye care during 2025
Thea-Synapsis maintains its lead in eye care as competition intensifies
Pharmacies remain dominant in eye care distribution despite retail e-commerce growth
Lifestyle and environmental factors are expected to support ongoing growth of eye care
Promotional activities and wider availability is set to drive sales via retail e-commerce
Screen exposure is expected to remain a key driver of growth in eye care
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 Greece
KEY DATA FINDINGS
Limited uptake continues to restrict growth in NRT smoking cessation aids in 2025
Johnson & Johnson maintains its leadership offering the sold brand in NRT smoking cessation
Value sales of are expected to grow despite competition from herbal alternatives in Greece
Limited innovation and continued pharmacy exclusivity in NRT smoking cessation aids distribution
Health awareness spurs quitting attempts but limits adoption of NRT smoking cessation aids in Greece
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 Greece
KEY DATA FINDINGS
Growth in wound care is driven by the performance of first aid kits
Beiersdorf Hellas SA maintains its lead in wound care, while Septona gains ground in 2025
Pharmacies lead wound care distribution despite rising competition from alternative channels
First aid kits designed for sports and outdoor activities is expected to drive growth
Limited developments and investment is expected in wound care over the forecast period
Sports and outdoor activities will remain key sales drivers of 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 Greece
KEY DATA FINDINGS
Evolving consumer habits is leading sports nutrition to be a mainstream wellness choice
X-Treme Stores SA retains its lead while Nutrend DS offers the leading brand
Retail e-commerce strengthens its lead as the strongest distribution channel for sports nutrition
Ongoing investement and a growing consumer base are expected to support sales
Digital technologies and personalised tracking are set to reshape the marketing of sports nutrition
Ongoing interest in health and wellness is set to be the driving force for 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 Greece
KEY DATA FINDINGS
Rising prices and specialised needs fuel value growth in dietary supplements
Green Import retains its lead in 2025 while Healthcode IKE increases its share
Pharmacies remain dominant despite rising competition from retail e-commerce and parapharmacies
Digestive health and the ageing population will drive sustained growth in dietary supplements
Digital marketing is set to expand, but in-store promotion remains key for older consumers
Preventive health will support sales of dietary supplements for specific concerns
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 Greece
KEY DATA FINDINGS
Tailored wellness fuels the shift from multivitamins to single-ingredient supplements
Uni-Pharma SA leads sales of vitamins while Frezyderm and Vian SA record strong growth
Pharmacies retain the lead in vitamins distribution despite retail e-commerce expansion
Premiumisation and targeted health trends are set to drive growth in vitamins
Digital influence and format innovation are expected to shape consumer decisions
Health and wellness trends are expected to support future growth in vitamins
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 Greece
KEY DATA FINDINGS
Focus on health and wellbeing supports sales of weight management and wellbeing
Herbalife International increases its share to be the most dynamic player in 2025
Direct selling and retail e-commerce lead as consumers prioritise convenience and variety
Holistic wellness is expected to influence the future of weight management and wellbeing in Greece
Digital personalisation is expected to become a key feature within weight management
Tailored nutrition and a lifestyle focus is set to drive a transformation in weight management and wellbeing
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 Greece
KEY DATA FINDINGS
Herbal/traditional products gain momentum as consumer preferences shift towards natural remedies
Mondelez Hellas SA retains it lead by offering medicated confectionery brand Halls
Pharmacies maintain its lead in herbal/traditional products despite rapid e-commerce growth
Strong growth is expected for herbal/traditional products as self-medication and investment trends align
There is set to be limited digital innovation in herbal/traditional products beyond marketing
Regulatory flexibility and sustainability are expected to drive investment in herbal/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 Greece
KEY DATA FINDINGS
Paediatric consumer health records value growth despite a volume decline in 2025
Vian retains its leadership in paediatric consumer health as Effacol and Pharmasept drive dynamic growth
Pharmacies retain the lead in distribution while retail e-commerce gains in paediatric dermatologicals
Price hikes are expected to drive value growth despite demographic and behavioural challenges
Paediatric consumer health is set to see a shift towards herbal/traditional products
Rigid regulation and cautious consumer behaviour shape the future of paediatric consumer health
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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-
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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
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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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