Consumer health in 2025: The big picture
Retail value sales of consumer health are expected to rise in current terms in Iraq in 2025. This growth is being driven by rapid urbanisation, increased consumer awareness - particularly around supplements - and frequent over-prescription by healthcare professionals. These trends are ongoing and are expected to continue shaping both the market and consumer behaviour in the coming years. The consumer health market in Iraq is experiencing a relatively stable year, characterised by strong demand and an even stronger supply side. Although oil prices remain low, government spending - both public and private - remains high, which has stimulated market activity. However, the Kurdistan Regional Government (KRG) continues to face instability due to ongoing political and fiscal tensions with Baghdad, resulting in market volatility in the region. While national population growth is slowing, the key demographic groups driving consumer health product consumption are expanding. Combined with minimal regulatory oversight and aggressive marketing strategies, demand for consumer health products is expected to continue rising in the foreseeable future.
Key trends in 2025
The consumer health market in Iraq has become increasingly fragmented as the number of brands and suppliers has surged in recent years. Many smaller companies that previously distributed for larger suppliers have shifted to promoting their own brands. Limited profit margins from partnerships have driven these smaller players to import independently. However, this shift has led to market oversupply, rising marketing and promotional costs, and reduced sales performance across the board.
Competitive landscape
Local producers such as Pioneer and Awamedica are strong in the OTC segment. Their proximity to the market allows them to offer competitive pricing, giving them a strong advantage, while they also benefit from extensive distribution networks. These companies also tend to have greater capital resilience, enabling them to better withstand market fluctuations. Additionally, their broad product portfolios help to reduce per-product marketing and promotional costs, unlike companies with a limited number of brands.
Channel developments
Pharmacies remains the dominant distribution channel for consumer health products in Iraq. The channel benefits from an extensive store network, a strong product offer and high levels of consumer trust, supported by the opportunity to seek advice on products and usage from expert staff. However, pharmacies’ share is gradually declining each year as alternative channels begin to gain ground. This trend is expected to continue, driven by increasing competition across the retail landscape.
What next for consumer health?
Retail value sales of consumer health are expected to grow in Iraq over the forecast period. Population growth, rising incomes and greater peace and stability are set to underpin a favourable performance across most categories. The essential nature of many OTC medicines and the fact that significant numbers of consumers depend on a wide range of consumer health products are also expected to fuel demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Iraq 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 Iraq, 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 Iraq 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 Iraq?
- Which are the leading brands in Consumer Health in Iraq?
- How are products distributed in Consumer Health in Iraq?
- How has the regulatory and operating environment for Consumer Health changed in Iraq?
- 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 Iraq
Consumer health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
DISCLAIMER
Key Data Findings
2025 Developments
Rise in self-medication supports growth
Local brands widely consumed
Pharmacies dominates
Prospects and Opportunities
Population growth and urbanisation set to drive growth
Local producers set to control economy and mid-priced market
Growing concern about addiction
Category Data
Key Data Findings
2025 Developments
Lifestyle changes contribute to rising demand
Piodol stays out in front
Pharmacies dominates sales
Prospects and Opportunities
Lifestyle changes and environmental factors to support growth
Potential for herbal/traditional cough, cold and allergy (hay fever) remedies
Growing emphasis on self-medication
Category Data
Key Data Findings
2025 Developments
Rising demand amongst middle-aged urban consumers
Small brands gain share
Dynamic growth for health and personal care stores
Prospects and Opportunities
Lifestyle patterns and dietary habits to support demand
Increasing competition
Cautionary use
Category Data
Key Data Findings
2025 Developments
Strong rise in demand amongst female consumers
Fragmented competitive landscape
Pharmacies dominates, but consumers value advice from beauty experts
Prospects and Opportunities
Growing focus on appearance
Shift from beauty to health focus
Opportunities for higher-margin products
Category Data
Key Data Findings
2025 Developments
Businesses play key role
Marko Group to retain lead despite share loss
Pharmacies and health and personal care stores lead fragmented distribution landscape
Prospects and Opportunities
More intensive focus on health and hygiene
Limited range of products
Legislation a key driver
Category Data
Key Data Findings
2025 Developments
Strong demand for vitamins and dietary supplements
Hansa-pharm Dr Winter GmbH leads the way
Consumers willing to explore alternative distribution channels
Prospects and Opportunities
Rising sales, while competitive landscape expected to undergo changes
Waning role for doctors
Strong influence of health and wellness trend
Category Data
Key Data Findings
2025 Developments
Rising demand despite challenges
Onlefit leads fragmented competitive landscape
Beauty specialists sees strong growth
Prospects and Opportunities
Potential for further development
Changing approaches to weight management and wellbeing and challenge from informal products
Strong demand for convenient quick fixes
Category Data
Key Data Findings
2025 Developments
Strong growth despite notable challenges
Competitive environment complicated by direct imports and counterfeit products
Specialist stores dominate
Prospects and Opportunities
Young male consumers driving growth
Health and wellness trend expanding the consumer base
More formal importation and distribution could spur category development
Category Data
Key Data Findings
2025 Developments
Preventive usage underpins demand
Lack of strong domestic producers
Limited distribution and unpackaged alternatives
Prospects and Opportunities
Growing demand supported by use over longer term
Competition from OTC products and unpackaged alternatives
Consumers using herbal/traditional products in long-term wellness regimens
Category Data
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
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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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