Consumer Health in 2025: The big picture
Value sales of consumer health in New Zealand are rising in 2025, with unit price growth continuing to shape the industry amid broader inflationary pressures, elevated living costs and supply chain disruption throughout the review period. As a result, Kiwi consumers have adopted a more selective approach to retail, favouring essential purchases and scrutinising value more closely. This behavioural shift is reshaping the path to purchase, with greater emphasis on necessity, cost-effectiveness and functional relevance.
Key trends in 2025
In 2025, lingering cost-of-living pressures and price sensitivity among consumers continue to influence purchasing behaviours across the consumer health industry. Shoppers are increasingly trading up to larger pack sizes to secure better unit pricing, particularly in multivitamins, combination dietary supplements, protein powders and allergy remedies. Private label has gained traction, especially in analgesics and wound care, where budget-conscious consumers are opting for lower-cost alternatives that meet basic functional needs. Supermarkets have benefited from this shift, offering both branded and private label options during routine shopping trips, reinforcing their role as a preferred channel for essential health purchases.
Competitive landscape
Vitaco Health leads consumer health in value terms in 2025. The company produces the Healtheries and Nutra-Life brands, along with Musashi, Aussie Bodies, Balance and Athena. Founded in New Zealand in 1904, Vitaco was acquired by Shanghai Pharmaceuticals in 2016 in a deal that enabled the latter to expand into the health and wellness sector by leveraging Vitaco’s strong presence in Australia, New Zealand and emerging channels in China.
Channel developments
Pharmacies is the leading distribution channel within consumer health overall in 2025, with the channel’s value share rising during the year. According to Euromonitor International’s Passport Retailing database, Green Cross Health is the leading pharmacy operator in New Zealand, driven by the widespread presence of its Unichem and Life Pharmacy brands. Chemist Warehouse ranks second, continuing its rapid expansion since opening its first New Zealand store in 2017. With over 50 stores now operating nationwide, Chemist Warehouse has become a formidable competitor, particularly in urban centres, where its value-driven model appeals to price-sensitive consumers.
What next for Consumer Health?
Value sales of consumer health are set to rise over the forecast period. Sports nutrition will deliver a particularly dynamic performance, with eye care and herbal/traditional products also seeing solid growth. This projected rise is driven by a convergence of demographic, behavioural and market-specific factors that favour these categories, including growing health consciousness, preventive/self-care behaviours, the ageing population, lifestyle shifts, cultural preferences and retail channel expansion.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Consumer Health in New Zealand?
- How are products distributed in Consumer Health in New Zealand?
- How has the regulatory and operating environment for Consumer Health changed in New Zealand?
- 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 New Zealand
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 New Zealand
KEY DATA FINDINGS
Growing recognition of chronic pain drives analgesics sales in New Zealand
Leading analgesics players leverage promotional efforts and sports sponsorship investments to build brand awareness locally
Supermarkets and pharmacies continue to shape retail channel dynamics
Sales likely to be driven by topical analgesics/anaesthetic and adult acetaminophen despite Trump’s autism claims
Digital tools offer tech-based solutions for chronic pain management through tracking and cognitive behavioural therapy
Paracetamol scheduling under review amid Australian regulatory changes and rising safety concerns
Sleep Aids in New Zealand
KEY DATA FINDINGS
Sleep aids sales rise in response to sleep trends and growing mental health concerns
Local player continues to dominate otherwise fragmented competitive landscape within sleep aids in 2025
Pharmacies remains primary distribution channel, with discount pharmacy chains offering value-driven pricing
Sleep aids anticipated to face further economic headwinds and rising competition from aligned wellness categories as consumers seek all-in-one stress solutions
Reclassification of melatonin as OTC opens new growth pathways for sleep aids
Local traditional remedies repositioned as novel ingredients hold potential to reshape sleep aids
Cough, Cold and Allergy (Hay Fever) Remedies in New Zealand
KEY DATA FINDINGS
Combination products drive steady growth in 2025 as pseudoephedrine-containing products are back on pharmacy shelves
International players lead as regulatory shifts shake up brand dynamics within cough and cold remedies
Supermarkets leads distribution in 2025, with pharmacies set to leverage improved access to previously restricted medicines following regulatory changes
Modest growth likely over the forecast period amid prospect of further regulatory and legal review
Government funding of Fexaclear has potential to reshape systemic antihistamine market
Cost-of-living pressures likely to drive cross-category competition and encourage consumer shift towards affordable alternatives and preventative health and wellness
Dermatologicals in New Zealand
KEY DATA FINDINGS
Hair loss treatments drives dermatologicals, thanks to stress, early-onset concerns and broader consumer uptake
Multinational dominance and strategic brand shifts seen in 2025
Pharmacies retains lead, with mergers and acquisitions in Australia set to shake-up the channel in New Zealand
Ageing population, stress-linked conditions and shifting consumer preferences to drive growth within dermatologicals over the forecast period
Local innovation within antiparasitics/lice (head and body) treatment boasts biofluorescence breakthrough
Declining birth rates reshape demand for nappy (diaper) rash treatments in New?Zealand
Digestive Remedies in New Zealand
KEY DATA FINDINGS
Digestive remedies proves resilient amid poor dietary habits and rising demand for gut health support
Multinational companies lead a loyalty-driven landscape, with brand consolidation most evident in more niche segments
Supermarkets maintains its noteworthy distribution lead for digestive remedies sales in 2025
Digestive remedies faces struggles amid price pressure and food-led wellness trends
Gut health awareness and interest in probiotics is revealed to be high among NZ netizens according to global study by Italian university
GLP-1 medications likely to impact digestive health innovation in New Zealand
Eye Care in New Zealand
KEY DATA FINDINGS
Age-related conditions, digital strain and increased prevalence of allergens drive growth for eye care in 2025
Care Pharmaceuticals’ Clear Eyes maintains brand leadership through format innovation and broad consumer appeal
Pharmacies leads distribution for eye care in 2025
Rising trend of digital lifestyles should drive strong performance for forecast period
University of Auckland castor oil trial could unlock new opportunities for natural dry-eye therapies in New Zealand
Local and global CSR efforts focus on advancing First Nations eye health and enhancing sustainability within eye care
NRT Smoking Cessation Aids in New Zealand
KEY DATA FINDINGS
Rising public health awareness and tobacco control measures drive sales amid shifting consumption trends
International players retain leadership and drive competitive dynamics
Pharmacies dominates distribution in 2025 thanks to regulatory status, brand equity and affordability of subsidised access
Shifting policy and competition from alternative formats likely to reshape outlook for NRT smoking cessation aids over the forecast period
New Zealand moves to sustainably tackle digital waste by banning the manufacture, sale, supply and distribution of single-use vape technology
Regulatory divergence likely to remain key in New Zealand’s harm reduction approach to heated tobacco vs. nicotine pouches
Wound Care in New Zealand
KEY DATA FINDINGS
Wound care sees value and volume sales rise in 2025 thanks to active lifestyles and ageing population
Multinational brands hold steady in wound care in New Zealand, as Elastoplast rolls out global Second Skin Protection locally
Steady demand, extensive ranging and discount strategies ensure distribution lead for pharmacies
Wound care sales set to rise as consumers seek value and functionality
Elastoplast strengthens brand visibility and emotional resonance among local consumers through rugby union and rugby league sponsorship
Eco-friendly sticking plasters/adhesive bandages gain traction in New Zealand amid rising health and environmental concerns
Sports Nutrition in New Zealand
KEY DATA FINDINGS
Sports non-protein products drives growth in 2025
Vitaco leads, with Naturalac and Glanbia among key competitors
Supermarkets leads sales as omnichannel retail and bulk formats drive strong performance within retail e-commerce
Future growth will be driven by wellness trends and demand for functional snacking
Sports nutrition in New Zealand balances local dairy strengths with rising demand for sustainable sports protein alternatives
Marine-based innovation positions New Zealand at the forefront of sustainable sports protein development
Dietary Supplements in New Zealand
KEY DATA FINDINGS
Probiotic supplements and combination supplements lead growth in 2025
Competitive landscape characterised by product innovation
Rising interest in gut health prompts innovative 60-day health journey format
Dietary supplements set for growth amid evolving consumer trends and pending regulatory reform
New Zealand researchers propose grading system to aid use of probiotics for mental health
Scientific substantiation and regulatory alignment to continue to drive credible innovation
Vitamins in New Zealand
KEY DATA FINDINGS
Rising health awareness drives value growth despite subdued consumer confidence
A mix of multinational, regional and local companies characterises the competitive landscape in 2025
Pharmacies and retail e-commerce continue to outperform supermarkets and direct selling
Innovation, personalisation and format diversification to drive steady growth throughout forecast period
Reports of B6 toxicity concerns among Australian regulators prompt growing awareness over safety and supplement labelling in New Zealand
New Zealand government and industry stakeholders consult on standalone bill to modernise regulation of natural health products following repeal of the TPA
Weight Management and Wellbeing in New Zealand
KEY DATA FINDINGS
Prevalence of obesity and an ageing population shape development in 2025
Evolving consumer needs create category overlap as wellbeing boundaries blur between sports nutrition and weight management
Personalised advice and immediate accessibility contribute to consumer preference for physical retail and direct sales channels
Lifestyle-led alternatives to further challenge traditional weight loss formats over the forecast period
GLP-1 approvals could reshape New Zealand’s weight management landscape
Opportunity for established players as social media scams undermine trust in novel treatments and their medical endorsements
Herbal/Traditional Products in New Zealand
KEY DATA FINDINGS
Multifunctional formats, natural trend and traditional ingredients drive overall growth
Brand leadership and strategic shifts influence herbal/traditional products landscape
Pharmacies channel leads distribution of dietary supplements, while supermarkets support sales of medicated confectionery
Natural positioning and sustainability to remain key growth drivers
Traditional products poised to shape innovation in natural health through cultural knowledge and therapeutic research
New Zealand to develop standalone bill that will impact herbal/traditional products following repeal of Therapeutic Products Act
Paediatric Consumer Health in New Zealand
KEY DATA FINDINGS
Preventative care supports sales in paediatric consumer health despite economic pressures
Regional and multinational players shape competitive landscape
Pharmacies and retail e-commerce strengthen as shoppers seek trusted, personalised retail experiences
Growth set to continue despite demographic contraction and pressure on margins
Sigma-Chemist Warehouse merger will intensify pharmacy channel dominance, with likely implications for access, pricing and brand visibility
Rising concern over paediatric gummies could undermine trust parental trust over the forecast period
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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