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Consumer health in 2025: The big picture
Value sales of consumer health are rising in Nigeria in 2025. The industry continues to be shaped by a challenging economic environment, with high inflation driven by the depreciation of the naira and persistent foreign exchange shortages. These conditions have weakened consumer purchasing power and increased production and import costs for manufacturers and distributors, pushing up unit prices. However, the pace of price growth has slowed compared with 2024, as inflationary pressures begin to stabilise. This has supported volume recovery across many consumer health categories.
Key trends in 2025
Analgesics and cough, cold and allergy remedies continue to benefit from their products’ essential nature, while niche segments impacted by lifestyle and wellness trends - such as beauty and gut health - are also attracting attention. Vitamins and dietary supplements are performing relatively well despite weak consumer spending power and price sensitivity.
Competitive landscape
Local manufacturer Emzor Pharmaceutical Industries leads consumer health in Nigeria in 2025, supported by a broad portfolio and extensive distribution across major categories such as analgesics, cough, cold and allergy remedies, vitamins and dietary supplements, and paediatric consumer health. Despite price increases in 2024 and 2025, Emzor’s brands remain competitively priced against imported alternatives like Panadol and are widely available through hospital and retail pharmacies.
Channel developments
Pharmacies remains the dominant distribution channel for consumer health, serving as trusted sources of advice and offering broad product ranges. The growing trend of pharmacies operating as hybrid drugstores has supported their expansion nationwide. Chain operators such as HealthPlus, MedPlus, Silver Brothers, and Alpha Pharmacy have also increased the number of outlets, boosting overall accessibility. The COVID-19 pandemic further reinforced the importance of pharmacies, as they remained open during lockdowns and invested in e-commerce platforms to support continued service delivery.
What next for Consumer Health?
Value sales of consumer health are expected to rise over the forecast period. Economic stabilisation and moderating inflation will support a recovery in purchasing power, enabling consumers to trade up to higher-quality and added-value products while reducing reliance on counterfeit goods. Continued population growth will further underpin demand for essential categories such as analgesics and digestive remedies, alongside rising needs among specific groups such as children, the elderly, and pregnant women.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Consumer Health in Nigeria?
- How are products distributed in Consumer Health in Nigeria?
- How has the regulatory and operating environment for Consumer Health changed in Nigeria?
- 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 Nigeria
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 Nigeria
KEY DATA FINDINGS
Economic stabilisation supports recovery in volume sales
Local manufacturers maintain strong competitive edge
Pharmacies dominates distribution, while e-commerce gains momentum
Improved economy expected to lift demand and spending power
Innovation and product diversification to drive category expansion
Government policy to strengthen local manufacturing and innovation
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 Nigeria
High stress levels support demand for sleep aids, but sales remain insignificant
Acceptance of sleep aids may lead to value growth though natural alternatives pose competition
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 Nigeria
KEY DATA FINDINGS
Price stabilisation supports volume recovery
Affordable local brands intensify competition
Pharmacies retains dominance, while small local grocers remains significant
Economic recovery and demographic growth to sustain demand
Innovation focused on combination and herbal formulations
Shift towards preventive and holistic health may moderate growth
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 Nigeria
KEY DATA FINDINGS
Price stabilisation and rising skin health awareness support growth
Neimeth leads thanks to NCP brand
Pharmacies dominates distribution as small grocers gain ground
Economic recovery and population growth to sustain demand
Innovation and influencer marketing shape category development
Wellness awareness will moderate growth but drive product reformulation
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 Nigeria
KEY DATA FINDINGS
Stabilising prices and ongoing urbanisation support recovery
Local and regional players strengthen foothold
Pharmacies retains leadership as small grocers expand presence
Economic recovery and lifestyle trends to boost demand
Opportunities for diversification and premiumisation
Preventive health trends may moderate growth
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 Nigeria
KEY DATA FINDINGS
Rising awareness and digital lifestyles boost demand
Local manufacturers strengthen position amid import challenges
Pharmacies dominates distribution; e-commerce presence expanding
Rising awareness and economic recovery to expand penetration
Marketing, accessibility and lifestyle positioning to drive growth
Policy initiatives should reinforce long-term category expansion
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
Wound Care in Nigeria
KEY DATA FINDINGS
Price stabilisation supports moderate volume recovery
Beiersdorf maintains leadership amid growing fragmentation
Pharmacies dominates distribution while local grocers gain ground
Economic improvement and population growth to support expansion
Innovation and natural formulations broaden appeal
Rising health awareness drives category formalisation
Table 49 Sales of Wound Care by Category: Value 2020-2025
Table 50 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Wound Care: % Value 2021-2025
Table 52 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 53 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 54 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Nigeria
KEY DATA FINDINGS
Rising interest in sporting activities expands the consumer base for sports nutrition
High price points lead sport nutrition to be popular among affluent consumers
International players drive sales as the landscape lacks local options
Rising interest in health and wellness drives sales across the forecast period
Consumer awareness campaigns to fuel significant sales
E-commerce drives sales as social media plays an increasing role
Table 55 Sales of Sports Nutrition by Category: Value 2020-2025
Table 56 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 57 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 58 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 59 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 60 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Nigeria
KEY DATA FINDINGS
Stabilising prices and preventive health awareness support growth
Vitabiotics leads while local manufacturers gain share
Pharmacies remains key channel while e-commerce broadens access
Economic recovery and rising health consciousness to drive demand
Innovation and localisation expand market reach
Preventive health culture to sustain long-term growth
Table 61 Sales of Dietary Supplements by Category: Value 2020-2025
Table 62 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 63 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 64 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 65 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 66 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 67 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Nigeria
KEY DATA FINDINGS
Rising health awareness and demographic growth support demand
Local manufacturers expand share through affordability and reach
Pharmacies remains dominant as grocery and e-commerce channels expand
Economic recovery and preventive health focus to drive category growth
New formats and natural formulations increase appeal
Professional recommendation and wellness trends shape growth trajectory
Table 68 Sales of Vitamins by Category: Value 2020-2025
Table 69 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 70 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Vitamins: % Value 2021-2025
Table 72 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 73 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 74 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Nigeria
KEY DATA FINDINGS
Category recovery supported by rising health awareness
Complan leads a fragmented competitive landscape
Direct selling retains lead but pharmacies and e-commerce gain ground
Rising incomes and growing obesity awareness to boost demand
Innovation and affordability expand consumer base
Holistic wellness and digital engagement will drive long-term growth
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Nigeria
KEY DATA FINDINGS
Stable economy and renewed interest in natural health boost demand
Vicks and Aboniki maintain leadership amid local innovation
Pharmacies leads distribution while grocers and supermarkets expand reach
Natural positioning and affordability to drive future growth
Product innovation expands presence across categories
Holistic health trends should strengthen consumer trust and premiumisation
Table 81 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Nigeria
KEY DATA FINDINGS
Essentiality of category drives recovery amid stabilising economy
Emzor leads through breadth of portfolio and pricing strategy
Pharmacies dominates as distribution modernises
Expanding child population and health awareness to sustain growth
Product innovation and diversification boost appeal
Health and wellness trends shape product positioning
Table 87 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 89 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 90 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 91 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 92 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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- 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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