Consumer health in 2025: The big picture
Value sales of consumer health rose in 2025, reflecting growing consumer education around self-care and increasing demand for targeted health solutions. In Oman, rising stress levels, busy lifestyles and heightened concerns about immunity have fuelled demand across several categories, from vitamins and dietary supplements to weight management, wellbeing and sports nutrition. At the same time, demographic factors such as longer life expectancy and a sizeable middle-class population with high birth rates have supported demand for over-the-counter (OTC) products. Consumers are seeking products that combine efficacy, convenience and affordability, with companies responding by broadening their portfolios and launching products that address more specific health concerns. This environment has created space for both international players with established reputations and local operators seeking to expand their presence.
Key trends in 2025
Consumer health in Oman in 2025 has been shaped by several interlinked trends. Increasingly hectic lifestyles have continued to drive reliance on consumer health products for fast and effective relief, particularly in categories addressing stress, fatigue and everyday ailments. At the same time, the growing awareness of healthy living has bolstered sales of vitamins, dietary supplements and sports nutrition, with consumers actively seeking ways to improve energy levels, immunity and general wellbeing. Herbal and traditional remedies have also grown in popularity, reflecting a shift towards more natural and holistic approaches to health. This trend is further supported by rising interest in products linked to gut health, beauty from within, and age-related wellbeing solutions, aligning Oman with broader global consumer health directions.
Competitive landscape
GSK Consumer Healthcare stood as the leading company in Omani consumer health in 2025. Its extensive portfolio includes well-known brands such as Panadol, Advil, Otrivin, Actifed, Lamisil, Caltrate and Centrum, spanning categories from analgesics and cough, cold and allergy remedies to dermatologicals and dietary supplements. Panadol, in particular, has become a household reference brand, underpinning GSK’s dominant position. GSK Consumer Healthcare was also the most dynamic player during the year, supported by consistent advertising campaigns across widely broadcast Middle Eastern television channels and strong brand equity developed over decades. This combination of consumer trust, large-scale operations and wide distribution has given the company significant momentum. Alongside GSK, other multinationals maintain strong positions, while local players are gradually expanding their presence, particularly in herbal and traditional products.
Channel developments
Pharmacies remained the primary distribution channel for consumer health products in Oman in 2025, with their share rising slightly during the year. Consumers value the breadth of assortment and the ability to receive expert advice, reinforcing pharmacies’ role as the leading channel. However, e-commerce continued to emerge as the most dynamic channel. With supermarkets, hypermarkets and pharmacies increasingly offering online ordering options, consumers have found it easier to purchase OTC products, sports nutrition and dietary supplements via digital platforms. The convenience of home delivery and growing familiarity with online shopping have strengthened this trend, particularly among younger and urban populations.
What next for consumer health?
Looking ahead, value sales of consumer health in Oman are projected to rise steadily over the forecast period. Growth will be underpinned by sustained population increases, higher GDP per capita, and ongoing improvements in product availability and affordability. Local production capacity is also expected to expand, making lower-priced generic alternatives more widely accessible and encouraging competition. Meanwhile, demand will remain robust in categories linked to immunity, healthy ageing and lifestyle support, reflecting shifting consumer priorities. Distribution will continue to evolve, with e-commerce becoming a stronger complement to pharmacies as online platforms gain ground in both urban and suburban areas. This convergence of rising demand, expanding domestic output and increasingly diversified distribution channels points to a favourable long-term outlook for Oman’s consumer health sector.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Oman 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 Oman, 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 Oman 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 Oman?
- Which are the leading brands in Consumer Health in Oman?
- How are products distributed in Consumer Health in Oman?
- How has the regulatory and operating environment for Consumer Health changed in Oman?
- 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 Oman
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
Steady growth for analgesics driven by rising self-medication
GSK Consumer Healthcare remains the leading player thanks to Panadol
Pharmacies dominate distribution, while e-commerce gains ground
Prospects and Opportunities
Positive performance expected for analgesics over the forecast period
Digitalisation and product innovation support long-term growth
New formulations align with consumer wellness trends
Category Data
Key Data Findings
2025 Developments
Self-medication habits continue to support growth
Muscat Pharmacy & Stores LLC leads with a broad portfolio
Pharmacies dominate distribution, while supermarkets gain traction
Prospects and Opportunities
Self-medication trends set to drive long-term growth
Technological innovation to enhance treatment options
Sustainability gains importance in pharmaceutical manufacturing
Category Data
Key Data Findings
2025 Developments
Fast food culture continues to drive demand for digestive remedies
Reckitt Benckiser maintains leadership through Gaviscon
Pharmacies dominate distribution, while supermarkets gain momentum
Prospects and Opportunities
Lifestyle trends expected to sustain category growth
Technological innovation to improve treatment of inflammatory conditions
Sustainability to shape future packaging innovation
Category Data
Key Data Findings
2025 Developments
Category growth supported by rising awareness of skin conditions and treatment options
Bayer Middle East FZE leads thanks to Canesten’s strong reputation
Pharmacies dominate while small local grocers gain traction
Prospects and Opportunities
Positive forecast supported by demographics and environmental pressures
Biotechnology and nanotechnology set to transform treatment options
Natural remedies expected to gain popularity in dermatological care
Category Data
Key Data Findings
2025 Developments
Category growth underpinned by rising population and infrastructure activity
3M Inc leads thanks to Nexcare’s reputation for innovation and reliability
Pharmacies dominate sales while convenience stores gain momentum
Prospects and Opportunities
Positive outlook supported by demographic dynamics
Technological innovation set to improve treatment outcomes
Sustainability to play an increasing role in product development
Category Data
Key Data Findings
2025 Developments
Category growth supported by rising demand for immunity-boosting products
Sanofi Gulf leads with Pharmaton while Julphar emerges as most dynamic player
Pharmacies dominate sales, but e-commerce gains momentum
Prospects and Opportunities
Positive outlook supported by rising health awareness
Digital and technological innovation to drive product development
Players’ commitment to wellness to expand product portfolios
Category Data
Key Data Findings
2025 Developments
High obesity rates and rising image-consciousness sustain demand
Muscat Pharmacy & Stores LLC maintains leadership through Xenical
Pharmacies dominate but e-commerce emerges as a growth channel
Prospects and Opportunities
Steady growth projected as health and image awareness rises
Innovation to focus on holistic and technologically advanced solutions
Health and wellness positioning to drive future product launches
Category Data
Key Data Findings
2025 Developments
Young male athletes remain the core consumer base
General Nutrition Centers Inc leads with its strong GNC brand
Pharmacies dominate, but e-commerce emerges as the fastest-growing channel
Prospects and Opportunities
Rising fitness participation to broaden the consumer base
Technology to drive personalised and functional solutions
Clean labelling and plant-based innovation to shape product development
Category Data
Key Data Findings
2025 Developments
Rising awareness and preference for natural solutions supports growth
Muscat Pharmacy & Stores LLC maintains a strong presence through broad representation
Pharmacies dominate distribution while e-commerce emerges as the fastest-growing channel
Prospects and Opportunities
Sustained demand expected as health-consciousness rises
Technological innovation to enhance quality and consistency
New formulations and regulatory recognition to support category expansion
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)
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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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