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Consumer Health in 2025: The big picture
Consumer health sales in Pakistan increased further in 2025, supported by self-medication trends and steady demand for everyday categories, including analgesics, cough and cold remedies, and digestive remedies. Persistent inflation and currency pressures elevated prices, prompting many consumers to shift to generics and small packs. Multinational brands held value in the year through strong equity and distribution, while local firms gained share with affordable alternatives. Health and beauty specialists remained the backbone of sales, and e-pharmacies expanded quickly in urban centres, driven by convenience, delivery, and price transparency.
Key trends in 2025
Gut health became a central growth driver in 2025, boosting probiotics and digestive remedies, often marketed with immunity benefits. Beauty-from-within gained traction, particularly with vitamins and supplements targeting skin, hair, and nails. Sports nutrition, meanwhile, evolved beyond gyms attracting mainstream consumers. Public discussion of new weight loss drugs also raised awareness of nutrition. At the same time, digital media and health apps began shaping consumption patterns, with parents and younger consumers relying on online recommendations and teleconsultation platforms.
Competitive landscape
Except for some prominent local brands in herbal/traditional and weight management products, the competitive landscape in consumer health in Pakistan is dominated by international players in terms of retail value share. A greater capacity to invest in marketing campaigns, brand-building activities and distribution networks, support the strength of international players and their brands.
Channel developments
Health and beauty specialists, including pharmacies and health and personal care stores, remained the leading distribution channel within consumer health in Pakistan 2025 thanks to consumer trust, product breadth, and pharmacist advice. In addition, their consistent stocking and authentication practices reassured consumers amid rising counterfeit concerns.
What next for consumer health?
Sales of consumer health in Pakistan are expected to rise steadily over the forecast period, largely price-led, as self-care habits and preventive routines become embedded. Population growth and urbanisation will also support demand, while affordability pressures ensure generics and local products remain key. Rupee value fluctuations and reliance on imported APIs may, however, weigh on premium brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Pakistan 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 Pakistan, 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 Pakistan 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 Pakistan?
- Which are the leading brands in Consumer Health in Pakistan?
- How are products distributed in Consumer Health in Pakistan?
- How has the regulatory and operating environment for Consumer Health changed in Pakistan?
- 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 Pakistan
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 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 Pakistan
KEY DATA FINDINGS
Low-cost generics and smaller packs ensure steady demand in 2025
Multinationals retain a strong lead with trusted brands
Pharmacies dominate sales thanks to consumer trust and stong availability
Population growth and urbanisation support further growth
Innovation in formulations and delivery formats
Preventive care and rising environmental consciousness influence demand
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
Cough, Cold and Allergy (Hay Fever) Remedies in Pakistan
KEY DATA FINDINGS
Seasonal flu waves and worsening urban air quality support demand in 2025
Procter & Gamble maintains its lead in 2025
Convenience and online dicounts drive growth of e-commerce
Seasonal flu outbreaks, worsening urban air quality ensure future growth
Innovation to focus on faster-acting formulations
Health and wellness, and sustainability trends shape demand
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Pakistan
KEY DATA FINDINGS
Skin complaints caused by heat, humidity and urban pollution support sales in 2025
Leading Abbott Laboratories expands its footprint with competitively priced generics
Dynamic e-commerce thanks to convenience, price comparisons, and home delivery
Demand fulled by urbanisation, pollution, and humidity
Local firms are investing in improved production technologies
Growing demand for herbal and dermatologically tested products
Table 24 Sales of Dermatologicals by Category: Value 2020-2025
Table 25 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 27 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 28 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Pakistan
KEY DATA FINDINGS
Resilient baseline demand in 2025
Sanofi-Aventis leads; however, Getz Pharma offers the most popular brand
Health and beauty specialists benefit from offering advice and multinational brands
Sales to rise steadily
Innovation to focus on faster-acting and healthier formulations
Rising consumer interest in herbal or natural digestive remedies
Table 30 Sales of Digestive Remedies by Category: Value 2020-2025
Table 31 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 33 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 34 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 35 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Wound Care in Pakistan
KEY DATA FINDINGS
Consumers keep basic first aid items such as wound care on hand
Saniplast is a household name across Pakistan
Convenient delivery and bundle discounts ensure strong e-commerce growth
Challenge of wound care’s maturity and low unit prices
Improved adhesive quality, breathable materials, and skin-friendly bandages expected
Rising hygiene awareness supports steady usage
Table 36 Sales of Wound Care by Category: Value 2020-2025
Table 37 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 38 NBO Company Shares of Wound Care: % Value 2021-2025
Table 39 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 40 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 41 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Pakistan
KEY DATA FINDINGS
Healthy value growth, although from very low base
High price points will keep growth concentrated among wealthier urban consumers
Table 42 Sales of Sports Nutrition by Category: Value 2020-2025
Table 43 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 44 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 45 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 46 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 47 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Pakistan
KEY DATA FINDINGS
Consumers look to maintain their wellbeing through dietary enhancements
Merck Pharmaceuticals holds a strong lead
Supermarkets and hypermarkets expand shelf space, bundle offers, and in-store promotions
Further growth driven by growing interest in preventive health and nutrition
Local firms investing in upgraded manufacturing for consistent quality
Regulators to place greater emphasis on labelling and dosage guidelines to ensure safe and transparent use
Table 48 Sales of Dietary Supplements by Category: Value 2020-2025
Table 49 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 50 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 51 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 52 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 53 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 54 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Pakistan
KEY DATA FINDINGS
Convenient multivitamins record the strongest growth
GSK leads with its trusted brands and long-established presence
Consumers rely on pharmacists for guidance on product selection
Preventive health habits and growing urban population drive future sales
Innovation to focus on new formats
Rising health and wellness awareness as the strongest driver
Table 55 Sales of Vitamins by Category: Value 2020-2025
Table 56 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 57 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 58 NBO Company Shares of Vitamins: % Value 2021-2025
Table 59 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 60 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 61 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Pakistan
KEY DATA FINDINGS
Rising demand from urban consumers looking for quick fixes for weight control
Leading Getz Pharma enjoys strong brand recognition and a loyal customer base
Influencer-led campaigns make e-commerce the go-to for slimming teas, detox drinks, and imported supplements
Rising obesity rates and growing awareness of healthy lifestyles support sales
Innovation to focus on digital integration
Consumer shift toward natural and preventive approaches to weight control
Table 62 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 63 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 65 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 66 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 67 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Pakistan
KEY DATA FINDINGS
Herbal remedies perceived as gentler and more affordable than synthetic alternatives
Local players dominate a fragmented landscape
Consumers look for guidance when choosing remedies
Growth supported by strong consumer trust in natural remedies and their affordability
Digital platforms and e-pharmacies making herbal remedies more accessible
Health and wellness trend will play a key role in sustaining demand
Table 68 Sales of Herbal/Traditional Products: Value 2020-2025
Table 69 Sales of Herbal/Traditional Products: % Value Growth 2020-2025
Table 70 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 71 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 72 Forecast Sales of Herbal/Traditional Products: Value 2025-2030
Table 73 Forecast Sales of Herbal/Traditional Products: % Value Growth 2025-2030
Paediatric Consumer Health in Pakistan
KEY DATA FINDINGS
Parents rely on OTC options for fevers, coughs and minor stomach upsets
Multinationals benefit from consumer trust
Consumers appreciate pharmacies’ consistent availability and assurance of authenticity
Parents’ growing reliance on OTC remedies to support sales
Digital health platforms and e-pharmacies gaining traction
Regulators to reinforce dosage labelling and quality standards to ensure safety
Table 74 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 75 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 76 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 77 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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- 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
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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