Consumer health in 2025: The big picture
Retail value sales of consumer health are set to rise at a moderate rate in 2025. The Panamanian economy performed strongly in 2025, ranking among the best performers in Latin America. The Economic Commission for Latin America and the Caribbean (ECLAC) estimated GDP growth for this country of close to 4.2%. The positive behaviour of the economy is reflected in an expansion of the middle class. According to estimates by the World Bank, this population group represents approximately 60% of the total population, up from 46% estimated in 2008. This economic context favours sustained growth in demand for health products. Certain products considered non-essential by local consumers, such as vitamins, dietary supplements, and sports nutrition, are reaching new demographics who, with greater purchasing power, consider purchasing them more frequently.
Key trends in 2025
Consumer healthcare products continue to be favoured by a high level of self-medication among Panamanians. Although public health coverage is high and, according to data from the Social Security Fund (CSS), nearly 90% of the population has medical coverage, the care process is often slow, therefore when ailments appear, the majority of consumers self-medicate.
Competitive landscape
In terms of wholesale, there are five leading companies responsible for the vast majority of imported drugs: Compañía Astor, CG De Haseth, Corporación Impa Doel, Droguería Ramón González Revilla and Reprico. All five supply both the private market and the government, which purchases through the Social Security Fund and the Ministry of Health. Compañía Astor is owned by the same business group as Farmacias Arrocha, while CG De Haseth is part of the same group as Farmacias Javillo.
Channel developments
In terms of retail value sales of consumer health products, the main distribution channel is health and beauty specialists, among which pharmacies holds the largest share. This channel is strengthened by its growing breadth of product options, with a variety of prices that can be adapted to different purchasing capacities. The channel is important in offering generic over-the-counter medications, especially in categories such as analgesics with active ingredients like ibuprofen or acetaminophen from laboratories such as MK, La Santé, and Adiuvo. Panama is a highly price-sensitive market, therefore competitive prices and a wide range of generic medications strengthen the positioning of the pharmacies channel.
What next for consumer health?
Value sales of consumer health are set to rise at a moderate rate over the forecast period. The economy is expected to continue showing positive GDP growth, with projections above 4%, according to international organisations such as the Economic Commission for Latin America and the Caribbean (ECLAC). According to Hello Safe’s 2025 Human Development Index report, based on data from the World Bank (WB) and the United Nations Development Program (UNDP), Panama leads the prosperity ranking in Central America. This scenario favours greater purchasing power, leading consumers to prioritise not only the lowest price when choosing health products, but also aspects such as innovative formulas, with claims of efficient assimilation, rapid results, or fewer potential contraindications.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Panama 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 Panama, 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 Panama 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 Panama?
- Which are the leading brands in Consumer Health in Panama?
- How are products distributed in Consumer Health in Panama?
- How has the regulatory and operating environment for Consumer Health changed in Panama?
- 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 Panama
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
Moderate growth in demand for systemic analgesics in Panama due to already high penetration and controlled seasonality in endemic conditions
Tylenol consolidates its positioning with geographic coverage and low-cost packaging
Chained pharmacies lead the distribution of analgesics with a growing portfolio and highly competitive prices
Prospects and Opportunities
High penetration and the prospect of slow premiumisation project moderate growth of analgesics over the forecast period
In systemic analgesics, claims of rapid relief and immediate assimilation formats are the focus of innovation
Topical analgesics/anaesthetic increasingly characterised by a focus on natural formulations
Category Data
Key Data Findings
2025 Developments
Mixed trends in the prevalence of respiratory infections, colds and allergies moderates category growth
The global brand Panadol is strengthened by its local production and solid local logistics structure
Competitive prices and expert advice favour the expansion of pharmacies
Prospects and Opportunities
Environmental impact triggers increasing prevalence of respiratory problems and allergies over the forecast period
Claims of multi-symptom relief resonate with Panamanians
Consumers increasingly adopt preventive immunological behaviour
Category Data
Key Data Findings
2025 Developments
Poor eating habits, a sedentary lifestyle, and high stress levels among Panamanians are driving the demand for digestive remedies
Global brands lead in digestive remedies with a solid distribution structure
Pharmacies consolidate in digestive remedies with a growing omnichannel strategy
Prospects and Opportunities
The incidence of digestive disorders among Panamanians continues to grow
Digestive enzymes gains ground, diversifying usage for more specific purposes
Interest in dietary supplements for intestinal health is a growing trend among certain local consumer groups
Category Data
Key Data Findings
2025 Developments
Higher humidity levels cause a higher prevalence of fungal skin diseases
Leading brands focus on introducing new, more potent formulas and addressing a broader range of dermatological symptoms
Pharmacies holds an important role in dermatologicals through its wide range of treatments for conditions and for aesthetic improvements
Prospects and Opportunities
Young generations of Panamanians increasingly prioritise dermatologicals, favouring the category’s development
Medicated anti-hemorrhoidal wipes have potential for launch in Panama
Incidence of psoriasis continues to grow over the forecast period
Category Data
Key Data Findings
2025 Developments
Slow growth in sales of wound care in 2025
Nexcare expands its portfolio with options for more specific wound types and body areas
Price competitiveness is a factor driving the popularity of pharmacies in wound care
Prospects and Opportunities
Moderate development of wound care with some dynamism driven by specific consumer groups
Moisture-controlled wound healing technologies gain traction due to Panama's climatic conditions
Environmental claims on wound care products yet to be marketed in Panama
Category Data
Key Data Findings
2025 Developments
Preventive health practices are more frequently adopted by Panamanians, boosting demand for vitamins and dietary supplements
Nature's Bounty strengthens its positioning by offering supplements for more specific purposes and frequent promotional campaigns
Pharmacies expand their dietary supplement offerings, renovating their physical stores, and accelerating the development of their retail e-commerce platforms
Prospects and Opportunities
Products designed to promote gut health grow thanks to rising purchasing power and an increasingly aware consumer base
Personalisation begins to take root in dietary supplementation
The search for healthy ageing is increasingly relevant among Panamanians
Category Data
Key Data Findings
2025 Developments
Weight management and wellbeing shifts towards faster weight loss alternatives, impacting the performance of OTC weight management and wellbeing products
Enterex strengthens its position in Panama in supplement nutrition drinks
The retail e-commerce channel is expanding its wellbeing product offering with a growing portfolio and frequent exclusive online offers
Prospects and Opportunities
While weight loss remains important for Panamanians, this may not boost sales of OTC weight management and wellbeing products over the forecast period
Supplement nutritional drinks increase in popularity while consumers increasingly demand personalised formulations
Weight control supplements with naturally sourced compounds continue gaining ground
Category Data
Key Data Findings
2025 Developments
Sports nutrition expands its positioning to a more mass audience
GNC consolidates its position among the leading sports nutrition brands with an omnichannel strategy and loyalty programmes
Pharmacies compete more aggressively in sports nutrition with portfolio expansion and lower outlay formats
Prospects and Opportunities
Promising prospects for sports nutrition in Panama over the forecast period
Plant-based proteins drives innovation in sports nutrition
Sports protein RTD evolves toward multifunctionality and hydration
Category Data
Key Data Findings
2025 Developments
Demand for herbal/traditional remedies continues to grow, although sales are migrating towards industrialised formats
Growing preference for natural ingredients boosts demand for herbal/traditional remedies
Pharmacies strengthens as a comprehensive channel for health and beauty products, thus benefiting the offering of herbal/traditional products
Prospects and Opportunities
The perception that herbal remedies are healthier for the body is gaining ground among Panamanians
Innovations in herbal/traditional dietary supplements target more specific demographics
Although the legalisation of medical cannabis has been ongoing for several years, regulatory delays have hampered its commercialistion in Panama
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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