Consumer Health in 2025: The big picture
Poland’s consumer health market has continued to record steady growth in current value terms in 2025. This has been primarily driven by price increases and supported by innovation and new formulations, such as APAP Paracetamol + Codeine. There has also been innovation in terms of delivery formats, such as sprays, dissolvable tablets, and gummies, which has helped categories such as sleep aids to remain relevant. Multi-symptom cold remedies such as Theraflu or Gripex have also delivered sustained value growth thanks to the trust placed in their effectiveness.
Key trends in 2025
Empowered by online health information and self-care habits, Polish consumers are increasingly taking a DIY approach to their health. Consumers are seeking single-ingredient dietary supplements over complex blends, allowing for greater control, effect-tracking, and personalisation of their routines. Beyond the already established self-care routines, self-medication behaviours and growing health awareness, this trend is also being fuelled by online content, influencer guidance and AI tools like Chat-GPT. On the other hand, when there is a need for immediate aid or treatment, such as treatment of cough and cold symptoms, complex multi-formulation products still win. Multi-ingredient solutions can also be more appealing for older consumers due to the convenience and reduced need to manage multiple products.
Competitive landscape
Consumer health in Poland continues to be shaped by a few players which have wide portfolios and strong distribution networks, with GSK Consumer Healthcare remaining the overall leader. Domestic player Polpharma, one of the largest pharmaceutical groups in the region, exceeded EUR1 billion in turnover in 2024 and is doubling down on innovation with the opening of a new R&D laboratory in Starogard. Its acquisition of Ziololek, which specialises in dermatologicals and baby care products, signals its efforts to expand across adjacent health and wellness categories.
Channel developments
Traditional pharmacies remains the primary distribution channel for consumer health products. However, the channel is facing significant pressure from e-commerce. The "Pharmacy for Pharmacist" programme, aimed at supporting local pharmacies, has shown limited effectiveness against market forces favouring automation, better infrastructure, and economies of scale. This situation has led to further consolidation within the pharmacies channel, driven by consumer demand for speed, convenience, and e-commerce infrastructure. Large chains like Dr. Max and Gemini are becoming increasingly dominant, while smaller, independent pharmacies are struggling to keep pace. This shift is reshaping distribution, with fewer but more powerful retail points and a rising share of private label offerings particularly in vitamins and dietary supplements. Partnerships around warehousing and logistics are also emerging as semi-formal solutions to distribution challenges, though they often operate in regulatory grey zones.
What next for Consumer Health?
The Polish consumer health market is expected to maintain steady growth through 2026, primarily driven by price increases rather than volume expansion. OTC categories will continue growing at or slightly above inflation rates across the forecast period, with consumers expected to invest in preventative and complementary consumer health products such as sports nutrition and vitamins and dietary supplements.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Consumer Health in Poland?
- How are products distributed in Consumer Health in Poland?
- How has the regulatory and operating environment for Consumer Health changed in Poland?
- 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 Poland
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 Poland
KEY DATA FINDINGS
Brands justify price rises with a focus on pack size and product strength
Brand loyalty remains key but competition grows as consumers look for value
Expanding access to stronger, more targeted pain relief raises concerns
Regulatory pressure could influence the market
New delivery formats could provide point of differentiation in a crowded market
Natural alternatives could provide some competition to OTC analgesics
Sleep Aids in Poland
KEY DATA FINDINGS
Melatonin maintains market leadership
Pharmacies dominate but e-commerce opens up challenges and opportunities
Herbal/traditional sleep aids dominate sales
Combo formulations vs mono-ingredient solutions
Natural versus chemical solutions
Tracking apps and devices could boost interest in sleep improvement
Cough, Cold and Allergy (Hay Fever) Remedies in Poland
KEY DATA FINDINGS
Allergies on the rise with links to cognitive and emotional impact
GSK leads but domestic players putting up a strong challenge
Pharmacies dominate with sales remaining impulse and need driven
Strong growth projected with self-medication positioned as the first response
Multi-symptom formulas - anchor and advantage
Focus set to fall on convenient formats
Dermatologicals in Poland
KEY DATA FINDINGS
Strong growth seen across dermatologicals
Polpharma acquires Ziololek as the market moves towards consolidation
Ageing population and climate change present new growth opportunities
Rise in allergies and a growing focus on hair loss set to be key sales drivers
Focus on beauty and wellness set to inform growth and new product development
Product repositioning could be key to driving sales of paediatric dermatologicals
Digestive Remedies in Poland
KEY DATA FINDINGS
Steady growth supported by reflux and bloating remedies
Pharmacies key to distribution while the competitive landscape sees little change
Early digestive issues linked to use of GLP-1s
Growth set to be backed by lifestyle habits and an ageing population
Premium wellness category
Increased health awareness set to have a mixed impact on sales
Eye Care in Poland
KEY DATA FINDINGS
Eye care sales rise as lifestyle and environmental factors trigger demand
Consumers favour fast and effective solutions from tried and tested brands
Oculoxin emerges as a key ingredient to watch out for
A quiet, fragmented category with enormous attention
Poland’s ageing population presents further sales opportunities
Increasing screen time and climate change set to be important growth drivers
NRT Smoking Cessation Aids in Poland
KEY DATA FINDINGS
Sales increase despite competition from alternative options
Players respond to changing market demands
Digital apps and online sales play a growing role in smoking cessation
Holistic wellness & recovery
Nicotine-based products face stricter regulation
Pharmacists set to play a greater role in smoking cessation
Wound Care in Poland
KEY DATA FINDINGS
Return to more active lifestyles benefits sales of wound care
Wound care expands into new retail channels
Competition remains consolidated as players focus on functional upgrades
Outlook remains positive thanks to an ageing and increasingly active population
Higher disposable income may encourage consumers to upgrade
Innovation could help elevate wound care
Sports Nutrition in Poland
KEY DATA FINDINGS
Consumers entering the routines are driving the volume
Format innovation and a wide product offer fuelling competition
Digital and specialist channels shape access and discovery
Bright outlook as consumers focus on both their physical and mental performance
Digital tools and AI set to play a big role in sports nutrition
The rise of single-ingredient products and stacking behaviour
Dietary Supplements in Poland
KEY DATA FINDINGS
Increasing health awareness boosting demand for dietary supplements
Multi-channel ecosystem driving distribution
Trendy categories rotate fast, driven by digital culture
Sales to benefit from an ageing and increasingly health-conscious population
Rising incomes should encourage experimentation, but value will remain key
Online and offline visibility and women’s health two areas of focus
Vitamins in Poland
KEY DATA FINDINGS
Increasing health awareness fuelling growth with vitamin D in high demand
Players use delivery formats to stand out in a crowded market
E-commerce thriving in vitamins
Positive outlook for vitamins
Mono-ingredient formulations set to be the big winners
Digital tools reshaping how people choose vitamins
Weight Management and Wellbeing in Poland
KEY DATA FINDINGS
The rise of GLP-1s presents new challenges and opportunities for the market
Sanprobi pioneers post-biotics for weight-linked digestive support
Growth of digital-first behaviours, especially around supplements
GLP-1 aftercare could present new opportunities
Hydration and berberine present areas of opportunity
Meal replacement products face competition from sports nutrition
Herbal/Traditional Products in Poland
KEY DATA FINDINGS
Herbal/traditional products remain popular
Players look for new ways to stand out in an increasingly crowded market
Pharmacies continue to dominate sales but e-commerce gains share
Herbal/traditional products set to benefit from a complementary health positioning
Opportunities could be found in GLP-1 support
Cognitive care and CBD-based products under the microscope
Paediatric Consumer Health in Poland
KEY DATA FINDINGS
Demographics puts pressure on the segment
Parents prioritise well-known brands but are open to new formats
Engaging new formats create opportunities for brand switching and trial
Players may need to add value to offset the impact of a declining birth rate
Innovation set to focus on cognitive health and correct dosing
Consumers expected to favour natural formulations
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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