Consumer Health in 2025: The big picture
Consumer health in Portugal is expected to register healthy current value growth in 2025. An ageing population supports value sales, as many health issues affect older people more seriously. In addition, with the public health system under increasing pressure, it is becoming more difficult to access medical services, and this is pushing consumers to self-medicate or consult with a pharmacist instead. There also continues be regular new product launches, with a focus on more advanced formulations and formats, as well as also new packing to update a product’s image.
Key trends in 2025
Increasing health awareness and a desire to lead a healthier lifestyle support value sales for more preventative consumer health products such as dietary supplements and sports nutrition. However, weight management and wellbeing products are being impacted by the growing popularity of prescription GLP-1 weight loss injections. However, these injections are expensive and there are also restrictions. For example, Mounjaro launched in December 2024, and is available on prescription but only to patients that are both diabetic and overweight and is 90% covered by public health. On the other hand, Wegovy, which launched in April 2025 and is purely for weight loss and also requires prescription, is not covered by public health and costs a hefty €244.80 per month. However, it is not only be the rising popularity of medications such as Wegovy that is negatively impacting weight management and wellbeing. Consumers are also shifting from rapid weight loss solutions to longer term healthier lifestyles, that include being more active and also eating heathier diets, with a focus on high protein foods.
Competitive landscape
Haleon Portugal Lda continues to lead consumer health in Portugal. It has a wide portfolio of brands, including popular offerings such as Voltaren in topical analgesics, Centrum in vitamins and Panadol in systemic analgesics. The company is also continually innovating and also has deep pockets to invest in extensive marketing. In 2025, Haleon launched an extension of its Voltaren brand in systemic analgesics, that is Voltaren-Voltamig, which contains acetylsalicylic acid, paracetamol and caffeine, and claims to provide pain relief for migraines within 15 minutes.
Channel developments
Pharmacies continues to dominate distribution, accounting for nearly two-thirds of value share. They offer the largest ranges and consumers also appreciate being able to consult with a pharmacist, if needed. Also, certain products can only be sold in pharmacies. Also, when products are switched from prescription to OTC, they initially must only be sold in pharmacies.
What next for Consumer Health?
Consumer health will register moderate constant value growth over the forecast period. Also, with access tp public health becoming more difficult, there is ongoing discussion between the government and its agency Infarmed, with Apifarma (the Portuguese Pharmaceutical Association), in order to switch some prescription medicines to OTC, with the condition of them being sold exclusively in pharmacies. This is seen as a way to relieve the pressure on the public health system, by enabling consumers to access medicine without having to go to a doctor. However, switches will mean higher costs for consumers, as a switch from prescription to OTC means that the medicine can no longer be reimbursed.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Consumer Health in Portugal?
- How are products distributed in Consumer Health in Portugal?
- How has the regulatory and operating environment for Consumer Health changed in Portugal?
- 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 Portugal
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 Portugal
KEY DATA FINDINGS
Adult ibuprofen top performer in 2025
Haleon holds on to commanding lead
Pharmacies continue to dominate
Muted performance over forecast period
Opportunities for added-value
Increasing demand for more natural offerings
Sleep Aids in Portugal
KEY DATA FINDINGS
Healthy performance in 2025
Coopers Consumer Health holds on to strong lead
Parapharmacies steal value share from pharmacies
Rosy outlook over forecast period
Focus on more natural positioning, as well as personalisation
Possible stricter legislation
Cough, Cold and Allergy (Hay Fever) Remedies in Portugal
KEY DATA FINDINGS
Self-medication trend supports growth
Ilvico benefits from growing popularity of combination products
Pharmacies dominate
Muted performance over forecast period
Shift toward more natural alternatives
Focus on new formats, with also increasing number of switches
Dermatologicals in Portugal
KEY DATA FINDINGS
Muted, but positive value growth
Bayer leads supported by clear messaging
Parapharmacies make gains
Further innovation keeps consumers engaged
AI sppeds up innovation
Health and wellness trends influence innovation in dermatologicals
Digestive Remedies in Portugal
KEY DATA FINDINGS
Increasing understanding of importance of digestion to overall health supports value sales
Johnson & Johnson (Kenvue) holds on to tight lead
Pharmacies dominate sales
Positive outlook over forecast period
AI set to accelerate innovation
Increasing switches will boost value sales, but mean higher costs for consumers
Eye Care in Portugal
KEY DATA FINDINGS
Slower value and volume growth in 2025
Faes Pharma purchases Portuguese company Laboratórios Edol
Siignificant growth in e-commerce
Allergies and intense use of screens drive sales
Optical good stores gain value share over forecast period
Preservative-free and long expiration in demand
NRT Smoking Cessation Aids in Portugal
KEY DATA FINDINGS
Minimal current value and volume growth in 2025
Perrigo continues to lead, but Haleon narrows gap
Pharmacies dominating, but parapharmacies gaining
Healthier lifestyles support demand for smoking cessation aids
Public health continues to support smokers to stop
Further restrictions in tobacco use
Wound Care in Portugal
KEY DATA FINDINGS
First aid kits register highest value growth, as consumers look to be prepared for emergencies
Private label continues to gain
Modern grcoery retailers dominate distribution
Modest growth over forecast period
Continuing innovation over forecast period
Increasing offerings targeted at children
Sports Nutrition in Portugal
KEY DATA FINDINGS
Healthy value growth in 2025
Prozis continues to gain, supported by an effective online startegy
E-commerce leads distribution
Continuing healthy constant value growth over forecast period
Use of wearables set to make sports nutrition more personalised
Focus on a more natural positioning
Dietary Supplements in Portugal
KEY DATA FINDINGS
A more informed consumer supports increasing value sales
Landscape quite fragmented
Fragmented distribution, with e-commerce also a significant channel
Steady growth over forecast period
Value growth for modern grocery retailers.
Increasing focus on dietary supplements targeted at women
Vitamins in Portugal
KEY DATA FINDINGS
Fall in volume sales in 2025
Centrum brand continues to lead
Fragmented distribution, with e-commerce also a significant channel
Fall in constant value sales over forecast period
Compliance, cleaner formualtion and greener positioning key priorities
Continuing innovation and diversification
Weight Management and Wellbeing in Portugal
KEY DATA FINDINGS
Muted value growth in 2025
Prozis narrowing the gap with Herbalife
Direct selling losing value share, as alternative channels extend their offerings
Marginal fall in constant value sales
Consumers adopt longer-term approach to weight loss
Compliance, clearer labelling and greener positioning key priorities
Herbal/Traditional Products in Portugal
KEY DATA FINDINGS
Positive current value growth in 2025
Aboca holds on to lead
Natural health stores gaining ground
Steady growth over forecast period
Stricter oversight builds consumer trust
Increasing segmentation way of standing out from the crowd
Paediatric Consumer Health in Portugal
KEY DATA FINDINGS
Muted value growth in 2025
Medinfar holds on to tight lead
Pharmacist continues to be key in driving sales in paediatric consumer health
Low birth rate continues to dampen value sales
Growing focus on wellness
Continuing innovation over the forecast period
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
-
- 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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