Select Country Report
Consumer Health in 2025: The big picture
Value sales of consumer health are rising in 2025, supported by Singapore’s ageing population and greater focus on wellness and preventive health. Singapore’s status as an increasingly ageing nation continues to create strong growth opportunities for vitamins and dietary supplements. Anti-ageing supplements are expanding, with brands targeting cell renewal, joint movement and heart health. NMN (nicotinamide mononucleotide) supplements, such as Tru Niagen and GreenLife, are gaining popularity for their antioxidant properties and potential to slow ageing by converting to NAD+ in the body. The range of NMN-based products available in Singapore continues to grow in 2025.
Key trends in 2025
Gut health supplements are seeing robust growth, with probiotics as the main active ingredient across a rising number of new products. The trend extends to targeted formulations - particularly women’s probiotics - which combine gut health with immune and urinary benefits. Examples include Holistic Way Women’s Probiotic + Prebiotic + Cranberry and GreenLife Probio+ Weight + Skin for Women, both using Morinaga probiotic strains (BB536 and B-3) and additional ingredients such as lactoferrin to support metabolism and weight management.
Competitive landscape
GSK Consumer Healthcare remains the leading company in consumer health in value terms in 2025. Its diversified portfolio includes major brands such as Panadol in analgesics and Centrum and Scott’s in vitamins and dietary supplements. Panadol continues to record strong brand performance, supported by extensive distribution across Singapore. Centrum remains highly active with new product launches through major retailers such as Watsons and Guardian. Notable launches include Centrum Lutein 20mg Capsule, Centrum Triple Action Probiotics Capsule and Centrum Calm & Rest Probiotics, the latter incorporating GABA to promote relaxation and sleep quality.
Channel developments
Health and personal care stores remains the leading distribution channel for consumer health in 2025, with value share continuing to rise. Watsons and Guardian are strengthening their positions through strategic collaborations and experiential retail formats. Watsons has expanded its partnership with GNC to launch Singapore’s first store-within-a-store concept, offering science-backed supplements in a premium wellness setting. Guardian is similarly focused on promotional events such as the Guardian Health and Beauty Fiesta to reinforce brand engagement.
What next for Consumer Health?
Value sales of consumer health are set to rise over the forecast period, driven by wellness-focused consumers seeking products that support immunity, beauty, gut health and healthy ageing. Singapore’s ageing demographic will continue to underpin growth in scientifically supported supplements. Products containing UC-II collagen, astaxanthin and NMN will remain popular due to their evidence-based benefits. Innovations in format - such as jelly sticks, melt-in-the-mouth tablets and burstlets - will further improve convenience and engagement, with brands like Nature’s Way and Labo Nutrition leading this evolution.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Consumer Health in Singapore?
- How are products distributed in Consumer Health in Singapore?
- How has the regulatory and operating environment for Consumer Health changed in Singapore?
- 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 Singapore
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 in Consumer Health 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
Summary 1 OTC: Switches 2024-2025
DISCLAIMER
DEFINITIONS
Summary 2 Research Sources
Analgesics in Singapore
KEY DATA FINDINGS
Rising consumer awareness contributes to robust growth in 2025
GSK leads overall analgesics thanks to well-known Panadol brand
Health and personal care stores dominates distribution
Rising living costs set to drive stronger demand for private label and generics
Increased demand for improved efficacy and diversified formats
Solutions for joint and muscle pain will see continued interest, while rise of teleconsulting could curb overall category growth
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
Sleep Aids in Singapore
KEY DATA FINDINGS
Hectic, stressful lifestyles support growth for sleep aids
21st Century leads with innovative product formats
Retailers’ promotional and marketing activities ensure distribution dominance for health and personal care stores
Sleep-deprived Singaporeans will ensure steady demand for sleep aids throughout forecast period though growth may be limited
Competitive threat from dietary supplements as alternative solution
Sleep aids projected to see increased innovation as products combine with herbal/traditional dietary supplements
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Singapore
KEY DATA FINDINGS
Consumers opt for early intervention through diverse product range
GSK leads sales performance with broad portfolio
Health and personal care stores benefits from wide variety of available remedies
Consumers increasingly combine several remedies to boost efficacy
Players anticipated to invest in convenient packaging formats and preventive remedies
Cough relief patches and other non-oral remedies set to surge amid rising haze levels
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Singapore
KEY DATA FINDINGS
Consumers spoilt for choice in 2025, with international and local players occupying highly fragmented landscape
J&J leads while Mundipharma rises fastest
Health and personal care stores benefits from offer of in-person advice
Further growth forecast with stable competitive landscape, driven by rising levels of health-consciousness and shifting demographics
Increasingly ageing population supports steady demand for medicated shampoos and hair loss treatments
Growing accessibility to low-cost options from abroad
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Singapore
KEY DATA FINDINGS
Lifestyle-induced stress as major factor supporting sales in digestive remedies
Gaviscon brand drives success for Reckitt Benckiser
Consumers seek online access to international brands
Preventive approach to counter indigestion and optimise gut health
Positive outlook for probiotic supplements may hinder greater growth in digestive remedies
Increasingly sophisticated weight management products may pose competitive threat to laxatives
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in Singapore
KEY DATA FINDINGS
Prolonged screen time advances use of eye care products
Multinational players lead landscape with diversified product range
Strong network of chained pharmacies boasts broad in-store availability
Solid growth forecast as more brands innovate in line with changing lifestyles
On-the-go lifestyles will lead to greater preference for vial formats, while myopia control solutions are likely to expand
Competition from eye health supplements to become increasingly relevant in forecast period
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
NRT Smoking Cessation Aids in Singapore
KEY DATA FINDINGS
Government steps up effort to curb vaping and smoking culture among younger generations
Johnson & Johnson leads with Nicorette benefiting from broad distribution
Pharmacies gains greater share in 2025, rising fastest among distribution channels
Rising health consciousness set to see consumers quit smoking through combination of NRT smoking cessation aids and counselling
Brand will play increasingly important role in raising awareness
Government to ensure low smoking prevalence through implementation of comprehensive tobacco-control strategy
Table 49 Number of Smokers by Gender 2020-2025
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
Wound Care in Singapore
KEY DATA FINDINGS
Advanced wound care range pushes category expansion
Leading player Beiersdorf continues to maintain strong presence with innovative marketing campaigns
Local consumers seek imported brands online
Value-added benefits and stronger efficacy will help boost future value growth
Private label to see greater product development
Surge in liquid and spray plasters anticipated for forecast period
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Singapore
KEY DATA FINDINGS
Health and sustainability concerns drive expansion of plant-based and vegan sports nutrition
Glanbia tops sales performance in sports nutrition while ONI Global rises fastest
Health and personal care stores benefits from extensive store networks
Re-entrance of major sports nutrition brands to Singapore to push visibility of sports nutrition
Consumers anticipated to demand more precise dosage for personal nutritional needs
Vegan and plant-based variants set to see surge in demand among younger Singaporeans
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Singapore
KEY DATA FINDINGS
Highly competitive dietary supplements maintains strong value growth in 2025
Fragmented landscape leads to intense competition
Health and personal care stores benefits from favourable pricing policies
Rising health consciousness supports positive outlook for forecast period
Plant-based and vegan dietary supplements, along with holistic beauty trend, will fuel future growth
Sharpened focus on ingredients-led research and product development
Table 68 Sales of Dietary Supplements by Category: Value 2020-2025
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 70 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Singapore
KEY DATA FINDINGS
Health-conscious consumers rely on vitamins to boost immunity
International player Bayer leads vitamins with immune health positioning
Health and personal care stores leads distribution with largest brand assortment
Anticipated accelerated demand for immunity and energy-boosting benefits
Rising eco-awareness will push sustainability concerns further to the fore though affordability remains key concern
Innovative formats and flavours as key differentiators
Table 75 Sales of Vitamins by Category: Value 2020-2025
Table 76 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 77 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 78 NBO Company Shares of Vitamins: % Value 2021-2025
Table 79 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 80 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Singapore
KEY DATA FINDINGS
Rising competition from non-direct-selling brands means falling value sales
Direct sellers lead with strong specialisation in weight loss supplements
Direct selling leads distribution with players competing through differentiation
Continued high rates of obesity in Singapore should support demand during forecast period
Development of weight loss drugs likely to impact weight loss supplements
First hybrid weight management approach to tackle obesity in Singapore
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Singapore
KEY DATA FINDINGS
Solid growth seen for herbal/traditional products in 2025
Retailer collaboration enables rapid growth for Ricola and ONI Global
Leading health and beauty specialist retailers offer wide range of products
Bright forecast period as consumers continue to rely on culturally influenced products
Innovation in response to evolving lifestyles
Aggressive new product launches will drive overall category expansion
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Singapore
KEY DATA FINDINGS
New national scheme supports healthy habits among children at early primary stage
International players benefit from strong brand awareness
Health and personal care stores leads distribution in 2025
Wellness-focused parents will drive demand during forecast period
Innovative product formats to serve as key differentiators
Emergence of products with clear segmentation and positioning caters to changing needs
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
-
- Adult Mouth Care
-
-
-
- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
-
- Topical Analgesics/Anaesthetic
-
- Sleep Aids
-
- Antihistamines/Allergy Remedies (Systemic)
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
-
- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
-
- 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
-
-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
-
- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
-
- Emergency Contraception
-
- Allergy Eye Care
- Standard Eye Care
-
- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
-
- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
-
-
- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
-
-
-
- Combination Dietary Supplements
-
- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
-
- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
-
- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
-
- Multivitamins
-
- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
-
-
- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
-
- 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
-
- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
-
-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
-
- 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
-
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
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Consumer Health research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!