Select Country Report
Consumer Health in 2025: The big picture
Consumer health in South Africa is projected to see further strong retail current value sales growth over 2025, albeit at a slower rate than in the previous years of the review period. This growth is driven in part by the lingering effects of inflation on unit prices, which remain elevated despite some stabilisation. The industry has faced significant macroeconomic challenges, including low GDP growth rates and high unemployment, resulting in weaker consumer spending power. These factors have constrained the demand for many consumer health products in the market, placing a premium on lower-priced and value for money purchases. Consumers in South Africa have become increasingly price-sensitive, leading to restricted demand in relatively elastic categories during periods of high inflation. However, certain categories have proven more resilient.
Key trends in 2025
Flu seasons are strong in South Africa, driving an increase in preventative and symptomatic self-medication. The challenging economic climate has reduced consumers’ access to or affordability of medical consultations, leading them to opt for OTC products recommended by pharmacists, instead of prescription medications. As a result, there has been a notable surge in demand for OTC cough, cold and allergy (hay fever) remedies and vitamins and dietary supplements during peak seasons. Consumers are being advised to purchase products that not only provide symptom relief, but also boost their immune systems, further fuelling the performances of these two categories.
Competitive landscape
The competitive landscape of consumer health in South Africa remains highly fragmented at the end of the review period. Adcock Ingram Holdings Ltd is projected to remain the leading company over 2025; it is the only player set to account for a double-digit retail value share. Despite ceding ground through the review period, the manufacturers’ overall retail value share is projected to be stable over 2024-2025. Adcock Ingram Holdings's diverse portfolio of brands/products is placed across various categories, including the leading ones. Indeed, in retail value share terms, it tops cough, cold and allergy (hay fever) remedies, analgesics and digestive remedies, while ranking second in both vitamins and dietary supplements.
Channel developments
Pharmacies remains the primary retailing channel for consumer health products in South Africa; it is projected to gain share over 2025 to account for approaching two thirds of retail value sales at the end of the review period. Consumers trust pharmacists’ recommendations, making these outlets crucial for driving sales. The biggest pharmacies have continued to expand aggressively, further supporting accessibility. To attract price-sensitive consumers, pharmacies offer trusted private label options at more affordable prices. Additionally, they implement rewards programmes that provide sizeable discounts, enhancing their appeal to the large population of budget-conscious shoppers in South Africa.
What next for Consumer Health?
Consumer health in South Africa is projected to see good retail value (constant 2025 prices) sales growth over the forecast period, driven by a combination of factors. In general, as economic indicators, including the rate of inflation, stabilise, consumers are likely to place greater emphasis on preventative health. There is growing awareness of the benefits of maintaining health and wellbeing, with, for example, consumers using products that actively manage their weight and supplement their immune systems.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Consumer Health in South Africa?
- How are products distributed in Consumer Health in South Africa?
- How has the regulatory and operating environment for Consumer Health changed in South Africa?
- 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 South Africa
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
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in South Africa
KEY DATA FINDINGS
Pain relief demand drives retail sales of analgesics despite economic headwinds
Consumer price-sensitivity leads to downtrading
Many consumers rely on pharmacies for advice and special deals
Price-sensitivity to continue to shape demand within analgesics
Consumers to seek analgesics that target specific pain points
Widening distribution to support the development and growth of analgesics
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 South Africa
KEY DATA FINDINGS
Affordability issues limit the demand for sleep aids
Sleep aids remains a highly fragmented category
Pharmacies offer the best availability for products in the category
Sleep aids is set to continue on a positive growth trajectory despite strong competition
CBD to continue to gain traction as an alternative to standard sleep aids
Varying approaches to limit the use of OTC sleep aids
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 South Africa
KEY DATA FINDINGS
Budget-conscious consumers choose OTC cough, cold and allergy (hay fever) remedies
Leading players face competition as consumers look for affordable and herbal/traditional options
Pharmacies leverage price promotions and loyalty programmes to win over consumers
Self-medication trend to continue while paediatric remedies are set to gain momentum
Consumer health distribution advances to widen product availability
Growing use of antihistamines/allergy remedies (systemic) as alternative sleep aids
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 South Africa
KEY DATA FINDINGS
Consumer self-care trend is leading to a higher demand for accessible treatments
Adco-Acyclovir benefits from a rising demand for cold sore treatments
Easy access and widespread availability support the distribution of dermatologicals through pharmacies and supermarkets
Multipurpose products to grow in popularity for skin benefits and cost reasons
Lines between dermatologicals and dermocosmetics to continue to blur
Modernisation to increase accessibility and improve the shopping experience
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 South Africa
KEY DATA FINDINGS
Gastrointestinal problems and growing interest in paediatric and herbal/traditional solutions push retail volume and value sales of digestive remedies
The competitive landscape remains highly fragmented
Pharmacists continue to exert a strong influence on consumers’ purchasing decisions
Health, demographic and consumer trends to increase the demand for digestive remedies
Growth potential through herbal/traditional digestive remedies as consumers adopt more holistic approaches
Hectic lifestyles provide fertile ground for unhealthy diets and the need for digestive remedies
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 South Africa
KEY DATA FINDINGS
Allergy eye care and standard eye care remain on an upward retail volume and value growth trajectory
Consumer brand loyalty remains an important factor in eye care
Pharmacies make it easier for consumers to access optometrist recommended products
Consumers are looking to shift to cheaper products despite robust brand loyalty
Partnerships with pharmacies and online platforms to grow visibility
Collaborations with optical goods stores to gain a competitive edge
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 South Africa
KEY DATA FINDINGS
NRT smoking cessation aids remains a small and underdeveloped category
Nicorette continues to shape the category
Limited appeal limits brand visibility and distribution scope
High prices, limited visibility and alternatives to provide significant challenges
Lack of visibility and accessibility to limit overall reach
Alternative ways to reduce the smoking rate to hamper the use of NRT smoking cessation aids
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 South Africa
KEY DATA FINDINGS
Sticking plasters/adhesive bandages maintain a household presence
Budget-conscious consumers look for lower-priced brands and private label
Ad-hoc purchasing tendency makes convenience retailing a big factor
Growing awareness of the benefits of proper wound care to push retail sales
Price-sensitivity to hamper brand loyalty and stimulate the use of price promotions
Some innovation is anticipated from the leading brands
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 South Africa
KEY DATA FINDINGS
Sports and gym enthusiasts are the main consumers of sports nutrition
USN benefits from strong brand equity
Pharmacies leverage convenience and expertise to win over consumers
The outlook for sports nutrition is positive
Collaborations to deepen the consumer pool
Players need to respond to the growing convenience factor to cater to their target audience
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 South Africa
KEY DATA FINDINGS
Heightened awareness of preventative wellbeing spurs the demand for dietary supplements
Highly fragmented competitive landscape fosters room for smaller brands and private label
Pharmacies remain the preferred choice for dietary supplements as the scope of distribution expands
Dietary supplements to enjoy ongoing growth amidst a preventative health trend
Consumers require more affordable propositions
Herbal/traditional dietary supplements to benefit from the shift to natural, plant-based dietary supplements
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 South Africa
KEY DATA FINDINGS
Immune-boosting and multipurpose products gain popularity
Centrum continues to hold the top spot but private label remains popular
Pharmacies’ expansion supports the offer of and demand for vitamins
Multivitamins and vitamin C to remain in demand among local consumers
Players are expected to innovate to produce user-friendly products and formats
Push-pull effect of health and lifestyle trends
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 South Africa
KEY DATA FINDINGS
Meal replacement and weight loss supplements shape the category but challenges remain
Limited consumer affordability reduces the incentive for players to compete aggressively
Direct selling faces increasing competition for distribution share
Busy lifestyles to foster the demand for weight management and wellbeing products
Access to alternative methods threatens weight management and wellbeing
Prescription weight loss medication is set to gain traction as an alternative
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 South Africa
KEY DATA FINDINGS
The growing popularity of natural products underpins the robust category performance
High fragmentation is a characteristic of herbal/traditional products in South Africa
Informal rivals to mainstream retail channels
Herbal/traditional products to continue to gain momentum although alternatives remain a threat
Brand portfolios to expand
Consumers look to perceived safer herbal options for sleep aids
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 South Africa
KEY DATA FINDINGS
The category prospers as child healthcare remains the priority for parents
A robust competitive landscape
Consumers continue to value pharmacists’ recommendations while an omnichannel approach gains weight
Preventative health trend to foster demand for paediatric vitamins and dietary supplements
Innovation anticipated in terms of formats and flavours to easy regular consumption
Nappy (diaper) rash treatments to see the highest retail value CAGR despite a declining birth rate
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
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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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-
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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
-
- 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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