Consumer Health in 2025: The big picture
Consumer health retail value sales are expected to rise in current terms in South Korea in 2025. OTC (over-the-counter) products are growing faster than vitamins and dietary supplements. This is largely because OTC items meet consistent, essential health needs that are less likely to be replaced by food or lifestyle alternatives. In contrast, vitamins and dietary supplements often face competition from functional foods and beverages, which can serve similar purposes in more convenient or enjoyable formats. Beyond OTC, the fastest-growing categories are weight management and wellbeing, and sports nutrition. These segments benefit from broader retail access than other consumer health categories. Products in these areas are now widely available not only in health and personal care stores like Olive Young, but also in variety stores such as Daiso, and even in convenience stores. This expansion into diverse retail environments is making these products more visible and accessible to a wider range of consumers. As a result, these categories are driving dynamic changes in the market. Their ability to reach consumers through multiple touchpoints is helping to fuel growth and reshape how health products are discovered and purchased in South Korea.
Key trends in 2025
Functional foods and beverages are blurring the line between packaged food and drinks and consumer health. As health-conscious consumers increasingly seek to manage their blood sugar levels, gut health, and mental health, as well as other benefits, through everyday food and drink, the boundary between traditional food categories and the consumer health market is becoming less distinct. This shift is evident in the growing popularity of functional products like beverages and chewing gum that claim to support health goals. Even within the candy segment, there is a noticeable transition from conventional sweets to functional jellies. Products such as Condition Jelly and Bacchus Jelly, which include ingredients like taurine, are gaining traction. Despite their health-oriented positioning, these items are still classified as confectionery, not dietary supplements.
Competitive landscape
Korea Ginseng Corp is set to remain the leading player in overall consumer health in South Korea in 2025 thanks to strong demand for ginseng products under its JungKwanJang brand. However, when focusing solely on the OTC segment, Dong Wha Pharmaceutical Industrial Co Ltd and Dong-A Pharmaceutical Co Ltd take the lead. Their strong performance in categories such as cough, cold, and allergy (hay fever) remedies has positioned them at the top of the OTC segment.
Channel developments
Retail e-commerce and pharmacies now dominate the consumer health market in South Korea, jointly accounting for nearly 70% of total sales. However, warehouse clubs are rapidly emerging as a strong force, especially as they expand their product range to include nearly all consumer health categories except OTC. Retail e-commerce continues its steady growth, driven by convenience and broad accessibility.
What next for Consumer Health?
Consumer health is expected to continue to see solid retail current value growth rates in South Korea throughout the forecast period, with increases anticipated for most of the main categories. However, the lines between foods and dietary supplements are increasingly blurring, especially general foods and non-alcoholic beverages. This overlap has significant implications for consumer health, as many products make health claims without the necessary dietary supplement certification. For instance, items marketed for benefits related to inner beauty, such as collagen and glutathione, often fall under general food classifications, which can mislead consumers who may not recognise the crucial distinction. As a result, a substantial proportion of the market potential is redirected away from certified vitamins and dietary supplements, restricting the ability to effectively engage consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in South Korea 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 Korea, 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 Korea 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 Korea?
- Which are the leading brands in Consumer Health in South Korea?
- How are products distributed in Consumer Health in South Korea?
- How has the regulatory and operating environment for Consumer Health changed in South Korea?
- 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 Korea
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 South Korea
KEY DATA FINDINGS
Price cuts and brand revivals reshape South Korea’s analgesics market
Mentholatum builds lifestyle appeal
Online restrictions and workarounds shape analgesics access in South Korea
Adult combination products – analgesics to lead growth
Night-time Tylenol sales highlight convenience stores’ role in emergency care
Price wars expected to continue in the competitive analgesics market
Sleep Aids in South Korea
KEY DATA FINDINGS
South Korea embraces plant-based sleep aids amid regulatory limits
Shift in South Korea’s sleep aids market from relaxation to induction
Players explore alternatives to melatonin-based products
Plant-based melatonin reshapes South Korea’s sleep aids market
Regulatory oversight strengthens safety of sleep aids in South Korea
Increasing competition
Cough, Cold and Allergy (Hay Fever) Remedies in South Korea
KEY DATA FINDINGS
Combination products and antihistamines reshape South Korea’s allergy remedies market
Panpyrin’s legacy and Kwang Dong’s momentum
Medicated confectionery expands reach to consumers
Segmentation to drive growth in South Korea’s cough, cold and allergy (hay fever) remedies market
Nasal spray side effects raise awareness, impacting market outlook
Dermatologicals in South Korea
KEY DATA FINDINGS
Vaginal antifungals shows strong growth through awareness campaigns
Nizoral shortage in 2025 tied to packaging and supply issues
Pharmacies remain the core channel for dermatologicals
Topical antifungals faces pressure from prescription growth and generics
Consumer education becomes key strategy in dermatologicals
Pharmaceutical companies expand into beauty with dermatological expertise
Digestive Remedies in South Korea
KEY DATA FINDINGS
Digestive remedies market holds steady as import brands adapt
Brand loyalty sustains digestive remedies leadership
Convenience store sales may rise with policy shift in digestive remedies
Dietary supplements gain ground in digestive support
OTC digestive remedies players seek growth through brand expansion
Eye Care in South Korea
KEY DATA FINDINGS
Standard eye care maintains market dominance despite allergy segment growth
Frenzeye Drop leads market but faces uncertainty after price hike
Display at pharmacies promotes sales of eye care products
Smarter allergy prevention could limit allergy eye care demand
Regenerative eye care takes centre stage
Increasing segmentation
NRT Smoking Cessation Aids in South Korea
KEY DATA FINDINGS
NRT smoking cessation aids market stalls amid rise of e-cigarettes
Low demand and public support limit pharmacy sales of NRT smoking cessation aids
Nicorette gaining ground on leader, Nicostop
Threat from e-vapour products
New entrant Endpuff challenges traditional NRT smoking cessation aids
Education and events drive NRT smoking cessation awareness in South Korea
Wound Care in South Korea
KEY DATA FINDINGS
Segmented wound care gains ground with targeted solutions
Duoderm Brand Launch signals push in wound care
Diverse channel accessibility
Informed consumer demand
Character bandages drive everyday use in South Korea’s wound care market
Wound care innovation finds its way from hospitals to homes
Sports Nutrition in South Korea
KEY DATA FINDINGS
RTD type sports nutrition gains popularity through convenience and accessibility
Overseas brands dominate sports protein powder market
Olive Young boosts protein product sales
Fragmented sports non-protein products market shows growth potential amid ingredient concerns
Sports nutrition faces maturity and the need for segmentation
Dietary Supplements in South Korea
KEY DATA FINDINGS
Diverse needs drive growth in non-herbal supplements
Centrum’s life stage packs drive Haleon’s growth in South Korea
Convenience stores and variety stores look to build presence in dietary supplements
Evening primrose oil expands its reach beyond women’s health
Mood, blood flow and absorption: the next frontiers in supplement trends
Second-hand supplement trading gets trial extension
Vitamins in South Korea
KEY DATA FINDINGS
Vitamins D and B gain momentum in a market long dominated by C
Newcomers gain ground in South Korea’s vitamins market
Multi-channel momentum fuels vitamin growth in South Korea
Consumer education drives broader interest in single vitamins
Personalised vitamins by life stage reshape market priorities
Retail channel blurs line between OTC and supplements
Weight Management and Wellbeing in South Korea
KEY DATA FINDINGS
Weight loss supplements grows steadily with ingredient innovation
Daesang Corp slows down as Nu Care settles and focus shifts to protein RTD
Retail e-commerce gains ground as direct selling brands lose momentum
Diet drinks emerge as a threat to traditional weight management products
GLP-1 branding shifts weight management market despite mixed reactions
Herbal/Traditional Products in South Korea
KEY DATA FINDINGS
Herbal/traditional tonics faces a new phase of change
Korea Ginseng Corp strengthens JungKwanJang brand amid challenges
E-commerce dominates, while homeshopping faces challenges
Paediatric herbal supplements expected to lead growth in traditional health market
OEM innovation unlocks growth for herbal/traditional products
Shift in targeting older consumers may be required
Paediatric Consumer Health in South Korea
KEY DATA FINDINGS
Paediatric cough, cold and allergy remedies and supplements see strong growth amid practical needs
Premium children’s supplements grow as parents seek more than just nutrition
Paediatric vitamin products gains spotlight in homeshopping and convenience stores
South Korea’s supplements market expands to include school-age children
Plastic pouch convenience meets safety challenges in infant supplements
Paediatric OTC shortages highlight need for sustainable policy
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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-
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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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