Select Country Report
Consumer Health in 2025: The big picture
Value sales of consumer health rose in Taiwan in 2025. According to the National Development Council, Taiwan will officially enter a super-aged society in 2025, meaning that over 20% of its population will be aged 65 and above. In response, numerous experts continue to advocate for healthy ageing through proper diet and healthy lifestyle. Concepts such as anti-ageing, anti-cancer, and anti-inflammatory living are steadily gaining traction and becoming embedded in everyday life.
Key trends in 2025
Following the COVID-19 pandemic and several waves of flu, consumers have become increasingly aware of the importance of self-care and prevention, particularly through the use of dietary supplements. All-in-one products that offer multiple effective benefits have gained popularity in Taiwan. Consumers prefer not to take multiple tablets, while all-in-one products also provide stronger value, especially with rising living costs.
Competitive landscape
Amway Taiwan Co Ltd remained the leading company in consumer health by value in 2025. However, its share declined over the course of the year. The company produces the best-selling brand Nutrilite, available in vitamins and dietary supplements, as well as BodyKey, offered in weight management and wellbeing.
Channel developments
Pharmacies remained the leading offline distribution channel in 2025, followed by health and personal care stores. Pharmacies is highly competitive, with smaller and newer pharmacies potentially facing closure or consolidation by larger chain operators. The two leading health and personal care store chains are Watsons and Cosmed. Both continue to compete through store expansion, refurbishment, and business transformation to better serve the consumer health market. In terms of expansion, Cosmed outpaced Watsons, growing by 5.4% (from 483 stores in 2024 to 509 in June 2025), compared to Watsons’ 0.5% growth (from 580 to 583 stores over the same period). Both companies have identified increasing demand driven by an ageing population and the rising emphasis on self-care. Consequently, both chains have introduced prescription medicine dispensing services in selected locations, Cosmed initiated this service in 2022, while Watsons followed in 2024. As of June 2025, Cosmed operates 92 stores offering both medicine dispensing and consultation services.
What next for Consumer Health?
Value sales for consumer health are projected to rise throughout the forecast period, driven by solid growth in sports nutrition, weight management and wellbeing, 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 Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Consumer Health in Taiwan?
- How are products distributed in Consumer Health in Taiwan?
- How has the regulatory and operating environment for Consumer Health changed in Taiwan?
- 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 Taiwan
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 Taiwan
KEY DATA FINDINGS
Topical analgesics support growth as demand rises for accessible pain relief in Taiwan
Haleon UK Services Limited strengthens its leadership as brands target diverse consumer pain relief needs
Pharmacies maintain its dominance while health and personal care stores emerge as a key growth driver
Demand for topical analgesics is expected to rise due to the ageing population and evolving consumer preferences
Social media influence and cross-border shopping will drive growth of Japanese analgesics
Acetaminophen is expected to remain a staple, driven by rising self-medication and healthcare strain
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 Taiwan
KEY DATA FINDINGS
Growing sleep challenges drive demand for sleep aids in Taiwan
Sentosa leads sleep aids in 2025 amid rising competition and evolving retail channels
Pharmacies lead while retail e-commerce surges as sleep aid distribution evolves in Taiwan
Sleep aids is set for continued growth as natural supplements and holistic wellness gain traction
Personalised needs and scientific innovation drive premiumisation in sleep aids
Probiotic-sleep aid combinations are set to gain momentum as gut health awareness grows
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 Taiwan
KEY DATA FINDINGS
Rising flu cases and public health awareness drive growth in cough, cold and allergy (hay fever) remedies
Haleon UK Services Limited raises prices for Panadol flu products as cost pressures intensify
Pharmacies lead distribution of cough, cold and allergy remedies amid steady demand
Rising consumer education and convenience is set to support growth in cough, cold and allergy remedies
Brand are set to invest in innovative digital engagement strategies
There is set to be a growing preference for natural remedies due to rising self-care habits
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 Taiwan
KEY DATA FINDINGS
Hygiene habits and lifestyle stressors drive growth for dermatologicals in Taiwan
Arich Enterprise Co Ltd retains its lead while innovation drive competition
Pharmacies lead distribution as consumers seek professional guidance and privacy
A shift toward self-care is set to support steady growth in dermatologicals
Emerging innovation in Taiwan is expected to focus on exosomes
Hair skinification is set to rise as Taiwan’s ageing society and climate drive scalp care innovation
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 Taiwan
KEY DATA FINDINGS
An ageing population and modern lifestyles drive demand for digestive remedies
Hui Chun Tang retains its lead in digestive remedies while Kowa gains momentum with a natural positioning
Evolving consumer preferences drive a shift towards health and personal care stores in digestive remedies
Steady growth expected for digestive remedies, driven by the ageing population and natural wellness trends
Enzyme-based supplements are expected to gain traction over the forecast period
Gut health awareness will drive a preference for herbal and mild 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 Taiwan
KEY DATA FINDINGS
Eye care grows in Taiwan as screen time increases and consumer segmentation deepens
Mentholatum leads eye care as innovation and brand engagement drive competition
Pharmacies retain its lead in eye care distribution, while health and personal care stores gain ground
Eye care is set to have sustained growth, driven by lifestyle demands and detailed consumer segmentation
Ingredient synergy and innovation is expected to drive differentiation in eye care
Female-focused brands are set to leverage trust to expand eye care in Tawain
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 Taiwan
KEY DATA FINDINGS
Declining smoking rates and public policy drive growth of NRT smoking cessation aids in Taiwan
Market leaders face share decline as competition intensifies in NRT smoking cessation aids
Pharmacies remain key for NRT smoking cessation aids as health and personal care stores drive dynamic growth
Strong public health momentum is set to drive a positive outlook for NRT smoking cessation aids
Subsidised therapies will support smoking cessation, but NRT aids is set to remain the primary solution
Second-generation cessation services are set to encourage quitting over the forecast period
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 Taiwan
KEY DATA FINDINGS
Wound care in Taiwan grows in line with self-care trends and the ageing population
3M and Band-Aid strengthen their market position as advanced wound care gains traction in Taiwan
Health and personal care stores drive growth in wound care distribution, surpassing pharmacies in Taiwan
Advanced care needs and the ageing population are set to fuel positive growth
Innovation is set to focus on holistic wound care and liquid bandages across the forecast period
Trust, accessibility and education are set to drive brand engagement in wound care
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 Taiwan
KEY DATA FINDINGS
Sports nutrition thrives in Taiwan as health consciousness and youth fitness trends rise
Mars Inc leads sports nutrition amid rising competition and innovation
Retail e-commerce leads while health and personal care stores emerge as a growth driver
Sports nutrition in Taiwan is projected to grow amid demographic shifts and active lifestyles
Customisation, convenience, and flavour variety are set to drive deeper consumer engagement
Innovation in sports protein is set to target light users, weight management, and beauty-conscious consumers
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 Taiwan
KEY DATA FINDINGS
Infrastructure, innovation, and wellness drive growth in dietary supplements
Amway Taiwan Co retains its lead while Synergy Taiwan Inc improves its share
Retail e-commerce leads distribution as players focus on strong content strategies and promotional deals
Strong acessibility is set to drive growth for dietary supplements across the forecast period
As gut health concerns rise, probiotic supplements will emerge as a key growth driver
Rising demand is set to drive innovation and growth in beauty and wellness 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 Taiwan
KEY DATA FINDINGS
Preventive health trends and multifunctional formats drive vitamin growth in Taiwan
Emotional positioning and lifestyle marketing helps Haleon UK lead vitamins
Retail e-commerce drives growth as pain relief vitamins gain ground
Natural sources and the launch of hybrid supplements is set to influence vitamins
Extended-release vitamins are set to gain traction as consumers seek lasting benefits
Functional supplements may challenges sales, drawing consumers away from standalone vitamins
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 Taiwan
KEY DATA FINDINGS
Health concerns and cultural trends drive growth in weight management and wellbeing
Market diversification challenges leading brands in Taiwan’s weight management and wellbeing
Retail e-commerce leads sales while direct selling evolves with personalised support
Rising health concerns are expected to sustain long-term growth for weight management
Competition is set to intensify within supplement nutrition drinks
Emerging opportunities for healthcare brands in Taiwan’s nascent GLP-1 market
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 Taiwan
KEY DATA FINDINGS
Herbal/traditional remedies gain ground due to an aging population and focus on preventive health
Leading players in herbal/traditional products focus on science-backed innovation and traditional wisdom
Direct selling leads while retail e-commerce gains ground in herbal/traditional products
A rising demand for herbal/traditional remedies is set to reflect shifting health attitudes in Taiwan
Scientific innovation enhances consumer trust in herbal/traditional products
There is set to be a rising interest in energy and mood-boosting herbal/traditional products
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 Taiwan
KEY DATA FINDINGS
Rising demand for paediatric vitamins and dietary supplements reflects evolving parental priorities
Haleon UK Services Ltd retains its lead while emerging brands challenge established leaders
Pharmacies remain the leading but declining distribution channel in paediatric consumer health
Premiumisation is expected to offset challenges in the context of record-low birth rates
Product innovation and palatability are set to drive consumer trust in paediatric dietary supplements
Travel trends are expected to sustain demand for child-friendly OTC medicines in portable formats
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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-
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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
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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
See all of our definitions
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