Consumer Health in 2025: The big picture
Retail value sales of consumer health are expected to rise in current terms in the UK in 2025, though growth is set to be slower than in the previous year. This deceleration, partly due to weaker unit price increases compared to recent years, is being driven by a slightly weaker performance for vitamins and dietary supplements following several years of strong growth, and a more sluggish performance in the over-the-counter space, which has lacked significant Rx-to-OTC switches in recent years. Despite, lower price rises in 2025, economic pressure on consumers persists, which has also led to more cautious spending and a shift towards value-driven purchases. Despite this, sports nutrition remains a standout category, continuing to benefit from rising health consciousness, increased physical activity, and demand for protein-based products. The category’s growth has been supported by innovation in ready-to-drink formats and broader consumer adoption beyond traditional athletes.
Key trends in 2025
The industry landscape continues to be defined by several macro-level trends that influence both consumer behaviour and industry strategy. One ongoing shift continues to be the rise of gut health as a central wellness theme as it moves beyond the traditional digestive remedies space into dietary supplements. Probiotic brands like Symprove and Optibac continue to capitalise on this momentum, offering targeted formulations and subscription models that appeal to health-conscious shoppers.
Competitive landscape
Reckitt Benckiser Group Plc is expected to remain the largest player in the UK consumer health market in 2025, supported by its strong portfolio of category-leading brands such as Nurofen, Gaviscon, and Lemsip. The company is set to record modest growth, bolstered by strategic campaigns like “See My Pain” and innovations in chronic pain and sinus relief. Reckitt Benckiser also focused on antibiotic resistance (ABR) awareness, leveraging its Strepsils brand to educate consumers on the responsible use of antibiotics. Haleon Plc and McNeil Healthcare round out the top three, with Haleon performing well in analgesics through Anadin, while McNeil maintains its leadership in paediatric health through Calpol.
Channel developments
Retail e-commerce is set to solidify its position as the leading distribution channel for consumer health products in the UK in 2025, with a further increase in its value share. The channel’s dynamic growth reflects a continued shift in consumer behaviour towards convenience and personalisation. Retail e-commerce’s strength is particularly pronounced in vitamins and dietary supplements and sports nutrition, spaces that lend themselves well to online discovery and repeat purchasing. Subscription models (such as Symprove) that ensure continuity of use and convenience for consumers and access to niche wellness brands have further aided the channel’s performance.
What next for consumer health?
Value sales of consumer health in the UK are expected to continue rising over the forecast period, albeit at a more moderate pace. Sports nutrition and dietary supplements are expected to remain key drivers, buoyed by sustained interest in fitness, wellness, and preventative health - especially amongst younger consumers. The Pharmacy First Scheme, which empowers pharmacists to treat common conditions without GP involvement, is likely to further shift consumer behaviour towards self-care and pharmacy-based consultations. This initiative, alongside the rise of affordable private label products and multi-functional supplements, reflects a broader trend towards value-driven wellness, as UK consumers remain highly budget-conscious.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in Consumer Health in United Kingdom?
- How are products distributed in Consumer Health in United Kingdom?
- How has the regulatory and operating environment for Consumer Health changed in United Kingdom?
- 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 the United Kingdom
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 the United Kingdom
KEY DATA FINDINGS
Solid growth as self-medication grows
Reckitt Benckiser retains lead thanks to Nurofen
Pharmacies remains the dominant channel, but e-commerce continues to grow from low base
Analgesics to continue to grow over forecast period
Value hacking and digital diagnostics provide opportunities
Gentle efficacy is important amongst sceptical consumers
Sleep Aids in the United Kingdom
KEY DATA FINDINGS
Consumer focus on wellness boosts sales of sleep aids
Omega Pharma Ltd maintains leadership
Retail e-commerce leads sales
Factors such as stress expected to drive future sales
Digital developments help to support use of sleep aids
Sustainability and natural alternatives to be popular
Cough, Cold and Allergy (Hay Fever) Remedies in the United Kingdom
KEY DATA FINDINGS
Allergy remedies provide category growth
Reckitt Benckiser remains dominant player
Supermarkets closing gap on pharmacies
Multiple factors expected to drive growth
At-home solutions gain popularity through tech-enabled diagnostics
Natural and “gentler” products expected to gain popularity
Dermatologicals in the United Kingdom
KEY DATA FINDINGS
Hair loss concerns driving dermatological growth
Bayer continues to focus on women’s health
E-commerce continues to gain retail share in dermatologicals
At-home skin solutions to see significant growth
AI skin analysis offers opportunities for players
Skin health will become an ever more important aspect of holistic wellness
Digestive Remedies in the United Kingdom
KEY DATA FINDINGS
Targeted communication boosts sales of digestive remedies
Portfolio diversity helps Reckitt Benckiser to maintain leadership
Convenience helps to drive e-commerce dynamism
Age and need-specific marketing key for future growth
Digitalisation growing in importance for product recommendation
Digestive remedies intrinsically connected to holistic wellness
Eye Care in the United Kingdom
KEY DATA FINDINGS
High levels of screen time continue to help value growth
Optrex remains the leading brand
E-commerce expansion
Positive outlook
Innovation through digital and technological advances
Aligning with broader wellness goals
NRT Smoking Cessation Aids in the United Kingdom
KEY DATA FINDINGS
NRT growth driven by consumer concerns
Nicorette maintains market leadership
Hypermarkets offers more NRT solutions, enhancing value and convenience
NRT forecasted to grow as tobacco usage drops
Technology offers supports to consumers
Government legislation looks to curb smoking further
Wound Care in the United Kingdom
KEY DATA FINDINGS
Lifestyle factors drive growth
Elastoplast remains the leading brand
Convenience and price drive growth of e-commerce
Ageing populations and NHS pressure to boost wound care
Technology supporting increasingly complex at-home treatments
Health and sustainability
Sports Nutrition in the United Kingdom
KEY DATA FINDINGS
Protein-based products anchor market performance
THG balances legacy strength with strategic transformation
Sports nutrition embraces omnichannel evolution
Protein powders to continue to play key role in growth
Creatine and hydration lead next wave of innovation
Health-conscious reformulations to lead future product strategies
Dietary Supplements in the United Kingdom
KEY DATA FINDINGS
Dietary supplements continues to outperform vitamins
Vitabiotics’ key brands face competition in women’s health space
Shopify gains on Amazon
Collagen in demand owing to purported array of benefits
Women’s health continues to provide opportunities
Holland & Barrett and Boots continue to evolve their portfolios and brick-and-mortar strategies
Vitamins in the United Kingdom
KEY DATA FINDINGS
2025 vitamin sales driven by category simplicity
Phizz Ltd goes from strength to strength
Online sales continue to gain share
Vitamins faces challenges from combination dietary supplements
Affordability key to category’s future prospects
Functional/fortified food and drink expansion presents moderate challenges going forward
Weight Management and Wellbeing in the United Kingdom
KEY DATA FINDINGS
Meal replacement category continues to fuel industry growth
Retail footprint drives resilience in evolving weight management sector
Digital sales dominate as interest in OTC weight loss drugs fades
Modest growth ahead for the UK weight management and wellbeing market
Blurring lines between weight management and holistic health solutions
GLP-1 growth pressures traditional weight management
Herbal/Traditional Products in the United Kingdom
KEY DATA FINDINGS
Herbal supplements and topical remedies fuel market growth in 2025
Intense market competition driven by consumer trust and brand visibility
Traditional retail remains important amid e-commerce surge
Steady growth ahead for the UK herbal/traditional products market
Innovation to boost demand for herbal/traditional products
Enhanced herbal medicine regulations to broaden access and strengthen consumer safety
Paediatric Consumer Health in the United Kingdom
KEY DATA FINDINGS
Paediatric vitamins and dietary supplements boost paediatric segment growth
Medipharma dynamic as Optibac performs well
Stronger focus on digital health solutions
Declining birth rate expected to slow sales
IP product licensing re-emerging as key strategy
Government looking towards prevention methods for paediatric flu
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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- 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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