As wellness transitions from aspiration to business infrastructure and continues to converge with technology and healthcare, brands are propelled by innovations in digitally enabled personalisation and medical-grade offerings. Integrated product-service ecosystems and science-led credibility unlock new value, with premium differentiation defined by scientific rigour and continuous consumer engagement across touchpoints.

Built on the latest 2026 insights from Euromonitor International’s Voice of the Consumer survey, this piece combines real-time consumer sentiment with the proprietary Consumer Types framework to uncover how behaviour is evolving. As economic pressures and digital fatigue reshape priorities, it reveals where value, connection and aspiration are being redefined, and how brands can respond.

The 2026 Iran conflict marks the fourth major economic disruption to global consumer markets in under two decades. While each crisis originated differently, their impacts on consumer markets and behaviour reveal distinct patterns that are vital for mitigation planning. 

Morocco’s consumer health industry is at the crossroads of several growth opportunities and challenges. The ongoing economic environment is still significantly diminishing purchasing power, despite the government’s adoption of interventionist methods to reduce prices. At the same time, reputation and brand value remains a strong driver of growth, especially for analgesics, eye care, and sleep aids.

This report explores how shifting consumer health behaviour reshapes retail strategy, from e commerce acceleration led by Amazon and social proof to the evolving role of the pharmacy amidst prevention trends, AI personalisation and marketplace fragmentation. It highlights where growth concentrates and what brands and retailers must do to stay competitive.

The rise of Gen Alpha in Asia is redefining consumer behaviour, with a focus on ultra-convenience, digital integration, and health and wellbeing, creating opportunities for brands to innovate and capture a significant share of the region's growing consumer market, worth over USD10 trillion.

Beauty supplements are revolutionising consumer health, growing by 6% annually in real terms in 2025, compared with 2% for the overall consumer health industry. This report decodes the beauty-from-within movement, examining how advanced ingredients are driving skin health innovation, and provides strategic insights for product developers, brand managers, retailers and ingredient suppliers into consumer demand, ingredient trends, competitive dynamics and market opportunities across regions.

Spurred by macro uncertainty and the cross-pollination of clinical, illicit and wellbeing trends, transgressive wellness is prompting consumers to re-examine their relationships with emerging and taboo substances, disrupting existing consumption routines across FMCGs and rebalancing the USD3 trillion wellness industry.

Consumer health in India witnessed strong value growth in 2025, reflecting the strong performance of multiple categories, each shaped by unique drivers and evolving consumer behaviours. Vitamins and dietary supplements retained their position as the largest category by value, supported by the deeper integration of diagnostics into routine care. Corporate health checks, lab subscription models, and digital consultations have increased the visibility of nutritional deficiencies, converting the des

This report reveals how consumer health leaders are reshaping corporate strategy through M&A, healthspan innovation and supply resilience. It covers premiumisation, science-led credibility, beauty into health convergence, GLP-1 and the impact of longevity, regulatory agility, protein trends, emerging market growth and supply chain transformation, providing actionable insights for product, brand, retail and ingredient professionals seeking to stay ahead in a rapidly evolving market.

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

Value sales of consumer health in Brazil rose steadily in 2025 as economic recovery improved consumer finances and raised household spending. With average unemployment sitting at 6.6% in 2024, the lowest rate since 2015, and falling to 5.4% in the third quarter of 2025, consumer optimism and purchasing power has improved, ultimately leading to an upward trend in household spending. Nonetheless, higher inflation driven by rising food prices is still a major concern in Brazil, a key factor leading

This report outlines five forces currently shaping consumer health. The first three are growth drivers, with new audiences fuelling protein demand, beauty redefining health, and surging demand for healthspan and cellular solutions. It also tackles disruption, with tariffs pressuring supply strategy, and OTC companies needing an expanded mission to escape stagnation. Packed with data and strategic insights, it is a guide to capturing growth and mitigating risk in a rapidly evolving market.

The rate of growth in retail current value sales of consumer health slowed slightly but remained vigorous in Algeria during 2025. However, this growth was largely driven by higher prices, rather than an increase in retail volume sales. Local consumers remain under pressure, but growth is being supported by an increase in self-medication, which is boosting demand for OTC at the expense of prescription medications.

In 2025, consumer health in the Philippines is shaped by a convergence of health consciousness, digitalisation, and evolving consumer preferences, with overall value sales rising strongly. Heightened public health concerns, driven by a surge in infectious diseases such as dengue and influenza, have made hygiene and preventive care a year-round priority. This has led to increased demand for hygiene-related products, flu remedies, and all-in-one health kits, reflecting a broader shift toward self-

This report highlights the health-related results of Euromonitor’s International Voice of the Consumer: Health and Nutrition Survey 2025. It covers global consumers’ health perceptions, short and long-term concerns, treatment preferences and habits towards healthier lifestyles.

Consumer health in Tunisia is expected to register healthy current value growth in 2025, though constant value growth is expected to be more muted, as inflation remains an issue, though it is decelerating. It is also a mixed picture, with profit margins tight for products such as analgesics and digestive remedies in particular. After the significant prices increases permitted by the Tunisian Ministry of Health in 2024 for chemically-based consumer health products, it was decided to freeze prices

Value sales of consumer health in New Zealand are rising in 2025, with unit price growth continuing to shape the industry amid broader inflationary pressures, elevated living costs and supply chain disruption throughout the review period. As a result, Kiwi consumers have adopted a more selective approach to retail, favouring essential purchases and scrutinising value more closely. This behavioural shift is reshaping the path to purchase, with greater emphasis on necessity, cost-effectiveness and

Value sales of consumer health are rising in Nigeria in 2025. The industry continues to be shaped by a challenging economic environment, with high inflation driven by the depreciation of the naira and persistent foreign exchange shortages. These conditions have weakened consumer purchasing power and increased production and import costs for manufacturers and distributors, pushing up unit prices. However, the pace of price growth has slowed compared with 2024, as inflationary pressures begin to s

Value sales of consumer health products in Kenya recorded solid growth in 2025, supported by several key factors, including the country’s increasing population, a rising tendency toward self-medication, the broader availability and accessibility of OTC products, and growing consumer awareness. The market has also benefited from a shift in consumer attitudes toward preventive healthcare. A rising number of health-conscious Kenyans are adopting proactive health management practices, investing in v

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

Consumer health in Spain is projected to see strong retail current value sales growth over 2025; only slightly slower than in 2024. While stimulated by inflationary pressure on prices, the demand for many types of consumers health products is on the rise at the end of the review period. Nonetheless, retail current value growth performances vary according to the category. The category with the highest retail value sales, dietary supplements, is seeing fast growth, supported by key health and well

Consumer health in Ireland experienced moderate current value growth in 2025, slightly surpassing the previous year. Over-the-counter (c) remedies rebounded, primarily driven by increased sales of cough, cold and allergy (hay fever) remedies during a stronger cold and flu season. Rising health awareness contributed to the growth of segments such as vitamins and dietary supplements and sports nutrition. Additionally, government initiatives, including the HSE’s Public Health Strategy 2025–2030 and

In 2025, consumer health in Italy continued to record modest value growth, supported by several factors across the main categories. The OTC segment was largely driven by a general increase in prices providing a lift to value sales. The unusually severe flu season, which peaked in January, had a significant impact on demand for cough and cold products, analgesics and paediatric solutions. In vitamin and dietary supplements, value growth remained in line with the country's positive historical traj