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

Consumer health spend reached USD337,903 million in 2025, with growth driven by new demand in protein, sports nutrition, gut health, beauty from within, longevity and mental health. Demand stagnated in parts of OTC, while weight management lost ground with GLP-1 use on the rise. E-commerce marketplaces and personalised health gained, with AI-driven health solutions linked to a rising trust in GenAI advice. Asia leads growth in absolute value terms, while LATAM/MEA lead for percentage growth pace

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 co

Retail value sales of consumer health are set to rise in 2025 in Cambodia. Many Cambodian consumers are becoming more aware of the vital connection between their diet, lifestyle, and overall health. This growing consciousness is a key factor fuelling growth of consumer health sales. There is a noticeable shift towards seeking products that support overall wellbeing, with a stronger emphasis on prevention rather than just treating illnesses. This trend also reflects a rising interest in natural,

Retail value sales of consumer health are set to rise in 2025 as households are increasingly opting for self-care and over the counter (OTC) medications for minor ailments. This is for reasons of convenience and cost-effectiveness as out-of-pocket expenses from visiting clinics and hospitals have significantly increased since the coup. Chained pharmacies are expanding to regional cities while retail e-commerce sales of consumer health products are also growing with some brands and products exclu

Overall current value growth for consumer health in North Macedonia in 2025 is expected to fall moderately below that recorded in 2024. This is chiefly because the recent spike in inflation has now largely subsided, but the slowdown is also attributable to encroaching maturity and the fact that the country’s population is steadily shrinking due to a combination of declining birth rates and high levels of emigration. Nonetheless, the market is still performing well on the on the whole, with all c

France’s consumer health market has seen steady growth in current value terms in 2025, driven by strong performances in OTC, sports nutrition, vitamins and dietary supplements, and weight management and wellbeing. This reflects the resilience of the consumer health market despite lingering economic headwinds and inflationary pressures.

Sales of consumer health products have seen steady growth in current value terms in 2025. There are several trends happening that are shaping the overall performance of consumer health in Thailand in 2025. For instance, there is a strong focus on preventative health among consumers in Thailand, especially Gen Z and millennials, who are shifting from reactive healthcare to proactive self-care. Health is now seen as a lifestyle investment and Thai consumers tend to have high interest in adopting v

Value sales of consumer health in Saudi Arabia are rising in 2025, with the industry propelled by broader public health initiatives and a pronounced societal shift towards preventive wellness. This is largely driven by national vision goals focusing on a healthier, more active population. Consumers are becoming increasingly health-conscious, seeking out products for self-care and proactive management of common ailments. This growing awareness, combined with modern lifestyle factors and environme

Retail value sales of consumer health are expected to rise in current terms in Indonesia in 2025, driven by rising health consciousness, urbanisation, and the increasing accessibility of products through modern trade and digital channels. The recovery in consumer mobility since the COVID-19 crisis has continued to support impulse and on-the-go formats, especially within categories such as cough and cold remedies, sports nutrition, and vitamins. Urbanisation, especially in Jakarta, is further fue

Retail value sales of overall consumer health in Hong Kong continue to grow in 2025, propelled by ongoing health and wellness trends that emphasise a holistic approach to wellbeing. As consumers embark on their health journeys, there is an increasing recognition of the need to balance physical health with mental wellbeing, leading to heightened demand across various categories within the consumer health industry.

Growth in retail current value sales of consumer health slowed significantly but remained in double digits in Uzbekistan during 2025. However, rising prices were the main driver of growth, with little growth in retail volume sales, as most local consumers remain very price sensitive. Nonetheless, demand remains buoyant, driven in part by a growing awareness of health and wellness in the wake of COVID-19 and increased self-medication.

Consumer health in Portugal is expected to register healthy current value growth in 2025. An ageing population supports value sales, as many health issues affect older people more seriously. In addition, with the public health system under increasing pressure, it is becoming more difficult to access medical services, and this is pushing consumers to self-medicate or consult with a pharmacist instead. There also continues be regular new product launches, with a focus on more advanced formulations