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
Delivery
This report comes in PPT.
Key Findings
Health is essential, and one of the last things to face household spending cuts in a crisis
Spend on consumer health reached USD337,903 million in 2025. Health sits in an essential middle ground with food and beverages, with better demand patterns than categories such as home care and appliances that are embedded in life at home, but with slower growth than categories such as beauty and apparel, more closely linked to wanting to get out more (and look good doing it).
A modest 2% growth rate reflects mixed demand with a turbulent (in some cases stagnant) US market
Growth opportunities come from protein consumption and gym culture, and the convergence of health and beauty, with cognitive, mood and cellular health all rising. OTC cough, cold and allergy remedies had a poor year for demand, focused in (but not limited to) the US. Weight management and wellbeing demand is also suppressed, linked to GLP-1 drawing more spend as usage expands.
Share is fragmenting, with growth driven by market entrants and sports nutrition momentum
The consumer health industry is fragmenting, with the top five companies’ share dropping to 14.5% (one point down across the 5-year historic horizon, despite spin-offs intended to halt this). Private label also declines in share. Growth is driven by smaller, fast-growing entrants, while leaders restructure, and while M&A remains limited due to divestments and tax constraints.
Look to Asia Pacific for the bulk of the growth to come, with faster gains from a lower base in LATAM/MEA
Future growth to 2030 comes mainly from emerging markets; Asia Pacific for absolute value gains, LATAM and MEA for the fastest percentages, with Taiwan, Hong Kong, the UK and South Korea showing an improvement for spend per capita over time. Insight teams should pay particularly close attention to South Korea as a source of innovative ideas at the border of beauty into health.
E-commerce gains share and drives technologies as personalised AI health solutions emerge at scale
E-commerce now accounts for 26% of consumer health sales, with a 13% five-year CAGR and 10% annual growth (current terms, outpacing the industry on 6% and 5%, respectively). Gains are driven by investment in fulfilment and marketplace expansion, especially in China, India, South Korea, the US the UK, and Brazil. Grocery, pharmacy and direct sales each lose share to online.
Our expert’s view of Consumer Health in 2025
Consumer Health snapshot
Key findings
Key facts to share
Top five trends in Consumer Health
Top five trends uncovered
Drivers of consumer markets and impact on Consumer Health
Consumer health is subject to competition and inspiration from adjacent categories
Consumer health demand shows moderate growth, with improving prospects over time
Protein and drink formats stand out as drivers across many demand patterns
Demand patterns show in-home living has reduced spend priority, exempting essentials
North American saturation has been a consistent drag on growth rates in world demand
Sports nutrition dominates growth, but note the realignment of both China and India
Prevention is more elastic vs treatment, but health spend is typically the last to be cut
The need for remedies is suppressed, with reduced infections and weak allergy seasons
Vitamins and dietary supplements are buoyed by protein, beauty and longevity
Protein is visibly driving demand, in sports nutrition, but also inside dietary supplements
Weight management and wellness (WMW) declines slightly in both short and long term
Stagnation and a fragmentation of company power at the top of the industry continues
Leading companies refocus and restructure to pursue growth and protect today’s value
By-health Co Ltd at USD2,477 million has fallen from 10th to 15th since 2020
MaryRuth as a leader in growth is worth studying for how solidly it lands ethical identity
Consumer health is a high SKU launch industry historically, but the pace has fallen off
Dietary supplement positioning shows chronic giving way to lifestyle-driven consumption
E-commerce continues to outperform, now accounting for over a quarter of all sales
E-commerce gains are not uniform, specific categories and countries are driving this
Where will future growth come from (the longer-term view)?
Absolute growth is helpful, but per capita change gives another lens for opportunity
The US market shows turmoil in 2025-2026, with tariffs driving strategic levels of change
A SWOT analysis for consumer health
Key opportunities for growth (and the defence of existing value) in consumer health
Our expert’s view of Consumer Health to 2030
Reading these bubble charts: Historic data
Reading these bubble charts: Future forecast data
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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