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.
Delivery
This report comes in PPT.
Key findings
Offline retail still dominates, but e-commerce closes the gap
Offline retail holds 74% of global consumer health sales in 2025, yet its mix share has fallen seven percentage points since 2020. E-commerce now accounts for 26% of sales, growing at around 10% year on year (in 2025) versus 3.5% for offline. The trends that drive prevention over treatment are also driving growth in categories that raise the overall online mix.
Pharmacies face a strategic crossroads in offline retail
Pharmacies retain the largest offline share anchored by OTC sales that require human judgement, but they face mounting pressure. A consumer shift to prevention and e-commerce convenience, including same-day home delivery, erode pharmacy footfall. Leading chains respond with expanding services from immunisations to diagnostics to sustain relevance beyond the shelf.
Supplements and Asia Pacific power e-commerce growth
Vitamins and dietary supplements have the highest global online penetration at 38%, rising to 63% in China through platforms such as Douyin. Sports nutrition reaches 42% online. Amazon, Shopify sellers and Douyin generate the most value, while TikTok Shop more than doubled in 2025, mainly in the US. China, India, South Korea, the US and Brazil drive most e‑commerce growth.
Amazon commands 41% of consumer health e-commerce
Amazon is the largest consumer health e‑commerce retailer, holding around 41% of global online sales, or some 11% of total industry retail. Its marketplace spans supplements, sports nutrition, weight management and an expanding OTC offer via Amazon Pharmacy with fast delivery. Amazon also growsrevenue through retail media, with adverts contributing nearly 10% of net sales.
AI and prevention trends will reshape channels out to 2030 and beyond
Global consumer health is expected to grow at a 2.3% CAGR to 2030 (no inflation), driven by online. AI‑driven personalisation in diagnostics and tailored prevention or treatment will further lift adoption. Pharmacies risk stagnation if they stay treatment‑only focused amidst rising chronic conditions; marketplaces or DTC brands using social proof are better positioned for macro shifts.
Key findings
The role of online still scales, particularly in supplements, but also online pharmacies
Consumer health demand shows moderate growth, with improving prospects over time
Demand patterns show in-home living has reduced spend priority, exempting essentials
Protein and drink formats stand out as drivers across many demand patterns
North American saturation has been a consistent drag on growth rates in global demand
Sports nutrition dominates growth, but note the realignment of both China and India
E-commerce gains are not uniform, specific categories and countries are driving this
Pharmacies remain the dominant channel offline, but headwinds continue to mount
Pharmacies enjoyed majority of sales value gains across a fragmented channel
The competition facing non-grocery retail is more e-commerce than rival grocery players
Pharmacy sales have returned to a lower growth profile than total consumer health
Grocery expanded and improved the health offering, but online convenience is winning
Expansion of beyond-prescription clinical services in retail, aiming for community care
Private label is growing in multiple regions, whilst increased ranges in the US also evident
There are strong gains still in e-commerce, even if slower than the heights of 2020-2021
Quarterly view shows Q4 is typically peak from infection season, but not in 2025
Brazil, Mexico, US, Poland and South Korea deliver largest sales value gains by 2025
Bulk of e-commerce gains lie in combination and single ingredient herbal supplements
Marketplace and direct online now accounts for over 80% of tracked e-commerce sales
Amazon leads cash growth, while TikTok and CGC prove what social validation can bring
AI personalisation is taking off across beauty, health and nutrition (including pet care)
Digital ecosystems and retail media: Turning shopping apps into advertising channels
Social commerce/validation moves the needle on growth rates (and cost per consumer)
AI will initially be a mild headache, but eventually open the door to personalised health
Recommendations for how to win, and how we can help you take the next step
Euromonitor Passport E-Commerce: Coverage and methodology
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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