Bayer AG in Consumer Health

February 2023

Bayer AG continued to record growth during another challenging year in 2022, and despite the difficult operating environment created by the swift rise in global inflation and shortages to ingredients and raw materials, which has impacted growth across the consumer health industry, the company consolidated its position as the third largest consumer health company.

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This report comes in PPT.


Euromonitor International's report on Bayer AG delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Health market and the global economy. Company and market share data provide a detailed look at the financial position of Bayer AG, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Bayer AG.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Bayer AG provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Consumer Health research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
Bayer AG’s global footprint
Company overview
Market momentum remains key driver for Bayer
Exposure to growth
Bayer remains close to J&J in the rankings
Greatest competitor overlap comes from rivals in the US
Bayer’s diverse portfolio spans wide range of regions and categories
Bayer places greater focus on innovation through e-commerce acquisitions
Bayer maintains strong global position across OTC markets…
…and consolidates its strong position within derma but loses share in analgesics
Several diverse approaches taken by Bayer to drive brand growth
Majority of Bayer’s CCA sales come from North America
Antihistamines/Allergy remedies (systemic) remain Bayer’s core offering
Astepro Allergy enters US market and contributes to Bayer’s US CCA upturn in 2022
Strong global presence but growth starting to wane
Bayer benefits from diverse category presence across multiple regions
New product development: Bepanthen Derma range
Key findings
Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)

Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

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