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World Market for Consumer Health

October 2022

As the COVID-19 pandemic has largely receded as the chief driver of growth, the global market for consumer health in 2022 has instead responded to a swift rise in global inflation, shortages to ingredients and raw materials, and bottlenecks in shipping. Together, these stifled real growth for the industry and wiped away gains from the rebounding demand for cough and cold remedies, sustained interest in sports nutrition, and the rise of lifestyle-orientated vitamins and dietary supplements.

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This report comes in PPT.

Key Findings

The industry will have to contend with inflationary pressures and supply disruptions

In 2022, consumer health companies scrambled to adjust to a market environment dominated by shortages in supplies of essential ingredients and materials, severe shipping delays, and the corresponding inflationary pressures that forced them to make difficult decisions on their product portfolios. The industry will likely have to contend with similar dilemmas in 2023.

The results are in: e-commerce is here and only extending its dominance

COVID-19 has sparked a revolution in online shopping for consumer health, and, despite some predictions of a comedown, consumers have sustained and extended interest in purchasing consumer health via e-commerce in 2022. As companies and regulatory regimes adjust, we expect this to continue into the forecast period, especially in long-neglected categories like OTC.

The demand for mental health-orientated products is swelling

Mental health is at the front of every formulator’s mind in 2022, as consumers are loudly demanding solutions to long-unaddressed lifestyle concerns across the mental health spectrum, including stress, anxiety, sleepnessness, and worry. Consumer response is likeliest via partnerships to maximise the gains of pharmacological and behavioural approaches.

How will consumer health companies commercialise holistic health?

Increasingly, consumers demand solutions to a spectrum of considerations and expect them to scale up to a coherent whole that supports their health journeys. Enterprising companies are attacking this problem head-on by taking a page from personalised nutrition and curating an off-the-shelf menu that, combined, will address consumers’ largest needs.

The urgency of coherent women’s health solutions

Organic consumer demand for more robust OTC women’s health solutions has been met in recent months by political events that have only accelerated calls for such action. As a result, it is likely that the forecast period will increasingly see products formulated for health demands across a woman’s lifespan available without a prescription in many markets.

The wave of industry divestments is to continue

The year 2022 has been a banner year for company splits, the primary example being GlaxoSmithKline Plc’s divestment of its consumer health division into stand-alone company, Haleon Plc. The coming years are only going to deepen the industry’s commitment to separating pharmaceutical and consumer divisions, with Johnson & Johnson leading the charge.

Six trends shaping consumer health
Inflation takes a bite out of real consumer health value growth in 2022
Consumer health constant value growth softer in 2022 than other consumer goods industries
Sports nutrition is the only category to grow above inflation in 2022
Sports nutrition and vitamins and dietary supplements leading country-level growth
Breaking down 2022 category growth by current vs constant USD
Growth since onset of COVID-19 still dominated by vitamins and dietary supplements
Despite China’s lockdowns, Asia Pacific remains the class of consumer health
Vitamins and dietary supplements extends leadership in consumer health
Forecast growth looks rosy for Asian leaders
OTC drugs see retrenchment in 2022, facing slow but positive forecasts
OTC drugs still considerably below pre-COVID-19 rates with expectations for a forecast rebound
Lifestyle positions take centre stage in growth of vitamins and dietary supplements
Sports nutrition continues its torrid pace and adjusts well to COVID lifestyles
Weight management struggles to maintain customer interest as consumer preferences shift
E-commerce continues to shine as consumers’ online purchasing proves sticky
Consumer health in 2027: An industry embedded in consumers’ health journeys
Market leaders standing pat while mid-tier companies extend footprints
Mergers and acquisitions keep pace so far in 2022
Leading companies expected to grow at around the industry average
Fastest-growing companies cluster in Asia and show strength in prevention categories
Market fragmentation: OTC products
Market fragmentation: Vitamins and dietary supplements
Market fragmentation: Sports nutrition
Market fragmentation: Weight management and wellbeing
Identifying the trends driving the near-term prospects for consumer health
Inflation is expected to complicate consumer health approaches in the forecast period
Sustained rates of e-commerce shopping bode well for the future
Mental health outpaces growth of other dietary supplements, presaging future gains
How will the consumer health industry commercialise holistic health?
Demands for OTC women’s health products that meet consumers across their lifespans
Wave of industry divestments set to pick up pace in 2023
Global snapshot of OTC drugs
Global snapshot of vitamins and dietary supplements
Global snapshot of sports nutrition
Global snapshot of weight management and wellbeing
Regional snapshot: Asia Pacific
Regional snapshot: North America
Regional snapshot: Latin America
Regional snapshot: Western Europe
Regional snapshot: Eastern Europe
Regional snapshot: Middle East and Africa
Regional snapshot: Australasia

Consumer Health

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

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