WORLD MARKET FOR CONSUMER HEALTH
October 2020

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purposes only.
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Introduction
Global Outlook

Leading Companies and Brands
Key Trends for Consumer Health During Coronavirus
Market Snapshots

INTRODUCTION

Scope▪ The Consumer Health Industry Overview provides a top-line industry overview ofDisclaimer
Much of the information in this briefing
is of a statistical nature and, while
every attempt has been made toensure accuracy and reliability,
Euromonitor International cannot beheld responsible for omissions orerrors.
Figures in tables and analyses arecalculated from unrounded data andmay not sum. Analyses found in thebriefings may not totally reflect thecompanies’ opinions, reader discretionis advised.

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Consumer Health
USD272.9 billion

OTC
USD118.3billion© Euromonitor International

Vitamins andDietary
Supplements
USD115.2billion

WeightManagementand Wellbeing
USD17.5 billion

Sports Nutrition
USD21.8 billion

CONSUMER HEALTH: WORLD MARKETThe rise of COVID-19 in 2020 has
scrambled the prospects of theconsumer health industry, as thevirus has upended consumers’
lifestyles, reprioritised purchasing
decisions, and fundamentally
redirected how consumers think
about their health. As a result, many
consumer health categories havefound growth strategies difficult
during COVID-19, while a select few
are seeing interest unparalleled inrecent history. Near-term growthprospects are muddy and are linked
to the future of the pandemic.

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INTRODUCTION

Key trends shaping consumer health
Trend

Expected long-term implications

Booming
immunity

Historic
impactModerate
impactImmunity functionality, which has emerged during COVID-19 as a central
concern for global consumers, is set for strong forecast growth. The
expansion of immunity into new formats, ingredients and positionings islikely to drive category innovation into the forecast period.
RisingAs immunity mainstreams, it will also raise focus on and interest in general
Lowinterest in health as a part of broader, holistic health considerations. During COVID-19, impact
generalthis effect has already occurred, with general health products such as
healthmultivitamins seeing strong growth. Expect that to continue in the near term.
DigitalDistancing and lockdowns accelerated forecast movement towards digital
Low
health’shealth, with telehealth in particular seeing significant rates of adoption in
impactmoment2020. Increasing consumer comfort in these platforms is likely to generateconnections with and interest in adjacent consumer health products.
FurtherConsumer health has been beset by category blurring for years now, and even Moderate
blurring
the newest trends are accelerating this trend, with new immunity products
impactcategory
blurring between sleep, stress, general health, digestive health, and antilines
inflammation, among others. This trend will continue apace into the forecast.
The rise of The sharp changes brought on by COVID-19 have stimulated a risingLowmentalrecognition of the mental aspects of healthy living, surging the demand for
impacthealthbehavioural solutions as well as adaptogenic supplements. Given difficulties
in changing the direct stressors in modern life, expect further development ofproducts intended to meet these sensitive needs.
© Euromonitor International

CONSUMER HEALTH: WORLD MARKET

Forecast
impactStrongimpact
Moderate
impactStrongimpact

Strongimpact

Strongimpact

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INTRODUCTION

COVID-19’s impact on consumer health
Immunity demand setfor strong near-termperformance© Euromonitor International

Limited movement andlockdowns suppress
sales for many categories

CONSUMER HEALTH: WORLD MARKET

Leapfrogging into ecommerce

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Introduction
Global Outlook

Leading Companies and Brands
Key Trends for Consumer Health During Coronavirus
Market Snapshots

GLOBAL OUTLOOKConsumer health in context

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CONSUMER HEALTH: WORLD MARKETPASSPORT 7

GLOBAL OUTLOOKGlobal consumer health sees slight softening of growth in 2020

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CONSUMER HEALTH: WORLD MARKETPASSPORT 8

GLOBAL OUTLOOKEffects of COVID-19 are starkly different among categories

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GLOBAL OUTLOOK

Despite 2020 decline, long-term growth of sports nutrition still strong

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CONSUMER HEALTH: WORLD MARKET

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PASSPORT 10

GLOBAL OUTLOOKAsia Pacific’s sales blip in 2020 unlikely to continue over the forecast

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CONSUMER HEALTH: WORLD MARKETPASSPORT 11

GLOBAL OUTLOOKParity of VDS and OTC tells different stories of the future of the industry

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GLOBAL OUTLOOKChina rebound to lead Asia’s consumer health resurgence in forecast

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GLOBAL OUTLOOKHow to evaluate the global outlook for OTC drugs

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GLOBAL OUTLOOKDespite COVID-19, OTC forecasts will eventually settle at historic norms

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GLOBAL OUTLOOKImmunity sustains VDS growth globally in 2020, but can it continue?

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GLOBAL OUTLOOKSports nutrition suffers in 2020, likely to rebound quickly in forecast

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GLOBAL OUTLOOKCOVID-19 not kind to weight management either, but rebound likely

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GLOBAL OUTLOOKStore-based shutdowns and social distancing push sales to e-commerce

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GLOBAL OUTLOOKConsumer health in 2025: Re-emergence of innovation and outreach

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CONSUMER HEALTH: WORLD MARKETPASSPORT 20

Introduction
Global Outlook

Leading Companies and Brands
Key Trends for Consumer Health During Coronavirus
Market Snapshots

LEADING COMPANIES AND BRANDSCOVID-19 limits gains by upstarts, provides promising area for acquisitions

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LEADING COMPANIES AND BRANDS

Performance in 2020 among leaders depends on COVID-19 compatibility

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LEADING COMPANIES AND BRANDS

Portfolio diversification does not tell the whole story during COVID-19

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LEADING COMPANIES AND BRANDS

Top growing companies cluster in prevention categories

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LEADING COMPANIES AND BRANDS

Market fragmentation: OTC products

Top OTC Companies Retail Value Share 2020
Company (GBO)% shareTop OTC Brands Retail Value Share 2020
BrandCompany (GBO)

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LEADING COMPANIES AND BRANDS

Market fragmentation: vitamins and dietary supplements

Top VDS Companies Retail Value Shares 2020
Company (GBO)% shareTop VDS Brands Retail Value Share 2020
BrandCompany (GBO)

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Data removed from sample© Euromonitor International% shareCONSUMER HEALTH: WORLD MARKETPASSPORT 27

LEADING COMPANIES AND BRANDS

Market fragmentation: sports nutrition

Top Sports Nutrition Companies Retail Value Share2020
Company (GBO)% shareTop Sports Nutrition Brands Retail Value Share 2020
BrandCompany (GBO)% shareData removed from sample

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LEADING COMPANIES AND BRANDS

Market fragmentation: weight management and wellbeing

Top WMW Companies Retail Value Share 2020
Company (GBO)

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Top WMW Brands Retail Value Share 2020
% value

BrandCompany (GBO)% value

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CONSUMER HEALTH: WORLD MARKETPASSPORT 29

Introduction
Global Outlook

Leading Companies and Brands
Key Trends for Consumer Health During Coronavirus
Market Snapshots

KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

COVID-19 has broken industry consensus on future growth

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUSConsumer health is among the industries most unaffected by COVID-19

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Source: Euromonitor International
Last updated September 15, 2020

© Euromonitor International

CONSUMER HEALTH: WORLD MARKETPASSPORT 32

KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Revisiting the forecast for consumer health under future scenarios▪ Given the ongoing uncertainty with COVID-19, Euromonitor has built various likely scenarios of future growth.
These scenarios have been adjusted and updated frequently since the outset of COVID-19, with the most recent
showcased in this briefing from early September 2020.

Pre-C19 Forecast© Euromonitor International

New Baseline

C19 Pessimistic 1

CONSUMER HEALTH: WORLD MARKETC19 Pessimistic 2

C19 Pessimistic 3

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Pessimistic scenarios shackle near-term growth prospects

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Euromonitor’s Industry Insights Survey nods to near-term transformation

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

How long will the movement to immunity last?

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Near-term innovation in immunity likely

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Distancing and limits to movement to constrain sales growth into 2021

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Consumer health rebound tied to trajectory of COVID-19

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Envisaging the future without COVID-19: Digital health

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KEY TRENDS FOR CONSUMER HEALTH DURING CORONAVIRUS

Envisaging the future without COVID-19: The evolution of e-commerce

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Introduction
Global Outlook

Leading Companies and Brands
Key Trends for Consumer Health During Coronavirus
Market Snapshots

MARKET SNAPSHOTS

Global snapshot of OTC

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MARKET SNAPSHOTS

Global snapshot of vitamins and dietary supplements

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MARKET SNAPSHOTS

Global snapshot of sports nutrition

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MARKET SNAPSHOTS

Global snapshot of weight management and wellbeing

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MARKET SNAPSHOTS

Regional snapshot: Asia PacificData removed from sample© Euromonitor International

CONSUMER HEALTH: WORLD MARKET

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PASSPORT 47MARKET SNAPSHOTS

Regional snapshot: North America

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CONSUMER HEALTH: WORLD MARKET

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MARKET SNAPSHOTS

Regional snapshot: Latin America

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MARKET SNAPSHOTS

Regional snapshot: Western Europe

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CONSUMER HEALTH: WORLD MARKET

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MARKET SNAPSHOTS

Regional snapshot: Eastern Europe

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MARKET SNAPSHOTS

Regional snapshot: Middle East and Africa
REPLACE THIS CHART

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MARKET SNAPSHOTS

Regional snapshot: Australasia

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© Euromonitor International

CONSUMER HEALTH: WORLD MARKET

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