Consumer Health in Western Europe

Delivery

This report comes in PPT.

Key findings

Fortified food an increasing threat to vitamins and dietary supplements

Vitamins and dietary supplements remain the largest category in Germany, but also declined for a third year in a row in real value terms in 2024. There is increasing competition from fortified and functional foods that offer additional nutritional benefits (eg dairy products with prebiotic and probiotic claims). Fortified foods are also often seen as being more convenient, more palatable and more natural than standalone supplements.

Low per capita consumption in Turkey

Turkey continues to have, by some way, the region’s lowest per capita consumption of consumer health products in real value terms. Products with OTC status in other countries, including certain analgesics, cough, cold, allergy remedies, eye care, and digestive remedies, continue to be defined as Rx prescription products in Turkey, while local consumers also set great store by traditional/herbal products, which have a 90% share in sleep aids, for example.

Pharmacies expanding their role in consumer health

While e-commerce continues to gain share, reaching 20% of sales in Western Europe in 2024, health and beauty specialists continue to lead distribution, mainly through pharmacies. In some countries, such as Italy or the UK, pharmacies’ traditional role as drug dispensers is being flanked by an increasingly wide range of services, such as screening, blood pressure measurement, nutritional advice etc, transforming them into fully-fledged healthcare facilities.

Increase in switches expected in Italy

Assosalute, Italy's National Association of Self-Medication Medicines, has elected a new president for the three-year period 2024-2027, and one of the key points of this timeframe will be the expansion of the supply of self-medication drugs through the process of pharmaceutical switching. Changes are therefore expected in the forecast period.