Rapidly ageing populations present both a socio-economic challenge and a business opportunity. As wellness narratives shift from lifespan to healthspan, priorities centre on early-stage prevention, optimising healthy years, and enabling active ageing in later life. Creating value, improving health outcomes, and driving business growth requires targeted consumer segmentation aligned with a broad spectrum of longevity-led solutions and a holistic ecosystem of life-stage needs.

Gen Z makes up 17% of Europe’s beauty and personal care spend, set to hit 20% by 2029. To stay relevant, brands must align with Gen Z’s values: authenticity, inclusivity, and sustainability. For this generation, beauty is about self-expression and wellness, shaped by both ideals and economic limits. They favor e-commerce but still value in-store experiences. As Gen Z gains financial power, their beauty influence and loyalty will keep evolving

This report highlights Euromonitor International's Path to Purchase methodology and insights approach, with a focus on the results of the Voice of the Consumer: Beauty Survey. It covers the skin care category, examining global consumer beauty routines, skin care habits and purchase journey trends. Euromonitor’s Voice of the Consumer: Beauty Survey uncovers insights about today’s consumers.

Consumer Health companies face unchartered waters due to hugely disruptive global trade environment. This follows a period of positive, if not always smooth, performance. The long-term trends of moving away from treatment to prevention has ensured gradual, broad-based increase of sales over the period of 2019 to 2024. In 2025, industry’s top leaders are focused on the search for efficiencies, be it by divesting their worst-performing brands or leveraging newly emerging technologies.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

In 2024, Brazil’s economy has shown a mix of global challenges and local opportunities. The country has been slowly recovering economically, with moderate inflation and modest but positive growth expectations. Continued strict fiscal policies and efforts to control public spending have created a more stable environment. However, external factors such as global economic slowdown, climate crisis, and commodity market volatility still affect the country. GDP, while not growing rapidly, is meeting e

By 2029, Asia Pacific will host 56% of the global population aged 65+, representing a trillion-dollar opportunity. This report provides a critical framework to understand, develop and address the unmet needs of this rapidly growing demographic. Leveraging Euromonitor's Inclusivity - Empowerment - Indulgence framework, companies that act now will secure future growth and maintain relevance in a shifting consumer landscape.

Digital Living, Convenience, Pursuit of Value and Sustainable Living are key megatrends in Western Europe, shaped by technological advancements, demographic changes and shifting consumer values. Demand for multifunctional products is driving brands to simplify and optimise. Despite privacy concerns, AI-driven personalisation is gaining acceptance. Value perceptions are shifting toward functionality and affordability, while sustainability continues to influence purchasing choices.

As investment and attention shifts towards GenAI, companies of all types must evaluate potential opportunities associated with this technology. Given its ability to go a step further than AI to create something new, it is viewed as being incredibly powerful. This report explores opportunities and challenges across common use cases such as marketing, product development, the customer journey, customer service and the supply chain.

Health-conscious consumers in Asia utilise diverse information sources to make their health purchases, especially online. These purchasing journeys generally fall into two categories: Symptom-driven decisions, which are more immediate and spontaneous, and long-term health management, which involves careful planning and deliberate decision-making. Read this report to understand recent changes and what new opportunities these changes present to your business in marketing strategies.

This report highlights the results of Euromonitor International’s 2024 Voice of the Consumer: Health & Nutrition Survey, uncovering key trends in relation to the consumer health industry. Consumer trends explored include the battle between branded and generic OTCs, the rise of holistic health, and the evolution of the vitamins and dietary supplements space.

Growth remained positive in real value terms in the Latin American consumer health market in 2024, but was slower than a year earlier, given the steep decline seen in Argentina, still suffering from high inflation rates but also the austerity measures introduced by the new government. However, positive growth is expected in both Argentina and the region as a whole in the coming years, with sports nutrition remaining the most dynamic product area in Latin America.

In 2024, consumer health in India is projected to grow at a strong pace in retail current value terms, with nearly a double-digit increase, driven by evolving consumer priorities and lifestyle changes. Key factors contributing to growth include rising disposable incomes, urbanisation, and the increasing prevalence of dual-income households. With busier lifestyles, especially in urban settings, consumers are seeking convenient health solutions, driving demand for preventive health products and su

This report utilises Euromonitor International’s new Passport Innovation portal to explore new launches and sub-brands in global consumer health. Three key innovation platforms are identified for global consumer health in 2024/2025, with examples of products from large global e-commerce retailers over the last 12 months.

After seeing a weakening in its growth rate in 2020, when the pandemic first hit the region, consumer health in Asia Pacific had then been recording strong growth until 2024, when normalisation of sales and a difficult macroeconomic environment in China slowed the overall regional performance. Positive growth is expected over the forecast period, driven by factors such as ageing populations, increasing health awareness and rising levels of self-medication.

The consumer health market in Singapore experienced positive growth in current value terms in 2024, driven by a growing focus on holistic health among consumers across various demographics. Singaporeans are increasingly attentive to their health, particularly in terms of preventive measures, including regular exercise, balanced diets, and consistent intake of vitamins, especially those which claim to boost the immune system. At the same time, the integration of technology in health monitoring (s

Although high inflation and currency devaluations were still impacting a number of countries in Middle East and Africa in 2024, the consumer health performance improved in this year in real value terms. Some consumers, unable to afford visits to a doctor will instead ask their local pharmacist’s advice on what to take based on their symptoms as they self-medicate to save money. Preventative healthcare is also helping boost sales of products like vitamins and dietary supplements.

Cough and cold remedies were particularly badly affected by the pandemic in 2020, with consumers locked down a lot at home and wearing masks when out and about in public, while overall consumer health sales were also hit by rising costs and prices, depressing consumer purchasing power, in 2023. However, with growth in the other years of 2019-2024, Western European consumer health was able to post a positive CAGR for the overall period in real value terms.

Category-, occasion- and substance-agnostic consumers are focusing ever more consciously on the desired outcome of their consumption behaviour, representing a step change in purchasing motivators that makes it vital for brands, retailers and their supply chain partners to understand, decode and quantify the need states landscape.

From 2018 to 2023, the US third-party marketplace outpaced overall e-commerce growth, driven by changing consumer behaviour, rising living costs and the rise of emerging players such as Shein, Temu and TikTok Shop. Each platform leads in distinct categories - Temu in electronics, Shein in apparel and TikTok Shop in beauty. This report explores their internal competition, competitive pricing and the opportunities and threats they present to industry competitors.

AFH tissue is tracking an uneven path towards a new norm, amid cost and supply challenges. Socioeconomic-led market prospects, B2B environment and consumer lifestyle trends will collectively shape future AFH demand and innovations. By weighing, comparing and contextualising these demand drivers across a set of key AFH markets, the report examines country-specific nuances to help AFH businesses across value chain spot growth pockets, prioritise resources and navigate path to purchase.

In 2024, consumer health recorded positive retail value growth, boosted by the ongoing interest in health and wellness. Austrian consumers in 2024 have become increasingly self-reliant and proactive regarding their health and wellbeing, maintaining healthier lifestyles and habits while self-medicating. Consequently, growth in the landscape was driven by OTC products, vitamins, and dietary supplements.

With the economy improving and inflation also easing in 2024, the picture for consumer health in Germany remains positive, with moderate value growth. Vitamins and dietary supplements remains the largest category in terms of value sales. However, its growth is less dynamic in 2024 compared to the previous year. There is increasing competition from fortified and functional foods that offer additional nutritional benefits. For example, dairy products with prebiotic and probiotic claims are on the