Exploring Competitive Strategies in Consumer Health


Purchaser health is proving to be a pretty dynamic field, as a concentrate on wellness has become paramount now a lot more than ever before. Euromonitor International’s Aggressive Methods in Customer Wellbeing examines vital elements shaping the field and propelling sturdy growth for providers. These involve a higher aim on preventative wellness, with curiosity in the regular usage of nutritional vitamins and nutritional dietary supplements, together with OTC products and solutions for the remedy of ailment, digitalisation, democratising personalisation, and holistic sustainability, which are increasing as an inclusive section of health and wellness.

A planet moving toward holistic wellbeing, and companies supporting the lead to

Consumer well being is proving to be a resilient field, with people today concentrating on holistic well being to purpose perfectly in day-to-day daily life, avert the onset of disease, and handle ailments in order to develop a healthful, uninterrupted and extended lifestyle. Primary organizations this kind of as Nestlé, GlaxoSmithKline, Bayer, Sanofi and Johnson & Johnson are adjusting their methods to consider this “new normal” as the pandemic stabilises.

Crucial things shaping the marketplace and propelling it to expansion

Despite improve currently being the only consistent, with uncertainty in the worldwide overall economy brought about by the domino outcome of the pandemic, the total customer overall health marketplace witnessed advancement of 4% in 2021, with continued development in natural vitamins and nutritional health supplements and restoration throughout other categories. Many companies are reviewing their techniques, mergers and acquisition functions, and manufacturer and geographic portfolios. For illustration, Nestlé’s acquisition of vitamins and nutritional supplements makes from The Bountiful Enterprise stands out in phrases of scale, whilst GlaxoSmithKline and Johnson & Johnson have introduced the pending separation of their shopper wellbeing organizations for a more streamlined focus. In addition, we have determined five critical elements that are shaping the market and propelling it in the direction of expansion. These are:

Aim on preventive health and fitness

The COVID-19 pandemic led individuals to aim on lengthy-expression unmet demands all over preserving holistic wellness, such as mental and physical support, instead than simply treating health problems. For example, having nutritional vitamins and dietary supplements a lot more frequently and boosting immunity have grow to be section of the “new normal” of “being healthy”. This better target is also witnessed through Euromonitor International’s Voice of the Customer: Consumer Health and fitness Survey from 2021, in which 63% of individuals regarded obtaining a balanced immune procedure as staying healthful, even though 56% cited the absence of disease and 55% maintaining a healthy body weight. To keep suitable and with the moments, businesses are responding to these desires and desires. For example, GlaxoSmithKline is splitting into two main businesses by the middle of 2022, just one to continue on as GlaxoSmithKline, with a focus on prescription medicines and medications, and another that contains its shopper healthcare assortment, less than the title of Haleon, in an try to aim on the company’s different customer well being megabrands and consequently produce “better day to day well being with humanity”.

Exploring Competitive Strategies in Consumer Health

Resource: Euromonitor Global Voice of the Market: Purchaser Wellness Survey (March 2021)

Illness remedy 

Demand for ailment and ailment therapies recovered in 2021 throughout OTC classes. Systemic analgesics, especially acetaminophen, observed growth by supplying symptomatic relief from COVID-19 and vaccine facet-consequences. The return of seasonal flu also led paediatric cough, cold and allergy therapies to witness 10% development in current benefit phrases in 2021. Whilst demand led to recovery, innovation in this area will also add to propelling advancement additional. For instance, in 2021, Johnson & Johnson announced it was separating its Consumer Wellness business from its MedTech and Pharmaceutical organization of Janssen to even more accelerate innovation, streamline company procedures and in switch improved provide its clients and sufferers.


The scope of digitalisation within health care extends from e-commerce to a broader omnichannel approach that employs engineering to have an understanding of shopper traits, innovate around new solution improvement, strengthen provide chain efficiencies, and connect with consumers by means of pharmacies, clinics and hospitals. According to Euromonitor International’s Passport Buyer Wellbeing, e-commerce witnessed development of globally in 2020 by yourself within just the all round business, a trend which ongoing in 2021, with 4% development. In the meantime, models are incorporating tech to better link with people. For instance, Procter & Gamble’s Vicks US web page suggests products to shoppers primarily based on several factors, these as age and signs or symptoms.

Democratising personalisation

People are ever more mindful that every entire body is different, and could answer in another way to overall health items, and as such they are demanding solutions that meet up with their distinct health wants and priorities, consequently the idea of democratising personalisation. In accordance to Euromonitor International’s Voice of the Buyer: Existence Survey in 2021, 51% of respondents stated that they want products and providers that are uniquely tailored to them. An expanding selection of products have appeared with various mechanisms and strategies to engage specifically with consumers’ unique wellbeing calls for, with organizations which includes HUM Nourishment, Ritual, Care/of, Nurish by Character Produced, and Get Roman observing latest results.

Examples of brands personalising consumer health products.pngHolistic sustainability

Holistic sustainability is rising as an inclusive portion of customer wellbeing, as purpose-driven brand names relate more to consumers. In accordance to Euromonitor International’s Voice of the Sector: Sustainability Study from June 2021, 53% of marketplace respondents said becoming a purpose-driven enterprise was a concentrate of organization philosophy. Providers are as a result highlighting holistic sustainability as part of their brand name approach, focusing on themes these kinds of as purposeful dwelling and environmental stewardship as factors tied into superior well being and wellbeing. Client health and fitness gamers from Nestlé and Procter & Gamble to Bayer and GlaxoSmithKline have posted sustainability reviews that spotlight future objectives, as individuals grow to be far more mindful of their environmental footprint, a development which is established to proceed in the potential.

With lots of case research, the report also showcases how leading corporations are strategically focusing on specialisation, solution innovation and acquisition to accelerate development inside of wellness, OTC medications, vitamins and dietary health supplements, sporting activities nutrition, and weight management and wellbeing.

For furhter insight, see our entire report, Competitive Approaches in Purchaser Wellness.