Top Trends in Healthcare and OTC 2017: Exploring OTC medication, vitamins, minerals and supplements; functional food and drink; and sports nutrition categories
Global consumers are becoming more health-conscious as a reaction to rising obesity levels and lifestyle-related illnesses, such as diabetes, in the modern world. Consumers' busy lives are a major driver for the healthcare and OTC market as people opt for more convenient, multifunctional, and personalized products that better target their specific needs.
Over-the-counter (OTC) drugs are those sold directly to a consumer without a prescription from a healthcare professional, as compared to prescription drugs, which may be sold only to consumers possessing a valid prescription.
The pressures of modern life are taking their toll on consumers as their increasingly hectic lifestyles, due to work, active social lives and family responsibilities, means that stress is the most concerning health issue globally. As a result, healthcare products that help people become either more energized or focused (at work), or more relaxed (outside of work), will be very appealing to stressed consumers.
The majority of global consumers, 62%, are influenced by how a products health and wellbeing when choosing food products; while 60% are influenced when choosing non-alcoholic drinks.1 This is mainly the result of consumers greater awareness about the importance of a healthy balanced diet to their overall wellbeing. The importance of health and wellness for food and drink products is also due to the high levels of obesity impacting global consumers, particularly in more developed nations, causing concern amongst many individuals.
It has identified following key trends in healthcare and OTC -
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