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mBM National Syllabus

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Transcript

INSIGHTS UNLOCKED

consumer health - Core otc

TRENDS

2025 & BEYOND

TREND

macroTREND

/trɛnd/

/macrotrɛnd/

a general direction in which something is developing or changing.

Pervasive and persistent shift in the direction of some phenomenon on a global level. Usually impacting multiple or all industries

4 MACROTRENDS IMPACTING HEALTHCARE

Growing discontent and higher healthcare costs

Struggling Healthcare Systems

People are focusing on one thing they can control — themselves.

Growing Uncertainties

Less likely to go to the doctor and use digital options instead

Generational Shifts

Re-writing the possibilities and revolutionising the industry

Rise & ADOPTION of AI and tech

they are driving two big shifts

01

SELF RELIANCE

Avoid relying on / feeling dependent on healthcare systems and HCPs

02

lIVE BETTER FOR LONGER

Making lifestyle changes now for the betterment of their future selves

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS
Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Know your Body

Healthier Habits

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

Rise & ADOPTION of AI and tech
Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS

DRIVERS

GOAL

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Know your Body

Healthier Habits

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS
Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS
Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Healthier Habits

Know your Body

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS
Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Healthier Habits

Know your Body

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

THANK YOU

Growing Uncertainties
Generational shifts
STRUGGLING HEALTHCARE SYSTEMS
Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Healthier Habits

Know your Body

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

01

Structure your content

Write an awesome subtitle

TREND

noun: trend; plural noun: trends a general direction in which something is developing or changing.

Relevant Data

50%

of our brain is involved in the processing of visual stimuli.

80%

of what we do and see,we remember

85%

purchases are emotional

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’
Prevent Proactively

Healthier Habits

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Conscious Product Choices

Consumers are more educated and aware than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

What can we do?

Sleep

Weight Management

Addiction

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

The Consequences

Let's Mitigate

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

The Consequences

Let's Mitigate

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Hyper Personalisation

A New Expectation

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

What can we do?

How can we deliver personalised solutions to our consumers?

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

  • Focus on clean living and illness prevention
  • Integrating supplements, fitness regimens and biohacking techniques within daily routines
  • Food as medicine
  • Predictive health / Genomics
  • Trending Categories:
    • VMS
    • Sleep & Stress
    • Women's Health
  • New Up & Coming
    • Hydration
    • Healthy Energy
    • Post-biotics
    • ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

  • Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
  • Growing availability of at-home testing kits accross OTC
Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

The Consequences

Let's Mitigate

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring