Perrigo Consumer Health Trends 2025

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nISHTA Parekh Central Insights team nishta.parekh@perrigo.com Reach out for any questions!

consumer health

2025 & BEYOND

TRENDS

INSIGHTS UNLOCKED

Click on any to see the full report!

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

/macrotrɛnd/

/trɛnd/

macroTREND

TREND

a general direction in which something is developing or changing.

4 MACROTRENDS IMPACTING HEALTHCARE

Struggling Healthcare Systems

Growing discontent and higher healthcare costs

Growing Uncertainties

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

Generational Shifts

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

Rise & ADOPTION of AI and tech

Re-writing the possibilities and revolutionising the industry

the goal

Making lifestyle changes now for the betterment of their future selves

lIVE healthier FOR LONGER

02

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

Avoid relying on / feeling dependent on healthcare systems and HCPs

SELF RELIANCE

01

they are driving two big shifts in healthcare

Lifestyle Examples

Lifestyle Examples

Wellness Examples

Wellness Examples

TRUST | CHOICE PARALYSIS | PRIVACY

CHANNEL REVOLUTION

GREAT MARKETING

HYPER-PERSONALISATION

PREVENT PROACTIVELY through healthier habits

STRUGGLING HEALTHCARE SYSTEMS

Generational shifts

Growing Uncertainties

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

Rise & ADOPTION of AI and tech

TREAT INDEPEDENTLY conscious product choices

Core OTC Examples

Core OTC Examples

Wellness Examples

Lifestyle Examples

Core OTC Examples

DETECT QUICKLY by knowing your body

BRAND TACTICS

CONSEQUENCES

DRIVERS

CONSUMER MEANS

GOAL

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Collectively this is driving up the cost of accessing healthcare and causing growing discontent amongst consumers with healthcare systems.

BMJ, 2024

2. GOV.UK, 2024

1. WHO, 2024

PubMed, 2024

WHO, 2024

*means we will also see a rise in age related conditions i.e. hearing loss, cataract, osteoarthritis, diabetes and dementia.

Reduced Funding and Resources

In the UK, an estimated £6bn funding deficit is seriously affecting local communities, leading to poorer population health and adding pressure on the NHS.

Aging Populations

• By 2030, 1 in 6 people in the world will be aged 60 years or over.
• By 2050, the population of people aged 60+ will double (2.1 billion)

Chronic Conditions

• Chronic diseases like diabetes, heart disease, stroke, and cancer are some of the major causes of morbidity and mortality worldwide.
• The cost of such diseases worldwide is estimated to reach $47 trillion by 2030.

Workforce Shortages

• WHO estimates a projected shortfall of 11 million health workers by 2030.1
• In the UK the number of nurses working in the community fell by at least 5% between 2009 and 2023.2

1. Struggling Healthcare Systems

4 Macrotrends

Less Supply

More Demand

Mintel, 2024

Mintel, 2024

Product Choices - Lifestyle Examples

Treat Independently

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

Price Sensitivity

New Formats & Flavours

Consumers opting for private label products, which are forecast to see a 9% rise in value sales in 2024 for NRT. Consider smaller, affordable packs? or a range extension for galpharm?

Diptyque Summer Body Spray, which incorporated essential oils selected for their mosquito-repelling properties. With vaping overtaking smoking can we introduce fun 'limited edition' flavours - deserts etc.

Natural Ingredients

MooGoo Natural Tail Swat Body Spray that repells insects by changing your scent to something bugs don't like pure 'plant powered puffs' - daily dose of B-12 without nicotine

Added Benefits

Mood swings and difficulty sleeping, are top barriers. Oral health is also a concern. Can we address these by offering added benefits or by partnering with apps like Headspace or Calm?

Connecting Tech to Treatment

Voltarol

Zyrtech

Boots

How about a 'smart' nasal spray that helps you use it correctly, monitors usage and shows how it improves symptoms over time? (and its got your name printed on it too ofc!)

Apps detecting Location

Zyrtech AlleryCast uses local data like pollen count, air quality, and weather to provide a personalized allergy impact score, predicting how you’ll feel each day. In addition it offers symptom tracking, personalized allergy profiles, allergy tips and exclusive savings

Personalised Plans

Voltarol has adopted personalisation by introducing a movement coach that provides personalised exercise programs aimed at managing body pain, thereby positioning the brand as a personal friend and ally in the consumer's pursuit of a pain-free life.

'Smart Products'

Smart inhalers are built with sensor technology that helps record data about the time and date of use, and the location of the patient at each use.

Health MOTs

Health MOTs are becoming increasingly popular with Boots makng it free for over 40s. The service includes blood pressure check, measurements of BMI, etc. After pharmacists provide personalised advice and a leaflet summarising the results. Can we collaborate?

Core OTC Examples

HYPER PERSONALISATION

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

Less Supply

More Demand

Collectively this is driving up the cost of accessing healthcare and causing growing discontent amongst consumers with healthcare systems.

BMJ, 2024

2. GOV.UK, 2024

1. WHO, 2024

PubMed, 2024

WHO, 2024

*means we will also see a rise in age related conditions i.e. hearing loss, cataract, osteoarthritis, diabetes and dementia.

Reduced Funding and Resources

In the UK, an estimated £6bn funding deficit is seriously affecting local communities, leading to poorer population health and adding pressure on the NHS.

Aging Populations

• By 2030, 1 in 6 people in the world will be aged 60 years or over.
• By 2050, the population of people aged 60+ will double (2.1 billion)

Chronic Conditions

• Chronic diseases like diabetes, heart disease, stroke, and cancer are some of the major causes of morbidity and mortality worldwide.
• The cost of such diseases worldwide is estimated to reach $47 trillion by 2030.

Workforce Shortages

• WHO estimates a projected shortfall of 11 million health workers by 2030.1
• In the UK the number of nurses working in the community fell by at least 5% between 2009 and 2023.2

1. Struggling Healthcare Systems

4 Macrotrends

Ipsos Global Trends, 2025

2 - Euromonitor, 2025

2024 was a year of significant political upheaval as countries representing 60% of global GDP headed to the polls1. In 2025, geopolitics, US policy changes and demographic shifts will be key concerns for consumers2

Ipsos Global Trends, 2025

2- Ipsos Global Trends, 2025

In the face of a world that feels threatening and overwhelming, people are focusing on one thing they cancontrol — themselves.

1- Food Navigator, 2025

1 - Allianz Research, 2024

Technological

We are in awe of the technology around us but 57% also think technical progress is destroying our lives - a feeling that has significantly risen over a ten-year period with growing concerns about mental health, careers, and child welfare.

Economic & Political

Polycrisis - Over the last few years the world has faced multiple and interconnected crises - from the scarring effects of the Covid-19 pandemic, to the war in Ukraine, the wildfires in LA and the ongoing energy, cost-of-living and climate crises.

Financial

Two-thirds of Europeans cite cost-of-living as their main concern1. Financial realities are keeping key milestones like buying homes out of reach for many and is feeding a widespread sentiment that it’s better to live for today as tomorrow is uncertain2

Environmental

A large majority – 80% – of the global public agree we’re headed for environmental disaster without rapid change - which is becoming clearer and more obvious through increases in number and intensity of severe weather events.

2. Growing Uncertainty

4 Macrotrends

1 - Mintel, 2024

1 - Mintel, 2024

1 - Mintel, 2024

Product Choices - Core OTC Examples

Treat Independently

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

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

Fast Acting Solutions

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

New Oral Formats

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested1. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

Added Benefits

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

Natural Ingredients

58% of OTC remedy users are interested in natural1. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

And (a scary amount) more…. Is re-writing the possibilities and revolutionising the industry!

4. Rise & Adoption of AI & Technology

4 Macrotrends

Kinfield

Healthier Habits - Lifestyle Examples

Prevent Proactively

'Wellness' Bundles

'Wellness inspired bundles' positions OTC products into the wellness space Kinfield - 'Adventure Mini Set' keeps you bug bite free and sun protected NRT - 'Calm and Control' set?

Pop Ups

Sell the experience! Nicorette "Stop Shop" pop-up in Times Square. Smokers got counseling and other tools as part of Nicorette Fruit Chill Million Challenge.

Partnerships

Partner with others to resonate with lifestyle choices - Nicorette teamed up with the Berklee Music and Health Institute to create unique tracks to help curb nicotine cravings. JFxI'm a Celeb?

• How can we adopt a more wellness approach / position ourselves as part of a holistic routine?
• What opportunities could this move to wellness bring for us?

What can we do?

Financial Times, 2025

Tap into popular culture!

Buscopan has made a unique foray into London Fashion Week with ‘Fashion Cramps,’ a campaign using high fashion photography to draw attention to the pain of Irritable Bowel Syndrome (IBS)

Raw, Real Stories & Emotions!

Nurofen launched its See My Pain campaign in 2023, which included its Pain Pass to help women navigate bias when talking to healthcare professionals, whilst tracking their pain & recording symptoms

Micromoments

Finding a moment that everyone can relate to - Boots used the classic "Don't know where I got it from" to promote its 3 for 2 on immunity vits with expert advice from pharmacist

Be Brave, Be Fun!

Customize an Allergy Monster based on your unique allergies and symptoms

Using Social for GenZ

Engaging with Different Cultures

Bayer Consumer Health celebrated diversity, equality and inclusion with its marketing campaigns for Rennie, offering gastrointestinal support for Muslims during Ramadan.

Capture the Feeling!

NRT brands such as Jones, Blip and Ripple are amassing large followings on social media by jumping on trending memes and creating fun, relatable, and enagaging content - making it feel cool to quit vaping. They focus on younger consumers addicted to vaping.

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. Also think Gaviscon firefighter!

blip

Jones

Omnichannel

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. Who knew a nasal spray could be so fun?

Think Different!!

GREAT MARKETING

Perelel

vitl

The Gut Stuff

Nourished

Grand View Research, 2025

Our CSJ studies show that one of the biggest pain points for VMS consumers is being overwhelmed at shelf and not knowing which products are best for their needs. Personalised vitamins are directly solving this problem and cutting through the noise. Traditional brands are likely to face stiff competition from these personalised solutions so implementing and embracing personalisation is key!

The global personalized vitamins market size was estimated at USD 4.88 billion in 2024 and is expected to grow at a CAGR of 13.15% from 2025 to 2030.

Owning the Journey

Perelel offers daily supplements for stages of the reproductive cycle automatically updating your Trimester Prenatal Pack subscription as you move through pregnancy. They also have libido, fertility, conception, 'mum' and various other support packs owning the end to end journey and becoming a trusted partner for women

Subscription model with quarterly Blood/DNA Test

Vitl offers a quarterly subscription where you send blood samples every quarter and track your nutrient levels on your phone. They 'formulate a bespoke pack of vitamins' based on the results and provide pesonalised nutirion, lifestyle and exercise advice.

Connecting tech to treatment

'The Gut Stuff' released a Gut Health App, that provides personalised plans and can motivate you through challenges by earning 'gut points' which can be redeemed for discounts and free products.

'Take the Quiz'

'Personalised' 7-layer nutrient gummy stacks offered by nourished. You take an online test, they create a 'personalised blend' which just involves combining 7 different layers in the stack and then send it to you in a personalised box

Wellness Examples

HYPER PERSONALISATION

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

1 - Mintel, 2024

As per the latest CSJ 52% of VMS users take it reactively - mostly after noticing a specific symptom, as advised by a GP or due to results from a health check

Hack the Habit! Incorporate wellness into existing habits and routines

More Reactive/Treatment Categories

Life Event Specifics

Weight

41% of US women using VMS for managing pre/menopause-related issues1. Innovation in menstrual VMS. Health & Him latter brought an andropause supplement range to market.

71% of Germans are trying to manage their weight. Weight control VMS bundles that naturally boost GLP-1 production, leverage gut-health-weight link and offer psychological support are in demand.

Functional Indulgence

Adding VMS to everyday foods is becoming the new thing with even Black Sheep Coffee launching a functional latte range packed with mushrooms, prebiotics, and Lion’s Mane. Mushroom Coffee anyone?

Product Choices - Wellness Examples

New Formats

Various brands have explored new formats, such as Berocca launching its first gummy range, Myvitamins launching multivitamin jelly beans offering a fun but rare format and jelly drops offering sweets containing 95% water

Nespresso x Vital protein Add collagen into your coffee - taps into wellness trends whilst making it easy / tap into 'wellness retreats'

Treat Independently

Build VMS into habits

Healthline Media, 2024

Mintel, 2024

Mintel, 2024

Prevention Claims

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

Wellness Bundles

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

Extending Usage

Jakemans posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing at festivals, good voice for presentations. In 2024, they also launched a TV ad focusing on flavour, using the tagline "I see great flavour in your future"

of allergy sufferers have taken a preventative treatment to avoid non-food allergies

Partnerships

47%

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

83%

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

80%

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

What can we do?

Healthier Habits - Core OTC Examples

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 or stress related pain)?

Prevent Proactively

1 - Ipsos, 2025

1 - Healthline Media, 2024

Let's Mitigate

The Consequences

Choice Paralysis

61% feel overwhelmed by too many choices1. 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?

Privacy

Data is the new currency! 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.

Trust Issues

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." 1 Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

• Almost half of the adults within this cohort don’t have a primary care physician (PCP).
• Will still consult parents and trust WOM recommendations

• Follow and rely on physician advice and care
• Want a doctor they can trust and will return to a practice if it has quality care and coverage
• More brand-faithful than younger age groups

etactics, 2020

Younger generations are less likely to go to the doctor because of cost, inconvenience and general lack of time. Instead they are using the digital options to manage their health.

3. Generational Shifts

4 Macrotrends

• Almost half of the adults within this cohort don’t have a primary care physician (PCP).
• Will still consult parents and trust WOM recommendations

• Follow and rely on physician advice and care
• Want a doctor they can trust and will return to a practice if it has quality care and coverage
• More brand-faithful than younger age groups

etactics, 2020

Younger generations are less likely to go to the doctor because of cost, inconvenience and general lack of time. Instead they are using the digital options to manage their health.

3. Generational Shifts

4 Macrotrends

Ipsos Global Trends, 2025

2 - Euromonitor, 2025

2024 was a year of significant political upheaval as countries representing 60% of global GDP headed to the polls1. In 2025, geopolitics, US policy changes and demographic shifts will be key concerns for consumers2

Ipsos Global Trends, 2025

2- Ipsos Global Trends, 2025

In the face of a world that feels threatening and overwhelming, people are focusing on one thing they cancontrol — themselves.

1- Food Navigator, 2025

1 - Allianz Research, 2024

Technological

We are in awe of the technology around us but 57% also think technical progress is destroying our lives - a feeling that has significantly risen over a ten-year period with growing concerns about mental health, careers, and child welfare.

Economic & Political

Polycrisis - Over the last few years the world has faced multiple and interconnected crises - from the scarring effects of the Covid-19 pandemic, to the war in Ukraine, the wildfires in LA and the ongoing energy, cost-of-living and climate crises.

Financial

Two-thirds of Europeans cite cost-of-living as their main concern1. Financial realities are keeping key milestones like buying homes out of reach for many and is feeding a widespread sentiment that it’s better to live for today as tomorrow is uncertain2

Environmental

A large majority – 80% – of the global public agree we’re headed for environmental disaster without rapid change - which is becoming clearer and more obvious through increases in number and intensity of severe weather events.

2. Growing Uncertainty

4 Macrotrends

Euromonitor, 2025

NFC-enabled QuickMist SmartTrack. This means users can tap their phone against the device to record their nicotine usage in the brand's Stop Smoke & Vape app.

The WHOOP band 4.0 can learn a user’s body norms and routines and help them achieve fitness goals through tailored recommendations. 35% of adults own a smartwatch/fitness band Can we pair with apps/ devices to show how, even in the short term, markers like sleep, blood oxygen levels and heart rate improve? This could motivate consumers to continue their healthcare journey, giving them a reason to believe whilst almost gamifying the experience

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

Addiction

Weight Management

Sleep

Mood

Exercise

What can we do?

Nutrition

Know Your Body

Detect Quickly

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

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

A New Expectation

Hyper Personalisation

How can we deliver personalised solutions to our consumers?

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

What can we do?

And (a scary amount) more…. Is re-writing the possibilities and revolutionising the industry!

4. Rise & Adoption of AI & Technology

4 Macrotrends

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

Beyond GPs and Pharmacies

Channel Revolution

What can we do?

How can we widen our reach through innovative channels?

https://www.mosquitodashboard.org/

quitwithjones

synbiobeta, 2024

H&B, 2024

DNA Testing

Holland & Barrett offer a 20min express DNA test in store which advises on cafffeine intake. Something similar for nicotine? Researchers have also engineered human skin bacteria to reduce mosquito attraction, which may become a novel repellent product line and something to keep tabs on!

source

source

DID YOU KNOW?Digital behavioral support is clinically proven to help smokers/vapers quit.

• A double-blind, randomized clinical trial with 2,588 young adult vapers showed that text-based motivation and behavioral support increased quit rates by nearly 40%.
• Plus, a review of 83 studies with nearly 30,000 participants showed that behavioral support like advice, counseling, and peer groups increased quit rates in those using NRT by an additional 20%.

Mosquito Surveillance

https://www.mosquitodashboard.org/ is an online interaction dashboard that maps the (disease carrying) mosquito data and photos that citizens and scientists take. A future app that tracks location to alert someone if they are entering a 'danger zone' and put on IR could be helpful!

Personalised Skincare

Beauty and skincare has become ultra personalised with advanced skin tests followed by recommended products. Could topical IR solutions become part of those recomendations just like spf? (i.e. products for oily skin vs sensitive skin vs dry skin?)

Personal x Community

US brand Jones offers NRT (nicotine mints that dissolve over an hour) with an app where members can track progress with friends, receive motivational messages, and use the brand's AI chatbot for support. They can also quantify money saved and track their health. Can we adopt a more holistic / lifestyle approach to NRT that motivates consumers?

Lifestyle Examples

HYPER PERSONALISATION

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

Cosmopolitan, 2024

As per the latest CSJ 39% of VMS users take it proactively mostly to maintain overall health and to ensure their body gets sufficient VMS to complement their diet

Antino, 2025

Euromonitor Trends, 2025

Euromonitor Trends, 2025

Linking with other wellbeing solutions can help position our products as enhancing theirs - this is another route to tap into the holistic health mindset.

Upcoming Wellness Categories to support preventative lifestyles

'Pro Longevity'

Longevity is set to be the trend to lead all wellness trends in 2025. By the end of the year, the it is predicted to be worth a whopping $610 billion.Tally Health Supplements uses science-backed pro-longevity ingredients to slow biological ageing.

How can we position ourselves as part of a holistic routine and a 'wellness partner'?How can we stay ahead of the curve in wellness?

What can we do?

54%

+20.9%

34%

female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024

annual projected growth rate of wellness tourism between 2020 to 2025 which is set to skyrocket

of consumers knew which vitamins and supplements to take for their specific health goals and concerns in 2024

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Solgar was the 'Official Wellness Partner' of AJ Bell Great Run Series

Fitness

Hydration

Water has become a multi-billion-dollar industry driven by social media and wellness trends. Explosion in electrolyte consumption - powders/tablets, liquid IV, and functional drinks replacing sodas

Cross Merchandise

Recess merchandised its relaxation drinks in the sleepwear section at the Target. Vital Proteins' partnered with Toni & Guy.

Gut x Sleep

Symprove teamed up with sleep and skin solutions provider This Works for a co-branded online competition in August 2024 offering the 'ultimate gut health and body care bundle'.

Healthier Habits - Wellness Examples

Prevent Proactively

Healthline Media, 2024

29%

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

Euromonitor Trends, 2025

52%

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

Mintel, 2024

83%

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

Global Wellness Institute, 2024

The 2024 Global Wellness Economy Monitor reveals that the wellness economy has reached a new peak of $6.3 trillion in 2023 and is projected to grow to nearly $9.0 trillion by 2028

• Focus on clean living and illness prevention
• Integrating supplements, fitness regimens and biohacking techniques within daily routines
• The Global Wellness Institute values the wellness economy at $6.3 trillion – growing over 28% since 2019
• Wellness is personal - everyone approaches it differently

• Trending Categories: VMS, sleep & stress, women's health, food as medicine / functional nutrition, predictive health / genomics

• New Up & Coming: Longevity, energy (NAD+), hydration, healthy energy, post-biotics, ‘male menopause’

Healthier Habits

Prevent Proactively

What can we do?

Addiction

Weight Management

Sleep

Mental Health

Exercise

Nutrition

The move towards healthier habits and lifestyles through wellness and self-care trends can become a threat to the OTC space in the long term as consumers become healthier and prevent illness. We must therefore think about adopting a wellness approach for our brands supporting consumers in their longevity journeys.