2025-06-02-艾昆纬-解锁消费者健康领域的全球品类成功（英）_10页_1mb

Summary of Quickview: Unlocking Global Category Success in Consumer Health

Introduction

This report explores strategies for achieving success in the consumer health industry, emphasizing the need for data-driven insights, consumer understanding, and collaboration with stakeholders to navigate market dynamics and drive category growth.

Market Overview

The global over-the-counter (OTC) market has shown fluctuations due to factors like COVID-19, inflation, and supply chain issues. Categories such as digestive health and skin care demonstrate resilience and growth opportunities. Regional insights highlight West Europe and Latin America as areas with volume growth driven by strong second-half performance, yet inflation remains a challenge in Central Eastern Europe, Turkey, and Latin America.

Category Dynamics

Digestive health is a key growth driver, fueled by increasing consumer awareness of gut health. Sub-categories like laxatives present significant growth potential, exacerbated by rising self-selection and demand for education on product usage.

Framework for Success

To capitalize on opportunities, businesses should:

• Leverage consumer insights through research to identify needs and behaviors.
• Optimize e-commerce by enhancing online presence and engaging through platforms like Amazon.
• Collaborate with retailers and healthcare professionals (HCPs) to improve product accessibility and consumer engagement.
• Innovate product offerings to address evolving health trends and market demands.

Case Study: Movicol

This case study details how Movicol, a laxative brand, transitioned from prescription to OTC success through consumer research, targeted segmentation, educational campaigns, and retailer partnerships. Key strategies included addressing stigma around constipation, optimizing e-commerce, and improving OTC availability.

Conclusion and Key Takeaways

Category success necessitates a multifaceted approach integrating data, consumer insights, e-commerce optimization, and stakeholder collaboration. Key takeaways include prioritizing consumer research, strengthening online channels, and building partnerships with retailers and HCPs to drive category growth and address consumer needs effectively.

For further information, contact IQVIA Consumer Health.