As consumers embrace self-care practices, the demand for consumer health continues to rise at rapid rates all over the world. The ageing of the worldwide population and high obesity rates have increased the prevalence of chronic diseases, such as diabetes. As both developing and developed countries struggle to manage healthcare costs, preventive care gains in importance.
Category expansion and leveraging brand equity are helping established players outpace the market, in an environment where growth comes with a premium. High population and income growth make emerging markets a prime target for consumer health companies. However, regulation and category potential varies widely from country to country, all but ruling out a one-size-fits-all strategy. As customisation becomes more important, companies are increasingly looking to existing companies as a means of entry, either through acquisitions or strategic partnerships.
Consequently, a combination of important demographic shifts and a highly competitive environment is encouraging companies to pay more attention to the positioning of their brands and products. Euromonitor International will provide an exciting overview and analysis on new positioning trends that will reshape the future performance of consumer health.
- Traditional curative messages around OTC are changing to preventative, lifestyle, wellness concepts
- The novel positioning of dietary supplements offer new opportunities for companies
- Local production opportunities and areas of unmet demand will generate growth in the Middle East, Africa and Eastern Europe