解锁消费者健康领域的全球品类成功

Unlocking Global CategorySuccess in Consumer Health BRYAN GREENWAY, Associate Principal, Consulting Services, IQVIA Consumer HealthMICHALA JARVIS, Category Director, IQVIA Consumer HealthMATTHEW STEWART, Associate Director, Global Marketing, IQVIA Consumer Health Introduction In today’s rapidly evolving consumer health industry, understanding and leveraging category dynamicsis crucial to not only grow existing brands, but to also take opportunities that appear within categories. But in an environment flooded with data, but short on insights, it can be tricky to access and invest in theright data and analyses to help build strategic plans that help address consumer and shopper needs, betterunderstand the wants of retailers and customers, and grow a brand, business or category. Yet, frameworksexist that can guide strategic plans, and ensure not only return on investment but also a consistent flowof information to the long-term success and evolution of a business within an consumer health category. In this IQVIA Consumer Health QuickView we explore not only the market environment today,but also the frameworks that can drive category growth, and highlight how one brand — in a growingsub-category of the Digestives space — used in-depth data and analysis to overcome barriersto entry and succeed in a tricky healthcare area. Market overview growth, such as digestive health and skin treatments,which have consistently driven volume growth,while by contrast the traditional big categories —such as cough, cold, and respiratory — have faceddemand volatility. Over the past few year, the global consumer healthmarket has experienced fluctuations due to variousfactors, including the impact of COVID-19, supply chainchallenges, and inflation (see Figure 1). Despite thesehurdles, certain categories have shown resilience and The slowdown in market growth has been largelyimpacted by consumers pulling back on spending andlower cold and flu incidence levels, while manufacturerpricing has also played a role, with value growthcoming in at just under 5%. However, volumes havebeen somewhat muted, with a poor cold and fluseasons having significantly impacted overall volumes,compounded by inflation and price increases since2022. Consumers are feeling the impact on theirwallets, leading to volume declines in five of the lastseven quarters. Nevertheless, there has been somevolume increase in the last six months of 2024. Turkey, and Latin America continue to grapple withhigh inflation and North America has seen a shift inconsumer behavior towards cheaper channels. In Western Europe and Latin America, the strongsecond-half performance in 2024 has led to volumegrowth. However, inflation remains relatively stickyin Central and Eastern Europe and Turkey, withinflation rates around 12% even without Turkey’s highinflation. Latin America also faces high inflation, withArgentina’s hyperinflation driving half of the priceimpact. In Asia Pacific, muted volume growth in Chinaand volume declines in the Philippines and Indiahave been observed, while in North America lowercold and flu incidence levels, combined with consumersfeeling the pinch on their wallets, and significantchannel shifts towards e-commerce platforms likeAmazon has impacted growth. Regional insights Regional performance varies significantly, with WesternEurope and Latin America returning to volume growth,driven by strong second-half performance in 2024(see Figure 2). By contrast, Central and Eastern Europe, Category dynamics It is in these non-traditional categories whereopportunities are emerging. Taking Digestive health asan example, Probiotics have been outperforming themarket for a while, but if you look at a sub-category suchas laxatives (see Figure 3), there is a significant opportunityfor growth in what is already a large category by value –especially as more products come on line for self-selectionand consumers are educated by brands on the benefitsof using a laxative safely when constipation arises. Digestive health has emerged as a consistent growthdriver, showing resilience despite economic challenges,with the category’s success driven by increasingconsumer awareness of gut health and the benefits ofusing products such as probiotics. Other categories,such as vitamins, minerals, and supplements (VMS),have also rebounded post-COVID. Capitalizing on opportunity—a framework for success To capitalize on these opportunities — especially inmore niche sub-categories such as laxatives - adoptinga comprehensive approach that integrates consumerinsights, market data, and strategic planning is crucial.This involves not just understanding performance data, but understanding consumer behavior, identifyingkey themes, and developing solutions that align withconsumer needs, retailer objectives and pharmacistsand other HCP expectations. Leverage consumer insights Conducting extensive research to understand consumer needs, behaviors, and barriersto treatment is crucial. Thi