解锁消费者健康领域的全球品类成功（英）

1 | Unlocking Global Category Success in Consumer HealthOver 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 andFigure 1: Stonger growth in all key categories driven by digestive health (Global OTC category performance –MAT Q4 2024)Source: IQVIA Global OTC InsightsMarket overviewIn 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.IntroductionDigestiveremedies15.6%Pain relief15.4%Skintreatment7.9%Others19.4% 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.CCR23.0%VMS andtonics18.8%3.1%4.8%4.3%4.5%-1.8%-0.7%1.5%-2.0%0.4%0.0%$ Growth +4.6%Volume growth -0.7%CCRVMS and tonicsDigestive remediesPain reliefSkin treatmentOthersValue growthVolume growthValue growth (%)Value share (%) 6.2%6.0% OTC regional growth value and volume – FY’24US Q4 2024 FLU incidence levels5.4%Share of OTC4.6%2.4%-1.4%5.4%-0.7%-0.9%-2.9%GlobalAPACN AmericaW EuropeLatest year value growth %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.Regional insightsRegional 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,Figure 2: W Europe and LATAM back in volume growth with higher inflationary impact persisting in CEE,MEA and LATAM (Global OTC region performance – MAT Q4 2024)* USA slower year on year due to high cough, cold, flu performance 2023 , Q4 ’24 incidence levels -5%Source: IQVIA Global OTC Insights iqviaconsumerhealth.com | 2Q1 2025 to March 15th+3%Europe +8.4%13.8%13.2%9.8%-2.0%2.6%-0.6%CE EuropeLatinAmericaMEAValueVolumeTurkey, 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. 1.3% 3 | Unlocking Global Category Success in Consumer Health-2%-1%0%Y Axis = Latest year growthOther digestive /Intestinal remediesLaxativesLiverremediesDigestive 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.Figure 3: Big opportunity in laxatives to drive further self-selection (MAT Q4 2024)Source: IQVIA Global OTC InsightsCategory dynamics 3 year CAGR: 0.8%Latest year growth: 1.5%