Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| TOP FIVE TRENDS IN CONSUMER HEALTH | 2 | 1 |
| TOP FIVE TRENDS IN CONSUMER HEALTH | 3 | 1 |
| Key findings | 3 | 1 |
| Contents | 4 | 1 |
| Graph - Graph/Chart Analysis | 5 | 1 |
| INTRODUCTION | 6 | 1 |
| Key facts to share | 6 | 1 |
| INTRODUCTION | 7 | 1 |
| Health is beautiful | 7 | 1 |
| INTRODUCTION | 8 | 1 |
| Top five trends uncovered | 8 | 1 |
| The fight for the future of protein | 9 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 10 | 1 |
| Protein claims expand in 2025 across packaged food, dairy, and recently soft/hot drinks | 10 | 1 |
| Graph - Launches 12M to June 2025 (with Protein Messaging) % of FMCG launches in scope with "protein" or "high protein" claims | 10 | 1 |
| Key Point | 10 | 1 |
| Graph - Graph/Chart Analysis | 11 | 1 |
| Graph - Q: "I am trying to increase my protein intake" (World 2025) | 11 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 12 | 1 |
| Graph - Protein has one of the most obvious and attractive growth profiles in consumer health | 12 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 13 | 1 |
| Graph - Characteristic | 13 | 1 |
| Context | 13 | 1 |
| Consequence | 13 | 1 |
| Kate Farms formulating for women on GLP-1 with specific protein needs | 14 | 1 |
| Characteristic | 14 | 1 |
| Context | 14 | 1 |
| Consequence | 14 | 1 |
| Graph - Graph/Chart Analysis | 14 | 1 |
| 9% | 14 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 15 | 1 |
| Graph - SAVE OVER 50% Chocteaser Snack Bundle | 15 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 16 | 1 |
| Graph - Adding functional ingredients to established food and beverage categories is ongoing | 16 | 1 |
| Characteristic | 16 | 1 |
| Context | 16 | 1 |
| Graph - Consequence | 16 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 17 | 1 |
| Graph - Characteristic | 17 | 1 |
| Context | 17 | 1 |
| Consequence | 17 | 1 |
| Graph - Graph/Chart Analysis | 17 | 1 |
| Graph - Core Power shakes from Coca-Cola's Fairlife protein | 17 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 18 | 1 |
| The search for differentiation is eroding the distinctive lines between industries | 18 | 1 |
| Graph - Factors around which dairy positioning is blurring with sports protein RTDs Target | 18 | 1 |
| THE FIGHT FOR THE FUTURE OF PROTEIN | 19 | 1 |
| Why is this important? | 19 | 1 |
| What does it mean? | 19 | 1 |
| What does it mean? (CONT) | 20 | 1 |
| Graph - Graph/Chart Analysis | 21 | 1 |
| Key Point | 21 | 1 |
| Skin health is dominant, mentioned on nearly all SKUs with any type of beauty claim | 22 | 1 |
| Graph - Beauty messaging on SKUs since 2022 (even if not a core message in SKU name) % of all dietary supplement SKUs across the e-commerce scope carrying that message (1% of SKUs or higher) 20% | 22 | 1 |
| Graph - Skin health/healthy skin Wrinkles Skin elasticity Skin hydration Fine lines Pigmentation Anti-wrinkle | 22 | 1 |
| HEALTH IS BEAUTIFUL | 23 | 1 |
| Graph - Main ingredients listed on SKUs supporting beauty claims increasingly include NAD+ | 23 | 1 |
| HEALTH IS BEAUTIFUL | 24 | 1 |
| Graph - Amorepacific's K-Beauty brand builds complementary topical and ingestible solutions | 24 | 1 |
| Characteristic | 24 | 1 |
| Context | 24 | 1 |
| Consequence | 24 | 1 |
| Graph - Graph/Chart Analysis | 24 | 1 |
| Table/Chart: Tabular Data Analysis | 24 | 1 |
| This topical and ingestible combination trend is spreading in the Americas too | 25 | 1 |
| Graph - Characteristic | 25 | 1 |
| Context | 25 | 1 |
| Consequence | 25 | 1 |
| Sip It Wear It | 25 | 1 |
| Graph - Graph/Chart Analysis | 25 | 1 |
| HEALTH IS BEAUTIFUL | 26 | 1 |
| Graph - Clever format as well as message ideas are coming out of South Korea | 26 | 1 |
| Characteristic | 26 | 1 |
| Context | 26 | 1 |
| Graph - Graph/Chart Analysis | 26 | 1 |
| Graph - Consequence | 26 | 1 |
| HEALTH IS BEAUTIFUL | 27 | 1 |
| Graph - Characteristic | 27 | 1 |
| Context | 27 | 1 |
| Consequence | 27 | 1 |
| HEALTH IS BEAUTIFUL | 28 | 1 |
| Graph - Graph/Chart Analysis | 28 | 1 |
| HEALTH IS BEAUTIFUL | 29 | 1 |
| Why is this important? | 29 | 1 |
| What does it mean? | 29 | 1 |
| Graph - Graph/Chart Analysis | 30 | 1 |
| The pursuit of a longer healthspan sees a surge of life, investment and launches in 2025 | 31 | 1 |
| Graph - Life Expectancy VS Health Life Expectancy (2040) | 31 | 1 |
| Key Point | 31 | 1 |
| Healthspan-related claims on supplements are rising, focused on specific areas | 32 | 1 |
| Graph - Longevity messaging on SKUs since 2022 (even if not a core message in SKU name) | 32 | 1 |
| Claims can be mapped against ingredients, and NAD+ stands out as it escapes niche | 33 | 1 |
| Graph - Active Ingredients listed on SKUs since 2022 that carried health span claims (which was 50% of all supplements) % of all dietary supplement SKUs across the e-commerce scope carrying that ingredient | 33 | 1 |
| Graph - Graph/Chart Analysis | 33 | 1 |
| Today's priorities flip completely when consumers enter new life stages | 34 | 1 |
| Graph - Graph/Chart Analysis | 34 | 1 |
| LONGEVITY AND LIVING BETTER FOR LONGER | 35 | 1 |
| Graph - Characteristic | 35 | 1 |
| Context | 35 | 1 |
| Consequence | 35 | 1 |
| Graph - Characteristic | 36 | 1 |
| Context | 36 | 1 |
| Consequence | 36 | 1 |
| Graph - UNIVERSITY OF OXFORD | 36 | 1 |
| 3rd party not-for-profit medical centres* | 36 | 1 |
| Graph - Celebrity support | 36 | 1 |
| Graph - David Beckham (co-founder) | 36 | 1 |
| Graph - A media narrative that NAD+ peaked and is falling in 2025 seems to be missing context | 37 | 1 |
| LONGEVITY AND LIVING BETTER FOR LONGER | 38 | 1 |
| Why is this important? | 38 | 1 |
| What does it mean? | 38 | 1 |
| Graph - Tariff impacts ripple beyond the US | 39 | 1 |
| TARIFF IMPACTS RIPPLE BEYOND THE US | 40 | 1 |
| US protectionism across the forecast period requires reviewing global supply strategy | 40 | 1 |
| Graph - Tariff Impacts in US Consumer Health: Raw Ingredients Index=100 Jan 2018 (pre section 301) | 40 | 1 |
| Key Point | 40 | 1 |
| TARIFF IMPACTS RIPPLE BEYOND THE US | 41 | 1 |
| Graph - Tactical price tracking shows tariff-driven price rises arriving in waves throughout 2025 | 41 | 1 |
| TARIFF IMPACTS RIPPLE BEYOND THE US | 42 | 1 |
| Graph - Some of the top 20 consumer health brands in the US see Rating price jumps in 2025 | 42 | 1 |
| TARIFF IMPACTS RIPPLE BEYOND THE US | 43 | 1 |
| A trade correction will seem punitive if imbalances have normalised over time | 43 | 1 |
| Graph - The US trade imbalance 2020-2024: US imports to (and exports from) other regions | 43 | 1 |
| US tariffs are fast-changing; by the end of 2025, a mixture of rates proliferate | 44 | 1 |
| Graph - Graph/Chart Analysis | 44 | 1 |
| TARIFF IMPACTS RIPPLE BEYOND THE US | 45 | 1 |
| Why is this important? | 45 | 1 |
| What does it mean? | 45 | 1 |
| What does it mean? (CONT) | 46 | 1 |
| Demand stagnates, and while decline is US-centric, OTC purchase drivers are global | 47 | 1 |
| Graph - Graph/Chart Analysis | 47 | 1 |
| Key Point | 47 | 1 |
| US versus rest of world has stark gaps, but similarities (eg eye care) are interesting too | 48 | 1 |
| Graph - Historic Market Performance to 2025 in US: OTC | 48 | 1 |
| Graph - Versus - Top 20 Countries Minus US: OTC | 48 | 1 |
| THE CHANGING SHAPE OF OTC DEMAND | 49 | 1 |
| Studying cough/cold remedy sales correlations - the US shows a saturation story | 49 | 1 |
| Cough/Cold Factors in a Saturated Market 2020-2025 | 49 | 1 |
| Graph - Correlation of factors with the US market sales value of cough/cold remedies, USD at constant 2025 prices | 49 | 1 |
| THE CHANGING SHAPE OF OTC DEMAND | 50 | 1 |
| Graph - Cough/Cold Factors in an Evolving Market 2020-2025 | 50 | 1 |
| Studying cough/cold remedy sales correlations - China has low but rising penetration | 51 | 1 |
| Graph - Historic Market Performance to 2025 in World - Cough/Cold Remedies | 51 | 1 |
| Graph - Graph/Chart Analysis | 51 | 1 |
| Graph - THE CHANGING SHAPE OF OTC DEMAND | 52 | 1 |
| Table/Chart: Total spend fell slightly long-term in US (ignoring COVID-19 spike), with a big mix change | 52 | 1 |
| Table/Chart: Tabular Data Analysis | 52 | 1 |
| THE CHANGING SHAPE OF OTC DEMAND | 53 | 1 |
| Graph - One reaction is to extend the mission to achieve relevance beyond seasonal peaks | 53 | 1 |
| Characteristic | 53 | 1 |
| Context | 53 | 1 |
| Consequence | 53 | 1 |
| Graph - Graph/Chart Analysis | 53 | 1 |
| Graph - ZARBEE'S INSPIRED BY NATURE SCIENTIFICALLY | 53 | 1 |
| THE CHANGING SHAPE OF OTC DEMAND | 54 | 1 |
| Graph - Characteristic | 54 | 1 |
| Context | 54 | 1 |
| Consequence | 54 | 1 |
| Graph - Q: "Information source impacts treatment of health issues at least moderately" 2025 | 54 | 1 |
| THE CHANGING SHAPE OF OTC DEMAND | 55 | 1 |
| Why is this important? | 55 | 1 |
| What does it mean? | 55 | 1 |
| What does it mean? (CONT) | 56 | 1 |
| CONCLUSION | 57 | 1 |
| Future implications | 57 | 1 |
| Table/Chart: Tabular Data Analysis | 57 | 1 |
| CONCLUSION | 58 | 1 |
| CONCLUSION (CONT) | 59 | 1 |
| Graph - Reading these bubble charts: Historic data | 60 | 1 |
| About the author | 61 | 1 |
| About the author: | 61 | 1 |
| Report contributors: | 61 | 1 |
| Expertise areas: | 61 | 1 |
| Recent publications: | 61 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 62 | 1 |
| Analysts in 100 countries | 62 | 1 |
| Graph - Strategic knowledge, tactical data and thought-provoking insights, all in one place | 62 | 1 |
| Tailor these insights to your business | 63 | 1 |
