A Shifting OTC Market
What consumers are buying (and why)
As consumers are more readily exploring the topic of food as medicine, there is a growing emphasis on products that promote health and wellness within the OTC and VMS space.
In turn, the lines between traditional category hierarchies are starting to blur, and need states such as digestive health are no longer specific to OTC medicine but relevant across store. In this report, NIQ experts unpack the latest data and insights to explore the health inequities that exist for consumers today, how these come into play, the switch from Rx to OTC, what different generations are embracing, and the VMS products that are resonating – from sleep support to digestive aid.
This report will equip you with the intel needed to understand the current state of the market and strategies for connecting with today’s health-conscious consumer.