艾昆纬-解锁消费者健康领域的全球品类成功（英）

QuickviewUnlocking Global Category Success in Consumer Health BRYAN GREENWAY, Associate Principal, Consulting Services, IQVIA Consumer Health MICHALA JARVIS, Category Director, IQVIA Consumer Health MATTHEW STEWART, Associate Director, Global Marketing, IQVIA Consumer Health1 | Unlocking Global Category Success in Consumer HealthOver the past few year, the global consumer health market has experienced fluctuations due to various factors, including the impact of COVID-19, supply chain challenges, and inflation (see Figure 1). Despite these hurdles, certain categories have shown resilience and 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 faced demand volatility. Figure 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 dynamics is 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 the right data and analyses to help build strategic plans that help address consumer and shopper needs, better understand the wants of retailers and customers, and grow a brand, business or category. Yet, frameworks exist that can guide strategic plans, and ensure not only return on investment but also a consistent flow of 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 growing sub-category of the Digestives space — used in-depth data and analysis to overcome barriers to entry and succeed in a tricky healthcare area.IntroductionDigestiveremedies15.6%Pain relief15.4%Skintreatment7.9%Others19.4%CCR23.0%VMS andtonics18.8%3.1%4.8%6.2%4.3%6.0%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 (%)iqviaconsumerhealth.com | 2OTC regional growth value and volume – FY’24US Q4 2024 FLU incidence levels5.4%Q1 2025 to March 15th+3%4.1%7.5%13.6%22.6%24.1%28.2%Share of OTCEurope +8.4%4.6%2.4%-1.4%5.4%13.8%13.2%9.8%-0.7%-0.9%-2.9%1.3%-2.0%2.6%-0.6%GlobalAPACN AmericaW EuropeCE EuropeLatinAmericaMEALatest year value growth %ValueVolumeThe slowdown in market growth has been largely impacted by consumers pulling back on spending and lower cold and flu incidence levels, while manufacturer pricing has also played a role, with value growth coming in at just under 5%. However, volumes have been somewhat muted, with a poor c