英文解锁消费者健康领域的全球品类成功

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 toda