Explore the latest innovation in OTC medications in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global over-the-counter medications market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the OTC medications industry. Understanding innovation in OTC medications has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Shiyan Zering. Shiyan joined Mintel in 2022, writing UK reports on beauty, personal care, and OTC categories. She has over six years of previous experience in the colour cosmetics sector, in both consumer and artistry-facing roles.
NPD is tapping into consumer interest in new formats and targeted solutions; further innovation in niche wellness and active segments could invigorate the category.
Shiyan Zering
Beauty and Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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Europe, Middle East & Africa (EMEA)
- Europe: disrupt ingestible remedy formats
- Consumers crave a better user experience
- Tablet formats continue to drive ingestible OTC launch activity
- Graph 1: ingestible OTC medication launches, by select format types, 2021-24
- Brands look to adjacent categories for inspiration
- Europe: cater to cautious consumers looking for preventative medication
- Consumers want to be more health-vigilant
- Stay ahead of preventative claims
- Graph 2: allergy, decongestive, cough/cold/flu and pain relief launches carrying preventative claims*, 2019-24
- NPD highlights the role of maintenance in fighting symptoms
- The Middle East & Africa (MEA)
- Spotlight on MEA innovation
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Asia Pacific (APAC)
- Asia: satiate consumer desire for traditional ingredients
- Consumers seek comfort in traditions
- Better meet consumer demand for alternative medicines
- Graph 3: OTC medication launches carrying alternative medicine claims*, 2019-24
- Pair traditional ingredients with efficacy claims
- Asia: gut health is a holistic solution
- Embrace consumer understanding of gut health
- NPD touts digestive support, but has room to grow
- Graph 4: digestive/detoxifying treatments, decongestive and cough/cold/flu relief launches carrying select gut health claims, 2021-24
- Brands are considering the necessity of gut health
- Consider side effects of gastrointestinal issues
- Australia & New Zealand (ANZ)
- Spotlight on ANZ innovation
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The Americas
- North America: calm the consumer need for stress and sleep relief
- Consumers seek soothing products
- Target stress and sleep relief
- Graph 5: OTC medication launches, by top five functional claims, 2021-24
- Brands are creating a sense of calm
- North America: ride the sports wave
- Consumers want active support
- Better meet consumer demand with sports-related claims
- Graph 6: OTC medication launches carrying sports-related claims*, 2019-24
- Provide targeted relief and support for muscles, sprains and strains
- Will Perform crosses over into pain-relieving bodycare
- Latin America: the impact of climate change
- Quench consumer thirst for rehydration remedies
- Brands are emphasising protection against dehydration
- Increased pollen calls for more allergy remedies
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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