72% of German men experienced health concerns in the 12 months to April 2025, yet only 36% turned to OTC health products to alleviate them. This highlights significant untapped potential in the male health market.
This gap largely stems from men’s overly optimistic self-assessment of their health, which often masks genuine issues and hinders adoption of OTC solutions and healthier lifestyles. Brands can bridge this health awareness gap through educational messaging that aligns with men’s interests. Narratives centred on performance and humour can be particularly effective, allowing OTC health brands to address sensitive topics such as reduced libido, and encourage healthier behaviours.
For men aged 18-34, products aligned with exercise habits and sports-centric messaging are key. This demographic is experiencing an exercise boom, with daily exercise rates more than doubling since 2022. Given younger men’s high engagement on social media, brands can connect with them through influencer-driven campaigns and content focused on strength and endurance sports, which enjoy a strong social media presence.
This report looks at the following areas:
- Men’s self-assessment of their health
- Health concerns experienced
- Usage and consideration of OTC health products (eg to reduce fatigue, increase protein intake, support prostate health)
- Attitudes and behaviours towards men’s health (eg perceived pressure to be mentally or physically strong, health aspirations)
- Market drivers of OTC men’s health
While most men face health issues, only a fraction use OTC products. Tap into this opportunity by addressing men’s optimistic view of their health through educational messaging, coupled with humour and performance-driven narratives.
Dr. Max Bruening, Research Analyst Health & Wellbeing, Germany
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
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OPPORTUNITIES
- Address men’s overly optimistic view of their health
- Connect health topics with men’s interests to bridge the health awareness gap
- Harmonise strength ideals with men’s health struggles
- Tap into the exercise boom among younger men
- Focus on fast-growing sports with a strong social media presence
- Hit the sweet spot between strength and endurance sports
- Go beyond protein with a holistic health focus
- Shape what it means to be a man
- Tap into the varying ideas of masculinity
- Reaffirm the positive aspects of traditional masculinity
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THE CONSUMER
- Health perception
- Mental health: men’s positive self-assessment
- Graph 1: mental health self-assessment status, 2025
- Connect men’s mental health to physical health realities
- Younger men feel more mental pressure, but are comfortable talking about it
- Help men recognise the importance of socialising for their mental health
- Turn screen time into support time
- Men’s overly positive view of their physical health
- Graph 2: physical health self-assessment status, 2025
- Physical and mental health intersect
- Resonate by linking physical and mental health
- Experienced health concerns
- Health concerns are prevalent
- Graph 3: experienced health concerns, 2025
- Men’s health concerns: gap between perception and reality
- Help close the health awareness gap, and help men avoid health-damaging behaviours
- Prostate problems: connect symptoms to solutions
- Link nighttime urination to prostate enlargement
- Ease the tension around men’s sexual health
- Usage and consideration of OTC health products
- High interest in OTC health products outpaces usage, signalling potential for growth
- Graph 4: usage and consideration of OTC health products, 2025
- Health concerns indicate further potential for OTC health products
- Tap into the high demand for sleep and energy products
- Connect sleep and vitality with other health behaviours
- Protein serves young men’s desire to build muscle
- Graph 5: usage and consideration of OTC health products to increase protein intake, by age, 2025
- Link younger men’s weight focus to their exercise habits
- Use social media to reach an exercise-focused young male audience
- Attitudes and behaviours towards men’s health
- Respond to men’s testosterone troubles…
- …by tapping into zinc’s multifunctional power for men
- Harness men’s fondness for data and technology for health
- Up NPD with male claims for younger men
- Tailor VMS solutions for men
- Men are uncertain about VMS’ effectiveness…
- …prompting brands to address their scepticism
- Simplify meeting nutritional needs through dietary supplements
- Meet men’s nutritional needs through category-blurring collaborations
- Bringing healthcare even closer to men: overcoming barriers with online solutions
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Market drivers
- Masculinity in flux: the influence of liberalising gender norms
- Evolving male body ideals…
- …and beauty routines
- Health behaviours contribute to poorer physical health in men
- Greater health knowledge…
- …can fuel changes in health behaviour
- Men display some understanding for the holistic nature of health
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APPENDIX
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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