Explore the latest global innovations across the global OTC medications market in 2023. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

OTC Medications Market Innovation – EMEA

Brands will serve well to ramp up wellness trends by focusing on mind-body connection concepts and aligning with Mintel’s 2024 BPC Trend NeuroGlow.

Disruptive formats and textures such as gummies with multiple colorful layers of different active ingredients, can elevate the OTC medications’ usage experience and consumers’ perception of efficacy.

  • 52% of UK adults who experience head/body/menstrual pain (and use oral OTC remedies) think fast-acting claims are important.

Innovations in OTC Medications – APAC

Innovation in OTC medications can arrive from better targeting of older consumers and focus on ailments which are more likely to affect such demographics, such as joint pain and dry eyes.

Innovations in OTC Medications  – Americas

OTC brands would do well to communicate speedy results and durable pain relief in more exciting ways to help drive sales. Meanwhile, disruptive formats can help in this area and appeal to the interest in targeted pain relief.

  • 30% of US adults consider targeted relief when purchasing OTC pain remedies.

To discover more about the OTC market, read our UK OTC, Cough Cold and Flu Remedies Market Report 2023or take a look at our extensive Global OTC Medications Market Research.

Expert Analysis from an Innovation Specialist

This report, written by Dionne Officer, leading innovation analyst, delivers in-depth commentary and analysis to highlight innovations in OTC medications and add expert context to the numbers.

Fast and prolonged pain relief remain top purchase drivers and inspire NPD. Wellness themes can evolve and there is room for more targeted/personalized innovation.

Dionne Officer
Research Analyst – BPC Innovation

Table of Contents


    • Europe: ramp up wellness with mind-body connection concepts
    • Graph 1: OTC medications launches by wellbeing claims, 2018-23
    • Europe: continue to convey efficacy, a strong purchase driver
    • Graph 2: OTC medications launches by efficacy and convenience claims, 2018-19 vs 2022-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: call out ‘safety’ attributes to reassure consumers
    • Graph 3: OTC medications launches by select free-from and natural claims, 2018-19 vs 2022-23
    • Asia: a white space exists for brands to target older consumers
    • Australia & New Zealand (ANZ)
  3. the americas

    • North America: boost perceptions of efficacy
    • Graph 4: OTC medications launches by select convenience claims, 2018-19 vs 2022-23
    • North America: disrupt with more innovative formats
    • Graph 5: share of launches in OTC medications by select format type, 2018-19 vs 2022-23
    • Latin America: target different demographics/groups

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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