As patients grow more informed and knowledgeable about their own health, they have various options for self-care, such as modifying their diet or lifestyle or using healthcare applications.

Consumer health products (including over-the-counter OTC, personal care and nutritional categories) are some of the most effective weapons in the self-care arsenal, and they come directly from medical science. Their use is widespread, as evidenced by the global market size for them: +USD150 billion. Furthermore, as the market grows, both volume and revenue from sales are gradually increasing, particularly in emerging nations.

The number of new consumer health products in the marketplace has increased tremendously over the last five decades, this has made it difficult for consumers to know which product is right for them. Brands need to invest in marketing campaigns and create a more interactive experience in their stores and digital channels so that they can help consumers with their decision-making process.

When it comes to aches and pains, coughs and colds, insomnia, and other ailments, OTC medications are more popular than ever. Taking control of their health into their own hands has long been a consumer trend, and the COVID-19 pandemic made going to the doctor's office even more difficult or undesirable.

Consumer Health Trends that every CEO in Middle East Must Know

The Middle East is one of the fastest-changing regions globally, with ambitious states transforming day-to-day life and embracing the digital world, which is reflected in how citizens across the region are engaging with their health.

The consumer health market is expected to grow by 6.5% year-on-year in the next 3 years.

How will your organization compete in the Consumer Health space? Get insight's into what to invest in today to stay ahead tomorrow from the industry's leading experts.

I co-wrote this whitepaper with Amit Shukla from IQVIA Consumer Health.