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White Paper
Getting Ahead of Consumer Health (OTC) Trends in the Middle East 2022
Explore the Consumer Health market trends in the Middle East
Mar 01, 2022
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  • Getting Ahead of Consumer Health (OTC) Trends in the Middle East 2022

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The Middle East is one of the fastest changing regions in the world, 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. This whitepaper explores the dynamic Middle East consumer health market and provides key insights on how to win.

Introduction to Consumer Health in the Middle East

In 2022, consumers will continue to seek out new ways to meet their health needs in a post-pandemic world, and for industry these new habits open-up new business opportunities.

In Gulf Cooperation Council (GCC) countries, growth in the US$9 billion Consumer Health market is being fuelled by an increased interest in health and wellness and easy access to more convenient shopping options and personalised digital services.

This increasing access to information is changing the way businesses think about health care in the region, with forward-looking companies accelerating the development of innovative and long-term solutions to some health issues and instigating research for new ways to prevent or minimise the impacts of certain diseases.

The Consumer Health OTC Market performance in the Middle East

The IQVIA Consumer Health Global OTC Insights database shows that in MAT Q3 2021, the OTC Middle East market advanced by +7.4%, a continued improvement over results seen throughout the year (vs 5.9% for MAT Q2). Vitamins, Minerals & Supplements (+19.2%) remains the fastest-growing category. Skin growth advanced to +11.2%, positively impacted by the performance of antiseptics, disinfectants, and wound care products. Download our whitepaper for the full breakdown.

The increase in OTC Launches in the Middle East

Consumer Health companies must respond to changing consumer preferences, fierce competition, shifting shopper behaviour and technology advancements, all of which will force companies to invest in new products to succeed or survive while also addressing external and internal corporate challenges.

The contribution of innovation to the OTC market in the GCC has increased over the last three years, reaching 18.5 percent in MAT November 2021. The industry needs innovation strategies that disrupt the status quo to boost sales and profits. GCC countries have traditionally had a low R&D intensity compared to other regions, but they are now taking steps to rectify that. How long will this transition from technology adopters to breakthrough innovators last?

Download our whitepaper today

COVID-19 has caused a significant surge in demand for consumer health products, with industry revenue rising as consumers become more aware of their susceptibility to diseases and the importance of preventative care and non-prescription treatment for minor ailments. This has caused certain consumer health trends in the Middle East - such as self-care popularity, rethinking on the pharmacy channel offering, the rise of e-pharmacies, reforms in the regulatory space and the increase of new launches – to accelerate as we move into 2022. Download our whitepaper today to dive deeper into each of these topics with IQVIA Consumer Health’s latest insights.

Click the CONTACT US button to find out more about how IQVIA Consumer Health can support your business.

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