Welcome to Business Intelligence – OTC Healthcare, the tenth of Zenith’s Business Intelligence reports, which analyse the advertising, business and consumer behaviour trends shaping different categories.

Consumers’ attitudes to over-the-counter (OTC) healthcare have been evolving over recent years. Instead of relying on medicines to cure themselves when they become sick, consumers are taking preventative measures to stop themselves becoming sick in the first place. They are embracing technology that monitors their health and enables personalised interventions. The pandemic focused consumers’ attention on their health and accelerated these underlying trends.

Meanwhile OTC brands have stepped up their investment in ecommerce, though they have a long way to go to catch up with the market as a whole. And they are starting to make use of personalised digital advertising to tailor their messaging to consumers’ specific health needs, having historically relied on television to maintain brand awareness. The rise of ecommerce and digital advertising offers brands the opportunity to bypass tradition channels of distribution and communication, and form new partnerships with digital platforms, or even create their own direct-to-consumer (DTC) operations.

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