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Consumer Health in Belgium

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    Report

  • 126 Pages
  • September 2025
  • Region: Belgium
  • Euromonitor International
  • ID: 2626759
In 2025, value sales of consumer health products in Belgium recorded overall growth, driven by a robust performance across several categories. Sleeping aids, digestive remedies, mineral supplements, and sports nutrition were principal drivers of this positive trajectory. Conversely, weight management and wellbeing experienced a decline.

The Consumer Health in Belgium report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Health market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Consumer Health in 2025: The big picture
  • Key trends in 2025
  • Competitive landscape
  • Channel developments
  • What next for Consumer Health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
  • Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2020-2025
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
  • Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
  • Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
  • Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
  • Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
  • Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
  • Summary 1 OTC: Switches 2024-2025
DISCLAIMERDEFINITIONS
SOURCES
  • Summary 2 Research Sources
ANALGESICS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Value growth is driven by consumer trust, format innovation, and demand for fast-acting relief
  • UPSA Médica NV SA retains its lead while branded players are increasingly challenged by generics
  • Pharmacies remain the main distribution channel while retail e-commerce gains ground
PROSPECTS AND OPPORTUNITIES
  • Growth is set to be driven by steady demand and the growing presence of affordable generics
  • Innovation is set to focus on combination analgesic and natural alternatives to topical analgesics
  • Regulatory changes are expected to shape analgesics across the forecast period
CATEGORY DATA
  • Table 12 Sales of Analgesics by Category: Value 2020-2025
  • Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
  • Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
  • Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
  • Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
  • Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Climate and consumer shifts impact volume growth for cough, cold and allergy (hay fever) remedies
  • Opella Healthcare Belgium retains its lead, while natural and plant-based alternatives gain ground
  • Pharmacies remain the core distribution channel while health and personal care stores gain ground
PROSPECTS AND OPPORTUNITIES
  • A rise in allergies is expected to boost performance across the forecast period
  • Diagnostics and environmental awareness is set to drive innovation in allergy care
  • A shift towards natural options is expected to benefit non-pharma retail expansion
CATEGORY DATA
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
  • Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
  • Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
  • Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Rising demand for digestive remedies is driven by lifestyle and health concerns
  • Norgine NV SA retains its lead while second-placed Opella Healthcare Belgium increases its share
  • Pharmacies remain the core distribution channel, increasing its share in 2025
PROSPECTS AND OPPORTUNITIES
  • Sustained growth is expected across the forescast period, despite rising health awareness
  • Innovation is set to focuses on plant-based and gut-supportive ingredients
  • Probiotics will increasingly challenge traditional digestive remedies across the forecast period
CATEGORY DATA
  • Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
  • Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
  • Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
  • Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Targeted demand drives selected growth, however, dermatologicals remains stagnant
  • Kenvue Belgium NV leads dermatologicals while natural and plant-based brands gain ground
  • Pharmacies retain the leadership as supermarkets gain momentum in dermatologicals
PROSPECTS AND OPPORTUNITIES
  • Vaginal antifungals and topical allergy treatment are set to peform well, however, overall growth is limited
  • There is expected to be an ongoing shift towards non-pharmacy channels
  • Natural innovation is expected to drive growth while beauty and personal care products challenge sales
CATEGORY DATA
  • Table 30 Sales of Dermatologicals by Category: Value 2020-2025
  • Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
  • Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
  • Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
  • Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
  • Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
  • Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Regulatory shifts drive renewed growth in NRT smoking cessation aids
  • A concentrated competitive landscape in NRT smoking cessation aids is led by Nicorette
  • Pharmacies remain the sole access point for NRT smoking cessation aids in Belgium
PROSPECTS AND OPPORTUNITIES
  • Policy-driven shifts create growth potential for NRT smoking cessation aids
  • Digital innovation is set to be a driver of growth and consumer engagement
  • Reimbursement could strengthen NRT cessation aids across the forecast period
CATEGORY INDICATORS
  • Table 37 Number of Smokers by Gender 2020-2025
CATEGORY DATA
  • Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
  • Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
  • Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
  • Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
  • Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
  • Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Rising stress and health awareness drive growth in sleep aids in Belgium
  • Melisana SA leads the diverse and competitive sleep aids market
  • Pharmacies continue to lead while alternative retail channels gain ground
PROSPECTS AND OPPORTUNITIES
  • Continued growth for sleep aids is expected amid persistent stress and anxiety
  • Innovation is set to focus on stonger and more effective natural formuals
  • Non-pharma channels are expected to expand their distribution across the forecast period
CATEGORY DATA
  • Table 44 Sales of Sleep Aids: Value 2020-2025
  • Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
  • Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
  • Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
  • Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
  • Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Steady growth in eye care is supported by demographics and digital lifestyles
  • Alcon-Couvreur SA retains its lead while Viatris BV gains ground with Visionlux
  • Retail e-commerce gains ground while pharmacies remain the core channel for eye care
PROSPECTS AND OPPORTUNITIES
  • Sustained growth is expected to be driven by demographic and environmental shifts
  • Innovation is expected to focus on convenience and prevention across the forecast period
  • Pharmacy will retain its leads, however alternative channels are set to expand
CATEGORY DATA
  • Table 50 Sales of Eye Care by Category: Value 2020-2025
  • Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
  • Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
  • Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
  • Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
  • Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Demographic shifts and healthcare trends drive growth in wound care
  • Beiersdorf NV SA leads while second-placed Paul Hartmann NV SA records strong share
  • Pharmacies lead gauze sales while supermarkets is a key distributor of sticking plasters and first aid kits
PROSPECTS AND OPPORTUNITIES
  • Gauze, tape and other wound care is set to be the main driver of growth across the forecast period
  • Home-based wound care is set to drive future opportunities for gauze distribution
  • Product innovation is set to focus on enhanced effectiveness to drive sales
CATEGORY DATA
  • Table 56 Sales of Wound Care by Category: Value 2020-2025
  • Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
  • Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
  • Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
  • Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
  • Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Targeted supplementation drives growth for vitamins in Belgium
  • Procter & Gamble Health Belgium NV retains its lead of a fragmented competitive landscape
  • Pharmacies remains the lead distribution channel despite rising pressure
PROSPECTS AND OPPORTUNITIES
  • Moderate growth is anticipated, driven by single vitamins and an ageing population
  • Self-care routines are set to drive growth across various retail channels
  • Preventive health care and wellness trends are expected to drive vitamin use in Belgium
CATEGORY DATA
  • Table 62 Sales of Vitamins by Category: Value 2020-2025
  • Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
  • Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
  • Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
  • Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
  • Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
  • Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Preventive health and functional innovation sustain growth in dietary supplements
  • Metagenics Belgium NV increases its share while innovative players drive value growth
  • Retail e-commerce and DTC innovation is reshaping the distribution landscape
PROSPECTS AND OPPORTUNITIES
  • Stress, gut health and preventive care are expected to sustain moderate growth
  • Prevention and personalisation are set to be key drivers of growth across the forecast period
  • Regulatory complexity threatens innovation and fair competition in dietary supplements
CATEGORY DATA
  • Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
  • Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
  • Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
  • Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
  • Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
  • Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Lifestyle-driven wellness replaces quick-fix solutions, challenging sales in 2025
  • Herbalife, Forté Pharma, and The Akkermansia Company shape weight management and wellbeing in 2025
  • Supermarkets and retail e-commerce increase share through offering strong accessibility
PROSPECTS AND OPPORTUNITIES
  • Cautious consumers and lifestyle shifts are set to stifle growth for weight management and wellbeing
  • Science-led innovation and digital tools are expected to influence weight management and wellbeing
  • Health and wellness trends are set to reshape consumer preferences
CATEGORY DATA
  • Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
  • Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
  • Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
  • Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
  • Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Strong growth for sports nutrition is driven by mass appeal and rising health trends
  • QNT NV continues to lead a competitive and expanding sports nutrition market
  • Specialist retailers, pharmacies, and retail e-commerce drives sports nutrition sales
PROSPECTS AND OPPORTUNITIES
  • Strong growth is expected, driven by mainstream adoption of sports nutrition
  • Digital and technology innovation is expected to shape sports nutrition over the forecast period
  • The rising health and wellness trend will be key to driving growth in sports nutrition
CATEGORY DATA
  • Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
  • Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
  • Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
  • Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
  • Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Herbal/traditional products gain momentum as consumers seek natural solutions
  • Tilman SA leads while Purasana NV and Laboratoire Puressentiel remain dynamic players
  • Pharmacies continue to lead distribution, however, health and personal care drive growth
PROSPECTS AND OPPORTUNITIES
  • Herbal/traditional products is set for steady growth, driven by preventive health trends and innovation
  • Digital and technological innovation will be drivers of growth across the forecast period
  • Health and wellness is set to remain the core driver of consumer demand
CATEGORY DATA
  • Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
  • Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
  • Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
  • Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
  • Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
  • Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN BELGIUMKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Shifting demographics and preventive health trends impact paediatric consumer health
  • Kenvue Belgium NV leads a fragmented market dominated by analgesics and cold remedies
  • Pharmacies remain key to distribution as parents place trust in pharmacists for guidance
PROSPECTS AND OPPORTUNITIES
  • Low-level value growth while volume is set to be challenged by the declining birth rate
  • Innovation across the forecast period is expected to focus on natural and preventive solutions
  • Stricter legislation will ensure high quality, but is set to slow innovation
CATEGORY DATA
  • Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
  • Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
  • Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
  • Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
  • Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030