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Analyst Opinions
Top Trends in Healthcare and OTC; Exploring the over-the-counter medication; vitamins, minerals and supplements; functional food and drink; and sports nutrition categories
The market for healthcare and OTC is primarily driven by the Health & Wellness megatrend, but manufacturers must look beyond health functionality alone to remain relevant in an ever-evolving category. Pharmaceutical, sports nutrition, and healthcare companies must draw on inspiration from the broader food and drink space to respond to trends such as "pill fatigue," and a growing preference for "natural" healthcare solutions.