Germany’s OTC Market In 2023: Cough, Cold & Flu and Probiotics Drove Steady Growth

German consumers are “generally willing to accept price increases from OTC manufacturers” when it comes to core categories like cough, cold & flu, finds Sempora, and are increasingly willing to shell out for trending gut health products like probiotics.

Rendering of a German flag
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A strong cough and cold season at the beginning of the year – partly driven by the continuation of flu epidemics in the aftermath of COVID-19 – as well as demand for gut health products contributed to steady growth in Germany’s OTC market in 2023, according to Sempora Consulting GmbH.

“Despite a decrease in buying power, consumer spending on OTC products remained stable, with the market

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