Innovation & IP
Futura Medical is seeking OTC medical device approval for ED treatment Eroxon Intense, designed for men who prefer a stronger sensation to the original Eroxon product.
In a foreword to a blog post by PAGB CEO Michelle Riddalls, the UK medicines regulator MHRA has signalled strong support for expanding Rx‑to‑OTC reclassification as a safe way to ease pressure on the NHS, strengthen the role of pharmacists and improve access to medicines.
In this episode of HBW Insight’s Over the Counter podcast, we speak with probiotic expert David Pineda Ereño about Europe’s fragmented regulatory landscape, the future of the “probiotic” definition, and how companies can navigate diverging EU Member State positions.
Despite 2025 volume stagnation in France and Italy, structural opportunities in category penetration, wellness premiumization, pharmacy expansion, and Rx-to-OTC switch suggest the self-care market still has clear levers for growth.
New data from Haleon shows that untreated tooth decay costs the UK £18.9bn, strengthening the case for a national focus on preventive oral care. The firm is also expanding its Sensodyne range to meet growing demand for products that combine whitening with sensitivity protection.
Japan is accelerating its tightly managed switch strategy, adding a second emergency contraceptive, expanding EC access to over 7,000 pharmacies, and approving meloxicam as a new pharmacist‑dispensed analgesic.
AI advisers could eventually guide consumers toward health products based on personalized needs rather than traditional marketing, IQVIA Consumer Health suggests. But brands will still need to balance data‑driven recommendations with the human appeal of in‑store discovery and self‑care experiences.
Germany’s Expert Committee for Prescription (SVA) has unanimously rejected the proposed switch of the controversial painkiller metamizole from prescription to OTC status.
Futura Medical "delighted" with early feasibility study results for topical OTC treatment WSD4000.
Germany’s Expert Committee for Prescription meets on 20 January to discuss the Rx-to-OTC switch of controversial painkiller metamizole, which has been banned in a number of countries around the world because of the risk of agranulocytosis.
AI is rapidly reshaping consumer health advertising across Europe, supporting creative work, compliance checks and regulatory oversight, according to a recently published report by UK consumer healthcare industry association, PAGB.
Consumers are increasingly seeking health and wellness solutions that combine natural ingredients with scientific credibility and technological innovation, reflecting a shift from treating illness to embracing prevention, according to the latest trends report from UK retailer Holland & Barrett.
When conducted according to a rigorous protocol, incorporating validated questionnaires, and meeting the standards for peer-reviewed publication, real world surveys deliver enhanced value, says IQVIA Consumer Health.
With the grant of a patent, Futura is hoping to take its Eroxon product to China, a country with a large population of ED sufferers, the firm claims.
FDA’s proposed order follows its review of OMOR DSM-Firmenich submitted showing bemotrizinol, at concentrations up to 6%, is generally recognized as safe and effective and can be added as an active ingredient to sunscreen monograph.
“In the coming years, growth will depend on whether brands can combine trust, personalization, and proof of evidence into one coherent prevention experience,” argue Simon Kucher's Clemens Oberhammer and Christian Rebholz in this exclusive interview.
The trophies have been presented at the OTC Marketing Awards 2025 - but what did the judging panel have to say about the winning and highly-commended entries?
Winners across 12 categories were announced at the OTC Marketing Awards 2025 on 20 November, with Opella crowned OTC Company of the Year.
Self-Care Week Special: HBW Insight catches up with PAGB CEO Michelle Riddalls OBE to talk about what the association is doing to promote Rx-to-OTC switch in the UK.
“It’s not good enough just to provide products anymore, we need to create a service and a holistic approach to products,” argued Bayer Consumer Health's Northern Europe general manager, Mike Knowland, speaking at a recent panel event in the UK Parliament.