India Online Pharmacy Market is projected to grow around USD 185 billion by 2031, at a CAGR of 18.6% during the forecast period.

Global online pharmacy market worth at USD 98.72 Billion in 2024, is expected to surpass USD 224.79 Billion by 2034, with a CAGR of 7.9% from 2025 to 2034.

The total value of online pharmacies across India in 2019 amounted to approximately ** billion U.S. dollars. Out of this, the market share for addressable medicines was around ** percent. This was expected to go up to over ** percent by 2023. The rise of chronic disease treatments along with the ease of ordering medicines online through e-pharma outlets are attributed for this estimated spike of market share.

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ePharmacy Market Size 2025-2029

The epharmacy market size is forecast to increase by USD 148.5 billion, at a CAGR of 21.2% between 2024 and 2029.

The market is witnessing significant growth, driven by the increasing availability of high-speed internet services and the subsequent acceptance of online pharmacy services in various regions. This trend is particularly noticeable in newly regulated European states, where consumers are increasingly turning to ePharmacies for the convenience and accessibility they offer. However, the market also faces challenges, with the illegal and counterfeit trading of drugs through ePharmacy platforms posing a significant threat. As regulatory bodies work to combat this issue, ePharmacies must prioritize security measures and transparency to maintain consumer trust and adhere to evolving regulations. To capitalize on the market's potential, companies must focus on providing secure and reliable platforms, ensuring regulatory compliance, and offering competitive pricing and customer service. By addressing these challenges and leveraging the market's growth drivers, ePharmacies can effectively compete in the digital healthcare landscape and meet the evolving needs of consumers.

What will be the Size of the ePharmacy Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
Request Free SampleThe market continues to evolve, with dynamic market activities shaping its landscape. Integral components include e-commerce solutions, big data analytics, virtual assistants, order fulfillment, prescription drugs, customer service, health literacy, marketing automation, and AI-powered diagnosis. These elements intertwine, creating a complex web of interconnected services. E-commerce solutions facilitate seamless transactions, while big data analytics enable personalized patient care and predictive modeling. Virtual assistants streamline customer interactions, and order fulfillment ensures timely prescription drug delivery. Prescription drugs remain the core offering, with health literacy initiatives enhancing patient understanding. Marketing automation and AI-powered diagnosis further refine patient care, while medication adherence tools and third-party payer integrations simplify the payment process. Data security measures safeguard sensitive patient information, and referral programs foster customer loyalty. Health monitoring through wearable sensors and telemedicine integration address disease prevention and chronic disease management. Supply chain management, inventory management, and quality control ensure efficient drug distribution. Machine learning and predictive modeling aid in drug discovery and clinical trials. Wellness programs, medication tracking, and insurance claims processing further enrich the ePharmacy experience. Website platforms and virtual consultations provide convenient access to healthcare services, while HIPAA compliance ensures regulatory adherence. Over-the-counter medications, prescription refill reminders, and affiliate marketing expand the market reach. Delivery services, digital therapeutics, personalized medicine, and automated dispensing systems further enhance the ePharmacy experience. The ongoing unfolding of these market activities underscores the continuous evolution of the ePharmacy sector.

How is this ePharmacy Industry segmented?

The epharmacy industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. Product TypeMedicationsHealth and wellness and nutritionPersonal care and essentialsDrug ClassPrescription drugsOver-the-counter drugsDistribution ChannelMobile applicationsOnline platformsEnd-userIndividualsCommercialGeographyNorth AmericaUSCanadaEuropeFranceGermanyItalyUKAPACChinaIndiaJapanSouth KoreaRest of World (ROW)

By Product Type Insights

The medications segment is estimated to witness significant growth during the forecast period.In the dynamic world of medications, the market is witnessing significant advancements, integrating various technologies to streamline processes and enhance patient care. The prescription verification system ensures accuracy and safety before dispensing, while payment gateways facilitate seamless transactions. Mobile health (mHealth) and telemedicine integration enable remote consultations and monitoring, fostering disease prevention and chronic disease management. Supply chain management, inventory management, and pharmaceutical logistics ensure efficient drug delivery, while clinical trials and drug discovery continue to bring new treatments to market. Machine learning and artificial intelligence power predictive modeling and medication adherence, addressing drug interactions and persona

The India internet pharmacy market is experiencing rapid growth due to increased internet penetration and a shift towards online healthcare solutions.

The global epharmacy market size is projected to grow from USD 101 billion in 2025 to USD 431.41 billion by 2033, exhibiting a CAGR of 19.9%.
Report Scope:

The ePharmacy market is experiencing robust growth, projected to reach $77.23 billion in 2025 and exhibiting a Compound Annual Growth Rate (CAGR) of 20.47%. This expansion is fueled by several key factors. Increasing internet and smartphone penetration, particularly in developing economies, is driving greater online adoption for healthcare services, including prescription and over-the-counter drug purchases. Convenience, ease of access, and often lower prices compared to traditional brick-and-mortar pharmacies are significant drivers for consumers. Furthermore, the COVID-19 pandemic accelerated the shift towards online pharmacy services, creating a lasting behavioral change. Technological advancements, such as improved delivery logistics, telehealth integration, and robust online prescription management systems, further enhance the appeal and efficiency of ePharmacies. Regulatory changes and government initiatives promoting digital health are also contributing to market growth. However, challenges remain, including concerns regarding data security and privacy, the potential for counterfeit medications, and the need for effective regulatory frameworks to ensure patient safety and quality control in online pharmaceutical transactions. Competition among established players and new entrants is intense, requiring companies to adopt sophisticated competitive strategies focused on pricing, technology, and customer service to maintain market share. The market segmentation reveals a strong demand for both prescription and over-the-counter drugs through ePharmacies. North America, particularly the United States, currently holds a significant market share due to high internet penetration and established e-commerce infrastructure. However, rapid growth is anticipated in Asia Pacific regions like India and China, driven by increasing disposable incomes and the expanding middle class embracing online retail options. Europe also represents a substantial market, with varying degrees of adoption across different countries. The leading companies, including Axelia Solutions Pvt. Ltd., CVS Health Corp., and others, are actively investing in technology and expanding their service offerings to capitalize on the market's growth potential. Future growth will be influenced by factors such as further regulatory clarity, technological innovation, and consumer trust in online pharmacy services.

The online pharmaceuticals market is experiencing robust growth, projected to reach $1391.1 million in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 7.7% from 2025 to 2033. This expansion is fueled by several key drivers, including increasing internet and smartphone penetration, particularly among younger demographics, rising healthcare costs pushing consumers towards cost-effective online options, and the convenience and accessibility offered by e-pharmacies. The preference for home delivery, especially among busy professionals and elderly individuals with limited mobility, further fuels this market's growth. Market segmentation reveals significant demand across various age groups, with the 25-45 year old demographic currently showing particularly strong engagement with online pharmaceutical platforms. However, regulatory hurdles, concerns about counterfeit medications, and the need for robust data security and privacy measures pose challenges to the market's uninterrupted expansion. Growth will also depend upon the continued development and adoption of telehealth services integrated with online pharmacies. The competitive landscape includes established players like Apollo Pharmacy, 1MG, PM Healthcare, and Netmeds, indicating a high degree of market maturity. Geographic segmentation shows a diverse market spread across North America, Europe, Asia-Pacific, and other regions. While North America and Europe may currently hold larger market shares, the Asia-Pacific region, particularly India and China, is projected to show significant growth driven by burgeoning internet adoption and rising middle-class disposable incomes. This growth will necessitate further investment in logistics, supply chain optimization, and customer service strategies to meet increasing demand while addressing the challenges of maintaining quality and security.

Discover the booming Wisdom Pharmacy market! This in-depth analysis reveals key trends, growth drivers, and market size projections for telemedicine, online consultations, and medicine delivery from 2025 to 2033. Explore regional market share, leading companies, and the opportunities shaping the future of digital pharmacy.

India imported medicinal and pharmaceutical products to the value of around 358 billion Indian rupees as of fiscal year 2025. Despite slow economic growth in the past years, India still managed to stay a world leader in the pharmaceutical sector as a major producer of generic drugs and vaccines. However, due to economic considerations, the country mainly relies on imported active pharmaceutical ingredients (API). India’s pharmaceutical market Owing to epidemiological factors such as the expansion of the patient pool and increased prevalence of lifestyle ailments, India’s pharmaceutical industry is expected to show much growth. In 2020, the share of market revenue of generic drugs was the highest, in comparison, to OTC medicines and patented drugs. The online market for medicines in India has also flourished. Convenience and affordable prices have led to a notable increase in online shoppers. The addressable market share for online pharmacies in India was expected to cross 50 percent by 2023. Employment in the Indian pharmaceutical world India's pharmaceutical sector is full of opportunities. However, it is highly fragmented, unorganized, and lacks gender diversity. In 2017, less than 25 percent of women in India showed employability in the pharmaceutical and healthcare sector. Furthermore, in 2021, the employability of pharmaceutical graduates across the country was just over 35 percent, a 20 percent drop since 2015.

The global pharmaceutical elixir market, valued at $3.34 billion in 2025, is poised for robust growth, exhibiting a compound annual growth rate (CAGR) of 8.90% from 2025 to 2033. This expansion is driven by several key factors. The increasing prevalence of chronic diseases, particularly among the geriatric population, fuels demand for convenient and palatable medication delivery systems like elixirs. Furthermore, the rising preference for self-medication and the expanding availability of elixirs through online pharmacies contribute significantly to market growth. Technological advancements in elixir formulation, focusing on improved taste and bioavailability, are also driving adoption. However, stringent regulatory approvals and potential side effects associated with certain elixir formulations pose challenges to market expansion. The market is segmented by type (medicated and non-medicated), distribution channel (hospital, retail, and online pharmacies), and end-user (geriatric, pediatric, and adult). North America and Europe currently hold significant market shares, driven by high healthcare expenditure and robust pharmaceutical industries. However, rapidly growing economies in Asia-Pacific, particularly India and China, present lucrative growth opportunities in the coming years. Competition is intense, with major players like Cipla, Novartis AG, and GlaxoSmithKline PLC vying for market share, alongside several regional and emerging pharmaceutical companies. The market's future trajectory hinges on successful product innovation, regulatory compliance, and strategic expansion into emerging markets. The segment analysis reveals that medicated elixirs dominate the market due to their therapeutic applications, while the non-medicated segment is experiencing steady growth fueled by increasing consumer demand for natural health solutions. Online pharmacies are experiencing rapid growth as a distribution channel, reflecting the changing preferences of consumers. The geriatric segment is the largest end-user group, reflecting the higher prevalence of chronic conditions in older populations. Market growth will be influenced by factors such as evolving healthcare policies, pricing strategies, and the emergence of innovative elixir formulations. The forecast period (2025-2033) is expected to witness significant market expansion, with a notable increase in market value and geographic diversification. Competitive pressures will likely intensify, prompting companies to focus on research and development, strategic partnerships, and robust marketing strategies to maintain a competitive edge. Recent developments include: August 2024: Ghai Homoeo Remedies (GHR) unveiled its latest healthcare innovation, the CoughElixir Syrup, in India. This new syrup underscores GHR's steadfast dedication to quality and effectiveness. Meticulously crafted, CoughElixir Syrup combines natural ingredients such as Aconite napellus, Arsenicum album, Antimonium tartaricum, Bryonia alba, Belladonna, Ipecacuanha, and Chelidonium majus. This distinctive homeopathic formulation is designed to provide targeted relief from a diverse range of cough symptoms.August 2023: Awshad re-launched a cannabis-based medicated elixir in India, targeting patients seeking alternative therapeutic options. This product is part of a broader trend toward natural remedies and personalized medicine within the pharmaceutical industry, reflecting a growing consumer interest in holistic health solutions.. Key drivers for this market are: Increasing Demand for Convenient Medication, Rising Prevalence of Chronic Diseases; Rising Aging Population. Potential restraints include: Increasing Demand for Convenient Medication, Rising Prevalence of Chronic Diseases; Rising Aging Population. Notable trends are: Medicated Elixir Segment Expected to Hold a Significant Share Over the Forecast Period.

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Effervescent Tablet Market Size 2025-2029

The effervescent tablet market size is valued to increase USD 7.97 billion, at a CAGR of 9.8% from 2024 to 2029. Growing prevalence of chronic diseases will drive the effervescent tablet market.

Major Market Trends & Insights

North America dominated the market and accounted for a 40% growth during the forecast period.
By Distribution Channel - Hospital pharmacy segment was valued at USD 5.91 billion in 2023
By Type - Prescription segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 103.84 million
Market Future Opportunities: USD 7974.10 million
CAGR : 9.8%
North America: Largest market in 2023

Market Summary

The market represents a dynamic and continually evolving landscape, driven by advancements in core technologies and applications. These tablets, which release their contents when dissolved in water, offer enhanced bioavailability and patient convenience. One significant driver of market growth is the rising prevalence of chronic diseases, necessitating more effective and accessible medication delivery systems. According to a report, the organic effervescent tablets segment is expected to witness a substantial growth rate due to increasing consumer preference for natural and additive-free products.
However, the market is not without challenges. Stringent regulations and guidelines related to medicines pose significant hurdles, necessitating compliance and adherence to rigorous quality standards. Despite these obstacles, opportunities abound, particularly in emerging markets and for specialized applications. For instance, the market share of effervescent tablets in the pediatric segment is projected to expand due to their ease of administration and palatability.

What will be the Size of the Effervescent Tablet Market during the forecast period?

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How is the Effervescent Tablet Market Segmented and what are the key trends of market segmentation?

The effervescent tablet industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Hospital pharmacy
  Retail pharmacy
  Online pharmacy


Type

  Prescription
  Over-the-counter (OTC)


Application

  Pharmaceuticals
  Dietary supplements
  Dental products
  Others


Formulation Type

  Dry Granulation
  Wet Granulation
  Direct Compression


End-User

  Adults
  Pediatric
  Geriatric


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

The hospital pharmacy segment is estimated to witness significant growth during the forecast period.

The market is experiencing significant growth due to various factors, primarily driven by the increasing prevalence of diseases such as flu and gastrointestinal disorders. This trend is particularly noticeable in the hospital pharmacy segment, which is expected to expand substantially during the forecast period. Large hospitals and clinics, equipped with advanced medical infrastructure, procure high-quality medical products and consumables in bulk, thereby fueling the demand for effervescent tablets. Furthermore, the rising number of admissions of patients with symptoms like headache, nausea, vomiting, photophobia, and phonophobia will continue to boost the market's growth. The effervescent tablets' ability to provide quick relief and ease of administration is a significant factor contributing to their popularity.

Additionally, the formulation and manufacturing processes for effervescent tablets are continually evolving, with advancements in dissolution testing, powder flow properties, particle size distribution, water absorption rate, density measurement, coating thickness uniformity, chemical stability, taste masking techniques, physical stability, shelf life prediction, friability testing, hardness testing, film coating process, tablet porosity, carbon dioxide generation, content uniformity, drug release profile, binder selection, excipient interactions, enteric coating, controlled release formulation, drug degradation pathways, granulation process, tablet disintegration time, moisture content control, tablet friability, lubricant compatibility, compression force, immediate release formulation, effervescence rate, and glidant addition. These advancements aim to improve the overall quality, effectiveness, and consumer experience of effervescent tablets.

As a result, the market is expecte

According to Cognitive Market Research, the global Tasigna market size was USD 9715.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 14.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 3886.20 million in 2024 and will grow at a compound annual growth rate (CAGR) of 12.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 2914.65 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 2234.57 million in 2024 and will grow at a compound annual growth rate (CAGR) of 16.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 485.78 million in 2024 and will grow at a compound annual growth rate (CAGR) of 13.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 194.31 million in 2024 and will grow at a compound annual growth rate (CAGR) of 13.9% from 2024 to 2031.
The Online Pharmacy distribution channel segment category is the fastest growing segment of the Tasigna industry

Market Dynamics of Tasigna Market

Key Drivers for Tasigna Market

The expansion of online pharmacies facilitates easier access to Tasigna for patients

The rise of online pharmacies has transformed the way patients access medications, including Tasigna, by providing a convenient and efficient platform for ordering prescriptions. This trend is particularly beneficial for patients with Chronic Myeloid Leukemia (CML), who may require ongoing treatment and regular refills. Online pharmacies often offer competitive pricing and home delivery options, making it easier for patients to obtain their medications without the challenges of traveling to physical pharmacies.

Increasing investments in oncology research drive innovation in targeted therapies

The landscape of cancer treatment is rapidly evolving, driven by significant investments in oncology research aimed at developing more effective targeted therapies, including drugs like Tasigna. These investments are crucial as they focus on understanding the molecular mechanisms of cancers, particularly Chronic Myeloid Leukemia (CML), which can lead to the discovery of novel therapeutic targets. Research initiatives funded by both public and private sectors are fostering collaborations between academic institutions, biotechnology companies, and pharmaceutical firms, resulting in innovative treatment options tailored to individual patient profiles.

Restraint Factor for the Tasigna Market

Competition from other targeted therapies may impact market growth

Competition from other targeted therapies poses a significant challenge to the growth of the Tasigna market. As new and innovative treatments for Chronic Myeloid Leukemia (CML) enter the market, they may offer similar or improved efficacy, potentially attracting patients and healthcare providers. These competing therapies often come from extensive research and development efforts, resulting in alternatives that could address specific patient needs more effectively or with fewer side effects. Additionally, the presence of generics and biosimilars can further intensify competition, leading to pricing pressures that may force companies to reduce their costs.

Trends in the Tasigna Market

Significant Market Change Due to Patent Expiration and Generic Introduction

Tasigna, a prominent second-generation tyrosine kinase inhibitor for chronic myeloid leukemia (CML), is undergoing a substantial market shift following the expiration of its US patent in early 2024 and its EU patent in mid-2023. With generics rapidly entering the market through regulatory channels, Tasigna’s sales are anticipated to experience a considerable decline, with projections indicating a decrease from approximately $1.8 billion in 2023 to as low as $79 million by 2029. This decline is particularly pronounced in countries such as India, Brazil, and Thailand, where generics have swiftly captured market share, and in China, where government procurement policies favor local alternatives. In response to these challenges, Novartis is exploring voluntary licensing and reformulated products, although its original market leadership is expected to diminish.

Ongoing Growth F...

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Generic Drugs Market Size 2025-2029

The generic drugs market size is forecast to increase by USD 217.4 billion, at a CAGR of 7.6% between 2024 and 2029.

The market is driven by the increasing demand for low-cost alternatives to branded medicines. This trend is particularly pronounced in developing economies where affordability is a significant factor in healthcare access. However, the market faces challenges, including the advent of Robotic Process Automation (RPA) in the pharmaceutical industry, which could potentially reduce the cost advantage of generic drugs. Additionally, rising credibility issues related to generic drugs pose a significant challenge, as consumers and healthcare providers increasingly demand assurance of quality and safety. Companies in the market must navigate these challenges by focusing on ensuring the highest standards of quality and safety, while also leveraging technological advancements to maintain cost competitiveness.
Strategic partnerships, mergers and acquisitions, and collaborations could also provide opportunities for market expansion and growth. Overall, the market presents both opportunities and challenges, requiring a strategic approach from market participants to capitalize on the former and mitigate the latter.

What will be the Size of the Generic Drugs Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, shaped by various factors that impact its dynamics. Patient education plays a crucial role in ensuring the effective utilization of medications, with dosage forms varying from capsules to tablets and liquids. Clinical trials and pharmacokinetic studies contribute to regulatory approval, ensuring therapeutic equivalence and drug safety. Pharmaceutical manufacturing involves GMP compliance and stability testing to maintain quality, while patent expiration triggers increased competition and price reductions. Drug interactions necessitate diligent monitoring and education, with regulatory bodies such as the EMA and FDA overseeing approvals. Value-based healthcare and market access strategies prioritize cost-effectiveness analysis, influencing pricing and distribution channels.

Online pharmacies and retail pharmacies adapt to evolving market trends, offering convenience and accessibility. Intellectual property rights and pharmacy dispensing regulations shape the competitive landscape. Bioequivalence studies and drug utilization reviews facilitate generic substitution, while pharmacy dispensing and capsule filling processes ensure accurate and efficient prescription fulfillment. The continuous unfolding of market activities necessitates ongoing attention to drug safety, regulatory compliance, and pricing strategies.

How is this Generic Drugs Industry segmented?

The generic drugs industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Route Of Administration

  Oral
  Injectables
  Topical
  Inhalers


Type

  Small-molecule generics
  Biosimilars


Application

  Anti-infectives
  CNS
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

.

By Route Of Administration Insights

The oral segment is estimated to witness significant growth during the forecast period

The oral route of administration is the most commonly used. Oral administration is the ingestion of a drug through the mouth into the gastrointestinal tract. The oral drug delivery system market segment includes drugs that can be administered in the form of capsules, tablets, syrups, solutions, and suspensions. The growth of the segment is accelerating at a moderate pace due to the ease of usage and an increasing number of companies investing in research and development for oral treatment. The advantages provided by the oral route, such as better availability, rapid drug delivery, and high efficacy, are further expected to propel the growth of the oral segment, which, in turn, will drive the growth of the market during the forecast period.

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The Oral segment was valued at USD 232.00 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in North America is experiencing significant growth, with the Unit

Discover the booming India chitosan hemorrhoid gel market forecast to 2029. This in-depth analysis reveals key growth drivers, market trends, and regional insights, providing valuable data for investors and businesses in the healthcare sector. Learn about market size, CAGR, and competitive landscape.

Global apixaban market worth at USD 2.93 Billion in 2024, is expected to surpass USD 7.05 Billion by 2034, with a CAGR of 9.2% from 2025 to 2034.

The Asia-Pacific OTC drug market is booming, projected to reach $39.22 billion by 2025 with an 8.30% CAGR. Discover key market drivers, trends, and leading companies shaping this dynamic sector. Explore regional breakdowns and product segment analysis for valuable insights. Recent developments include: June 2024: Dr. Reddy's Laboratories Ltd inked a definitive deal with Haleon PLC to buy shares of Northstar Switzerland SARL, a subsidiary of Haleon. This acquisition focuses on Haleon's global portfolio of consumer healthcare brands in the nicotine replacement therapy ("NRT") category, excluding the United States. The portfolio includes Nicotinell, an over-the-counter brand in the NRT category, boasting a significant presence in more than 30 countries, including countries of Asia., January 2024: Daiichi Sankyo Healthcare planned to launch an OTC version of Calonal tablets (acetaminophen), an antipyretic analgesic from Ayumi Pharmaceutical, in Japan.. Key drivers for this market are: High Penetration in Emerging Markets with Increasing Approval of OTC Drugs, Inclination of Pharmaceutical Companies to Switch from Rx to OTC Drugs. Potential restraints include: High Penetration in Emerging Markets with Increasing Approval of OTC Drugs, Inclination of Pharmaceutical Companies to Switch from Rx to OTC Drugs. Notable trends are: The Cough, Cold, and Flu Products Segment is Expected to Hold Significant Share in the Market Over the Forecast Period.