The Over the Counter Drugs Market is Segmented by Product Type (Cough, Cold, and Flu, Analgesics, and More), Formulation Type (Tablets, Capsules and More), Distribution Channel (Hospital Pharmacies, Retail Chain Pharmacies, and More), Age Group (Pediatrics (0-14 Yrs), and More), Source (Chemical-Based and Herbal & Natural) and Geography (North America, Europe, and More). The Market Forecasts are Provided in Terms of Value (USD).

USD 52.59 Billion in 2024; projected USD 78.02 Billion by 2033; CAGR 4.48%.

The Europe Over-The-Counter (OTC) Drugs Market is Segmented by Product Type (Cough, Cold and Flu Products, and More), Formulation (Tablets and Caps, and More), Age Group (Pediatric (0-14 Yrs), and More), Sales Format (Branded, Generic, and Private-Label OTC), Distribution Channel (Hospital Pharmacies, and More), and Geography (Germany, United Kingdom, and More). The Market and Forecasts are Provided in Terms of Value (USD).

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Over-The-Counter (OTC) Drug Market Size 2025-2029

The over-the-counter (OTC) drug market size is valued to increase by USD 59.6 billion, at a CAGR of 6% from 2024 to 2029. New product launches in global over-the-counter (OTC) drug market will drive the over-the-counter (OTC) drug market.

Major Market Trends & Insights

North America dominated the market and accounted for a 42% growth during the forecast period.
By Distribution Channel - Offline segment was valued at USD 99.60 billion in 2023
By Route Of Administration - Oral segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 68.61 billion
Market Future Opportunities: USD 59.60 billion
CAGR from 2024 to 2029 : 6%

Market Summary

The market encompasses a vast and dynamic landscape, driven by the increasing number of consumers preferring self-medication and the growing geriatric population. With the ongoing price sensitivity issues surrounding OTC drugs, this market continues to evolve, presenting both challenges and opportunities. According to a recent report, the OTC drugs market share in the pharmaceuticals sector is projected to reach approximately 30% by 2027. Core technologies, such as advanced formulations and innovative delivery systems, are revolutionizing the OTC drug industry, while applications span various therapeutic areas, including pain relief, gastrointestinal health, and cold, cough, and allergy treatments.
Digital health and personalized medicine are emerging areas, with artificial intelligence and machine learning playing significant roles in drug development and consumer education. Regulatory bodies play a crucial role in shaping the market through stringent regulations and guidelines, ensuring product safety and efficacy. Regional markets, particularly Asia Pacific and Europe, exhibit significant growth potential due to increasing consumer awareness and expanding distribution channels.

What will be the Size of the Over-The-Counter (OTC) Drug Market during the forecast period?

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How is the Over-The-Counter (OTC) Drug Market Segmented ?

The over-the-counter (otc) drug 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.

Distribution Channel

  Offline
  Online


Route Of Administration

  Oral
  Topical
  Parenteral


Formulation

  Tablets and capsules
  Liquids and syrups
  Creams and ointments
  Powders
  Sprays and drops


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  Rest of World (ROW)

By Distribution Channel Insights

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

The market encompasses a diverse range of products, including digestive health solutions, pain relief medications, and allergy symptom relief. Packaging material selection plays a crucial role in ensuring product efficacy and consumer safety. According to recent studies, the market for OTC drugs is experiencing significant growth, with sales expanding by 15.3% in the past year. This trend is expected to continue, with industry experts projecting a 17.4% increase in demand over the next five years. Key players in the OTC drug market include manufacturers, suppliers, and retailers, who collaborate to bring these essential products to consumers. Pharmacovigilance reporting and post-market surveillance are essential components of the pharmaceutical supply chain, ensuring the ongoing safety and efficacy of OTC drugs.

Consumer health education and patient counseling guidelines are also vital, as self-medication practices continue to rise. Excipient compatibility testing, quality control measures, and product lifecycle management are crucial aspects of OTC drug development. Pharmacokinetic modeling, medication adherence programs, and drug interaction studies contribute to enhancing patient outcomes and minimizing risks. The market also prioritizes responsible medication disposal and manufacturing process validation to mitigate potential hazards. Market dynamics are influenced by various factors, including risk benefit assessment, clinical trial data, and bioavailability assessment. Pharmaceutical companies invest heavily in research and development to create innovative drug delivery systems and drug information resources.

Ongoing efforts to improve patient adherence strategies and safety monitoring systems further strengthen the market. In the realm of pain relief medications, the market is witnessing a shift towards non-prescription drug use. The market for pain relief OTC drugs is projected to grow by 18.7

The United States Over-The-Counter Drugs Market is Segmented by Product Type (Cough, Cold and Flu Products, Analgesics, and More), Formulation (Tablets and Caps, and More), Age Group (Pediatric (0-14 Yrs), and More), Sales Format (Branded, Generic, and Private-Label OTC), Distribution Channel (Hospital Pharmacies, and More). The Market and Forecasts are Provided in Terms of Value (USD).

Over The Counter (OTC) Drugs Market Outlook

According to our latest research, the global Over The Counter (OTC) Drugs market size reached USD 164.7 billion in 2024, exhibiting a robust growth trajectory. The market is projected to expand at a CAGR of 5.4% during the forecast period, reaching an estimated USD 263.9 billion by 2033. This growth is fueled by increasing consumer inclination towards self-medication, expanding access to healthcare products, and continuous product innovation by major industry players. As per our 2025 research, the market’s expansion is underpinned by a combination of demographic shifts, evolving regulatory frameworks, and the digital transformation of retail channels.

One of the primary growth drivers of the OTC drugs market is the rising consumer awareness regarding minor health ailments and the growing preference for self-care. With the proliferation of health information via digital media, consumers are more empowered to make informed decisions about managing common health issues without the need for a prescription. This trend is particularly evident in developed economies, where healthcare costs are higher and insurance coverage for minor ailments is often limited. The increasing burden of lifestyle-related disorders, such as headaches, digestive issues, and allergies, further propels demand for OTC medications, as individuals seek convenient and cost-effective solutions to manage their health independently. Additionally, the aging global population is contributing to higher consumption of vitamins, dietary supplements, and analgesics, which are key segments within the OTC market.

Another significant factor catalyzing the market’s growth is the continuous innovation in product formulations and the introduction of novel drug delivery systems. Pharmaceutical companies are investing heavily in research and development to enhance the efficacy, safety, and convenience of OTC products. This includes the development of fast-dissolving tablets, extended-release formulations, and combination products that address multiple symptoms simultaneously. Such innovations not only improve patient compliance but also attract new consumer segments. Furthermore, regulatory authorities in several regions are facilitating the switch of certain prescription medications to OTC status, thereby broadening the product portfolio available to consumers and driving overall market expansion.

The digital transformation of retail and the increasing penetration of e-commerce are also reshaping the OTC drugs market. Online pharmacies and digital health platforms are making OTC products more accessible, especially in remote and underserved areas. The convenience of home delivery, coupled with the ability to compare products and access detailed information online, is driving a shift in consumer purchasing behavior. Retailers and manufacturers are leveraging digital marketing strategies and data analytics to better understand consumer preferences and tailor their product offerings accordingly. This omni-channel approach is expected to further accelerate market growth, as it bridges the gap between traditional brick-and-mortar stores and the rapidly expanding digital marketplace.

Regionally, North America continues to dominate the OTC drugs market, accounting for the largest share in 2024. This is attributed to high consumer awareness, well-established retail infrastructure, and a favorable regulatory environment that supports the switch of prescription drugs to OTC status. Europe follows closely, driven by similar factors and a strong focus on preventive healthcare. Meanwhile, the Asia Pacific region is witnessing the fastest growth, with rising disposable incomes, urbanization, and increasing healthcare access playing pivotal roles. Emerging markets in Latin America and the Middle East & Africa are also showing significant potential, driven by expanding healthcare infrastructure and supportive government initiatives aimed at improving public health outcomes.

The North America Over the Counter Drugs Market is Segmented by Product Type (Cough, Cold and Flu Products, Analgesics, and More), Distribution Channel (Hospital Pharmacies, and More), Dosage Form (Tablets and Caps, and More), Route of Administration(Oral, Topical, and More), Category (Branded OTC and Generic OTC), and Geography (United States, Canada, Mexico). The Market Sizes and Forecasts are Provided in Terms of Value (USD).

Discover the latest insights into the booming North American OTC drug market. This comprehensive analysis reveals market size, growth trends (CAGR 2.70%), key drivers & restraints, major players (Johnson & Johnson, Pfizer, etc.), and future projections to 2033. Explore segmentation by product type & distribution channel for lucrative investment opportunities. Key drivers for this market are: , Product Innovations; Inclination of Pharmaceutical Companies Toward OTC Drugs from RX Drugs. Potential restraints include: , Product Innovations; Inclination of Pharmaceutical Companies Toward OTC Drugs from RX Drugs. Notable trends are: Weight-loss and Dietary Products Segment is Expected to Grow with a High CAGR Over the Forecast Period in the North America Over the Counter Drugs Market.

The global sales of Over-The-Counter (OTC) Veterinary Drugs is estimated to be worth USD 10.3 billion in 2025 and anticipated to reach a value of USD 22.4 billion by 2035. Sales are projected to rise at a CAGR of 8.1% over the forecast period between 2025 and 2035.

Semi Annual Market Update

Country-wise Insights

Category-wise Insights

Over-the-counter Drugs Market Outlook

According to our latest research, the global over-the-counter (OTC) drugs market size in 2024 reached USD 164.7 billion, reflecting robust consumer demand and expanding access to self-care solutions. The market is projected to grow at a CAGR of 5.1% during the forecast period from 2025 to 2033, with the market size expected to reach USD 256.2 billion by 2033. The primary growth factor driving this expansion is the increasing consumer preference for self-medication, coupled with greater awareness and availability of OTC products globally.

The growth trajectory of the OTC drugs market is significantly influenced by the rising trend of self-care and preventive healthcare among consumers. As healthcare costs continue to escalate, individuals are seeking more affordable and accessible alternatives to prescription medications. OTC drugs, which include analgesics, cough and cold remedies, dermatological products, gastrointestinal treatments, and vitamins, provide a convenient solution for managing minor health issues without the need for a physician’s prescription. This shift is further supported by public health campaigns, educational initiatives, and the proliferation of digital health information, empowering consumers to make informed decisions about their health and wellness. The increased adoption of OTC drugs is also a response to the growing prevalence of chronic and lifestyle-related diseases, where individuals seek immediate and effective relief for symptoms.

Another vital growth factor for the OTC drugs market is the ongoing innovation in product formulations and delivery mechanisms. Pharmaceutical companies are investing heavily in research and development to introduce new product combinations, user-friendly dosage forms, and enhanced packaging that improves shelf life and consumer convenience. The availability of OTC drugs in multiple formulations such as tablets, capsules, liquids, and ointments caters to diverse consumer preferences and medical needs. Additionally, the expansion of retail distribution channels, including online pharmacies and supermarket chains, has significantly improved product accessibility. The rise of e-commerce platforms has particularly accelerated the market’s growth, as consumers increasingly prefer the convenience of purchasing OTC medications online, often benefiting from competitive pricing and discreet delivery.

Regulatory support and favorable government policies have also played a crucial role in the expansion of the OTC drugs market. Regulatory agencies in key markets such as the United States, Europe, and Asia Pacific have streamlined the approval process for the reclassification of prescription drugs to OTC status, thereby broadening the range of products available without prescription. This has enabled pharmaceutical manufacturers to tap into new consumer segments and expand their market reach. The regulatory focus on ensuring product safety, efficacy, and clear labeling has further strengthened consumer trust in OTC medications. However, the market’s growth is balanced by the need for ongoing pharmacovigilance and monitoring to mitigate risks associated with inappropriate or excessive use.

From a regional perspective, North America continues to dominate the global OTC drugs market, accounting for the largest revenue share in 2024, followed closely by Europe and Asia Pacific. The high penetration of OTC products in these regions is attributed to advanced healthcare infrastructure, high consumer awareness, and strong distribution networks. Asia Pacific, in particular, is witnessing the fastest growth, driven by rising disposable incomes, urbanization, and increasing adoption of self-care practices among a burgeoning middle-class population. Latin America and the Middle East & Africa are also emerging as attractive markets, benefitting from regulatory reforms and expanding retail sectors. Overall, the global OTC drugs market is expected to sustain its growth momentum, driven by evolving consumer preferences and continuous innovation across product segments.

Produ

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Gastrointestinal Over-The-Counter Drugs Market Size 2024-2028

The gastrointestinal over-the-counter drugs market size is forecast to increase by USD 5.27 billion at a CAGR of 5.55% between 2023 and 2028.

The market is witnessing significant growth due to several key factors. The prevalence of gastrointestinal disorders is on the rise, leading to an increase in demand for generic drugs to manage symptoms. Additionally, the adoption of online platforms for purchasing OTC drugs is growing, making it more convenient for consumers to access these medications. 
However, there is a risk associated with self-diagnosis and taking incorrect medication. This trend is a challenge for the market, as it may lead to adverse health effects and potential misuse of OTC drugs. Overall, the market for gastrointestinal OTC drugs is expected to grow steadily, driven by these factors and the increasing awareness of self-care and health management.

What will be the Size of the Gastrointestinal Over-The-Counter Drugs Market During the Forecast Period?

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The market encompasses a range of products designed to manage various conditions, including nausea, diarrhea, heartburn, indigestion, and constipation. These non-prescription remedies cater to individuals seeking effective treatments for stomach upsets and gastrointestinal issues without the need for a doctor's prescription. 
OTC offerings include antacids, probiotics, health supplements, and liquid tablets, among others. Market trends reflect a growing emphasis on natural drugs and improving health, with an increasing number of collaborations between research institutions and industry players to develop innovative solutions. Preventing conditions such as motion sickness and constipation, as well as managing chronic issues like GERD and cardiovascular disease, are key priorities.
Effective treatments for these conditions can help reduce emergency room visits, misdiagnosis, and cognitive decline associated with untreated gastrointestinal issues. The OTC market's growth is driven by the availability of a wide range of products, accessibility, and affordability, making it an essential component of international healthcare infrastructure and medical care.

How is this Gastrointestinal OTC Drugs Industry segmented and which is the largest segment?

The gastrointestinal over-the-counter drugs industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Product

  Antacid
  Laxatives
  Anti-diarrheal
  Anti-emetics
  Others


Distribution Channel

  Offline
  Online


Geography

  North America

    US


  Europe

    Germany
    France


  Asia

    China
    Japan


  Rest of World (ROW)

By Product Insights

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

The gastrointestinal over-the-counter (OTC) drug market encompasses a range of formulations designed to address various disorders. Antacids, a significant segment, alleviate symptoms of acid reflux, indigestion, and heartburn by neutralizing stomach acid. Prevalence of gastrointestinal disorders, fueled by unhealthy diets, stress, and NSAID use, drives antacid demand. Forms include tablets, capsules, suspensions, and chewables. Other gastrointestinal OTC drugs treat conditions like diarrhea, constipation, and gastroesophageal reflux disease (GERD). Consumer awareness, healthcare access, and changing lifestyles have increased the demand for these accessible treatments. Antiemetics, laxatives, and probiotic-based drugs are also integral to the market. Health-conscious consumers seek advanced healthcare infrastructure for effective treatments, driving growth. OTC drugs cater to various gastrointestinal disorders, offering relief and convenience.

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The Antacid segment was valued at USD 6.73 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 44% 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 North American market holds a substantial share In the global over-the-counter (OTC) drugs market for gastrointestinal disorders. Factors such as sedentary lifestyles, unhealthy diets, and increasing stress levels are fueling the demand for OTC medications in this region. These issues contribute to common gastrointestinal problems, including irritable bowel syndrome (IBS), constipat

OTC Drug Market Outlook

The global over-the-counter (OTC) drug market size was estimated to be approximately USD 150 billion in 2023 and is projected to reach an impressive USD 250 billion by 2032, exhibiting a compound annual growth rate (CAGR) of around 6%. This robust growth can be attributed to the rising consumer inclination towards self-medication and the increasing availability of OTC products, which allow consumers to manage minor health conditions without the need for professional prescription. The convenience and accessibility of these drugs foster a culture of self-care, encouraging individuals to take a proactive approach to their health, further driving the market upwards.

One of the primary growth factors fueling this market is the increasing consumer awareness regarding health and wellness. As more individuals become informed about health issues and the benefits of preventive care, there is a greater tendency to opt for OTC drugs as a first line of defense against common ailments. Additionally, the growing prevalence of lifestyle diseases, such as diabetes and hypertension, has necessitated the need for easy access to medications that can manage symptoms without the need for frequent doctor visits. This trend is particularly evident in developed regions, where education levels and health literacy are high, further propelling the market forward.

The aging global population is another significant factor contributing to the growth of the OTC drug market. As the geriatric population increases, so does the demand for medications that can address common age-related health issues, such as joint pain, cardiovascular diseases, and gastrointestinal problems. Older adults often prefer OTC solutions due to their ease of access and the ability to avoid complex healthcare systems. Moreover, the development of products specifically tailored for the elderly demographic, featuring easy-to-use formulations and packaging, is further enhancing the appeal of OTC drugs in this segment, thus expanding the market reach.

The strategic expansion of distribution channels also plays a crucial role in the growth of the OTC drug market. The rise of e-commerce platforms has revolutionized the way consumers purchase medications, offering a convenient and often cheaper alternative to traditional brick-and-mortar stores. Online pharmacies provide extensive product selections and home delivery services, attracting a tech-savvy customer base. Meanwhile, partnerships between pharmaceutical companies and major retail chains help increase product visibility and consumer access. This multifaceted distribution approach ensures that OTC drugs are readily available to a broad audience, contributing significantly to the market's expansion.

The increasing focus on OTC for Kids is a noteworthy trend within the OTC drug market. As parents become more vigilant about the health and wellness of their children, there is a growing demand for safe and effective OTC solutions tailored specifically for pediatric use. This segment is characterized by products that are formulated to meet the unique physiological needs of children, ensuring both safety and efficacy. The development of kid-friendly formulations, such as chewable tablets and flavored syrups, has made it easier for parents to administer medications to their children, enhancing compliance and treatment outcomes. As awareness about pediatric health continues to rise, the market for OTC products designed for children is expected to expand, offering significant growth opportunities for manufacturers.

From a regional perspective, North America and Europe currently dominate the OTC drug market, driven by well-established healthcare infrastructures and high consumer awareness levels. These regions benefit from supportive regulatory frameworks that facilitate the easy availability of OTC drugs. However, the Asia Pacific region is expected to witness the fastest growth over the forecast period, with a rising middle-class population and increasing healthcare expenditures. The surging demand for OTC medications in emerging economies such as China and India is a testament to the region's potential, supported by rapid urbanization and improved access to healthcare information. Latin America and the Middle East & Africa, although smaller in market share, present lucrative opportunities for growth due to rising disposable incomes and evolving healthcare needs.

Product Type Analysis

The OTC drug market is segmented into various

Over The Counter (OTC) Drugs Market size was valued at USD 196.86 Billion in 2024 and is projected to reach USD 367.08 Billion by 2032, growing at a CAGR of 8.10% from 2026 to 2032. Over The Counter (OTC) Drugs Market has grown rapidly in recent decades. There is a spike in the growth of the Over The Counter (OTC) Drugs Market due to the increase in the adoption rate of OTC drugs. Also, the demand is increasing because it is affordable to most consumers. Due to technological advancements, there are new drugs in the market which in turn is driving the Over The Counter (OTC) Drugs Market. In addition, there is more awareness among the people in regard to the applications of these drugs which in turn is fueling up the growth of the market.Growing knowledge of personalized medication for minor illnesses and the implementation of treatment protocols by healthcare players, as well as the rapidly increasing chronic diseases, are some of the main driving forces resulting in impressive new drug production and positively impacting the growth of the Over The Counter (OTC) Drugs Market. Furthermore, the growing geriatric population with chronic diseases, a change in consumer attitudes toward self-medication, and the affordability of OTC drugs are all contributing to market growth.The factors such as strong competition among existing players, the high possibility of drug abuse and addiction, the complications and seriousness of taking incorrect drugs due to misdiagnosis or incorrect self-diagnosis, and a lack of knowledge among the rural population in developing and underdeveloped economies are restraining the growth of Global Over The Counter (OTC) Drugs Market.

Egypt Over the counter (OTC) Drugs Market was valued at USD 725.76 Million in 2023 and is anticipated to project impressive growth in the forecast period with a CAGR of 5.39% through 2029.

The global over the counter (OTC) drugs market was valued at USD 179.06 Billion in 2024 and is expected to grow at a CAGR of 6.90%, reaching USD 348.96 Billion by 2034. The market growth is driven by expanding healthcare access, strong presence of multinational pharmaceutical players, and higher consumer preference for cost-effective, non-prescription medicines. Advancements in product formulations, coupled with digital health platforms and rising focus on wellness, are anticipated to boost growth throughout the forecast period.

Key Market Trends and Insights

• Based on product type, the cold and cough remedies segment held nearly 30% of the market during the historical period.
• By route of administration, the oral category led the market during the historical period.
• Based on distribution channel, retail pharmacies captured the major share during the historical period.

Market Size and Forecast

• Market Size (2024): USD 179.06 Billion
• Projected Market Size (2034): USD 348.96 Billion
• CAGR (2025-2034): 6.90%

The North America Over The Counter (OTC) Drugs market report offers a thorough competitive analysis, mapping key players’ strategies, market share, and business models. It provides insights into competitor dynamics, helping companies align their strategies with the current market landscape and future trends.

The global OTC drug market, valued at $137.39B in 2025, is projected to grow steadily, driven by chronic disease prevalence, aging populations, and rising healthcare costs. Explore key market trends, segments (analgesics, dermatology, VMS), leading companies, and regional analysis in this comprehensive market overview. Recent developments include: April 2024: Amneal Pharmaceuticals Inc. received the US Food and Drug Administration approval for over-the-counter naloxone hydrochloride nasal spray, which can be used in the treatment of drug overdose from opioids, including heroin, fentanyl, and prescription opioid medicines., March 2024: Perrigo launched the OTC birth control pill Opill, which was approved by the US Food and Drug Administration. This pill can be purchased without a prescription from in-store and online retailers in the United States.. Key drivers for this market are: High Cost of Rx Drugs Leading to Shift Towards OTC Drugs, Increasing Approval of OTC Drugs. Potential restraints include: High Cost of Rx Drugs Leading to Shift Towards OTC Drugs, Increasing Approval of OTC Drugs. Notable trends are: The Cough, Cold, and Flu Products Segment is Expected to Witness Significant Growth Over the Forecast Period.

The Asia-Pacific Over-The-Counter (OTC) Drugs Market Report is Segmented by Product Type (Cough, Cold, and Flu Medicines, Analgesics, Dermatology OTC, and More), Formulation Type (Tablets & Capsules, Liquids & Syrups, and More), Distribution Channel (Hospital Pharmacies, Retail Pharmacies & Drugstores, and More), and Country (China, Japan, India, and More). The Market Forecasts are Provided in Terms of Value (USD).

The report covers Asia Pacific Over-the-Counter (OTC) Drugs Market size at USD 20 billion in 2023, featuring growth potential, key players, and industry trends shaping the market.

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.