Cardiovascular epidemiology data shows there will be increasing opportunities for cholesterol lowering products and functional health products with heart health benefits, particularly in the UK, Germany, and the US; men are slightly more likely to be actively engaged in short-term health treatment and maintenance than women. Women are more likely to be actively engaged in improving their long-term well-being, and comprise 55% of that segment compared to 45% for men. In Europe, German consumers spend more on OTC drugs than any other country. Consumers in the UK and Netherlands also spend a significant amount of income on OTC drugs in a year. In these countries many consumers are more inclined to self-medicate and seek alternative methods of staying healthy, such as functional food and drinks. Overall, consumers are more likely to believe in the efficacy of functional health products targeting health conditions whose alleviation can be felt or seen in a relatively short amount of time, such as low energy levels, gut health, and skin, hair and nail health. Herbal supplements are generally less accepted by consumers than vitamins and minerals, which may be due to their perceived lower levels of efficacy or simply that fewer consumers are aware of the benefits. In essence, consumer demand for functional health products is motivated by two key elements: the trend towards overall health and an aging population concerned with long-term health.

Cardiovascular epidemiology data shows there will be increasing opportunities for cholesterol lowering products and functional health products with heart health benefits, particularly in the UK, Germany, and the US; men are slightly more likely to be actively engaged in short-term health treatment and maintenance than women. Women are more likely to be actively engaged in improving their long-term well-being, and comprise 55% of that segment compared to 45% for men. In Europe, German consumers spend more on OTC drugs than any other country. Consumers in the UK and Netherlands also spend a significant amount of income on OTC drugs in a year. In these countries many consumers are more inclined to self-medicate and seek alternative methods of staying healthy, such as functional food and drinks. Overall, consumers are more likely to believe in the efficacy of functional health products targeting health conditions whose alleviation can be felt or seen in a relatively short amount of time, such as low energy levels, gut health, and skin, hair and nail health. Herbal supplements are generally less accepted by consumers than vitamins and minerals, which may be due to their perceived lower levels of efficacy or simply that fewer consumers are aware of the benefits. In essence, consumer demand for functional health products is motivated by two key elements: the trend towards overall health and an aging population concerned with long-term health.