Post-COVID Emergent Trends in Consumer Buying Behaviour for Pharma-OTC Sector

Abstract

Good health is a fundamental human necessity, and access to quality healthcare is vital for a nation's development. Article 21 of the Indian Constitution guarantees the right to life and liberty, but providing optimal public healthcare, especially in rural areas, remains challenging for a rapidly growing population. In this context, self-medication and Over-The-Counter (OTC) products play a crucial role. OTC products, including medicines and personal care items like sanitisers, nutrient supplements, and pregnancy kits, can be purchased without prescriptions. The COVID-19 pandemic has been a global health crisis and an unprecedented socio-economic challenge, deeply impacting industries worldwide. However, the FMCG and pharmaceutical sectors have thrived due to the essential nature of their products. The pandemic has accelerated growth in the OTC segment, creating new opportunities for pharmaceutical companies. This research aims to explore emerging consumer behaviour trends in the pharma-OTC category post-COVID-19 and provide strategic recommendations for companies to capitalize on these trends.