IQVIA艾昆纬：2025年解锁消费者健康领域的全球品类成功报告（英文版）

Digestive health has emerged as a consistent growth driver, showing resilience despite economic challenges, with the category’s success driven by increasing consumer awareness of gut health and the benefits of using products such as probiotics. Other categories, such as vitamins, minerals, and supplements (VMS), have also rebounded post-COVID. It is in these non-traditional categories where opportunities are emerging. Taking Digestive health as an example, Probiotics have been outperforming the