This fact sheet shows how innovation is the key driver of growth in consumer health, supported by IQVIA’s Innovation Tracker tool. Covering 88 countries across OTC, personal care, and nutrition categories, it benchmarks performance against competitors and tracks drivers such as new products, line extensions, price, and volume. From 2017–2020, innovation added +8.8% to OTC global growth, with line extensions contributing most. The tool uses pack-level audited data and dashboards to measure ROI, Freshness Index, launch timing, and portfolio impact. Insights help companies refine innovation strategy, assess market cannibalization, and sustain long-term growth.

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