The over-the-counter (OTC) medicine market in Brazil is a highly competitive space, where brands are not only vying for shelf space but also for consumer trust and attention.
While attractive packaging, promotional campaigns, and digital presence play an important role, many brands still fall short of building a strong, consistent, and long-term brand foundation. The question is no longer just how to exist — it’s how to meaningfully redefine a brand’s presence in people’s lives. The true value of an OTC brand comes from an alchemy between a clear identity and the consumer’s authentic perception of it.
The OTC consumer: a protagonist in search of meaning
Several factors shape the complexity of the Brazilian OTC market: a wide range of product options, the growing presence of private labels and generics, the rise of e-commerce, and strict regulatory frameworks. Even so, one trend clearly stands out — consumers are taking a more proactive role in managing their health and well-being.
According to the health portal Futuro da Saúde, the OTC market in Brazil generated approximately R$ 16.4 billion in 2023, with projections pointing to R$ 35.5 billion by 2032.
This growth reflects a broader shift in behavior. A 2024 survey commissioned by Bayer found that 84% of Brazilians actively seek a self-care routine — signaling a new type of consumer: more informed, more autonomous, and more invested in their own health journey.
At the same time, there is increasing demand for brands that stand for something. A study by Accenture revealed that over 80% of Brazilian consumers prefer to buy from companies that align with their personal values. Ethical and sustainable practices also matter: a majority of Brazilians are willing to pay more for environmentally friendly products, as shown in a study published by EXAME focused on water management and corporate responsibility.
These findings point to both a gap and an opportunity: brands that have yet to form deep emotional connections with consumers have meaningful space to occupy.
The foundations of a resonant OTC brand
To stand out in such a competitive market, a good product is no longer enough. Every consumer touchpoint must reflect the brand’s identity and contribute to a consistent, meaningful experience — from its promise to its packaging, from digital platforms to customer service.
Packaging: Packaging must do more than attract — it should inform, inspire trust, and express the brand’s values. At the point of sale, where decisions happen fast, it must also stand out clearly.
Retail and POS: Welcoming environments, clear visual materials, and intuitive shopper journeys help transform the in-store experience into a moment of connection with the brand.
Activation: Campaigns and brand activations that stir emotion and reinforce identity are crucial for building memory and ongoing engagement.
Digital: Websites, social media, and support channels should deliver clear, accessible, and interactive information — along with fast and empathetic service.
Ongoing Relationships: Brands must maintain a constant dialogue with consumers, using digital platforms to build communities and strengthen ties over time.
The true value of an OTC brand lies in the combination of its clear identity, the promise it delivers, and the experience it provides. This coherence is what builds long-term brand equity, fostering consumer loyalty even in the face of fierce competition.
A compelling example is Dormi, by Esteve Laboratories — developed by our colleagues at CBA Paris. In a saturated market for sleep products, Dormi stood out by focusing on comfort and consumer well-being. The digital experience is personalized, offering wellness tips and empathetic customer support.
The Importance of 'why'
In a market flooded with products and often generic messaging, clearly communicating a brand’s “why” becomes a strategic differentiator. What does the brand stand for? Why does it exist? What kind of impact does it want to make? Brands that can answer these questions authentically are better positioned to create deeper, longer-lasting connections.
In an OTC market that is increasingly complex and competitive, winning attention demands more than visibility — it demands resonance. Brands that invest in identity, coherence, and experience don’t just sell — they become part of people’s lives. And that is the true long-term differentiator.
