In the second part of HBW Insight’s exclusive interview with OTC industry veteran Birgit Schuhbauer, we discuss the trends that will shape the future of consumer health. Drawing on her extensive experience in consumer health, most recently as global vice president of J&J’s Self Care franchise and president of the AESGP,Schuhbauer gives her views on: consumer shifts towards self-care and prevention, digitalisation and e-commerce, supply chain resilience and sustainability. Schuhbauer also gives an insider perspective on moves by companies like Kenvue and Haleon to spin out as independent OTC players, and the implications for Rx-to-OTC switch, for example.