As healthcare systems across Africa, the Middle East and Turkey undergo a fundamental shift towards prevention, self-care is moving from a consumer trend to a strategic pillar of modern healthcare. Rising healthcare costs, changing demographics, growing consumer awareness and increasing pressure on health systems are creating new opportunities for companies that can expand access to trusted, science-based solutions. For Opella, these trends are reshaping both the healthcare landscape and the company’s growth ambitions across the region.
Now in its second year as an independent company, Opella is leveraging its global scale, healthcare expertise and portfolio of more than 100 brands to strengthen its position in the rapidly evolving self-care market. The Africa, Middle East and Turkey region is central to that strategy, offering significant growth potential while presenting a diverse set of market dynamics. From strengthening supply chains and local manufacturing capabilities to investing in health literacy, pharmacist education and digital engagement, Opella is looking beyond product availability to play a broader role in the region’s healthcare ecosystem.
In this interview, Feirouz Ellouze, GM for Africa, the Middle East and Turkey at Opella, discusses the business opportunities emerging from the region’s shift towards preventive healthcare and greater consumer empowerment. She shares her perspective on Opella’s growth strategy, the evolving role of self-care, the importance of local capabilities and partnerships, and the company’s Health³ sustainability agenda. She also outlines her long-term vision for positioning Opella as a leading partner in building more accessible, resilient and sustainable healthcare systems across AMET.
Opella recently celebrated its first year as an independent company. Can you introduce our readers to Opella and what sets it apart?
Opella is a global self-care company with a simple but ambitious mission: to put health in people’s hands by making self-care as simple as it should be. While we became an independent company in 2025, we build on decades of scientific expertise and a globally trusted healthcare heritage. Today, we are the world’s third-largest player in the over-the-counter (OTC) and vitamins, minerals and supplements (VMS) categories, serving around half a billion consumers through a portfolio of more than 100 brands globally.
What truly differentiates Opella is our belief that better health begins by empowering people to take a more active role in managing their everyday wellbeing. As healthcare systems continue to evolve, self-care is becoming an increasingly important part of the solution helping to expand access, support prevention, and build more resilient and sustainable healthcare systems. Everything we do is guided by one clear ambition: to make self-care more accessible to people, wherever they live.
Africa, the Middle East and Turkey are incredibly diverse markets. How important is the region to Opella’s long-term growth strategy?
The Africa, Middle East and Turkey (AMET) zone is strategically important to Opella because it brings together some of the world’s fastest-growing populations, rapidly evolving healthcare systems and a growing demand for accessible, high-quality self-care solutions.
Across the region, governments are making significant investments in prevention, health literacy and more sustainable healthcare systems. These priorities align closely with Opella’s purpose, creating a strong opportunity to expand access to effective self-care solutions while supporting national health priorities and improving long-term health outcomes. Saudi Arabia is an excellent example. The kingdom’s Health Sector Transformation Program under Vision 2030 is placing greater emphasis on prevention, patient empowerment and enhancing healthcare outcomes, creating strong momentum for self-care. Across Africa, meanwhile, growing populations and expanding healthcare access reinforce the importance of resilient local manufacturing and reliable supply chains.
At present, our operations are primarily dedicated to ensuring a reliable and uninterrupted supply of our products to consumers across the region. This commitment is supported by a resilient and agile manufacturing and distribution network designed to meet growing consumer healthcare needs while maintaining the highest standards of quality and compliance.
By partnering with trusted local manufacturing organisations across key markets, we are able to enhance supply security, improve responsiveness to market demand, strengthen business continuity, and create a more efficient and sustainable operating model. At Opella, our role extends beyond supplying products. We work closely with healthcare professionals, distributors, policymakers and other stakeholders across the healthcare ecosystem to improve health literacy, strengthen access to self-care and empower people to make informed decisions about managing their health.
Self-care has become one of the defining trends in modern healthcare. Why do you believe it is becoming increasingly relevant and important in today’s world?
Healthcare systems everywhere are facing similar challenges today; ageing populations, increasing prevalence of chronic diseases, growing consumer expectations, and rising pressure on healthcare resources. Self-care has an important role to play in addressing all these challenges. The market’s growth trend is also indicative of the rising awareness and importance of self-care among consumers. According to Euromonitor data, the global vitamins, minerals, and supplements (VMS) market has reached a value of $39.9bn, while the total global consumer healthcare market is estimated at $337.9bn. The VMS category is expected to grow at a compound annual growth rate (CAGR) of 2.3 per cent during the 2025-2030 period.
We see self-care as empowering people to confidently manage everyday health conditions using trusted, science-based solutions, while ensuring healthcare professionals can dedicate more time to patients with more complex medical needs. Importantly though, self-care is not about replacing healthcare professionals. It is about complementing healthcare systems through greater collaboration between consumers, pharmacists, physicians and healthcare providers.
The wider societal benefits associated with self-care are also becoming increasingly more evident. According to research from the Global Self-Care Federation, there remains up to 50 per cent additional potential for self-care to be unlocked by 2040. Realising this opportunity could save an estimated 13 billion hours of individual time, 2.2 billion hours of physician time each year and generate approximately $144bn in healthcare system savings.[1] These figures demonstrate that self-care is no longer simply a consumer trend, it is becoming a key pillar of sustainable healthcare systems.
Sustainability is another area where Opella has recently made significant progress with the launch of Health³. What does this new strategy represent?
Health³ represents the next evolution of how Opella approaches sustainability. It reflects our belief that healthier people, a healthier planet and a healthier business are fundamentally interconnected. Rather than treating these priorities separately, Health³ recognises that the greatest impact comes from advancing all three together. The launch builds on strong progress already achieved. In 2025, Opella exceeded all its sustainability targets, including achieving 100 per cent renewable electricity across operations, ensuring eligible manufacturing sites became landfill-free, sourcing all paper-based consumer packaging from certified sources, and reaching 238 million people through health awareness and responsible medicine use initiatives.
Looking ahead, our ambitions are even greater. We are currently working towards net-zero emissions by 2050, with science-based targets already validated by the Science Based Targets initiative (SBTi).
At the same time, we aim to improve health literacy for 50 million people annually and train 200,000 pharmacists by 2030, recognising the vital role pharmacists play in enabling responsible self-care.
Sustainability is not simply an environmental commitment for Opella, it is central to how we create long-term value for patients, consumers, communities and healthcare systems.
As the GM for Africa, Middle East and Turkey, what opportunities excite you most over the coming years?
This region is characterised by extraordinary diversity, but there is one common theme across almost every market: healthcare is becoming increasingly proactive rather than reactive.
Consumers today want greater ownership of their health. At the same time, governments are prioritising prevention and health literacy, while healthcare professionals are increasingly recognising the role self-care can play in improving outcomes. Together, these trends create major opportunities to improve healthcare in meaningful ways.
At Opella, we will continue to invest in innovation, expand access to efficient self-care solutions, and develop local capabilities wherever we operate. We also see considerable opportunity to further strengthen manufacturing, digital engagement and pharmacist education as demand for self-care continues to grow across the region.
Ultimately, our ambition is to help build healthier, more informed and more empowered communities while contributing to stronger and more sustainable healthcare systems.
Looking towards the future, what is your long-term vision for Opella across Africa, the Middle East and Turkey?
Our vision is to establish Opella as the region’s leading partner in advancing self-care. For us, success goes beyond commercial growth. It is measured by our ability to empower people to manage their everyday health with greater confidence, support stronger healthcare systems through prevention and education, and create lasting value for society.
The AMET zone represents tremendous opportunity, and we remain deeply committed to investing in its future. Whether by expanding access to trusted self-care solutions, strengthening local manufacturing capabilities, advancing sustainability through our Health³ strategy, or fostering partnerships across the healthcare ecosystem, our ambition remains the same: to put health in people’s hands, build more resilient healthcare systems, and help create healthier communities for generations to come.