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In 2011, the consumer health industry recorded the strongest growth in current value seen since 2003. In 2009, it had suffered from the impact of the economic downturn, whilst in 2010 there was a slowdown in local production due to NAFDAC (the regulatory agency) requiring an upgrade in production standards. It was therefore inevitable that in 2011 growth will be strong. There was an upsurge in specialist retail outlets in urban areas, with chemist/pharmacy brands, such as MedPlus and HealthPlus, increasing their visibility, offering specialist services, such as in house pharmacists’ advice. The high cost of medical care is one factor responsible for growth, with patients preferring to seek self-medication or pharmacists’ advice at the initial onset of less serious illnesses. Other factors driving growth include: population growth, especially babies and infants as well as young people generally; growing incomes among specific segments of the population; and the rapid pace of urbanisation.