The UK’s Consumer Health sector, spanning cosmetics, dentistry, ophthalmology, fertility and veterinary care, is facing a notable shift in how talent is attracted, compensated, and retained. Compass Associates’ Consumer Health Salary Benchmarking Report reveals not just what employers are paying, but why they’re paying it, and what the numbers signal about the road ahead.
Wage inflation within Consumer Health is here, but it’s not evenly distributed
Across all Consumer Health markets, salaries are trending upwards, however the story is more complex than simple inflation. Strategic salary uplifts are concentrated in roles and regions where candidate shortages are most prevalent. For instance:
- Fertility Nurses in London are now commanding salaries of up to £58,000, reflecting high competition and a shrinking clinical workforce.
- Regional Managers in Dentistry can earn £95,000 to £115,000 in London, a figure significantly higher than their national counterparts.
- Veterinary Surgeons in Inner London are averaging £42,000, outpacing many regional packages by over 20%.
These differences reflect the urgency employers feel to secure critical talent in high-demand geographies and specialties. The Compass Associates 2026 Consumer Health Salary Benchmarking Report serves as a resource for organisations and candidates alike, offering clear insights into salary expectations across key commercial roles, including Director of Business Development, Head of Business Development, Business Development Manager, Bid Manager, and Tender Manager.
Download our salary benchmarking report
What are candidates within Consumer Health prioritising in 2026?
Candidates are no longer driven by salary alone, it’s just one part of a broader decision-making process. Salary is a lever but it’s being pulled alongside others:
- Career progression: Roles with defined development pathways are in higher demand, particularly in the cosmetics and veterinary sectors.
- CPD support: Funding for professional development is now a competitive differentiator, especially in nursing and clinical roles.
- Flexibility: From hybrid working in commercial roles to more humane shift structures in clinics, flexible models are a major draw.
Employers who invest only in headline salaries, without bolstering these wider propositions, risk losing candidates to better-rounded competitors: often large corporates who have made employer branding a priority.
NHS pressure-points continue to shape the market
In sectors like dentistry, audiology, and ophthalmology, NHS contract limitations are making it increasingly difficult for providers to offer competitive packages. As a result, there’s a pronounced shift toward private sector roles, which offer:
- More competitive salaries
- Greater role autonomy
- Less administrative burden
This migration is altering the talent pipeline and leaving NHS-aligned services with prolonged vacancies, especially for clinical roles.
The international talent gap impacting veterinary and dental sectors
For the veterinary and dental sectors in particular, the loss of EU-sourced candidates has created a lasting deficit. Combined with increased visa friction and lower international interest in relocating to the UK, providers now face a constrained domestic talent pool, one that demands more and gives employers less room to negotiate.
What does this mean for employers looking to recruit within Consumer Health?
Employers in Consumer Health must evolve, or risk being left behind. The data points to three clear imperatives:
- Benchmark intelligently: Knowing your sector’s salary norms by role and region is no longer optional, it’s strategic.
- Invest beyond salary: CPD, flexibility, and visible career growth matter as much as financial compensation.
- Embrace employer branding: Candidates are choosing employers the way consumers choose products based on values, benefits, and brand promise.
The data tells a compelling story: talent is in control. The most successful organisations will be those that listen, adapt, and lead with purpose.
Looking to attract new candidates and improve retention?
At Compass Associates, we partner with providers across the consumer health space to offer salary benchmarking, recruitment strategy, and access to hard-to-reach talent pools. If you’d like to understand how your packages stack up against your competition or how to futureproof your workforce, our consultants are happy to help.
Looking for your next role in Consumer Health?
Our Healthcare team is comprised of two dedicated teams focusing on mid to senior level management and clinical vacancies exclusively across the private acute, consumer health, digital health, diagnostics, primary care, secondary care and community markets, covering the whole of the UK.