API's Consumer division is a niche player in manufacturing over-the-counter (OTC) pharmaceuticals and also toiletry products. API has two sites in Auckland, New Zealand, from which it manufactures.

The OTC pharmaceuticals include products such as cough and cold treatments and analgesics. The toiletries products cover lines such as shampoo and body wash. The manufacturing facility is accredited to supply products to Australia. Its primary contract manufacturing customers are companies supplying products to pharmacy in Australia. The Consumer division also makes toiletries products under its own label, Health Basics, that are sold in supermarkets.

The Consumer division has a sales arm in New Zealand that focuses on health products. It is the sale representative for the Australian company Blackmore's in the New Zealand market.

The strength of the division lies in the considerable intellectual property it has for product formulations that can be used for its customers and development of its own brands.