Nearly 80% of U.S. consumers practice self-care, and 65% make it a priority. While the definition of self-care expands, it continues to encompass mental and social health, weight management, lifestyle and habits, and energy. This report examines consumer attitudes and behaviors to uncover opportunities that meet consumers where they are on their self-care journeys. 


  • Since the pandemic, consumers have shifted from reactive to proactive self-care activities. 
  • Consumers prioritize their mental and physical health, but how they address those areas varies. Older consumers rely on medical professionals, while younger consumers seek help from family. 
  • Manufacturers are responding to consumer needs with products that deliver specific benefits, such as gut health. Retailers are working to alter assortments to address self-care, and partner with health care providers to elevate the level of care offered. 
  • Products focused on mental health and hydration, and the use of technology in self-care and food for wellness, present areas of opportunity for consumers.