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Circana Inspire: The State of Consumer Health Care

Kristin Hornberger

Executive Vice President and Practice Leader Wellness, Beauty, and Homecare.

We’re not just seeing changing trends in terms of what consumers want in wellness – we’re seeing shifts in how and where they research wellness trends.

  • Writer: Kristin Hornberger
    Kristin Hornberger
  • Jun 6
  • 1 min read

Updated: 5 days ago

The U.S. consumer health care market achieved sales of more than $100 billion in 2024, with growth outpacing total multi-outlet retail. Consumers continue to take a more holistic approach to overall well-being, addressing their physical, mental and social needs. This report explores innovation in this space and identifies enduring and emerging trends for future growth.


Key highlights:


  • U.S. consumer health care posted above-average growth of 4% to reach $103 billion in 2024, outpacing total multi-outlet retail’s growth of 2.4%. Unit sales were back in positive territory after two years of declines.

  • Gen Z, who continue to pull increasing economic weight annually, are early and heavy buyers of many challenger brands.

  • Nutritionals, oral care and women’s health are all key growth areas for consideration, along with more holistic need states associated with sleep, stress and mood.

  • Consumers are increasingly making their health care product purchases online, in club stores, and in mass stores. The drug channel continues to struggle.



About the author

Hornberger is executive vice president and practice leader, wellness, beauty, and homecare at Circana, where she plays a vital role in driving success and forging strategic partnerships with global clients, delivering invaluable insights and growth opportunities.


With more than 20 years’ experience, Hornberger has become a trusted expert in healthcare, nutritionals, skincare, and home. She leverages her deep industry knowledge to support a global clientele, enabling her clients to make informed decisions and stay ahead in a competitive landscape. Her expertise extends to evaluating new products and challenger brands, especially among digitally native brands migrating into the brick-and-mortar space, where she excels in identifying emerging trends and opportunities.


Hornberger is a board member of the Consumer Healthcare Products Association (CHPA).

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