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.