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Circana Inspire: The State of Consumer Health Care

Circana

Circana Media

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: Circana
    Circana
  • Jun 6
  • 1 min read

Updated: 3 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.



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