- 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.