- Circana
- Jul 9, 2024
- 1 min read
Updated: Apr 25
Circana Inspire: July 2024
After years of reactive health care purchases, consumers are proactively managing their wellness. But they continue to fight inflation, up 31% in the consumer health department, and their wages have not kept up. This report uncovers opportunities in the nearly $1 trillion U.S. consumer health care market.
Highlights:
The dollar and convenience channels remain the smallest multioutlet contributors to health care sales, but they lead in percentage growth year over year.
Growth in 2023 was fueled by large and emerging brands across traditional OTC, nutrition, and personal care.
Innovation has been focused on personal care, wellness, and elevating the consumer experience.
Disruptive innovation accounted for around $1.7 billion in sales in 2023. These included categories like acne patches and full body deodorant.
An understanding of consumer health care priorities, how they access information, and current purchase behavior can help inform innovation.
