Winning in CPG Health Care

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.