Self-care is the new healthcare.
Daily drills. Pivoting from clinical care to proactive rituals, consumer healthcare sales reached $107B, outpacing total retail, per Circana.
From supplements to personal care, traditional OTCs are giving way to products that manage stress, boost joy, and support healthy aging.
User-friendly. As consumers embrace wellness-first solutions, health is becoming commoditized. While drugstore sales decline, membership retailers and e-comm are up 11.5% and 16%, respectively. Converting on engagement, social shopping is gaining, with TikTok Shop generating $1.6B across personal care and health.
Holistic. Replacing OTC drugs with proactive regimens, nutritionals jumped 8% YoY to $2B, while personal care neared $1B. With 37% prioritizing stress reduction, the majority are turning to ingredients like magnesium and ashwagandha.
Sub-divide. Thinking long-term, Boomers and Gen X spend the most, favoring supplements for active aging and weight control over traditional cough drops, multivitamins, and flu meds.
Hitting $8B, women’s health is evolving with solutions for incontinence and feminine pain. Managing side effects and maximizing results, GLP-1-related self-care is driving demand for protein, GI relief, and aesthetic lip products.
Takeaway: Prevention is becoming the default as consumers create their own journeys, rewarding brands and retailers that blend health and self-care.
