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In 2024, the consumer health landscape in the US is marked by a moderated environment across various categories. Inflationary pressures have eased, leading to slightly slower price increases, while seasonal categories such as cough, cold, and allergy remedies (CCAs) continue to stabilise after the peaks observed in 2022. Private label offerings have also moderated, as the cost of branded products has normalised and supply chain efficiencies improved.

Euromonitor International's Consumer Health in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Health market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer health in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for consumer health?

MARKET INDICATORS

• Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
• Table 2 Life Expectancy at Birth 2019-2024

MARKET DATA

• Table 3 Sales of Consumer Health by Category: Value 2019-2024
• Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
• Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
• Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
• Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
• Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
• Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
• Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
• Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029

APPENDIX

• OTC registration and classification
• Vitamins and dietary supplements registration and classification
• Self-medication/self-care and preventive medicine
• Switches

DISCLAIMER

DEFINITIONS

SOURCES

• Summary 1 Research Sources

ANALGESICS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Analgesics overall to see a softer value performance in 2024
• A new class of pain relief prescription medicine could bring change to analgesics
• Continued momentum in topical analgesics/anaesthetic fuelled by new product launches

PROSPECTS AND OPPORTUNITIES

• Aspirin and naproxen to witness continued declines over the forecast period
• Emphasis on menstrual health could lead to combination menstrual pain management products
• Paediatric-oriented players could disrupt analgesics through format and ingredient formulations

CATEGORY DATA

• Table 12 Sales of Analgesics by Category: Value 2019-2024
• Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
• Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
• Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
• Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
• Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Cough, cold and allergy (hay fever) remedies continues its return to normality
• Private label momentum slows amidst easing price pressures
• Haleon's Robitussin recalled for microbial contamination

PROSPECTS AND OPPORTUNITIES

• Climate change to influence stable consumer uptake for cough, cold, and allergy remedies
• FDA's phenylephrine ruling could disrupt major players in cough and cold remedies
• Pharyngeal preparations to experience cannibalisation from medicated confectionery

CATEGORY DATA

• Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
• Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
• Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
• Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
• Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
• Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029

DIGESTIVE REMEDIES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Digestive remedies continues to benefit from post-pandemic health changes and wellness-oriented product developments
• Digestive remedies direct-to-consumer disruptor brand Wonderbelly enters CVS
• Big brands and direct-to-consumer brands compete with product launches

PROSPECTS AND OPPORTUNITIES

• Laxatives well-positioned for US demographic shifts
• PPIs set to see significantly reduced consumer intake over the forecast period due to side-effects and substitutes
• Digestive support products positioned for women's health could witness heightened mergers and acquisitions activity

CATEGORY DATA

• Table 24 Sales of Digestive Remedies by Category: Value 2019-2024
• Table 25 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
• Table 26 NBO Company Shares of Digestive Remedies: % Value 2020-2024
• Table 27 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
• Table 28 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
• Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029

DERMATOLOGICALS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mixed performance expected in dermatologicals in 2024, as consumers continue struggling with inflation, economic uncertainty, and ongoing price increases
• New policy changes and rise in service-based offerings expected to impact the performance of antiparasitics/lice (head and body) treatments
• Top consumer priorities of safety and skin health spur innovation in dermatologicals

PROSPECTS AND OPPORTUNITIES

• Consumer interest in natural and non-medicated solutions could moderate the growth of dermatologicals over the forecast period
• Digital engagement could provide a promising avenue to improve brand perception, build communities, and educate consumers
• The competitive environment is set to intensify, with rising pressure expected from beauty and personal care, as well as prescription-based offerings

CATEGORY DATA

• Table 30 Sales of Dermatologicals by Category: Value 2019-2024
• Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
• Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
• Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
• Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
• Table 35 Forecast Sales of Dermatologicals by Category: Value 2024-2029
• Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029

NRT SMOKING CESSATION AIDS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Patch format continues to witness a stagnant performance
• Haleon's international divestments hint at uncertain trajectory for the domestic landscape
• More direct-to-consumer brands on the horizon

PROSPECTS AND OPPORTUNITIES

• Nicotine cessation medication: Potential category disruptor?
• Uncertain regulatory landscape for ZYN nicotine pouches could benefit traditional NRT solutions
• Vaping and usage of nicotine pouches increasing amongst younger generations in the US

CATEGORY INDICATORS

• Table 37 Number of Smokers by Gender 2019-2024

CATEGORY DATA

• Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
• Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
• Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
• Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
• Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
• Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029

SLEEP AIDS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value growth in sleep aids continues to fall as traditional products lose their edge
• Natural sleep support ingredients see benefits from digital trends, such as the "sleepy girl mocktail"
• DTC and legacy brands look to innovate through sleep supplementation in new product launches

PROSPECTS AND OPPORTUNITIES

• How legacy players will look to innovate in a category under threat
• Retail e-commerce expected to continue to play a major role in the future of sleep aids and sleep adjacent categories
• Paediatric sleep products could move away from melatonin positioning due to concerns

CATEGORY DATA

• Table 44 Sales of Sleep Aids: Value 2019-2024
• Table 45 Sales of Sleep Aids: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Sleep Aids: % Value 2020-2024
• Table 47 LBN Brand Shares of Sleep Aids: % Value 2021-2024
• Table 48 Forecast Sales of Sleep Aids: Value 2024-2029
• Table 49 Forecast Sales of Sleep Aids: % Value Growth 2024-2029

EYE CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The heightened allergy season is driving demand for allergy eye care products and sparking innovation
• Dry eye conditions remain at the forefront of advances in eye care offerings
• Recalls of eye drops highlight the significance of eye health education

PROSPECTS AND OPPORTUNITIES

• Worsening climate conditions present an opportunity for eye care players
• Sustainable formulations will be a crucial factor in terms of premiumisation
• Beauty positioning shows promise for standard eye care

CATEGORY DATA

• Table 50 Sales of Eye Care by Category: Value 2019-2024
• Table 51 Sales of Eye Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Eye Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Eye Care: % Value 2021-2024
• Table 54 Forecast Sales of Eye Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029

WOUND CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Maturity continues to limit growth in wound care
• Kenvue remains at the forefront of wound care, offering a diverse range of high-quality products
• Retail e-commerce emerges as a popular distribution channel for wound care

PROSPECTS AND OPPORTUNITIES

• Product innovation, while currently constrained, will be key to drive value growth
• Dangerous "forever chemicals" may hinder the growth prospects for wound care
• Maturity and declining population to limit volume growth; however, sustainability credentials set to become an important selling point

CATEGORY DATA

• Table 56 Sales of Wound Care by Category: Value 2019-2024
• Table 57 Sales of Wound Care by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Wound Care: % Value 2020-2024
• Table 59 LBN Brand Shares of Wound Care: % Value 2021-2024
• Table 60 Forecast Sales of Wound Care by Category: Value 2024-2029
• Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029

VITAMINS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Vitamins maintains a steady value growth performance
• Unique marketing tactics to stimulate growth
• Private label benefits from affordability and value

PROSPECTS AND OPPORTUNITIES

• Vitamins set to face increasing rivalry from functional food and drinks
• Rise in personalised approach to focus on targeted health concerns
• Innovation is key to ensuring continuous growth in value sales

CATEGORY DATA

• Table 62 Sales of Vitamins by Category: Value 2019-2024
• Table 63 Sales of Vitamins by Category: % Value Growth 2019-2024
• Table 64 Sales of Multivitamins by Positioning: % Value 2019-2024
• Table 65 NBO Company Shares of Vitamins: % Value 2020-2024
• Table 66 LBN Brand Shares of Vitamins: % Value 2021-2024
• Table 67 Forecast Sales of Vitamins by Category: Value 2024-2029
• Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029

DIETARY SUPPLEMENTS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Dietary supplements experiences steady value growth; protein-rich dietary supplements benefit from heightened health awareness
• The rise of mergers and acquisitions in the wellness industry
• New supplement guidelines adopted by Amazon

PROSPECTS AND OPPORTUNITIES

• Dietary supplements set to maintain solid growth; launches will be targeted towards specific consumer groups
• Products for women's health and beauty from within on the rise
• Multifunctionality and personalisation set to gain further momentum

CATEGORY DATA

• Table 69 Sales of Dietary Supplements by Category: Value 2019-2024
• Table 70 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
• Table 71 Sales of Dietary Supplements by Positioning: % Value 2019-2024
• Table 72 NBO Company Shares of Dietary Supplements: % Value 2020-2024
• Table 73 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
• Table 74 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
• Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029

WEIGHT MANAGEMENT AND WELLBEING IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Weight management and wellbeing sees a steeper value decline
• Legislative restrictions on sale of diet pills and muscle-building supplements to teens
• Changing perception of methods of weight loss

PROSPECTS AND OPPORTUNITIES

• Consumers' potential re-entry to the category after taking GLP-1 drugs
• Lifestyle shifts in terms of diet and exercise remain top-of-mind for weight management consumers
• GLP-1 support products on the rise in weight management and wellbeing

CATEGORY DATA

• Table 76 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
• Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
• Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
• Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
• Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
• Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029

SPORTS NUTRITION IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Another strong year for sports nutrition, owing to an increased focus on health and fitness
• Innovation plays a crucial role in reaching a broader audience
• Retail e-commerce and omnichannel strategy strengthen penetration of sports nutrition

PROSPECTS AND OPPORTUNITIES

• Personalisation set to gain momentum in sports nutrition
• Cross-industry competition increases in response to the blurring wellness concept
• Sustainable sports nutrition set to gain further momentum

CATEGORY DATA

• Table 82 Sales of Sports Nutrition by Category: Value 2019-2024
• Table 83 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
• Table 84 NBO Company Shares of Sports Nutrition: % Value 2020-2024
• Table 85 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
• Table 86 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
• Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029

HERBAL/TRADITIONAL PRODUCTS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Herbal/traditional products experiences another year of growth
• Innovation is key to maintaining growth for herbal/traditional products
• Rise of adaptogens and mushrooms as brain and cognitive health products

PROSPECTS AND OPPORTUNITIES

• Mixed performance of herbal/traditional dietary supplements as a method for weight loss
• Continued interest in women's health could highlight menstrual health support and drive integrated solutions for managing menstrual pain
• Concerns about efficacy and safety could lead to further regulation, hinting at the potential slower growth of herbal/traditional products

CATEGORY DATA

• Table 88 Sales of Herbal/Traditional Products by Category: Value 2019-2024
• Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
• Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
• Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
• Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
• Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029

PAEDIATRIC CONSUMER HEALTH IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Paediatric analgesics and cough, cold and allergy remedies set to continue to decline from their 2022 peak
• Paediatric sleep offerings to expand ingredient innovation beyond melatonin products
• Increased emphasis on monitoring nutritional trends and balanced supplement intake

PROSPECTS AND OPPORTUNITIES

• Opportunities for players in paediatric analgesics to disrupt the market through format and ingredient innovation
• Focus on natural/herbal trends, and new launches to widen the customer base
• Positive outlook for paediatric vitamins and dietary supplements

CATEGORY DATA

• Table 94 Sales of Paediatric Consumer Health by Category: Value 2019-2024
• Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
• Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
• Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
• Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
• Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029