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Consumer health is seeing positive growth in the US in 2025. Many categories are mature while private label continues to impinge on the value shares of manufacturer brands. However, there have been shifts in distribution strategies, developments on the government front, and continued efforts on the part of brands to differentiate in order to drive growth forward which has allowed some companies to gain market share.

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer Health in 2025: The big picture
• Key trends in 2025
• Competitive landscape
• Channel developments
• What next for Consumer Health?

MARKET INDICATORS

• Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
• Table 2 Life Expectancy at Birth 2020-2025

MARKET DATA

• Table 3 Sales of Consumer Health by Category: Value 2020-2025
• Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
• Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
• Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
• Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
• Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
• Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
• Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
• Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030

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

2025 DEVELOPMENTS

• Sales of analgesics remain stable in 2025 but the category faces challenges
• Product innovation and targeted marketing create value growth
• Pharmacies leads sales but lose share to other channels

PROSPECTS AND OPPORTUNITIES

• Market maturity could force players to explore new opportunities
• Digital technologies and wellness partnerships present opportunities
• ACNU rule creates a new class of OTC drug

CATEGORY DATA

• Table 12 Sales of Analgesics by Category: Value 2020-2025
• Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
• Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
• Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
• Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
• Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030

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

KEY DATA FINDINGS

2025 DEVELOPMENTS

• FDA proposes ending the use of oral phenylephrine in nasal decongestants
• Brands and private label go head to head
• E-commerce, supermarkets and hypermarkets take share from pharmacies

PROSPECTS AND OPPORTUNITIES

• Vaccinations under threat following the appointment of Robert F. Kennedy Jr
• Search technology evolving toward conversation and a human-like interface
• Innovation in sustainable packaging will acquire more momentum

CATEGORY DATA

• Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
• Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
• Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
• Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
• Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
• Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030

DIGESTIVE REMEDIES IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Digestive remedies sees steady growth in 2025 backed by new innovations
• Market expands thanks to investment in new innovations
• Strength of hypermarket channel highlights fluidity of online to offline for consumers

PROSPECTS AND OPPORTUNITIES

• Digestive remedies could be challenged by non-drug options over the forecast period
• New technology and digital apps promise opportunities for partnership
• The ACNU Final Rule may have implications for digestive remedies

CATEGORY DATA

• Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
• Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
• Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
• Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
• Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
• Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030

DERMATOLOGICALS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Dermatologicals sees modest growth with hair and scalp health a focus of sales
• Topical ointments facing stiff competition from alternative product formats
• Hair loss treatments a key focus of innovation as demand rises

PROSPECTS AND OPPORTUNITIES

• Consumer health and beauty products hold crossover potential
• AI helping to streamline and personalise skin diagnoses and treatment
• Pregnancy-safe dermatologicals positioned for growth

CATEGORY DATA

• Table 30 Sales of Dermatologicals by Category: Value 2020-2025
• Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
• Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
• Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
• Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
• Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
• Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030

NRT SMOKING CESSATION AIDS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Value sales of NRT smoking cessation aids set to decline in 2025
• Jones finds success by coupling fresh marketing with therapy
• E-commerce on the rise as consumers seek convenience and discretion

PROSPECTS AND OPPORTUNITIES

• Modern oral nicotine products may impact demand for NRT smoking cessation aids
• New prescription NRTs could impact the future of OTC products
• FDA seeks to reduce nicotine content in tobacco products

CATEGORY INDICATORS

• Table 37 Number of Smokers by Gender 2020-2025

CATEGORY DATA

• Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
• Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
• Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
• Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
• Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
• Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030

SLEEP AIDS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Holistic wellness overtakes oral medications in promoting better sleep
• Players experiment with new drug-free formats to encourage engagement
• E-commerce wins share while OLLY and Nature Made Sleep see healthy growth

PROSPECTS AND OPPORTUNITIES

• Research into women's health provides compelling future prospects for sleep aids
• Shortages of botanical ingredients could push consumers to alternative solutions
• Sleep aids facing an uncertain future as consumers explore new solutions to healthy sleep

CATEGORY DATA

• Table 44 Sales of Sleep Aids: Value 2020-2025
• Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
• Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
• Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
• Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
• Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030

EYE CARE IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Consumers place their trust in branded products in 2025
• Innovation and patent protection sustains competition in eye care
• E-commerce thriving as consumers look for convenience and cost savings

PROSPECTS AND OPPORTUNITIES

• Eye care is well positioned for growth over the forecast period
• Innovation in eye care delivery systems set to drive brand differentiation
• Eye wellness directs the conversation to everyday habits and the association of eye health with beauty

CATEGORY DATA

• Table 50 Sales of Eye Care by Category: Value 2020-2025
• Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
• Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
• Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
• Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
• Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030

WOUND CARE IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Wound care sees modest growth amid market maturity and limited innovation
• Kenvue leads US Wound Care market with Innovation and brand strength
• E-commerce making gains in wound care

PROSPECTS AND OPPORTUNITIES

• Active lifestyles and eco-consciousness set to shape the future of wound care
• Innovation gaps and emerging technologies in wound care
• Smart bandages: the future of chronic wound management

CATEGORY DATA

• Table 56 Sales of Wound Care by Category: Value 2020-2025
• Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
• Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
• Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
• Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
• Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030

VITAMINS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Value sales of vitamins rise in 2025 amid a growing focus on preventative health
• Nature Made remains on top but private label benefits from innovation to win share
• E-commerce extends its leading position in vitamins

PROSPECTS AND OPPORTUNITIES

• Positive outlook for vitamins driven by holistic health trends and innovation
• Functional wellness products pose growing competition to vitamins
• Personalised solutions: the next frontier in the US vitamins market

CATEGORY DATA

• Table 62 Sales of Vitamins by Category: Value 2020-2025
• Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
• Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
• Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
• Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
• Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
• Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030

DIETARY SUPPLEMENTS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• The wellness boom reshaping the US dietary supplements market
• Competition heats up in a fragmented landscape
• E-commerce and social media leads the dietary supplements revolution

PROSPECTS AND OPPORTUNITIES

• Dietary supplements set for strong growth, with an increasing focus on personalisation and multifunctionality
• Beauty and gut health dietary supplements to redefine the wellness landscape
• Ageing population looking for support in leading longer and healthier lives

CATEGORY DATA

• Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
• Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
• Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
• Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
• Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
• Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
• Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030

WEIGHT MANAGEMENT AND WELLBEING IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Prescription weight loss medications take a bite out of the market
• Supplement nutrition drinks with added protein driving growth
• Legacy diet brands shift focus offering nutrient-dense healthy meals and weight management prescriptions

PROSPECTS AND OPPORTUNITIES

• Expanding access to GLP-1 medications will transform weight loss over the forecast period
• Opportunity for new products which complement and support GLP-1 users
• GLP-1 medications set to present challenges and opportunities

CATEGORY DATA

• Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
• Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
• Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
• Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
• Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
• Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030

SPORTS NUTRITION IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Sports nutrition remains a dynamic area of consumer health in 2025
• Glanbia maintains leadership in a competitive US sports nutrition market
• E-commerce leads distribution in 2025

PROSPECTS AND OPPORTUNITIES

• Evolving trends and product innovation to boost the market
• Increased personalisation set to be a feature of sports nutrition.
• Blurring boundaries: the integration of wellness, indulgence, and performance nutrition

CATEGORY DATA

• Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
• Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
• Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
• Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
• Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
• Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030

HERBAL/TRADITIONAL PRODUCTS IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for clean-label drugs on the rise with legislation prompting a national health movement
• Weight loss supplements and functional beverages formulated with botanicals fuelling growth
• E-commerce enables niche brands to reach more consumers

PROSPECTS AND OPPORTUNITIES

• Tariffs could impact prices
• Herbal/traditional dietary supplements: a growing ally to the US' ageing population
• Growing safety concerns could impact growth momentum

CATEGORY DATA

• Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
• Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
• Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
• Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
• Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
• Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030

PAEDIATRIC CONSUMER HEALTH IN THE US

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Paediatric consumer health focuses on clean and drug-free formulations
• Brand-driven success in paediatric health and wellness
• Social media triggering health concerns as more consumers shift online

PROSPECTS AND OPPORTUNITIES

• Focus set to fall on clean labels and non-drug formulations
• Nurturing wellness: the rise of natural paediatric vitamins and dietary supplements
• State-led regulatory changes and GLP-1 approval for adolescents on the horizon

CATEGORY DATA

• Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
• Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
• Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
• Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
• Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
• Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030