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Consumer Health in the US

Publisher Euromonitor International
Published Sep 22, 2025
Length 127 Pages
SKU # EP20439517

Description

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.

Table of Contents

127 Pages
Consumer Health in the US
Euromonitor International
September 2025
List Of Contents And Tables
CONSUMER HEALTH IN THE US
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

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