Consumer Health in 2025: The big picture
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.
Key trends in 2025
The US consumer health market is undergoing a transformative period marked by rapid technological advancements, evolving consumer expectations, and shifting regulatory frameworks. Key trends shaping the market include the rise of digital health solutions, increased demand for personalisation and transparency, and a growing focus on holistic wellbeing. For instance, Telehealth has gained significant traction, particularly in the wake of the COVID-19 pandemic and continues to thrive as consumers seek more convenient and accessible healthcare options. Mobile apps and digital platforms are empowering individuals to take control of their health—whether through fitness tracking, mental health support, or wellness management—reflecting a broader shift toward self-directed care.
Competitive landscape
2025 has been a year of internal company shake-ups amidst slipping sales and shifting priorities. Consumer health companies are narrowing their focus and juggling the impact of changing policy and the growth of digital platforms, as well as driving conversations around health and wellness. On the heels of Kenvue’s spin-off from Johnson & Johnson in 2023, and the formation of Haleon in 2022 following the demerger of GSK’s consumer healthcare division, Sanofi finalised the sale of a controlling stake in its consumer healthcare business, Opella Healthcare, in 2025. Separating its over-the-counter (OTC) business from the prescription side should enable both businesses to operate more nimbly and allow the Rx side to invest more in research and development. Successful prescription drugs have a high potential to stimulate sales whereas sales for many mature consumer health products are plateauing. This splintering trend is expected to continue. Last year Bayer considered spitting up its business departments but ultimately decided against the move.
Channel developments
Pharmacies remains the key distribution channel for the sale of many consumer health products. However, the channel has continued to see declining sales in current value terms in 2025. There are three major chains of pharmacies remaining in the US – Rite Aid, Walgreen’s, and CVS Health. In May 2025, Rite Aid announced a second bankruptcy and its plans to sell off its assets to a variety of operators including CVS Pharmacy and Walgreen’s as well as supermarkets Albertson’s, Kroger, and Giant Eagle. Walgreen’s recently announced its plan to close 1,200 stores over the next three years, with five hundred of those closures marked for 2025. CVS Health is the strongest of the three chains due to its vertical integration (CVS owns Aetna, a health insurance provider, and Caremark, a pharmacy benefits manager). Nonetheless, it still planned for 271 store closures in 2025.
What next for Consumer Health?
Consumer health is under pressure from multiple sides to reinvent itself. Changes in government legislation and access to medical providers are contributing to growth in prescriptions and slowing sales of OTC. Also, the definition of health and wellness is expanding to include lifestyle habits such as exercise and mental wellbeing. Encouraged by social media, consumers are focusing on a more holistic approach to their health, including improved diet and exercise, with a reduced focus on pharmaceutical products. To compete, consumer health brands must invest in innovation that aligns with preventative care and with growing areas like mental health and cognitive function. Brands should also be more intimately involved in conversations around health that are happening on digital platforms, while they should also look to develop their own wellness ecosystems.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in USA?
- Which are the leading brands in Consumer Health in USA?
- How are products distributed in Consumer Health in USA?
- How has the regulatory and operating environment for Consumer Health changed in USA?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in the US
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in the US
KEY DATA FINDINGS
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
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
Sleep Aids in the US
KEY DATA FINDINGS
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
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
Cough, Cold and Allergy (Hay Fever) Remedies in the US
KEY DATA FINDINGS
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
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
Dermatologicals in the US
KEY DATA FINDINGS
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
Consumer health and beauty products hold crossover potential
AI helping to streamline and personalise skin diagnoses and treatment
Pregnancy-safe dermatologicals positioned for growth
Digestive Remedies in the US
KEY DATA FINDINGS
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
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
Eye Care in the US
KEY DATA FINDINGS
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
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
NRT Smoking Cessation Aids in the US
KEY DATA FINDINGS
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
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
Wound Care in the US
KEY DATA FINDINGS
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
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
Sports Nutrition in the US
KEY DATA FINDINGS
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
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
Dietary Supplements in the US
KEY DATA FINDINGS
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
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
Vitamins in the US
KEY DATA FINDINGS
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
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
Weight Management and Wellbeing in the US
KEY DATA FINDINGS
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
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
Herbal/Traditional Products in the US
KEY DATA FINDINGS
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
Tariffs could impact prices
Herbal/traditional dietary supplements: a growing ally to the US’ ageing population
Growing safety concerns could impact growth momentum
Paediatric Consumer Health in the US
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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