By Our Staff Writer
The US consumer healthcare market grew by over three percent in 2025 to reach $107 billion, surpassing overall retail growth, a latest study revealed. Growing consumer focus on proactive health and holistic well-being aimed at prevention, daily wellness routines and self-directed care over reactive treatment have contributed to the growth, according to the latest State of Consumer Healthcare study from Circana, DSN (Drug Store News) reported.
The report also showed that market growth is heavily concentrated in nutrition and personal care, demonstrating that wellness-driven shoppers view daily routines as essential health rituals. These categories are expanding rapidly due to increased consumer demand.
E-commerce and club channels experienced the most significant sales increases as consumers search for value and convenient shopping experiences. Social commerce is also accelerating, as platforms like TikTok not only play a growing role in health and personal care discovery, but are now becoming core commerce channels.
Additionally, AI-driven search, apps and agentic commerce are transforming how brands connect with consumers, and how consumers are purchasing self-care products and solutions.
“As consumers holistically and proactively navigate their physical and mental health, wellness has moved far beyond reactionary purchasing and treating symptoms,” according to Kristin Hornberger, executive vice president and practice leader for Wellness, Beauty and Homecare at Circana.
Beyond broad market growth, Circana’s research also highlighted several ongoing trends that continue to drive key areas of expansion within the healthcare industry. Weight management and protein consumption remain strong growth catalysts, sustained by the steady adoption of GLP-1 medications and an enduring focus on muscle health, it said.
The report also noted that mental health is no longer a niche within wellness; it is foundational. With reducing stress and anxiety ranking among their top health priorities, consumers are consistently seeking proactive stress management solutions.
