1、Circana,LLC|For public use1Winning in CPG Health CareJuly 2024Circana InspireCopyright 2024 Circana,LLC(“Circana”).All rights reserved.Circana,the Circana logo,and the names of Circana products and services are trademarks of Circana.All other trademarks are the property of their respective owners.Ci
2、rcana,LLC|For public use2 2Circana,LLC|For public useExecutive summaryAfter years of reactive purchases of health care products,consumers are taking the reins and proactively managing their wellness.Learn how the nearly$1 trillion U.S.consumer health care market is responding.Consumers are fighting
3、inflation,which is up 31%in the consumer health department.Prices are higher but some categories are more resistant to inflation than others.While the dollar and convenience channels remain the smallest multioutlet contributors to health care sales,they lead in percentage growth year over year.Growt
4、h in 2023 was driven by both large brands and emerging brands across traditional OTC,nutritionals,and personal careSocial media ad spend has increased dramatically in recent years,with the youngest consumers most likely to rely on social media for self-care inspiration,information,and/or guidance.In
5、novation has been focused on personal care,wellness,and elevating the consumer experience.Disruptive innovation accounted for$1.7 billion in sales in 2023 and included categories such as acne patches and full body deodorant.Opportunities for the proactive health care market:An understanding of consu
6、mer health care priorities,how they access information,and current purchase behaviorincluding where they shopcan help inform innovation.2Circana,LLC|For public useCircana,LLC|For public use3 3Consumer health care reached$98B,driven by e-commerce and brick&mortar store growthConsumer Health MULO+Sale
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