By Amar Singh
Four accelerating trends are driving the “fortified health” movement and impacting retail strategy in the health and wellness sector. These trends indicate how consumers are seeking to increase their quality of life and control their health and wellness journeys.
Here’s a closer look at each trend:
• Metabolic optimization
A revolution in metabolic health is under way, led by breakthrough weight management medications and gut-focused innovations.
GLP-1 drugs like Wegovy and Ozempic have surged in popularity as effective obesity and diabetes treatments, curbing appetites and reshaping consumer habits. Food and beverage companies are responding to these patients’ needs with new products like smaller-portion frozen meals and high-protein snacks to ensure that GLP-1 users get sufficient nutrition even when they eat less.
This metabolic trend also extends into the wellness aisle. Consumers are exploring gut health as a path to better metabolism and immunity, spurring interest in gut-focused immunotherapies and probiotics. At-home microbiome testing kits like Viome now allow individuals to analyze their gut flora and receive personalized nutrition plans.
Even snacking is getting a functional makeover. Retailers like CVS have launched probiotic-infused treats (think probiotic popcorn and dried fruits) that blend indulgence with digestive benefits.
The result is a holistic approach to metabolic optimization in which pharmacies, grocers and brands collaborate to help consumers manage weight, blood sugar and overall wellness in tandem.
• Longevity
As the population ages and adopts a longevity mindset, brands are entering the “longevity economy” with products targeting healthy aging and enhanced quality of life.
Dietary supplements are a major focus. Collagen supplements have become mainstream, promising benefits for skin elasticity, joint health and “inner beauty.” Collagen peptides can be found in everything from powders and gummies to coffee creamers. Likewise, brain health supplements are on the rise as consumers look to preserve memory and cognitive function. The brain supplement category has been expanding with omega-3 blends, nootropic vitamins and even “biohacking” stacks aimed at maintaining mental sharpness into old age.
In beauty and personal care, companies are rebranding “antiaging” as “pro-longevity.” This means skin care lines formulated for mature skin that prioritize hydration, skin barrier strength and radiant health over simply erasing wrinkles. Age-friendly product design in the form of larger print on labels and easy-open packaging is also becoming more common.
For retailers, longevity products present a growth opportunity. Merchandising now includes dedicated sections for healthy aging, from collagen and immune support supplements to gentle skin care for seniors. Brands that cater to older adults’ desire to stay active, look good and feel good are finding a receptive audience across drug, grocery, mass and online channels.
• In-home care
Another trend transforming drug retail is how consumers, particularly older adults, are empowered to manage their health at home. Big retailers are investing in home-based care that brings medical services and monitoring into living rooms. For example, CVS Health has expanded into geriatric home care by acquiring providers of in-home medical visits and care coordination. These acquisitions have allowed CVS to offer seniors services like checkups, chronic disease management and even infusion therapies right in their homes, extending the pharmacy’s reach beyond the store.
Consumer electronics retailers are also jumping in. Best Buy’s health division now focuses on connecting seniors with easy-to-use health tech. It offers remote patient monitoring kits and emergency alert devices (with Geek Squad to install them), so patients can track vital signs or get help at the push of a button.
Wearable health tech is part of this empowerment story as well. Retailers and tech giants like Amazon are syncing devices with health. All these efforts enable consumers to confidently age in place.
For retail and CPG professionals, the implication is that the boundaries between retail, health care and home are blurring. Services and products that empower consumers to take control of their health — from telehealth and home care visits to smartwatches and connected blood pressure cuffs sold in stores — are becoming a key part of managing chronic diseases and overall health.
• Adaptive health
“Adaptive health,” which involves tailoring health solutions to the individual and the community, is reshaping retail strategies.
One aspect is personalized nutrition and wellness services. Startups like NourishRX (and others such as Nourish or Persona) connect consumers with personalized diet plans and dietitian consultants, often via apps or retailer partnerships. This means a consumer could get a tailored meal plan or supplement regimen based on her health profile, and retailers might fulfill those recommendations through curated product offerings or subscription services.
In women’s health, innovation has expanded beyond traditional categories, prompting retailers to adapt their assortments. Feminine health brands like Uqora and Joylux exemplify this shift. Uqora offers drink mixes and supplements to prevent UTIs. Its products have recently landed on the shelves of major pharmacies, addressing a common health need with a proactive twist. Joylux’s devices for pelvic floor strengthening and menopausal wellness, once niche, indicate how far the industry is moving to support women’s health at every life stage. The fact that retailers are beginning to stock such products signals that topics like menopause and pelvic health are no longer taboo in the marketplace.
Another facet of adaptive health is localized merchandising and store design driven by community health data. Drug store chains are analyzing local demographics and health metrics to customize what is in each store. Walgreens, for example, has introduced Health Corners in select locations. These are dedicated spaces where a health adviser (pharmacist or nurse) can guide consumers on wellness programs, nutrition or device setup. The locations, chosen based on community needs (such as areas with many seniors or high chronic disease rates), serve as mini health hubs tailored to those neighborhoods.
More broadly, a store in a region with, say, high diabetes prevalence might carry expanded diabetes care supplies and sugar-free foods. Another in a younger fitness-focused area might stock more sports nutrition and recovery products. By adapting to both individual and local needs, retailers create more relevant, engaging health experiences, turning data into a personalized touch at the store level.
Health and wellness have become deeply personalized and proactive. Consumers are treating their bodies and well-being as an investment, and they expect retailers and brands to support that journey with innovative products, services and expertise. For retail and CPG professionals in the drug channel, this means rethinking traditional aisles and offerings. Opportunities abound, such as partnering with health care providers for home services, launching a new line of functional snacks or using analytics to tailor each store to its community’s health profile.
Fortified health is a fundamental shift toward a wellness-centric market. Retailers and brands that embrace these four trends will not just meet the emerging demand but also build loyalty with consumers who see their local pharmacy or grocery store as a partner in lifelong health.
Amar Singh serves as principal analyst and senior director at Kantar Consulting and Retail Insights.
