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WAUKESHA, Wis. — February 12, 2025 — HRG’s new item review team, in its ongoing evaluation of products suitable for the independent pharmacy channel, examined 1,837 new health, beauty, and wellness (HBW) items in 2024. This is an increase of 12.4% from the 1,634 products reviewed in 2023. The increase is noteworthy as HBW item launches had declined four consecutive years in a row, starting back in 2020. The uptick in product introductions is a sign of retail recovery, and thus far there are similarities in launch patterns in 2025.
HRG analysts evaluate each HBW product launch using the company’s proprietary, weighted Star Rating System. In 2024, HRG analysts awarded stars to 197 products predicted to have the highest potential for future success and to drive profitability in independent pharmacies and beyond. This is an increase of 33.1% from Stars awarded in 2023, a sign that manufacturers are developing more innovative and profitable products filling unmet consumer needs.
Highlights of the 2024 HBW new item launches:
Within the top five categories in independent pharmacy (cold & allergy, pain relief, diabetes management, vitamins & dietary supplements, and digestive health), 549 new items were reviewed with 129 or roughly 23.5% of those products receiving a Star.
The wellness classification, for the third consecutive year, had more product launches (1,016) than the beauty segment (572). Wellness products also earned the highest quantity of Stars, with six products earning a three-star rating within the home diagnostics & patient aids for daily living and family planning categories.
The health classification had the second largest percent of Stars awarded at 35%, with one item awarded a three-star rating.
The beauty classification experienced a decline in overall product launches for the fourth consecutive year. Of the 572 beauty products launched, 7.1% were awarded HRG Stars.
Notable 2024 trends uncovered in HRG’s new item analysis:
Gummies continues its four-year trend as a popular form in new product launches. When comparing the gummy form against the forms of all new HBW items introduced in 2024, over ninety products — over 5% — of launches were in this popular form. In 2024 new gummy products were found in all three product classifications, health, beauty, and wellness, and spanned a total of six categories. This trend is forecasted to continue in 2025.
Self-care continues to be a consumer priority and new items in 2024 that can be used in self-care practices included test kits in feminine care, family planning, and the home diagnostics & patient aids for daily living categories. As consumers continue to begin the diagnosis process at home, HRG analysts saw increases in launches targeted specifically to men and to women. This is a trend predicted to continue in 2025.
Magnesium launches started to trend in 2024 with over twenty products touting this mineral as an ingredient. Within vitamins & dietary supplements, 7% of new items highlighted the inclusion of this ingredient.
Scents and flavors trending in 2024 included vanilla, which was a scent in products launched in all HBW classifications. There were fewer lavender-scented products than in 2023, however, this fragrance has been one of the most popular among new item launches the past four years.
Of the newly introduced items in 2024, 6.2% were only available for a brief time or never made it to the retail shelf. These products were eliminated by the manufacturer after their initial HRG review.
For more information about the performance of a particular HBW category or subcategory, including a data analysis of product performance and distribution across the drug channel down to the four-digit HRG Fine Line (product type) or SKU level, manufacturers, retailers, or distributors can contact HRG at 414.355.1330 or email inthedetails@hamacher.com.
