By Kristin Hornberger
There is nothing more personal than health and
wellness and, in today’s market, brands and retailers aim to deliver on people’s quest to live their best lives.
Although individual well-being has always been a priority and means something different for every consumer, new mindsets, approaches and data-backed tools are widening the focus from treatment to empowerment.
If consumers are increasingly empowered to take control of their own health and wellness, those who deliver products and services can help them by leaning into trends shaping the marketplace. Current trends are poised to influence consumer choices and behaviors in both the short term and long term, primarily because of the holistic emphasis on both physical and mental health across ages and life stages.
Health and wellness remain top of mind among consumers. Circana’s research confirms that consumer health care is among the fastest-growing industries, outpacing total retail and growing in tandem with other facets of personal well-being such as beauty. The consumer health care market reached $107 billion in 2025, up from $104 billion in 2024 and $100 billion in 2023. Unit growth — a signal of category health — has also stabilized and reflects consumers’ interest in self-care. Retailers and brands in the health and wellness space can tap into further growth opportunities in this era of empowerment.
The Power of Proactiveness
Following a period of reactive mindsets during the pandemic years of the early 2020s, shoppers have shifted their focus to proactive wellness. Within proactive self-care, Circana identified four key themes with implications for retail businesses:
• Maintaining mental wellness — More than two-thirds (67%) of Americans report that they currently practice mental/emotional self-care, and 60% say they are trying to limit their stress. Circana’s data also shows that consumer interest in stress management products is at an all-time high.
• GLP-1s and the protein pivot — As of fall 2025, nearly a quarter (23%) of households report that they are using GLP-1 medications, up four points since 2024. GLP-1 usage is causing a ripple effect in shopper behaviors across categories and stores. The growing demand for nutritional drinks and shakes that support GLP-1 lifestyles is leading to several innovations in those segments. The clamor for protein also continues among both GLP-1 users and non-users: Circana’s insights indicate that 41% of adults are trying to eat more protein. At the same time, interest is growing in GLP-1 offerings beyond pharmaceutical medicines, such as supplements and foods and beverages that naturally increase GLP-1 levels.
• Empowering women’s well-being — With 89% of women reporting that they want to be more proactive in managing their health, brands and retailers have an opportunity to help support them in that journey. In addition to traditional health care offerings, a wide variety of products are emerging under a broader self-care umbrella to address the needs and preferences of women across all life stages. This women’s health market is an $8 billion industry and growing.
• Active aging — Older consumers have always been frequent buyers of health care products, but this demographic is expanding their interest and purchases into other aspects of proactive self-care. Circana’s insights reveal that 71% of older boomers and seniors view self-care as physical care. Several categories are growing as life expectancy is expanding and as shoppers seek to enjoy all their life moments as they mature. Examples include mineral supplements, weight control/nutritional products and external analgesics.
Where Shoppers
Are Heading
Proactive personal care is spurring innovations across a host of categories. Some products, in particular, are garnering interest among consumers.
Nutritional supplements are core to proactive health and wellness. Supplements geared to need states such as energy, stress management, cognitive health, weight management and muscle health are performing well.
The emphasis on nutrition is impacting food and beverage categories, too. In addition to protein, many consumers are exploring “fibermaxxing” and seeking new fiber options across occasions and formats, from fiber-fortified salty snacks like popcorn and chips to fiber-infused sodas.
Products centered on active lifestyle management are resonating with shoppers striving to take care of themselves. Innovations in deodorants, adult incontinence and sanitary napkins allow consumers to remain active and feel good.
Skin health and lip balm categories are emerging as especially popular offerings in today’s market, as consumers incorporate lip care and skin/acne treatment into their health care and beauty routines. Circana’s research shows that skin and lip items are key growth areas across many demographics, from younger Gen Z shoppers to seniors. This is one example of how self-care enthusiasts are heavy buyers of both health care and beauty across a range of categories.
The Value Proposition
While shoppers are driven by a desire for self-care and gravitate to relevant and interesting new products, many remain cautious in a period still marked by macroeconomic uncertainty. Brick-and-mortar stores continue to face increased competition from e-commerce channels and club stores, as consumers seek value.
Circana’s insights confirm that price and value concerns are leading to a bifurcation in behaviors. Budget-constrained households are leaning into lower-cost alternatives, while higher-income shoppers are embracing larger formats and multipacks to get more for their dollar.
Such bifurcation highlights the importance of robust data in determining where to focus innovations and how to connect with shoppers who are driven by personal circumstances.
Empowered Wellness Going Forward
What’s next in this dynamic environment in which various kinds of mindfulness extend to personal wellness and household spending? Artificial intelligence (AI) is the next frontier for prevention, diagnostics and personalized wellness. From apps to wearables to the ability to provide individual coaching, this technology will continue to deliver on the personalization that is at the heart of modern health and wellness.
The convergence of trends and capabilities provides drug retailers and brands with opportunities to connect with their customers in a meaningful way and drive sustainable growth in self-care. It’s a collective effort that ultimately helps optimize individual well-being.
Kristin Hornberger is executive vice president and practice leader for wellness, beauty and homecare at Circana.
