The self-care movement is driving the ear care category

NEW YORK — The ear care product market is undergoing a significant shift, driven by a growing desire for proactive health management, technological advancements and a surge in earbud usage. Key trends include the rise of smart, camera-enabled cleaning devices; convenient, single-use, over-the-counter self-care products; and a stronger focus on gentle, preventive hygiene rather than just reactive treatment as well as new technical advances in hearing aid technology.

There is a movement toward earlier, regular hearing checks, moving away from waiting until hearing loss is severe. In addition there are more holistic and natural solutions with a preference for, and growth in, non-pharmaceutical, nutrient-driven and botanical options to support ear health and manage tinnitus.

Todd Huseby, partner and Americas Consumer Healthcare lead at Kearney, a global strategy and management consulting firm, said consumers have moved from “I should see a doctor about that” to “I can handle this myself,” often after consulting online resources or AI symptom checkers. “From my perspective, this is playing out in all forms of self-care, including ear care, where regulatory changes now allow FDA-approved hearing aids to be sold over-the-counter without prescriptions, and retailers stock specialized solutions for common issues like earwax buildup and swimmer’s ear. Given the importance of health care affordability, it’s part of the broader self-care movement: Consumers want accessible, affordable solutions for minor health issues they can manage at home. The ear care market is responding to this demand.”

Hearing Aid Innovations

When it comes to hearing aids, Starkey is known for its innovative design, development and distribution of comprehensive digital hearing systems. Last fall the company introduced its groundbreaking new flagship product line, Omega AI, which utilizes AI technology. The company also was named to Fast Company’s prestigious Next Big Things in Tech list, which honors innovations that are reshaping industries and moving technology forward in ways that have a meaningful impact. 

“Starkey is committed to further opening access to hearing health care for all, while putting the patient first. Every person’s hearing loss is unique, and the expertise and care of a hearing professional are essential for the best patient outcomes. We recommend consulting licensed professionals, including for the diagnosis of hearing impairment and in the fitting of hearing aids,” says Starkey president and chief executive officer Brandon Sawalich.

Growth in Food/Grocery Sector

Elyse Stoltz Dickerson, CEO of eosera, points out that the ear care sales category is down overall, with wax removal seeing the sharpest decline (3.4% down in dollar sales over the past 26 weeks). “However, when you dig deeper, we find some broader trends. Online reviews reveal customers are focusing on quality ear care products that are more effective over private label (down 13% versus a year ago). We’re also seeing growth in food/grocery, signaling that customers are adding ear care products to their cart rather than a destination trip to the pharmacy. New competition is also reshaping the landscape in the pain relief segment, validating that the category has growth potential.”

She adds that while the drug channel is down about 7% overall, there are some trends in high-performing drug stores that other retailers should take note of. “Stores offering a full range of solutions — wax removal, pain relief and accessories — are outperforming those with smaller sets. We’ve also found that premium pricing is working, with customers being more willing to pay $15 for new, clinically proven products that work, over cheaper products with old formulations. We’ve also found that conversions improve dramatically in stores that brand block. Across the board, we’ve also seen an increase in customers using apps like DoorDash and Instacart, especially for products that deliver fast relief for an immediate problem.” 

Stoltz Dickerson reports that the self-care movement has fundamentally changed how consumers approach ear health, and there are several converging factors driving this shift. She adds that recent data shows that more than 80% of U.S. consumers prefer using O-T-C medications to avoid expensive doctor’s visits, for one. Additionally, millions of Americans now wear earbuds for hours every day, creating an increased need for products that help with wax buildup and ear discomfort. 

“We founded eosera because we believed consumers deserved better ear care products, and the feedback we’re getting confirms that belief every day. Our ear wax dissolving products work very well and very fast. EAR WAX MD is the only clinically proven formula that dissolves ear wax in minutes, not days. In our clinical study, 100% of patients were satisfied with treatment, and 86% achieved complete clearance of the ear canal after one or two uses.” 

She adds that for pain relief, the company introduced the first lidocaine-based earache relief drop on the market, and EAR PAIN MD is now the No. 1 doctor-recommended brand of topical ear pain relief available O-T-C. “We also developed EAR ITCH MD, a botanical oil spray that moisturizes the ear canal and relieves dry, itchy ears. All of our products are safe and effective for ages 2 and up, an important distinction, since many competing products are only approved for ages 12 and older.” 

Major Product Launch

As for what’s on the horizon, she says that this is a big year for eosera. “We’re launching our most significant product expansion since our company was founded in 2015. Our new Plus line of enhanced formulations combines the efficacy consumers expect from eosera with added benefits, giving consumers and retailers more options based on what shoppers need. We’re also entering entirely new categories with a line of ear swabs and supplements that support proactive ear health.” 

She continues, “In addition to numerous new products, we’re also rebranding with a fresh, new look. Our new packaging makes it easier for shoppers to quickly identify the right product for their specific need, and we’re excited to start rolling this packaging out across major drug, mass and food channels starting in March.” 

Boots Rolls Out New Ear Care Service

On the retail side, Boots has launched a private Adult Earache Service, available in over 145 stores across the U.K., offering customers a convenient way to access advice and treatment for earaches. 

“The launch of our Earache Service provides adults with easy access to the health care support they need, when they need it. It builds on pre-existing ear services available in our stores, which include NHS Pharmacy First in England and our private Ear Wax Removal Service,” says Claire Nevinson, superintendent pharmacist at Boots.

She notes that Boots Adult Earache Service provides a convenient way to get support. It includes a consultation with a specially trained pharmacist or nurse, who will examine the ears and provide treatment when appropriate or move to a different service if required. 

Customers may be referred to other services such as Boots Ear Wax Removal or Boots Hearingcare services. “The expansion of our offering in ear health allows us to offer seamless end-to-end care for customers, connecting them to health care advice alongside products and services. It’s a great example of how people can use Boots as a first port of call for a growing range of health care needs, right on Main Street.”