Circana：2024在CPG医疗保健领域获胜报告（英文版）.pdf

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CircanaInspire

WinninginCPG

HealthCare

July2024

productsandservicesaretrademarksofCircana.Allothertrademarksarethepropertyoftheirrespectiveowners.

Circana,LLC|Forpublicuse1

Executivesummary

Afteryearsofreactivepurchasesofhealthcareproducts,consumersare

takingthereinsandproactivelymanagingtheirwellness.Learnhowthe

nearly$1trillionU.S.consumerhealthcaremarketisresponding.

Consumersarefightinginflation,whichisup31%intheconsumerhealthdepartment.

Pricesarehigherbutsomecategoriesaremoreresistanttoinflationthanothers.

Whilethedollarandconveniencechannelsremainthesmallestmultioutlet

contributorstohealthcaresales,theyleadinpercentagegrowthyearoveryear.

Growthin2023wasdrivenbybothlargebrandsandemergingbrandsacross

traditionalOTC,nutritionals,andpersonalcare

Socialmediaadspendhasincreaseddramaticallyinrecentyears,withtheyoungestconsumers

mostlikelytorelyonsocialmediaforself-careinspiration,information,and/orguidance.

Innovationhasbeenfocusedonpersonalcare,wellness,andelevatingtheconsumer

experience.

Disruptiveinnovationaccountedfor~$1.7billioninsalesin2023andincluded

categoriessuchasacnepatchesandfullbodydeodorant.

Opportunitiesfortheproactivehealthcaremarket:Anunderstandingofconsumer

healthcarepriorities,howtheyaccessinformation,andcurrentpurchasebehavior—

includingwheretheyshop—canhelpinforminnovation.

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