Nearly 70% of Americans do something to support their health and wellness several days a week or more, and this commitment to wellness only grew during the pandemic. IRI and CHPA recently released this report about how consumer self-care has specifically changed. Prior to the pandemic, the self-care sector was already expanding rapidly, with health spending increasing 31-fold per capita over the past four decades. And, according to a recent IRI survey of Americans aged 17-plus, 1 in 3 does even more now than the previous year to support their overall health and wellness.
Recent trends point to an increasing emphasis on overall wellness. Self-care is no longer just treating symptoms — it instead encompasses sleep, diet, exercise, and mental health, among others. As a result, consumers are now looking at traditional OTC products and beyond, taking a holistic approach to health and self-care. Consumers are adopting new technologies, shifting their focus to preventive “well care” products, and starting to focus on shorter, “snackable” wellness moments.
This report divides consumers into seven distinct segments and discusses how CPGs and retailers can reach these populations with the right health and wellness solutions.