US Consumer Healthcare Market Reaches $107 Billion

Daily wellness routines are on the rise. The latest State of Consumer Healthcare study from Circana reveals that the US consumer healthcare market grew by 3% in 2025 to $107 billion, surpassing overall retail growth.

This shift reflects a growing consumer focus on “proactive health and holistic well-being,” said the study.

Market growth is “heavily concentrated” in nutrition and personal care, demonstrating that wellness-driven shoppers view daily routines as “essential health rituals,” according to Circana. These categories are expanding rapidly due to increased consumer demand.

Social Media & E-Commerce

E-commerce and club channels experienced the most significant sales increases as consumers search for value and convenient shopping experiences. Social commerce is also accelerating, as platforms like TikTok not only play a growing role in health and personal care discovery, but are now becoming core commerce channels.

In fact, beauty and personal care is the top-selling category on TikTok Shop, based on dollar sales volume and health also lands among the top five. 

Additionally, AI-driven search and apps are transforming how brands connect with consumers.

“As consumers holistically and proactively navigate their physical and mental health, wellness has moved far beyond reactionary purchasing and treating symptoms,” said Kristin Hornberger, executive vice president and practice leader for wellness, beauty and homecare at Circana. “To drive meaningful, sustainable growth, brands must pressure-test where they have permission to stretch, innovate across category lines and harness the power of personalized, functional solutions that meet consumers exactly where they are.”

“The future of consumer healthcare is defined by empowerment, prevention and personalization,” added Hornberger. “As Americans take greater ownership of their well-being, the wellness solutions that are best positioned to capture sustained growth in this evolving self-care economy will be those that lead with trust, relevance and holistic solutions.”