Consumer health brands see shift in consumer behaviors, report finds

There’s a shift in consumer behaviors that are impacting the consumer health brands market. This finding comes from a new KPMG report, titled, “From shelf to self: consumers take share of their health.”

The shifts revealed in the report, include:

• Demand for multifunctional products: Consumers seek solutions that address multiple health needs, pushing brands to innovate with new product blends.

• The need for trusted health information: Healthcare professionals remain the most credible source, but AI-generated content is gaining influence.

• Growth in value-driven shopping: Club and discount stores now account for 25% of over-the-counter sales, up from 18% five years ago.

• Channel disruption: Non-drugstore sales of consumer health products are growing three times faster than in drugstores, requiring brands to adapt their distribution strategies.

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“In an environment where consumers trust Gen AI at a similar level as a store associate when purchasing over the counter health products, brands need to consider new strategies for customer acquisition and driving loyalty for a highly value driven consumer,” said Duleep Rodrigo, KPMG U.S. consumer and retail sector leader.

"Consumers are taking a more proactive and discerning approach to their health choices," said Ash Shehata, KPMG U.S. healthcare sector leader. "The health and wellness economy is the largest part of the healthcare market, exceeding sick care, and is driven predominantly by consumer decisions. But despite the rise of self-directed health management, they still place the highest trust in healthcare professionals and scientific endorsements. It is crucial for consumer health companies to provide reliable, personalized information if they hope to foster strong consumer loyalty and improve health outcomes."

[Read more: Forecasting the future]