2021
9
US Natural Health Consumer Market Report 2021
2021-09-15T04:15:15+01:00
OX1044529
3695
142437
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Report
en_GB
“Natural health OTC products are uniquely positioned to reach consumers worried about the safety of traditional ingredients who also want to actively treat or prevent certain symptoms or illnesses. The…

US Natural Health Consumer Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Natural Health Consumer market including the behaviors, preferences, and habits of the consumer.

48% of consumers turn to natural OTC products because they are free from harmful ingredients, indicating that “natural” is just as much, if not more, about what is not included as it is about what ingredients are used. COVID-19 heightened this awareness about what ingredients are used in OTCs, presenting an opportunity for natural products to replace traditional products that may give consumers pause. Traditional OTCs are, and will remain, the biggest threat to natural products, with familiarity driving competition more than any other quality. Education, then, becomes the cornerstone to marketing efforts, which should include points about ingredients included and excluded.

Read on to discover more about the US Natural Health Consumer market, read our US Cannabis and Health Market Report 2021, or take a look at our other Healthcare and Medical Market research reports.

Quickly understand

  • How COVID-19 changed the way consumers think about and evaluate OTC products.
  • How to make natural products competitive with traditional OTC products.
  • Why education about natural products and ingredients is so critical.
  • Opportunities with key demographics, like parents.

Covered in this report

Brands include: Hylands, Genexa, Zicam, Hyland’s, Genexa, Auromere, Quantum Health, Naturewise, Boiron, Moon Drops, AMAN.

Expert analysis from a specialist in the field

This report, written by Michele Scott, a leading analyst in the Healthcare sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Natural health OTC products are uniquely positioned to reach consumers worried about the safety of traditional ingredients who also want to actively treat or prevent certain symptoms or illnesses. The barrier, however, is that many consumers do not know which products or ingredients are right for them, making traditional products the easier choice. Traditional OTCs are the biggest competition, so what natural products do not contain will be just as important as what they do. COVID-19 heightened awareness of OTC ingredients, presenting an opportunity to reach new consumers that may not have previously considered what’s in OTCs. Though specific concerns related to health and wellness will ebb and flow as COVID changes course, overall wellness is likely to remain on consumer minds well into the next normal, allowing consistent room for growth.
Michele Scott, Senior Analyst
Michele Scott
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on natural health OTC products
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on natural healthcare, 2021
    • Opportunities and challenges
    • Think beyond kids with parents
    • Better together
    • Traditional OTCs remain strongest competition
    • Natural OTC product brands can become a resource
    • Immune health remains relevant
    • Build confidence with smaller issues
    • Holistic health brings opportunities beyond physical, mental
  3. Market Size

    • The VMS market as a key component of natural OTCs
      • Figure 2: Total US sales and fan chart forecast of market, at current prices, 2015-25
      • Figure 3: Total US sales and forecast of vitamins, minerals and supplements, at current prices, 2015-25
    • Herbs and botanicals take leaps and bounds
      • Figure 4: US herbs and botanics sales and projected growth
    • OTCs are biggest competition
      • Figure 5: Use of OTC health products in past 6 months, 2021
    • Pain relief wins
      • Figure 6: Use of OTC health products in past 6 months, 2021
    • Natural ingredients can’t work alone
      • Figure 7: Motivations to change pain relief method, 2021
  4. Market Factors

    • Regulations can be restrictive
    • Consumers tighten budgets amidst economic challenges
    • Younger consumers offer opportunities from multiple angles
    • Natural OTCs lean into wellbeing trends
    • Environmental concerns a hidden opportunity
  5. Companies and Brands – Key Takeaways

    • Name recognition matters
    • Highlight health trends like gum health, mental wellness and spiritual heath issues
    • Treatments for kids engage parents, create future consumers
    • Claims are tricky business
  6. Competitive Strategies

    • Ground products with verifiable claims
      • Figure 8: Product and packaging claims
    • Bridge gaps in recognition with other ingredients
      • Figure 9: Recognizable ingredients
    • Give attention to gum health
      • Figure 10: Dental care
    • Embrace need for mental wellbeing
      • Figure 11: Stress relief and sleep
    • Make wellness a spiritual experience
      • Figure 12: Spiritual wellness
    • Win over parents with products specifically for kids
      • Figure 13: Children’s Wellness
  7. Market Opportunities

    • Create dynamic duos
    • Consumers need to see to believe
    • Keep tone educational, conversational
    • Keep costs on par with competitive set
  8. The Consumer – Key Takeaways

    • OTCs compete with other OTCs
    • Natural products are not heavy lifters
    • Highlight risk reduction with naturals
    • Find ways to breed familiarity
    • Natural carries assumptions about safety
    • COVID changed the game
  9. Product Usage

    • Traditional OTCs remain the key competitive set
      • Figure 14: Use of OTC health products in past 6 months, 2021
    • Women are using more OTC products than men
      • Figure 15: Use of OTC health products in past 6 months, by gender, 2021
    • Racial gaps close for natural health products
      • Figure 16: Use of OTC health products in past 6 months, by race/ethnicity, 2021
    • Parents provide opportunity
      • Figure 17: Use of OTC health products in past 6 months, by parental status, 2021
  10. Reasons for Not Using

    • Natural health products must overcome force of habit
      • Figure 18: Reasons for lack of use of OTC health products with natural ingredients, 2021
    • Win over women by becoming familiar
      • Figure 19: Reasons for lack of use of OTC health products with natural ingredients, by gender, 2021
    • Education important across race and ethnicity
      • Figure 20: Reasons for lack of use of OTC health products with natural ingredients, by race/ethnicity, 2021
    • Give consumers a reason to become familiar
      • Figure 21: Reasons for lack of use of OTC health products with natural ingredients, by parental status, 2021
  11. Experience and Interest in Natural OTC Health

    • Ease consumers in with everyday concerns
      • Figure 22: Experience and interest with OTC health products that have natural ingredients, 2021
    • Expand conversations about health
      • Figure 23: Experience and interest with OTC health products that have natural ingredients, by gender, 2021
    • Life stage and confidence matter for natural health products
      • Figure 24: Experience and interest with OTC health products that have natural ingredients, by age, 2021
  12. Reasons for Use

    • First, do no harm for natural products
      • Figure 25: Reasons for use of OTC health products with natural ingredients, 2021
    • What’s not inside counts
      • Figure 26: Reasons for use of OTC health products with natural ingredients, by gender, 2021
  13. Important Attributes

    • Vitamins provide the best of both worlds
      • Figure 27: Associated characteristics with specific ingredients, 2021
    • Different health movements appeal to men vs women
      • Figure 28: Associated characteristics with specific ingredients, by gender, 2021
    • OTCs impacted by medical mistrust
      • Figure 29: Associated characteristics with specific ingredients, by race/ethnicity, 2021
  14. COVID-related Changes in Attitudes

    • COVID changed health conversations for almost all
      • Figure 30: Changes in attitudes towards OTC health products with natural ingredients due to COVID-19, 2021
    • Men take OTC products seriously
      • Figure 31: Changes in attitudes towards OTC health products with natural ingredients due to COVID-19, by gender, 2021
    • Younger consumers more price conscious
      • Figure 32: Changes in attitudes towards OTC health products with natural ingredients due to COVID-19, by age, 2021
    • Disparate effects of COVID impact natural OTC health attitudes
      • Figure 33: Changes in attitudes towards OTC health products with natural ingredients due to COVID-19, by race/ethnicity, 2021
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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