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

The COVID-19 pandemic elevated consumer awareness of many aspects of their personal health. Protecting against illness, limiting exposure to germs and a greater recognition of personal safety are health themes that increased due to the threat of COVID-19. Following a year of heightened attention on personal health, consumers are emphasizing both top-of-mind and forward-looking health ambitions going into 2021. Beyond COVID-19, consumers will continue with the new routines that provided comfort and self-care during the pandemic. Tools to help with strengthening immunity, mental health/stress management and self-prioritization will be sought as adults readjust to social routines.

Read on to discover more details or take a look at all of our U.S Health and Wellbeing market research.

Quickly understand

  • The impact of COVID-19 on personal health management.
  • Adults are balancing short-term health needs with long-term goals.
  • Health management routines must re-focus consumer priorities.
  • Health control is bolstered by time and dedication.

Covered in this report

Brands featured: Whoop, Sustain, Liquid I.V and more.

Expert analysis from a specialist in the field

Written by Andrea Wroble, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Personal health management is evolving as consumers encounter new health concerns, personal safety needs and heightened emotional stressors. Adults are focusing on managing health and wellness goals, with learnings from the previous year. Illness prevention, prioritizing quality time, stress management and recovery are key themes that will support consumers’ desire for longevity. As adults turn inward and emphasize self-care needs, health brands must adopt consumer-centric strategies, supporting both external and internal motivations.

Andrea Wroble
Senior Analyst – Health & Wellness

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • Impact of COVID-19 on personal health management
      • Figure 1: Short, medium and long term impact of COVID-19 on personal health management, January 2021
    • Lockdown
    • Re-emergence
    • Recovery
    • Opportunities and Challenges
    • Routine changes may threaten consumer dedication to health
      • Figure 2: Reasons for more control over health, November 2020
    • Consumers are taking an “all-in” approach to health priorities
      • Figure 3: Health priorities, November 2020
    • Maintaining control drives health management motivations
      • Figure 4: Motivated by feeling in control, by motivations for prioritizing health, November 2020
  3. Market – Key Takeaways

    • At-risk populations are in need of health innovations
    • At-home routines will take over as key components of health and wellness
    • Responsive health brands gain traction during pandemic times
  4. Market Factors

    • At-risk health populations will drive future health innovations
    • Learnings from the last recession
    • Consumers may be relying more on OTC products
    • Chronic health consumers support medical spending during recessionary times
  5. Market Opportunities

    • Position at-home routines as self-care rituals
    • Brands build engagement by responding to on-demand health needs
    • Immune system support takes over as a health essential
      • Figure 5: Health priorities, November 2020
      • Figure 6: Liquid I.V. hydration multiplier+ immune support, October 2020
    • Brand activism gains a new role as a facilitator of community
      • Figure 7: Impact of COVID-19 on health management, November 2020
    • Consumers expect transparency in exchange for loyalty
  6. Companies and Brands – Key Takeaways

    • Digital mental health brands offer accessible and relatable solutions
    • Personalized health services bolster consumer progress
    • Time spent with family benefits health and wellness goals
  7. Competitive Strategies

    • Mental health solutions help consumers regain control
    • Personalized insights gain traction as niche health solutions
      • Figure 8: Whoop sleep coach feature, November 2020
    • Fostering a sense of family connection through health
  8. The Consumer – Key Takeaways

    • Time benefits health and wellness goals
    • Adults are balancing immediate health goals with long-term ambitions
    • Consumers are striving for longevity
    • Tangible health goals help adults tackle unwanted concerns
    • Adults expect health services to be paid for
    • Illness management gains significance as a health priority for adults
  9. Status of Health Control

    • Staying in control of health is not a simple equation for US adults
      • Figure 9: Status of health control, November 2020
    • Time to stay on track of health goals builds control
      • Figure 10: Reasons for more control over health, November 2020
    • Top-of-mind illness concerns challenge sense of control
      • Figure 11: Reasons for feeling less in control of health, November 2020
  10. Health Priorities

    • Consumers are focusing on a wide range of health goals
      • Figure 12: Health priorities, November 2020
    • Meet demand by showcasing the benefits of immune system products
      • Figure 13: Higher priority of illness protection and immune system strength, by gender and age, November 2020
    • Millennials are growing up and focusing on mental and emotional health
      • Figure 14: Higher priority of mental/emotional health needs, by generation, November 2020
  11. Motivations for Prioritizing Health

    • Evading illness gains attention as a leading health motivation
      • Figure 15: Motivations for prioritizing health, November 2020
    • Feeling in control drives health management motivations
      • Figure 16: Motivated by feeling in control, by motivations for prioritizing health, November 2020
    • Women are connected to the “look good feel good” mentality
      • Figure 17: Motivations for prioritizing health, by gender, November 2020
      • Figure 18: Sexual health positivity quote, December 2020
  12. Attitudes toward Health Management

    • Adults focus on short-term health instead of worrying about the future
      • Figure 19: Attitudes toward health management, November 2020
    • Seniors self-motivate; young adults need help to focus on health goals
      • Figure 20: Attitudes toward health management, by age, November 2020
    • Being in good health is a luxury; affordable solutions are essential
      • Figure 21: Attitudes toward health management, by household income, November 2020
  13. Willingness to Pay for Health Management Services

    • Consumers expect basic and specialized healthcare expenses to be offset
      • Figure 22: Willingness to pay for health management services, November 2020
    • Young adults will pay for specialized health services
      • Figure 23: Willingness to pay out-of-pocket for health management services, by age, November 2020
  14. Impact of COVID-19 on Health Management

    • Physical health needs are easier to identify than mental health needs
      • Figure 24: Impact of COVID-19 on health management, November 2020
    • The young build mental health awareness; women lift safety standards
      • Figure 25: Impact of COVID-19 on health management, by gender and age, November 2020
    • COVID-19 vaccine has yet to build universal appeal
      • Figure 26: Impact of COVID-19 on health management, by household income and education, November 2020
      • Figure 27: Plan to get the COVID-19 vaccine, by researched the COVID-19 vaccine, November 2020
    • Even with research, young adults are skeptical of vaccination
      • Figure 28: Impact of COVID-19 on health management, by age, November 2020
  15. Appendix – Data Sources and Abbreviations

    • COVID-19: US context
    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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