Stay ahead of the curve and future-proof your business with Mintel’s US The Natural Healthcare Consumer Market Report 2023. Our full report is packed with consumer-led market intelligence, US natural healthcare market trends, and consumer behaviors affecting your industry. Get a 360° view of the natural healthcare market in the US including a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarized the core topics.

Topics Analysed in this Report

  • A detailed US natural healthcare market outlook, including market drivers and expert insights.
  • Consumer behaviors towards OTC health products, e.g. usage (frequency).
  • Consumer attitudes: Motivations and barriers impacting natural OTC usage.
  • Important claims for natural OTC health products.
  • How your business can tap into opportunities to increase your share in the natural healthcare market in the US.

An Overview of the US Natural Healthcare Market

The higher price point of natural products limits audience size of the natural healthcare market in the US amid inflation. As the economy rebalances, however, and consumers regain their financial footing, they will be able to prioritize investments in their health through natural products.

Traditional over-the-counter medications (OTCs) will remain prevalent, but with the increased effectiveness and affordability of natural OTC products, the space will shift from being a niche category to a mainstream expectation.

Natural Healthcare US: What Consumers Want and Why

  • Inflation & Natural Healthcare US: As inflation continues to increase, price is by far the most cited barrier for natural OTC use, with 47% of consumers saying so. Marketers need to consider the impact of pricing and value through the efficacy of natural OTC compared to traditional products.
  • Sustainability & Natural Healthcare US: Consumers’ attention to holistic wellbeing and sustainability is top of mind as they search for health products with long-term usability.
  • Ingredients in Natural Healthcare US: Consumers are utilising natural OTC products more than ever before as concerns rise around the safety of ingredients within traditional products. 44% of natural OTC health product users search for products that utilize familiar ingredients in their claims. This makes familiar ingredients a key cornerstone of natural OTC products, therefore, brands have to respond to consumer demand to build trust.

To learn how to connect with your audience, purchase our US Natural Healthcare Market Report US 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Wonder Belly, Mary Ruth, Vicks, Genexa, F’ING, Bioglan, H-Proof, Cabinet, and more.

Products: Traditional OTC medication, OTC supplements with naturally produced ingredients, OTC products with 100% herbal ingredients, OTC products with a mix of medicated and herbal ingredients, OTC homeopathic therapy, and more.

Additional Features Included with Your Purchase

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Expert Insights on the Natural Healthcare Market in the US

This report, written by Lindsay Cameron, Analyst, delivers in-depth commentary and analysis to highlight US natural healthcare market trends and add expert context to the numbers.

According to our natural healthcare US market research, consumers’ desire for healthier, safer ingredients is the core principle of natural health. Brands can enhance this desire by building familiarity and trust.

Lindsay Cameron
Lindsay Cameron
Analyst – Health & Wellness

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Natural OTC health product usage
    • Graph 1: usage of OTC health products in the past 12 months, trended, 2021-23
    • Graph 2: product usage in the past 12 months by health concern, 2023
    • Graph 3: product usage in the past 12 months, by parental status, 2023
    • Graph 4: natural product usage in the past 12 months for select health concerns, by generation, 2023
    • Graph 5: product usage in the past 12 months, by gender, 2023
    • Changes in natural OTC product usage
    • Graph 6: change in usage frequency in the past year, 2023
    • Graph 7: change in usage frequency in the past year, by parental status, 2023
    • Graph 8: change in usage frequency in the past year, by generation, 2023
    • Graph 9: reasons for increased usage of natural OTC products, 2023
    • Graph 10: select reasons for increased usage, by generation, 2023
    • Graph 11: reasons for increased usage of natural OTC products, 2023
    • Ingredient associations and claims
    • Graph 12: associated characteristics of specific ingredients, 2023
    • Graph 13: claims expected in natural health products, 2023
    • Graph 14: claims expected from natural health products – free from certain ingredients, by generation, 2023
    • Attitudes toward natural OTC health products
    • Graph 15: attitudes toward OTC health products, 2023
    • Graph 16: attitudes toward OTC products – willingness to pay for sustainability, by age, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Graph 17: share of health product launches with natural claims, 2018-23*
    • Graph 18: share of health product launches with select natural claims, 2018-23*
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Graph 19: consumer price index change from previous period, 2020-23
    • Market size and forecast
  5. Appendix

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.


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.


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


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.


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

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