I recently attended the Consumer Health Products Association (CHPA) Self-Care Leadership Summit in San Antonio, where leaders from the top names in consumer health gathered to share insights, discuss challenges and chart the course ahead. CHPA is the national trade association representing the leading manufacturers and marketers of over-the-counter (OTC) medicines, dietary supplements and medical devices.
One thing is clear: The consumer healthcare landscape is evolving fast — and unpredictably.
Here are a few themes that stood out:
- Growth is steady, but so is uncertainty.
The industry grew by 4% in 2024, reaching over $108 billion in U.S. sales. But that growth is tempered by declining consumer confidence, the lowest it’s been in a decade. Erosion of trust in healthcare companies and government agencies could be playing a huge role in lagging consumer confidence. Inflation and tariffs will impact sales for the foreseeable future, possibly eroding consumer confidence even further. Now more than ever, it’s important for brands to build trust with their consumers by being authentic and communicating the true value they bring. - Digital is reshaping the path to purchase.
Over one-third of consumers now buy their healthcare products online, a 10% jump in just one year. Amazon, grocery and value retailers are leading the way, while drugstores are losing ground. By 2027, online research is expected to influence 70% of all consumer health purchases. The power shift to the consumer is undeniable. Brands need to focus on those online channels that tell their story and connect the consumer to their brands in an authentic way. - Brand agility is key.
With consumers better educated and informed, and more in control than ever before, retailers and brands need to partner to communicate value and benefits in a meaningful way.Consumer trust, digital fluency and brand agility are now table stakes. Brands might have a great product, but that’s not enough anymore. You need to know how and where to meet your customers and to clearly communicate your value in an omnichannel way. What’s on the package, in videos, at the shelf and in the online reviews needs to be consistent to generate interest that leads to trial/purchase.
- Challenger brands are rising up.
It’s no longer about how much you spend. It’s about where you pay attention. In the past, the largest spend equaled the largest market share. That’s not the case today. There are many examples of challenger brands navigating the complex landscape and winning by focusing on consumers’ needs and how they shop. Using data and insights, they are learning more about their consumers and where to meet them.
As a marketing partner to several healthcare brands, Luckie is challenging the status quo and helping brands navigate this brave new world. We believe the brands that lean into smart data, meaningful content and omnichannel engagement will be the ones who thrive in this next era of self-care.
