North America OTC Health Products Market Size, Growth, Report 2022-2030

According to Vision Research Reports, North America OTC health products market size is expected to be worth around USD 106.9 billion by 2030 and poised to grow at a CAGR of 6.05% during the forecast period 2022 to 2030.

Report Highlights

• The dietary supplement and weight loss products segment accounted for 35.17% of the share in 2021.
• CBD nutraceuticals emerged as the fastest-growing segment.
• Immune defense accounted for a share of 13.22% in 2021.
• The sports formulation segment accounted for a substantially high share in 2021.
• The capsules & tablets segment dominated the market in 2021.
• Adults segment accounted for the largest share in 2021.
• The online segment is expected to exhibit the fastest growth during the forecast period.
• The U.S. is anticipated to witness lucrative growth during the forecast period.
• By product, the U.S. North America OTC health products market was valued at USD 57.3 billion in 2021 and expected to witness growth at a CAGR of 5.96% from 2022 to 2030.

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Rising consumer awareness and increasing consumer willingness to spend on nutritional supplements, the increasing prevalence of lifestyle diseases including obesity & diabetes, rise in disposable income, and an increase in the number of distribution channels for OTC products are some of the key factors driving growth. Consumers are increasingly realizing the benefits of nutritional supplements, which help them sustain a healthy lifestyle, thereby positively impacting the market growth. According to the National Institute of Health, Americans spend around USD 2.1 billion annually on weight-loss dietary supplements, usually in the form of pills.

The emergence of e-commerce has led to increased accessibility to dietary and nutritional supplements. Apart from the online channels, companies such as General Nutrition Centers, Inc.; Walmart; and Vitamin Shoppe are some of the major retail outlets. Thus, the easy availability of these products will provide growth opportunities to key players in this space. Moreover, shifting consumer preference to CBD due to its healing properties and limited to no psychoactive effects is expected to drive the growth potential for CBD-infused products. According to Gallup, Inc. report of 2019, approximately 14% of individuals in the U.S. have used some or the other form of CBD-infused products. About 58% of adults use it for pain-related conditions and around 42% for mental health-related conditions.

Scope of The Report

The COVID-19 pandemic resulted in a surge in consumer preference for immunity-boosting supplements. Segments such as sports nutrition, and women’s & men’s health saw a negative impact due to lockdowns imposed by governments to curb the pandemic. The effect of COVID-19 declined post the third quarter of 2020, which helped the market regain traction.

The market is fragmented with the presence of a large number of companies, intensifying the overall competitive rivalry. Companies are undertaking multiple partnerships and mergers & acquisitions to increase their portfolio & expand their footprint across the country. In addition, companies are focusing on product differentiation and bundling strategies to capture a greater market share. For instance, in March 2022, CV Sciences, Inc. launched PlusCBD Relief Softgels. The company claims that it can deliver seven times better Cannabidiol Acid (CBDA) and Cannabidiol (CBD) than its raw formula. This product has clinical significance in the treatment of inflammatory responses.

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Product Insights

The dietary supplement and weight loss products segment accounted for 35.17% of the share in 2021. Factors such as increased consumer awareness about the benefits of a healthy diet, growing self-health consciousness, and a rise in the prevalence of obesity are factors propelling industry growth. There has been increasing consumption of supplements, and companies are also expanding their product portfolios to include daily nutrition & wellness products. This includes multivitamins, single vitamins, minerals, enzymes, amino acids, and conjugated linoleic acid.

CBD nutraceuticals emerged as the fastest-growing segment. The rise in product launches, legalization of CBD across various states & countries, and consumer interest in CBD are factors likely to boost the demand for CBD nutraceuticals in the coming years. An increase in consumption of CBD-based nutraceuticals during weight management, sports nutrition, wellness, and pain management is a key factor expected to drive growth. Around 36% of individuals consume CBD in addition to a prescription drug in the United States.

Application Insights

Immune defense accounted for a share of 13.22% in 2021, owing to increased awareness about immune-based nutrition because of the COVID-19 pandemic and the high number of product launches. The increased prevalence of ailments such as diabetes & infectious diseases and the growing geriatric population are driving the demand for immune supplements. With the growing population, immune-boosting products such as vitamins, minerals, and probiotics have been in high demand. According to the Council for Responsible Nutrition, approximately 73% of Americans consumed dietary supplements in 2020, and about 32% of those surveyed had used them to improve their immunity.

The sports formulation segment accounted for a substantially high share in 2021. Rising awareness about fitness and the high commercial availability of sports nutrition are the primary factors that support market growth. An increase in the number of gyms and fitness centers is also one of the significant factors contributing to the large share, as these centers endorse such products.

By Form Insights

The capsules & tablets segment dominated the market in 2021. This high share can be attributed to the high availability of products in capsule & tablet form, a rise in innovation to enhance capsule & tablet delivery forms, and higher shelf-life. Tablets are one of the preferred forms of OTC products owing to their availability in various forms. Enteric-coated tablets, chewable tablets, sublingual & buccal tablets, effervescent tablets, and sustained-release tablets are the most common types of dietary & nutrition supplement tablets available in the market.

The other forms segment is expected to grow lucratively owing to the increasing number of product launches in powder form, specifically for sports nutrition. Other forms include powders, granules, premixed foods, bars, and sticks, which are a blend of specific nutrition needed by athletes and people looking to supplement their regular meals. Powders are the most preferred form among athletes. Almost all sports and fitness supplements are available in the form of powder, except for oils & sports drinks.

Demography Insights

Adults segment accounted for the largest share in 2021. This can be attributed to the availability of a wide variety of products for the adult demographic. According to a CDC report, 60% of the adults in the age group of 20 to 60 in the U.S. take one or the other form of supplement in addition to their regular meal. Active adults especially prefer almost all kinds of supplements like protein isolates, carbohydrate supplements, omega-3 fatty acids, probiotics, multivitamins, minerals, and amino acids.

Although the vitamin and dietary supplement industry is largely focused on adult and geriatric populations, there are tremendous opportunities for children’s nutrition and dietary supplements. Companies such as Seattle Gummy Company are actively engaged in the development of a pediatric variety of OTC products. In October 2020, Seattle Gummy Company received FDA approval for its Investigational New Drug Application (IND). It is the first of its kind allergy medication in the gummy form, which includes the active ingredient cetirizine.

Distribution Channel Insights

Based on distribution channels, hypermarkets, supermarkets, and convenience stores segment dominated in 2021. This high share can be attributed to the better feasibility of buying OTC products from such places and an increase in the number of strategic initiatives and schemes such as loyalty programs.

The online segment is expected to exhibit the fastest growth during the forecast period. The comfort and convenience of online purchasing are major driving factors. In addition, the majority of consumer health companies are expanding their businesses online by developing interactive and user-friendly e-commerce websites. For instance, in January 2020, CV Sciences, Inc. launched an updated Plus CBD Oil website. It provides customers with an enhanced user experience, which helps drive product sales. These factors are expected to boost the demand for online platforms during the forecast period.

Regional Insights

North America is the most progressive region concerning OTC health product consumption. The rise in awareness about nutritional supplements, increase in the number of gyms & wellness centers, and supportive government initiatives are expected to drive the regional market.

The U.S. is anticipated to witness lucrative growth during the forecast period. In the country, people, especially the younger generation, are increasingly becoming more health-conscious owing to the rising incidences of obesity-related diseases, which is one of the major factors boosting the adoption of nutritional goods in the country. According to the Trust for America’s Health, in 2020, the prevalence of obesity among U.S. adults was approximately 42%, and severe obesity was about 9.2% among adults aged 20 years and older.

Key Players

• Herbalife Nutrition
• CV Sciences, Inc.
• Medical Marijuana Inc.
• Nature’s Sunshine Products Inc.
• Johnson and Johnson Services, LLC
• GlaxoSmithKline Inc.
• Bayer AG
• American Health
• THE BOUNTIFUL COMPANY (Nestlé Health Science S.A.)

Market Segmentation

• By Product Outlook
  • Cough, Cold, and Flu Products
    • Liquid
    • Capsules/Tablets
    • Gummies
    • Others
  • Dietary Supplements and Weight Loss Products
    • Liquid
    • Capsules/Tablets
    • Gummies
    • Others
  • Sports Nutrition Products
    • Liquid
    • Capsules/Tablets
    • Gummies
    • Others
  • Probiotics
    • Liquid
    • Capsules/Tablets
    • Gummies
    • Others
  • CBD Nutraceutical Products
    • Liquid
    • Capsules/Tablets
    • Gummies
    • Others
• By Form Outlook
  • Liquid
  • Capsules/Tablets
  • Gummies
  • Others
• By Demography Outlook
  • Children
  • Adults
• By Application Outlook
  • Digestive health
  • Women’s & Men’s Health
  • Weight Control
  • Joint health
  • Immune Defense
  • Sports Formulation
  • Others
• By Distribution Channel Outlook
  • Retail pharmacies
  • Online
  • Hypermarkets, supermarkets, convenience stores
  • Others
• By Regional Outlook
  • North America
    • U.S.
    • Canada

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