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Insights Scoop

Pulse Check: Who’s Buying OTC Health & Wellness Products in the U.S.

Elizabeth Jackson — Chief Marketing Officer

Over-the-counter (OTC) Health & Wellness products are an everyday staple for millions of Americans. But who exactly is driving this massive category? Collage’s latest OTC Shopper Audience pulse check reveals not just the demographics, but also the values, cultural traits, and passions shaping purchase behaviors among 145.8 million U.S. consumers.

Age & Gender Dynamics

Gen X leads the OTC category, with a median age of 47, with Boomers and older adults closely following. But Gen Z significantly under-indexes, signaling limited engagement among the youngest shoppers. Men and Hispanic consumers over-index in this category as well.

Cultural Values & Wellness Practices

Collage’s recent Health & Wellness report highlights insights on how multicultural groups approach OTC wellness. For example:

Hispanics embrace dual health strategies, with 31% using home remedies (vs. 27% total population) and 23% turning to herbal remedies (vs. 15%).
Black consumers emphasize inclusivity and resilience in their wellness routines.
Asian American shoppers lean toward holistic, intentional health solutions.

Culturally, OTC shoppers often identify as socially anxious, deferential to elders and authority, and nostalgic. Their passions and fandom also influence how they interact with OTC brands.

Media Habits & Engagement

Media strategies also matter. OTC shoppers are most engaged on Facebook, with Amazon Freevee leading in streaming. Traditional Network TV remains relevant, and YouTube Music is their top audio choice. Geographic concentration also reveals key opportunities for marketers.

Access the Full OTC Shopper Audience Now

Download the OTC Shopper Audience to uncover the data and complete picture of who’s buying OTC Health & Wellness products in the U.S., and how to engage them effectively.

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