Self Care Trumps Home Care Post-Covid

US demand continues to grow for vitamins, supplements and other health-related products, post-pandemic. That's been a boon for any product that promotes the concept of wellness. Last year, McKinsey noted that $1.5 trillion global market for fitness, nutrition and related products is growing as much as 10% a year. Meanwhile, beauty-from-within formats are surging, too, according to Kline. 

However, as concerns about covid-19 ebb, consumers are buying fewer household cleaning products. According to IRI, consumer interest in self care has mushroomed since covid-19 emerged in March 2020. At the same time, soaring inflation may be convincing them to try anything to avoid an expensive trip to the doctor's office. As a result, OTC sales of analgesics and cold remedies are rising, too.

And yet, shoppers aren't doing everything they can to ensure they remain healthy. IRI says sales of household cleaning supplies have dropped signficantly in recent months. According to IRI, sales of household cleaners fell 8.6% in food, drug and mass merchandisers for the most recent 12 month period. The decline was even more pronounced in supermarkets, where sales fell 15%, according to IRI.

Here's a look at what's trending and what's not, in multi-outlets, according IRI.