Two years after the COVID-19 pandemic hit the United States, retail sales of products in health and wellness categories continue to match peak growth rates. While it’s no surprise that health and wellness have been a priority in recent years, it is surprising to see the categories continue to be such a huge focus among consumers this far into the pandemic, according to the NPD Group.

“Comparisons to 2020 show that revenue growth of health and wellness categories slowed in 2021 but that’s just part of the story,” says Marshal Cohen, chief retail industry advisor for NPD. “Retail sales revenue from those same categories, compared to 2019, have continued to grow by double-digits. This growth seems to indicate that health and wellness is an enduring pandemic trend, which could provide opportunities for continued consumer spending.”

Many categories related to food continued to grow by double digits last year, in addition to categories related to cleaning, fitness, storage, preservation and books about home, gardening, crafts, hobbies, self-help and cooking.

“As consumers get out into the world and start to spend more on vacations and other experiences, health and wellness is likely to continue to play a role in their lives,” Cohen says. “Now it’s time for retailers and manufacturers to not only retain, but also generate new consumer attention, in a retail landscape where competition for the shopper’s share of wallet will soon expand.”