Waukesha, Wisconsin – February 11, 2026 – HRG’s new item review team, in its ongoing evaluation of products suitable for the independent pharmacy channel, reviewed 2,384 new health, beauty, and wellness (HBW) items in 2025. This is an increase of 29.8% from the 1,837 products reviewed in 2024.
This increase is noteworthy because 2025 is the second consecutive year of an increase in new item launches after four years in a row of declines starting back in 2020. This, and the fact that 2026 is starting out with an active pattern of new product launches similar to 2025, are signs of continued retail recovery.
HRG analysts evaluate each new HBW product using the company’s proprietary, weighted Star Rating System. In 2025, analysts awarded stars to 195 products predicted to have the highest potential for future success and to drive profitability in independent pharmacies and beyond. The number of HRG Stars awarded from 2024 to 2025 was steady (197 Stars were awarded to 2024 new HBW products reviewed). This indicates that manufacturers are continuing to launch innovative and profitable products that are trending in the market.
Highlights of the 2025 HBW new item launches
- Within the top five categories in independent pharmacy (cold & allergy, pain relief, diabetes management, vitamins & dietary supplements, and digestive health), 503 products were reviewed and 100 (20%) of those received an HRG Star.
- This percentage is similar to past years, indicating manufacturers continue to discover and develop products to satisfy unmet consumer needs.
- For the fourth year running, the wellness classification had more product launches (1,455) than the beauty segment (671). Wellness products also earned the highest quantity of Stars in 2025, with 15 products earning a two-star rating, spanning seven categories.
- The health classification had the second largest percent of Stars awarded at 34.9%. Eleven of the 53 items were awarded an HRG two-star rating, including products in cold & allergy, digestive health, and pain relief.
- There was an end to the four-year decline of new item launches within the beauty classification — there were 671 products launched in 2025. Of those, 13.2% were awarded HRG Stars, up from last year.
Notable 2025 trends revealed in HRG’s new item analysis:
- For the past five years, the gummy form has been a strong trend in product launches. Gummy launches can be found across a variety of categories:
- 98 new items were launched in gummy form in 2025, or over 4% of all 2025 HBW launches. The launches spanned four categories: cold & allergy, digestive health, feminine care, and vitamins & dietary supplements.
- HRG analysts are already seeing a variety of new gummy product launches in early 2026 and forecast more to come.
- In 2024 HRG analysts identified a new trend: 7% of new vitamins & dietary supplement products launched included magnesium as an ingredient. This trend continued in 2025 with a slight uptick — 11.1% of new vitamins & dietary supplements released included magnesium.
- Scent and flavor trends in 2025
- Rosemary was a popular scent within hair care.
- Products including honey were launched in all HBW classifications.
- For five years running, lavender-scented products have been popular launches. Manufacturers continue to develop new products within the health and beauty classifications with the scent that is touted for its calming properties.
- Pre- and probiotic product launches in digestive health, feminine care, and vitamins & dietary supplements continue to enter the market as consumers look for ways to self-treat and maintain their overall health and wellness.
For more information about the performance of a particular HBW category or subcategory, including data analysis of product performance and distribution across the drug channel down to the four-digit HRG Fine Line (product type) or SKU level, manufacturers, retailers, or distributors can contact HRG at 414.355.1330 or email inthedetails@hamacher.com.