Homeopathic Health Care - The Next Splurge

Homeopathic and natural remedies are becoming real life competitors to OTC medications - and even select beauty care categories. One-in-four shoppers integrate them with traditional OTC and beauty care products to manage their health.

Aging, hippy baby boomers are no longer driving the category. All age and income demographics now participate at the same level. Though, participation by new shoppers is substantial: one-in-three users of homeopathic remedies started using the products in the last two years.

Where people shop - and will shop - is still up for grabs. While specialty stores were the traditional source of these alternative remedies, shoppers are now buying them in lots of places, including mass merchandisers (at the same level as specialty stores), drug stores, supermarkets and even the Internet.

    The PULSE