As the boundaries between retail and healthcare continue to blur, a transformative opportunity is emerging for retailers—especially grocers and pharmacy chains—to serve the rapidly expanding B2B health and wellness market. This segment, encompassing professional caregivers, health providers, and non-professional caregivers, is poised for disruption. Retailers that embrace digital transformation, unified data strategies, and omnichannel platforms can not only capture new revenue streams but also deliver operational efficiencies and build lasting loyalty among caregivers and health professionals.
The U.S. home healthcare services market is growing at an unprecedented pace, driven by an aging population, rising chronic conditions, and a preference for aging in place. This market, projected to reach $153 billion by 2029, spans a wide array of needs—from medical devices and supplies to nutrition and wellness products. Yet, the B2B medical supply segment remains highly fragmented, dominated by wholesalers and small players with limited digital maturity and little brand loyalty.
Retailers, particularly those with frequent customer touchpoints and trusted community presence, are uniquely positioned to disrupt this space. By leveraging digital platforms, loyalty programs, and seamless supply solutions, they can offer professional and non-professional caregivers a more convenient, integrated, and personalized experience than traditional B2B suppliers.
Professional caregivers and health providers have fundamentally different needs and digital journeys compared to individual consumers. Their priorities include:
Non-professional caregivers—family members, friends, and neighbors who provide unpaid care—represent nearly a quarter of U.S. adults. They often face challenges navigating fragmented supply chains, understanding product options, and accessing affordable solutions. Retailers can play a pivotal role by offering curated product bundles, educational content, and digital tools that simplify the caregiving journey.
The fragmentation of the B2B medical supply market is both a challenge and an opportunity. Traditional suppliers often lack the digital sophistication and customer-centricity that retailers have honed in the consumer space. By applying proven digital strategies, retailers can:
Retailers that invest in these capabilities can create a differentiated B2B experience—one that fosters loyalty, increases share of wallet, and drives operational efficiency for both the retailer and the caregiver.
The most ambitious retailers are already building out omnichannel health and wellness offerings for consumers, from digital pharmacies to in-store clinics and personalized nutrition programs. Extending these capabilities to B2B segments creates powerful synergies:
Successfully serving the B2B health and wellness market requires more than just adding new products to the shelf. It demands a strategic approach to platform design, data integration, and experience innovation. Retailers must:
Retailers and distributors that have embraced digital transformation in adjacent sectors have seen measurable results: increased online reservations, higher average order values, improved customer satisfaction, and a shift from transactional selling to strategic partnership. By modernizing their digital ecosystems, these organizations have enabled seamless transitions between online and offline channels, freeing sales teams to focus on value-added activities and building deeper relationships.
As the home health and wellness market continues to grow, the retailers that succeed will be those who recognize the distinct needs of B2B segments and invest in the digital capabilities to serve them. By building seamless, data-driven platforms and loyalty programs for caregivers and health providers, retailers can capture a share of this expanding market—while complementing and enhancing their consumer-facing health services.
The future of B2B health and wellness in retail is connected, personalized, and powered by digital transformation. Retailers who act now will not only unlock new growth and operational excellence but also play a vital role in supporting the health journeys of millions.
Ready to transform your B2B health and wellness offering? Let’s connect and build the future of care together.