CMX® Health & Wellness Insights
As the #1 health and wellness retail pharmacy, CVS® is where our 90M+ addressable ExtraCare® members shop frequently, habitually and across categories — motivated by convenience and trust. Through first-party loyalty data, CMX transforms insights into stronger connections to help brands show up with relevance, empathy and impact across the health and wellness journey.
of consumer health care sales are driven by ExtraCare members*
~60%
of ExtraCare members shop CVS for health and wellness at least monthly*
We know shoppers rely on CVS for their health routines, not as an occasional stop. With nearly 1 in 6 shopping at least weekly or more*, CMX keeps brands present through sustained, high-frequency engagement — ideal for always-on retail media and replenishment-driven categories.
65%
of ExtraCare members discover new health and wellness products in store*
We know the shelf is a powerful moment of influence. With 51% of ExtraCare members citing CVS signage and displays as a discovery driver*, CMX helps brands turn the in-store experience into a powerful engine for discovery, consideration and conversion.
Explore health and wellness insights
From everyday routines to urgent symptom moments — CMX helps health and wellness brands show up when shoppers need trusted care most through powerful ExtraCare insights.
As seasonal demand surges, CMX helps brands show up for shoppers
65% of surveyed ExtraCare members begin considering cough, cold and flu season as cooler weather arrives while 50% do so when someone close gets sick. With insights into category engagement and purchase behavior, only CMX helps brands reach customers at the #1 health and wellness destination as they purchase and prepare for the season.
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From feminine care to daily wellness, women choose CVS first
Over 60M women trust CVS for their wellness needs. With women representing more than two-thirds of our ExtraCare audience, ExtraCare members account for 63% of all CVS feminine care sales.*
Seniors rely on CVS for trusted, accessible wellness care
With 44% of buyers repeating senior wellness purchases at CVS within 37 days*, these moments give brands a powerful opportunity to support seniors and their caregivers across trusted care routines.
Pain relief shoppers need fast, accessible solutions
Pain relief is one of the most consistently shopped OTC categories, with 1 in 5 shoppers experiencing chronic pain* and 75% relying on OTC remedies as a first line of defense†. At CVS, frequent need creates more opportunity for brands, with pain baskets averaging 40% larger* than the typical CVS basket.
Browse CMX case studies
Discover how CMX has helped health and wellness brands turn trusted care moments into stronger connections and measurable results.
Smarter AI optimization unlocked a +16% audience reach** for a leading consumer health brand
Big Fall Wellness captured the fall restock moment — driving up to 4.76% sales lift***
One connected January Wellness strategy delivered 3x average campaign ROAS*
When relief needs peaked, CMX delivered up to $22 ROAS*
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Don’t guess, reach your next customer.
CMX. It’s not guessing, it’s data.
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*CVS Internal Data
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**vs BAU campaigns, Internal beta test, 1H25
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***CMX Campaign Performance Report 2024
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†“Over-The-Counter (OTC) Pain Relievers Market Growth Analysis, Dynamics, Key Players and Innovations, Outlook and Forecast 2026-2034.” Intel Market Research, 18 February 2026, https://www.intelmarketresearch.com/over-the-counter-pain-relievers-market-34859
Not a guarantee of performance. Where permitted by law.