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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.

76%

of consumer health care sales are driven by ExtraCare members*

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~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.

Illustration of a CVS basket.

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.

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.*

Connect with CMX to learn more
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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.

Connect with CMX to learn more
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CCF is more than a single seasonal spike

Cough, cold and flu season is a recurring cycle of need, symptoms and recovery. With households managing 8–12 illnesses per year*, CMX helps brands show up across a full season of prevention, relief and recovery. 

Learn more insights about the season
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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.

Connect with CMX to learn more
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Browse CMX case studies

Discover how CMX has helped health and wellness brands turn trusted care moments into stronger connections and measurable results.

Don’t guess, reach your next customer.

CMX. It’s not guessing, it’s data.

Connect with the CMX team today. 

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  • *CVS Internal Data

  • **vs BAU campaigns, Internal beta test, 1H25

  • ***CMX Campaign Performance Report 2024

  • †“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.