The data: More than half (53%) of women ages 20-50 struggle to afford their health and wellness needs, and 61% feel forced to choose between financial and physical health, according to a February Talker Research survey for Intimina of 2,000 women.

• The average woman surveyed says 23% of every paycheck goes to health and hygiene.
• 38% say they are always or often concerned about how they’ll pay for health necessities in the next month.

Why it matters: Women spend an average of $1,639 per year on health and wellness products and services.

• They spend $232 annually on doctor’s visits and $227 on skincare—their top spending categories.
• They also spend $209 on vitamins and $197 on prescription drugs.

But cost concerns are pushing them to cut back. To save money, 38% say they skip vitamins, 27% avoid buying pain relief, 26% skip mental health care, and 25% stretch prescription medicines.

Almost half (49%) have skipped or delayed a doctor’s visit because of the cost, even though it was needed, and turned to alternatives like:

• 53% using home remedies
• 47% purchasing over-the-counter (OTC) solutions
• 46% searching for answers online
• 29% ignoring the issue until it goes away

Implications for healthcare and pharma brands: Women are rethinking how they manage their health and wellness care due to cost concerns. With many cutting or delaying care—and instead turning to at-home or OTC treatments or simply waiting—the likelihood of poorer health outcomes increases over time.

Healthcare brands face a growing risk of consumers overestimating, misunderstanding, or misusing OTC products, while pharma brands risk losing a key audience that may never reach the prescription stage.

As decision-making shifts earlier and away from traditional care settings, the need for clear, credible online guidance—such as health assessment tools and symptom trackers—is growing as women navigate more of these decisions on their own.

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