The “personal growth” or self-improvement market, like many others, took a hit in 2020 due to the pandemic and recession. However, some market segments prospered as Americans read more books, listened to audiobooks and bought tons of exercise equipment/weight loss services.

As obesity rates climb and Americans age, more people are developing sleep apnea, restless leg syndrome and other sleep disorders. Plus, stress in 2020 related to the presidential election, Covid-19 pandemic and recession are all contributing to more sleepless nights.

Health coaching has emerged as a $7 billion service market, with a strong growth outlook. There are now an estimated 128,000 health coaches and health educators that advise and motivate clients to change bad lifestyle habits and to manage chronic conditions such as diabetes.

There are millions of households in America with low incomes and poor credit that find dealing with traditional banks to be difficult. They have chosen instead to patronize “alternative financial” services that provide extended hours and less restrictive credit policies—local check cashing and money transfer outlets, pawn shops, rent-to-own stores, and payday loan services.

Drug and alcohol addiction rehab in the United States is big business — an estimated $38 billion. There are now 14,000+ private treatment facilities and growing. 

The total U.S. weight loss market hit a new peak in 2019, growing to $78 billion. However, that growth came to a halt when the Coronavirus hit in March, shutting the doors of weight loss centers, doctors’ offices, clinics, and other businesses for 8-10 weeks. As a result, the value of the market is forecast to decline by 9% this year.

The $6 billion fertility clinics and infertility services industry in the United States had been booming through 2019, thanks to growing demand from American couples that have delayed childbearing, more widespread acceptance of fertility treatment and usage by gay couples, improved success rates, a strong economy, and significant demand from medical tourists from Europe and China.

This $117 billion U.S. business, which encompasses basic janitorial services, pest control, and other building maintenance, is huge but very competitive, comprised of mainly small operators, including 36,000 franchised outlets. Competitors run the gamut, from sole proprietors to giants such as ABM Industries with $6.5 billion in revenues. This is a low-investment business that’s easy to enter, and many do.