Companies like Function Health and Prenuvo offering direct-to-consumer lab tests and radiologic screenings are becoming increasingly prominent, with the DTC diagnostics market projected to $6.8B by 2032. Retail is expanding supplement and protein offerings to capitalize on GLP-1 medication users seeking complementary health optimization, with Target beefing up protein and supplement offerings specifically targeting this demographic. This represents a fundamental shift in consumer healthcare engagement, with patients taking more control of their health data and wellness strategies outside traditional medical settings.