U.S. Retail Pharmacy De-identified Health Data Market Size, Share & Trends Analysis Report By Dataset Type (DSCSA Data, Market Basket Data, Inventory Data, Prior Authorization Data), And Segment Forecasts, 2025 - 2030

Market Size & Trends

The U.S. retail pharmacy de-identified health data market size was estimated at USD 2.90 billion in 2024 and is expected to grow at a CAGR of 7.88% from 2025 to 2030. This growth is primarily driven by the rising demand for real-world evidence (RWE) and real-world data (RWD), alongside the continued expansion of value-based care (VBC) and outcome-based reimbursement models. Additionally, favorable regulatory initiatives, such as compliance with the Drug Supply Chain Security Act (DSCSA), are further fueling market expansion. The rapid adoption of VBC models is reshaping the U.S. healthcare landscape by redefining how care outcomes are evaluated, priced, and incentivized.

De-identified health data is essential for clinical research as it allows researchers to analyze large datasets while protecting patient privacy. This data identifies trends, evaluates treatment effectiveness, and supports population health studies without compromising individual identities. By leveraging de-identified data, researchers can enhance the quality of their findings and facilitate advancements in medical knowledge and practice.

For instance, in April 2023, Philips and MIT's Institute for Medical Engineering and Science (IMES) collaborated to develop an enhanced critical care dataset to advance clinical research and AI applications in healthcare. This dataset includes de-identified data from ICU patients and integrates comprehensive clinical information to support researchers and educators in gaining insights into critical care and improving patient outcomes. The initiative fosters innovation in AI-driven healthcare solutions, contributing to more accurate diagnostics and personalized treatments.

The volume and urgency of treatment approvals related to COVID-19 drove significant demand for de-identified data. Payers and providers utilized these datasets to streamline access pathways, automate administrative workflows, and support rapid decision-making. These developments also informed the evolution of policies to reduce friction in care delivery during public health emergencies. Widespread drug and medical supply shortages highlighted the need for enhanced visibility into real-time inventory data at the pharmacy level. Stakeholders, including pharmaceutical manufacturers, wholesalers, and health tech companies, invested heavily in predictive analytics and AI-based inventory tracking to proactively manage stockouts and ensure timely access to critical therapies.

Outlook of Key Drivers And Related Insights By Dataset Type

Market Concentration & Characteristics

The chart below illustrates the relationship between market concentration, industry characteristics, and industry participants. The x-axis represents the level of industry concentration, ranging from low to high. The y-axis represents various industry characteristics, including industry competition, impact of regulations, level of partnerships & collaborations activities, degree of innovation, and regional expansion. For instance, the U.S. retail pharmacy De-identified data market is slightly fragmented, with many product & service providers entering the market. The degree of innovation, the level of partnerships & collaboration activities, and the impact of regulations on the industry are high. However, moderate growth was observed in regional expansion.

The degree of innovation in the industry is high. The market is experiencing significant innovation as numerous players introduce new products. Major players like CVS Health, Walgreens, and Walmart are investing in advanced data platforms that aggregate pharmacy data with clinical, claims, and social determinants of health (SDoH) data, moving beyond basic prescription records toward richer, multi-source datasets.

The level of partnerships & collaboration activities by key players in the industry is high to increase their capabilities, expand product portfolios, and improve competencies. Many retail pharmacies partner with advanced analytics firms, health tech startups, and cloud providers to enhance data warehousing, AI-driven insights, and interoperability capabilities. For instance, in October 2022, Rite Aid partnered with Google Cloud in a multi-year collaboration to modernize its pharmacy operations and enhance the online customer experience. This partnership involves migrating key applications, such as vaccine scheduling tools and customer messaging infrastructure, to Google Cloud's Anthos platform.

The impact of regulations on the market is high. Various regulations significantly influence the U.S. retail pharmacy market. Acts such as HIPAA set the core framework by defining what counts as de-identified data and what safeguards must be applied. As long as data meets HIPAA’s de-identification standards (safe harbor or expert determination), it can generally be shared or sold without individual patient consent. However, companies must still ensure robust compliance practices, which limits how granular or linked datasets can be.

The level of regional expansion in industry is moderate. While most companies operate nationally, there is a growing focus on expanding into specific high-opportunity regions such as California, Texas, Florida, and New York, where large insured populations and advanced Medicaid or value-based care programs exist.

Dataset Type Insights

Based on dataset type, the prior authorization data segment held the largest revenue share of 33.12% in 2024. In addition, this segment is expected to grow at the fastest CAGR of 8.85% during the forecast period. The segment's dominance is driven by the high volume and frequency of prior authorization requests, growing regulatory and transparency requirements, and the critical.

De-identified Prior Authorization (PA) Data from retail pharmacies consists of anonymized records capturing prescription transactions requiring prior approval, including drug name, denial reasons, time-to-approval, payer requirements, and appeal outcomes, without containing any personally identifiable information (PII).

Key U.S. Retail Pharmacy De-identified Health Data Company Insights

The market is highly fragmented, with many small and large players operating in this space. This leads to intense competition between smaller players to sustain their position. Strategies such as new product launches and partnerships play a key role in propelling market growth.

Recent Developments

• In February 2025, CVS Health launched a redesigned CVS Health app. The app integrates services from CVS Pharmacy, Caremark, and CVS Specialty pharmacies, enabling users to manage prescriptions, track health spending, schedule immunizations, and access wellness content.

“With 60 million digital customers, we are excited to continue to innovate and bring best-in-class and first-in-industry capabilities to our customers.”

- Tony Ambrozie, Senior Vice President and Chief Digital and Technology Officer, CVS Health Pharmacy and Consumer Wellness.

• In April 2024, Walgreens introduced Walgreens Specialty Pharmacy, which expands access to care for patients with complex, chronic conditions. The company has also invested in transforming the specialty pharmacy offering, including gene and cell therapy services.

“Walgreens Specialty Pharmacy is the largest independent provider that offers the industry's most robust specialty capabilities not vertically aligned with a pharmacy benefit manager.”

- Rick Gates, chief pharmacy officer, Walgreens.

• In February 2023, Albertsons launched Sincerely Health, a digital health and wellness platform that offers personalized health and pharmacy services, enabling customers to achieve their health and wellness goals.

“We are introducing Sincerely Health with a singular intention to improve lives.”

- Omer Gajial, Chief Digital Officer and EVP Health at Albertsons Cos.

• In October 2023, Optum Rx, the pharmacy care division of UnitedHealth Group, opened a home delivery pharmacy in Arizona. The pharmacy is designed to prepare, package, and ship prescriptions.

“We are excited to open this new advanced fulfillment pharmacy in Arizona that will enable us to serve more communities better and ensure more equitable access to health care.”

-Dr Patrick Conway, CEO of Optum Rx.

U.S. Retail Pharmacy De-identified Health Data Market Report Scope

U.S. Retail Pharmacy De-identified Health Data Market Report Segmentation

This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. Retail Pharmacy de-identified health data market report on the basis of dataset type:

• Dataset Type Outlook (Revenue, USD Million; 2018 - 2030)

  • DSCSA Data

    • By Buyer Type:

      • Pharmaceutical Manufacturers

      • Drug Distributors

      • Regulatory Tech Vendors (e.g., TraceLink, LSPedia)

      • Healthcare SaaS Vendors (compliance and recall management tools)

      • Others (Federal Agencies e.g., FDA, etc.)

  • Market Basket Data

    • By Buyer Type:

      • CPG & Pharma Brands

      • Marketing & AdTech Firms

      • Health Insurers & PBMs

      • Retail Analytics Platforms

      • Others (Data Aggregators (e.g., NielsenIQ, IRI), etc.)

  • Prior Authorization Data

    • By Buyer Type:

      • Payers & PBMs

      • Pharma Market Access Teams

      • Health IT Providers

      • Consulting & Policy Firms

      • Others (Advocacy Groups, etc.)

  • Inventory Data

    • By Buyer Type:

      • Pharma Manufacturers

      • Distributors/Wholesalers

      • AI/ML Inventory Optimization Vendors

      • Others (Clinical Supply Vendors, etc.)

  • Episodic Data / Pharmacy Rx Claims Data

    • By Buyer Type:

      • Value-based Payers & ACOs

      • Pharma Outcomes Teams

      • Real-world Evidence Vendors

      • CMS & Government Organizations

      • Others (AI/ML Healthtech Firms, etc.)