North America IV Hydration Therapy Market Size, Share & Trends Analysis Report By Type (Immune Boosters, Energy Boosters), By Age (0-18, 18-60), By Gender, By End-use (Hospitals & Clinics, Home Healthcare), By Country, And Segment Forecasts, 2025 - 2030

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North America IV Hydration Therapy Market Growth & Trends
The North America IV hydration therapy market size is expected to reach USD 2.6 billion by 2030, registering a CAGR of 8.7% from 2025 to 2030, based on a new report by Grand View Research, Inc. The increasing prevalence of chronic diseases such as cancer and diabetes is the primary driver of the market. According to the CDC estimates, a significant proportion, specifically 6 in 10 adults in the U.S., grapple with these health challenges, generating a robust demand for effective healthcare solutions. Intravenous (IV) hydration therapy emerges as a critical and efficient intervention, offering a direct and expeditious approach to addressing the consequences and management of chronic diseases. Beyond mere treatment, it becomes a valuable tool that enhances the overall well-being of individuals contending with these persistent health conditions. As the incidence of chronic diseases continues to rise, the market assumes a crucial role, providing specialized care and unwavering support to meet the evolving healthcare needs of the population.
Simultaneously, the prevalence of foodborne illnesses in the North American region presents substantial health challenges, as per CDC estimates. Shockingly, 1 in 6 Americans falls ill from contaminated food or beverages annually, leading to a staggering 3,000 deaths. The financial ramifications, quantified by the U.S. Department of Agriculture (USDA) at over USD 15.6 billion each year, underscore the magnitude of this issue.
In navigating this complex landscape, the market emerges as a crucial component in addressing the aftermath of foodborne illnesses. Recognized as a supportive measure, IV hydration therapy plays a pivotal role in managing dehydration, a common consequence associated with these illnesses. With its capability for efficient and swift fluid replenishment, intravenous hydration therapy becomes an invaluable asset within the healthcare response framework, actively contributing to mitigating the impact of foodborne illnesses on the well-being of individuals.
North America IV Hydration Therapy Market Report Highlights
Drip Hydration
DriPros IV Hydration Wellness
wHydrate
Renew Ketamine & Wellness Center
R2 Medical Clinic
AliveDrip
Hydrate IV
Hydration Room
North America IV Hydration Therapy Market Growth & Trends
The North America IV hydration therapy market size is expected to reach USD 2.6 billion by 2030, registering a CAGR of 8.7% from 2025 to 2030, based on a new report by Grand View Research, Inc. The increasing prevalence of chronic diseases such as cancer and diabetes is the primary driver of the market. According to the CDC estimates, a significant proportion, specifically 6 in 10 adults in the U.S., grapple with these health challenges, generating a robust demand for effective healthcare solutions. Intravenous (IV) hydration therapy emerges as a critical and efficient intervention, offering a direct and expeditious approach to addressing the consequences and management of chronic diseases. Beyond mere treatment, it becomes a valuable tool that enhances the overall well-being of individuals contending with these persistent health conditions. As the incidence of chronic diseases continues to rise, the market assumes a crucial role, providing specialized care and unwavering support to meet the evolving healthcare needs of the population.
Simultaneously, the prevalence of foodborne illnesses in the North American region presents substantial health challenges, as per CDC estimates. Shockingly, 1 in 6 Americans falls ill from contaminated food or beverages annually, leading to a staggering 3,000 deaths. The financial ramifications, quantified by the U.S. Department of Agriculture (USDA) at over USD 15.6 billion each year, underscore the magnitude of this issue.
In navigating this complex landscape, the market emerges as a crucial component in addressing the aftermath of foodborne illnesses. Recognized as a supportive measure, IV hydration therapy plays a pivotal role in managing dehydration, a common consequence associated with these illnesses. With its capability for efficient and swift fluid replenishment, intravenous hydration therapy becomes an invaluable asset within the healthcare response framework, actively contributing to mitigating the impact of foodborne illnesses on the well-being of individuals.
North America IV Hydration Therapy Market Report Highlights
- Based on type, the energy boosters segment dominated the North America intravenous hydration therapy industry with a revenue share of 25.3% in 2024. The growth is propelled due to energy IV drip packets adoption. The drip provides energy by infusing the body with a specifically prepared blend of electrolytes, vitamins, fluids, and antioxidants to battle sensations of exhaustion & low energy
- Based on age, the 18-60 segment dominated the industry with a revenue share of 53.2% in 2024. The segment's dominance is due to this age group's increasing adoption of IV hydration therapy for various conditions
- Based on gender, the women segment dominated the market with a revenue share of 52.7% in 2024, propelled by the increasing adoption of IV therapies in skincare & beautification and for overall wellness by women
- Based on end-use, the hospitals & clinics segment dominated the market and accounted for a revenue share of 41.5% in 2024. This is attributed to the fact that most infusion therapies are carried out in hospitals and clinics for treatment of a wide variety of conditions
- U.S. held the largest market, with a revenue share of 86.8% in 2024. The region's advanced healthcare infrastructure, increasing awareness about disease management, and a growing aging population contribute to the market's dominance
Drip Hydration
DriPros IV Hydration Wellness
wHydrate
Renew Ketamine & Wellness Center
R2 Medical Clinic
AliveDrip
Hydrate IV
Hydration Room
CHAPTER 1. METHODOLOGY AND SCOPE
1.1. Market Segmentation & Scope
1.1.1. Type
1.1.2. Age
1.1.3. Gender
1.1.4. End-use
1.1.5. Regional scope
1.1.6. Estimates and forecast timeline
1.2. Research Methodology
1.3. Information Procurement
1.3.1. Purchased database
1.3.2. GVR’s internal database
1.3.3. Secondary sources
1.3.4. Primary research
1.3.5. Details of primary research
1.3.5.1. Data for primary interviews in North America
1.4. Information or Data Analysis
1.4.1. Data analysis models
1.5. Market Formulation & Validation
1.6. Model Details
1.6.1. Commodity flow analysis (Model 1)
1.6.2. Approach 1: Commodity flow approach
1.6.3. Volume price analysis (Model 2)
1.6.4. Approach 2: Volume price analysis
1.7. List of Secondary Sources
1.8. List of Primary Sources
1.9. Objectives
CHAPTER 2. EXECUTIVE SUMMARY
2.1. Market Outlook
2.2. Segment Outlook
2.2.1. Type outlook
2.2.2. Age outlook
2.2.3. Gender outlook
2.2.4. End-use outlook
2.2.5. Regional outlook
2.3. Competitive Insights
CHAPTER 3. NORTH AMERICA IV HYDRATION THERAPY MARKET VARIABLES, TRENDS & SCOPE
3.1. Market Lineage Outlook
3.1.1. Parent market outlook
3.1.2. Related/ancillary market outlook
3.2. Market Dynamics
3.2.1. Market driver analysis
3.2.1.1. Increasing focus on health and wellness
3.2.1.2. Rising foodborne illnesses in the region
3.2.1.3. Increasing awareness of the benefits of IV hydration therapies
3.2.2. Market restraint analysis
3.2.2.1. High per session cost of the treatment
3.3. North America IV Hydration Therapy Market Analysis Tools
3.3.1. Industry Analysis - Porter’s
3.3.1.1. Supplier power
3.3.1.2. Buyer power
3.3.1.3. Substitution threat
3.3.1.4. Threat of new entrant
3.3.1.5. Competitive rivalry
3.3.2. PESTEL Analysis
3.3.2.1. Political landscape
3.3.2.2. Technological landscape
3.3.2.3. Economic landscape
CHAPTER 4. NORTH AMERICA IV HYDRATION THERAPY MARKET: TYPE ESTIMATES & TREND ANALYSIS
4.1. Definitions and Scope
4.1.1. Immune Boosters
4.1.2. Energy Boosters
4.1.3. Skin Care
4.1.4. Migraine
4.1.5. Others
4.2. Type Market Share, 2024 & 2030
4.3. Segment Dashboard
4.4. North America IV Hydration Therapy Market by Type Outlook
4.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
4.5.1. Immune Boosters
4.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.2. Energy Boosters
4.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.3. Skin Care
4.5.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.4. Migraine
4.5.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.5. Others
4.5.5.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 5. NORTH AMERICA IV HYDRATION THERAPY MARKET: AGE ESTIMATES & TREND ANALYSIS
5.1. Definitions and Scope
5.1.1. 0-18
5.1.2. 18-60
5.1.3. 60+
5.2. Age Market Share, 2024 & 2030
5.3. Segment Dashboard
5.4. North America IV Hydration Therapy Market by Age Outlook
5.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
5.5.1. 0-18
5.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
5.5.2. 18-60
5.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
5.5.3. 60+
5.5.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 6. NORTH AMERICA IV HYDRATION THERAPY MARKET: GENDER ESTIMATES & TREND ANALYSIS
6.1. Definitions and Scope
6.1.1. Men
6.1.2. Women
6.2. Gender Market Share, 2024 & 2030
6.3. Segment Dashboard
6.4. North America IV Hydration Therapy Market by Gender Outlook
6.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
6.5.1. Man
6.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
6.5.2. Woman
6.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 7. NORTH AMERICA IV HYDRATION THERAPY MARKET: REGIONAL ESTIMATES & TREND ANALYSIS
7.1. Regional Market Share Analysis, 2024 & 2030
7.2. Regional Market Dashboard
7.3. Regional Market Snapshot
7.4. Market Size, & Forecasts Trend Analysis, 2018 to 2030:
7.5. North America
7.5.1. U.S.
7.5.1.1. U.S. market estimates and forecast, 2018 - 2030 (USD Million)
7.5.2. Canada
7.5.2.1. Canada market estimates and forecast, 2018 - 2030 (USD Million)
7.5.3. Mexico
7.5.3.1. Mexico market estimates and forecast, 2018 - 2030 (USD Million)
CHAPTER 8. COMPETITIVE LANDSCAPE
8.1. Recent Developments & Impact Analysis, By Key Market Participants
8.2. Company/Competition Categorization
8.2.1. Innovators
8.3. Vendor Landscape
8.3.1. List of key distributors and channel partners
8.3.2. Key customers
8.3.3. Key company market share analysis, 2024
8.3.4. Drip Hydration
8.3.4.1. Company overview
8.3.4.2. Financial performance
8.3.4.3. Gender benchmarking
8.3.4.4. Strategic initiatives
8.3.5. DriPros IV Hydration Wellness
8.3.5.1. Company overview
8.3.5.2. Financial performance
8.3.5.3. Gender benchmarking
8.3.5.4. Strategic initiatives
8.3.6. wHydrate
8.3.6.1. Company overview
8.3.6.2. Financial performance
8.3.6.3. Gender benchmarking
8.3.6.4. Strategic initiatives
8.3.7. Renew Ketamine & Wellness Center
8.3.7.1. Company overview
8.3.7.2. Financial performance
8.3.7.3. Gender benchmarking
8.3.7.4. Strategic initiatives
8.3.8. R2 Medical Clinic
8.3.8.1. Company overview
8.3.8.2. Financial performance
8.3.8.3. Gender benchmarking
8.3.8.4. Strategic initiatives
8.3.9. AliveDrip
8.3.9.1. Company overview
8.3.9.2. Financial performance
8.3.9.3. Gender benchmarking
8.3.9.4. Strategic initiatives
8.3.10. Hydrate IV
8.3.10.1. Company overview
8.3.10.2. Financial performance
8.3.10.3. Gender benchmarking
8.3.10.4. Strategic initiatives
8.3.11. Hydration Room
8.3.11.1. Company overview
8.3.11.2. Financial performance
8.3.11.3. Gender benchmarking
8.3.11.4. Strategic initiatives
1.1. Market Segmentation & Scope
1.1.1. Type
1.1.2. Age
1.1.3. Gender
1.1.4. End-use
1.1.5. Regional scope
1.1.6. Estimates and forecast timeline
1.2. Research Methodology
1.3. Information Procurement
1.3.1. Purchased database
1.3.2. GVR’s internal database
1.3.3. Secondary sources
1.3.4. Primary research
1.3.5. Details of primary research
1.3.5.1. Data for primary interviews in North America
1.4. Information or Data Analysis
1.4.1. Data analysis models
1.5. Market Formulation & Validation
1.6. Model Details
1.6.1. Commodity flow analysis (Model 1)
1.6.2. Approach 1: Commodity flow approach
1.6.3. Volume price analysis (Model 2)
1.6.4. Approach 2: Volume price analysis
1.7. List of Secondary Sources
1.8. List of Primary Sources
1.9. Objectives
CHAPTER 2. EXECUTIVE SUMMARY
2.1. Market Outlook
2.2. Segment Outlook
2.2.1. Type outlook
2.2.2. Age outlook
2.2.3. Gender outlook
2.2.4. End-use outlook
2.2.5. Regional outlook
2.3. Competitive Insights
CHAPTER 3. NORTH AMERICA IV HYDRATION THERAPY MARKET VARIABLES, TRENDS & SCOPE
3.1. Market Lineage Outlook
3.1.1. Parent market outlook
3.1.2. Related/ancillary market outlook
3.2. Market Dynamics
3.2.1. Market driver analysis
3.2.1.1. Increasing focus on health and wellness
3.2.1.2. Rising foodborne illnesses in the region
3.2.1.3. Increasing awareness of the benefits of IV hydration therapies
3.2.2. Market restraint analysis
3.2.2.1. High per session cost of the treatment
3.3. North America IV Hydration Therapy Market Analysis Tools
3.3.1. Industry Analysis - Porter’s
3.3.1.1. Supplier power
3.3.1.2. Buyer power
3.3.1.3. Substitution threat
3.3.1.4. Threat of new entrant
3.3.1.5. Competitive rivalry
3.3.2. PESTEL Analysis
3.3.2.1. Political landscape
3.3.2.2. Technological landscape
3.3.2.3. Economic landscape
CHAPTER 4. NORTH AMERICA IV HYDRATION THERAPY MARKET: TYPE ESTIMATES & TREND ANALYSIS
4.1. Definitions and Scope
4.1.1. Immune Boosters
4.1.2. Energy Boosters
4.1.3. Skin Care
4.1.4. Migraine
4.1.5. Others
4.2. Type Market Share, 2024 & 2030
4.3. Segment Dashboard
4.4. North America IV Hydration Therapy Market by Type Outlook
4.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
4.5.1. Immune Boosters
4.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.2. Energy Boosters
4.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.3. Skin Care
4.5.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.4. Migraine
4.5.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
4.5.5. Others
4.5.5.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 5. NORTH AMERICA IV HYDRATION THERAPY MARKET: AGE ESTIMATES & TREND ANALYSIS
5.1. Definitions and Scope
5.1.1. 0-18
5.1.2. 18-60
5.1.3. 60+
5.2. Age Market Share, 2024 & 2030
5.3. Segment Dashboard
5.4. North America IV Hydration Therapy Market by Age Outlook
5.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
5.5.1. 0-18
5.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
5.5.2. 18-60
5.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
5.5.3. 60+
5.5.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 6. NORTH AMERICA IV HYDRATION THERAPY MARKET: GENDER ESTIMATES & TREND ANALYSIS
6.1. Definitions and Scope
6.1.1. Men
6.1.2. Women
6.2. Gender Market Share, 2024 & 2030
6.3. Segment Dashboard
6.4. North America IV Hydration Therapy Market by Gender Outlook
6.5. Market Size & Forecasts and Trend Analyses, 2018 to 2030 for the following
6.5.1. Man
6.5.1.1. Market estimates and forecast 2018 to 2030 (USD Million)
6.5.2. Woman
6.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
CHAPTER 7. NORTH AMERICA IV HYDRATION THERAPY MARKET: REGIONAL ESTIMATES & TREND ANALYSIS
7.1. Regional Market Share Analysis, 2024 & 2030
7.2. Regional Market Dashboard
7.3. Regional Market Snapshot
7.4. Market Size, & Forecasts Trend Analysis, 2018 to 2030:
7.5. North America
7.5.1. U.S.
7.5.1.1. U.S. market estimates and forecast, 2018 - 2030 (USD Million)
7.5.2. Canada
7.5.2.1. Canada market estimates and forecast, 2018 - 2030 (USD Million)
7.5.3. Mexico
7.5.3.1. Mexico market estimates and forecast, 2018 - 2030 (USD Million)
CHAPTER 8. COMPETITIVE LANDSCAPE
8.1. Recent Developments & Impact Analysis, By Key Market Participants
8.2. Company/Competition Categorization
8.2.1. Innovators
8.3. Vendor Landscape
8.3.1. List of key distributors and channel partners
8.3.2. Key customers
8.3.3. Key company market share analysis, 2024
8.3.4. Drip Hydration
8.3.4.1. Company overview
8.3.4.2. Financial performance
8.3.4.3. Gender benchmarking
8.3.4.4. Strategic initiatives
8.3.5. DriPros IV Hydration Wellness
8.3.5.1. Company overview
8.3.5.2. Financial performance
8.3.5.3. Gender benchmarking
8.3.5.4. Strategic initiatives
8.3.6. wHydrate
8.3.6.1. Company overview
8.3.6.2. Financial performance
8.3.6.3. Gender benchmarking
8.3.6.4. Strategic initiatives
8.3.7. Renew Ketamine & Wellness Center
8.3.7.1. Company overview
8.3.7.2. Financial performance
8.3.7.3. Gender benchmarking
8.3.7.4. Strategic initiatives
8.3.8. R2 Medical Clinic
8.3.8.1. Company overview
8.3.8.2. Financial performance
8.3.8.3. Gender benchmarking
8.3.8.4. Strategic initiatives
8.3.9. AliveDrip
8.3.9.1. Company overview
8.3.9.2. Financial performance
8.3.9.3. Gender benchmarking
8.3.9.4. Strategic initiatives
8.3.10. Hydrate IV
8.3.10.1. Company overview
8.3.10.2. Financial performance
8.3.10.3. Gender benchmarking
8.3.10.4. Strategic initiatives
8.3.11. Hydration Room
8.3.11.1. Company overview
8.3.11.2. Financial performance
8.3.11.3. Gender benchmarking
8.3.11.4. Strategic initiatives
LIST OF TABLES
Table 1 List of Abbreviations
Table 2 List of Secondary Sources
Table 1 List of Abbreviations
Table 2 List of Secondary Sources
LIST OF FIGURES
Fig. 1 Market research process
Fig. 2 Data triangulation techniques
Fig. 3 Primary research pattern
Fig. 4 Primary interviews in North America
Fig. 5 Market research approaches
Fig. 6 Value-chain-based sizing & forecasting
Fig. 7 QFD modeling for market share assessment
Fig. 8 Market formulation & validation
Fig. 9 North America IV hydration therapy market: market outlook
Fig. 10 North America IV hydration therapy competitive insights
Fig. 11 Parent market outlook
Fig. 12 Related/ancillary market outlook
Fig. 13 Penetration and growth prospect mapping
Fig. 14 Industry value chain analysis
Fig. 15 North America IV hydration therapy market driver impact
Fig. 16 North America IV hydration therapy market restraint impact
Fig. 17 North America IV hydration therapy market strategic initiatives analysis
Fig. 18 North America IV hydration therapy market: Type movement analysis
Fig. 19 North America IV hydration therapy market: Type outlook and key takeaways
Fig. 20 Immune Boosters market estimates and forecast, 2018 - 2030
Fig. 21 Energy Boosters market estimates and forecast, 2018 - 2030
Fig. 22 Skin Care market estimates and forecast, 2018 - 2030
Fig. 23 Migraine market estimates and forecast, 2018 - 2030
Fig. 24 Others market estimates and forecast, 2018 - 2030
Fig. 25 North America IV hydration therapy Market: Age Movement Analysis
Fig. 26 North America IV hydration therapy market: Age outlook and key takeaways
Fig. 27 0-18 market estimates and forecast, 2018 - 2030
Fig. 28 18-60 market estimates and forecast,2018 - 2030
Fig. 29 60+ market estimates and forecast,2018 - 2030
Fig. 30 North America IV hydration therapy market: Gender movement analysis
Fig. 31 North America IV hydration therapy market: Gender outlook and key takeaways
Fig. 32 Man market estimates and forecast, 2018 - 2030
Fig. 33 Woman market estimates and forecast,2018 - 2030
Fig. 34 North America IV hydration therapy market: End-use movement analysis
Fig. 35 North America IV hydration therapy market: End-use outlook and key takeaways
Fig. 36 Hospitals & clinics market estimates and forecast, 2018 - 2030
Fig. 37 Wellness centers & spa market estimates and forecast,2018 - 2030
Fig. 38 Home healthcare market estimates and forecast, 2018 - 2030
Fig. 39 Others market estimates and forecast,2018 - 2030
Fig. 40 Market share of key market players - North America IV hydration therapy market
Fig. 1 Market research process
Fig. 2 Data triangulation techniques
Fig. 3 Primary research pattern
Fig. 4 Primary interviews in North America
Fig. 5 Market research approaches
Fig. 6 Value-chain-based sizing & forecasting
Fig. 7 QFD modeling for market share assessment
Fig. 8 Market formulation & validation
Fig. 9 North America IV hydration therapy market: market outlook
Fig. 10 North America IV hydration therapy competitive insights
Fig. 11 Parent market outlook
Fig. 12 Related/ancillary market outlook
Fig. 13 Penetration and growth prospect mapping
Fig. 14 Industry value chain analysis
Fig. 15 North America IV hydration therapy market driver impact
Fig. 16 North America IV hydration therapy market restraint impact
Fig. 17 North America IV hydration therapy market strategic initiatives analysis
Fig. 18 North America IV hydration therapy market: Type movement analysis
Fig. 19 North America IV hydration therapy market: Type outlook and key takeaways
Fig. 20 Immune Boosters market estimates and forecast, 2018 - 2030
Fig. 21 Energy Boosters market estimates and forecast, 2018 - 2030
Fig. 22 Skin Care market estimates and forecast, 2018 - 2030
Fig. 23 Migraine market estimates and forecast, 2018 - 2030
Fig. 24 Others market estimates and forecast, 2018 - 2030
Fig. 25 North America IV hydration therapy Market: Age Movement Analysis
Fig. 26 North America IV hydration therapy market: Age outlook and key takeaways
Fig. 27 0-18 market estimates and forecast, 2018 - 2030
Fig. 28 18-60 market estimates and forecast,2018 - 2030
Fig. 29 60+ market estimates and forecast,2018 - 2030
Fig. 30 North America IV hydration therapy market: Gender movement analysis
Fig. 31 North America IV hydration therapy market: Gender outlook and key takeaways
Fig. 32 Man market estimates and forecast, 2018 - 2030
Fig. 33 Woman market estimates and forecast,2018 - 2030
Fig. 34 North America IV hydration therapy market: End-use movement analysis
Fig. 35 North America IV hydration therapy market: End-use outlook and key takeaways
Fig. 36 Hospitals & clinics market estimates and forecast, 2018 - 2030
Fig. 37 Wellness centers & spa market estimates and forecast,2018 - 2030
Fig. 38 Home healthcare market estimates and forecast, 2018 - 2030
Fig. 39 Others market estimates and forecast,2018 - 2030
Fig. 40 Market share of key market players - North America IV hydration therapy market