The United States wellness market has surged to a value exceeding $700 billion, driven largely by younger consumers who view health as a central pillar of their identity. This sector is growing between 5% and 10% annually, reflecting a broader global market estimated at $2.7 trillion.

Who is driving the spending?

While wellness interest is expanding across all age groups, younger demographics remain the primary engine of growth. In the U.S., Gen Z and millennials represent 36% of the adult population but account for more than 41% of all wellness spending.

This trend is not limited to the youth. Interest is rising among older populations as well; the number of baby boomers who list wellness as a priority has increased by 11 percentage points to 49%. For many, these habits are becoming social markers, with some consumers even sharing sleep scores as a "badge of discipline."

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How is the market changing?

Companies are responding to this demand by rebranding everyday items to include health-focused claims. The variety of products is expanding beyond traditional vitamins to include:

  • High-protein snacks and fiber-rich beverages
  • Supplements designed for sleep or immune support
  • Functional confectionery like gummies and chewables
  • Skincare products promising specific health benefits

Through September, 33% of new consumer packaged goods launched in the U.S. carried at least one wellness-related claim, up from 24% in 2021. Furthermore, 53% of the fastest-growing consumer brands now feature a health and wellness proposition at their core.

What are the new risks and gaps?

As the market expands, new technologies and unmet needs are emerging. More than half of consumers now use artificial intelligence for wellness, yet 40% of Americans express concern that AI-generated advice might be inaccurate. Many consumers still prefer the expertise of human practitioners or the advice of family members.

Despite the massive influx of new products, a gap remains in consumer satisfaction. Approximately 40% of consumers globally feel that current offerings still fall short in critical areas such as mental health, mobility, and longevity. This suggests that while the market is booming, there is still significant room for innovation in how companies address holistic well-being.

FAQ

Is wellness just a trend for young people?

No, while Gen Z and millennials lead spending, interest is growing among baby boomers, with nearly half now prioritizing wellness.

Why are companies adding health claims to regular food?

Companies are chasing high growth; over half of the brands growing more than 20% annually have wellness at the center of their offerings.