The Wide World of Wellness Reflects Consumer Hunger for Health

Consumers are confronted with a range of threats to their physical and mental health, including poor nutrition, environmental contaminants, chronic stress, and digital overload, all of which contribute to growing demand for holistic solutions.

The $2 trillion global wellness market reflects growing consumer interest in living healthier for longer, driving innovation across industries like fitness, mental health, personalized nutrition, beauty, and beyond.

Globally, more consumers are prioritizing “aging well,” according to NIQ’s 2025 Global Health & Wellness Trends report. Seventy percent of global consumers believe they actively take steps to maintain their health, and 57% now place more importance on aging well than they did 5 years ago. This shift has resulted in 55% of consumers willing to spend over $100 monthly on nutrition, self-care, and mental and physical health.

Despite this growing investment in well-being, skepticism remains high. A significant 82% of consumers want clearer, more transparent health and wellness product labels, while 25% refrain from making healthier lifestyle choices due to distrust in product efficacy.

“To thrive in the evolving wellness market, brands must go beyond product innovation to deliver clarity, transparency, affordability, and trust,” said Marta Cyhan-Bowles, chief communications officer and head of global marketing, at NIQ. “Consumers are ready to invest in their well-being but need guidance. Companies must ensure their products are accessible, transparently labeled, and competitively priced to win consumer loyalty.”

Topline Wellness Trends

Consumer food choices increasingly reflect a focus on gut health and nutrition. For example, 53% of consumers across 19 countries plan to purchase more high-fiber foods in 2025, according to NIQ’s report. Around 40% intend to buy more superfoods, high-protein plant-based items, and probiotic products, indicating an emphasis on digestive wellness and nutrient-rich diets.

Weight management is also evolving, with 54% of consumers placing greater importance on maintaining healthy body weight, shape, and muscle tone than 5 years ago. Although 43% would consider using anti-obesity medications (AOMs) if advised by a healthcare provider, 63% of global consumers surveyed are still unfamiliar with these treatments.

Technology integrated with health features is a rapidly growing segment. Three-quarters of consumers prefer tech products that offer wellness benefits, and nearly two-thirds believe these products effectively enhance health. More than half would use apps or devices that help align purchases with their personal health goals, showing a trend toward personalized, tech-enabled wellness.

Mental health and self-care practices are higher priorities compared to 5 years ago. Nearly 63% of consumers emphasize quality sleep and mental well-being, according to NIQ. Additionally, many plan to engage more in wellness activities such as spending time in nature (60%), massage and muscle relaxation (40%), yoga and meditation (35%), and aromatherapy (24%).

Social responsibility is increasingly important in wellness purchasing decisions as well. Seventy percent of consumers consider eco-friendly, ethically produced products (e.g., fair trade, cruelty-free) important or very important. Moreover, 71% are willing to pay a premium for wellness products that align with these values, highlighting a convergence between personal health and planetary well-being.

Younger Generations Drive Market Evolution

McKinsey & Company’s May 2025 wellness report noted that younger consumers (Gen Z and Millennials) are pushing the $2 trillion global wellness industry in new directions. In the U.S., wellness spending exceeds $500 billion annually, growing steadily despite economic uncertainty. Wellness is a top priority for 84% of U.S. consumers, with even higher prioritization in China (94%), and strong numbers in the U.K. (79%).

Gen Z and Millennials, comprising 36% of the adult U.S. population, drive over 41% of wellness spending. These younger consumers conceptualize wellness beyond traditional categories, focusing on sleep, nutrition, fitness, appearance, and mindfulness. Notably, Gen Z prioritizes “better appearance” more than mindfulness, which is a higher priority for Millennials, reflecting nuanced differences within these groups.

Modern Context for a New Age of Wellness

Overall, the wellness industry’s explosive growth stems from “a post-pandemic health awakening” that shifted consumer focus from reactive healthcare to proactive wellness, said Shaheen Majeed, global CEO and managing director, Sabinsa.

This new paradigm has been driven by “increased health literacy through social media and wearable technology, mental health destigmatization, and growing distrust in traditional healthcare systems,” he noted.

“Today’s consumers view wellness holistically, seeking personalized solutions that integrate sleep, nutrition, movement, stress management, and relationships rather than one-size-fits-all approaches, with an emphasis on authentic self-care and performance optimization over surface-level trends.”

Who’s driving this movement? It’s not a homogenous group, according to Majeed, who pointed to: “Millennials who treat wellness as an essential investment, digitally-native Gen Z consumers focused on mental health and transparency, affluent health optimizers seeking premium services, health-conscious families prioritizing clean products, active aging Boomers maintaining independence, and busy urban professionals demanding convenient solutions.”

These groups are all united by a fundamental shift from “passive healthcare consumption” to “active wellness participation” where consumers see themselves as partners in their health journey, he added.

Marie Parks, ingredient science specialist at Stratum Nutrition also noted that since Covid, “health resilience” has become a central theme in this shift away from reactive care to proactive wellness. 

“There has been a sharp increase in health awareness through digital health portals such as social media, influencers, and podcasts,” Parks noted. “While there is a range of science-backing that health hacks and education shared virtually have, it still provides a stimulus for consumers to recognize the importance of physical and mental wellness.”

Availability of new technology has empowered consumers to track and analyze various aspects of their health, she said, highlighting areas that need improvement, and sparking demand for customized solutions.

“Adding in the greater accessibility of individualized assessments such as DNA and microbiome tests, consumers are seeking personalized approaches to addressing their health goals — some of which they might not have even known about prior to the use of apps and tests,” Parks said.

Meanwhile, more consumers are using AI to develop personalized nutrition and supplement plans, she noted, along with social media, digital health apps/wearables, and individualized tests, which can have a significant influence on wellness trends.

Sébastien Bornet, vice president of global sales and marketing, Horphag Research, said consumers today view wellness as more than just the absence of illness. “They see it as a daily commitment to feeling energized, focused, and emotionally resilient. This mindset spans generations. Younger consumers are embracing natural, transparent, and science-backed solutions to optimize their lifestyles, while older individuals are turning to wellness to stay active and vibrant as they age.”

Consumers are increasingly drawn to solutions that deliver noticeable benefits, especially in areas like skin health, energy, and healthy aging, Bornet said. “Trends like beauty-from-within, metabolic support, and cognitive function are top of mind, along with a strong desire for transparency and clinically backed ingredients.”

Wellness is a holistic and highly personalized idea, said Maggie McNamara, vice president of global marketing, Gencor. “Technology and social media have a big influence on how people learn about, monitor, and explore health. These tools allow individuals to take control of their own well-being, and as consumers become more proactive about their longevity, many turn to the natural products industry for safe, scientifically proven options.”

Major focus areas include active aging, longevity, women’s health, weight management, gut health, cognitive function, mood enhancement, sleep quality, stress reduction, and beauty from within, she said.

The movement around clean-label and transparency appears relevant to all consumer segments, said Parks. “People want to know what is in their products, where the ingredients came from, and impact on the environment, resulting in increased scrutiny around artificial ingredients, allergens, excipients, and GMOs.”

GLP-1 Widens Health Focus

Growing adoption of new anti-obesity drugs has reshaped the conversation around not only metabolic health but general health as well, creating opportunities and challenges for product developers.

“The GLP-1 conversation has raised awareness about metabolic health in a way we’ve never seen before,” said Karin Hermoni, PhD, vice president of science and innovation at SuanNutra, which operates within Monteloeder. “It’s up to our industry to position supplements not as alternatives, but as essential partners in supporting the full spectrum of health — before, during, and after weight loss.”

GLP-1 receptor agonist drugs like Wegovy and Ozempic can lead to nutrient deficiencies, muscle loss, skin changes, and even mental health shifts, she continued. “That opens the door for evidence-based nutraceuticals to provide support where pharmaceuticals cannot.”

Weight management isn’t just about metabolism either. “It’s about emotional well-being,” she said. “If stress and cravings are driving behaviors, you need solutions that address both the mind and the body.”

With the “de-compartmentalization of wellness,” Parks noted, “consumers are linking metabolic health to their overall health and well-being, not just to the numbers on a scale, thereby raising demand for glucose and cholesterol supporting products.”

Innovation around weight management due to the GLP-1 boom has sparked protein-fortified foods and muscle-building programs as well, said Majeed. “Additionally, in-person wellness experiences like boutique fitness classes and wellness retreats are resurging as consumers prioritize experiential wellness, with many willing to travel significant distances for these transformative experiences that offer both immediate benefits and long-term lifestyle integration.”

Hermoni also sees a role for beauty-from-within ingredients in the GLP-1 era. Rapid weight loss, whether from drugs or lifestyle changes, can lead to skin laxity and visible signs of aging. “We’re looking at how collagen-supportive and antioxidant-rich botanicals can help people feel confident and healthy in their skin during and after weight loss,” Hermoni noted.

“Longevity isn’t just living longer, it’s living better,” she added. “If we want to be relevant in the long term, we can’t focus on single health parameters in isolation.”

This approach also resonates with the evolving demands of today’s consumers, who increasingly want multi-benefit products that fit into their daily routines. Functional foods and beverages are a natural win.

In a crowded market, Hermoni said clinically backed ingredients are the foundation for credibility and long-term brand success. “Science isn’t a marketing story, it’s a business strategy. If you want to partner with serious brands and stand out in a noisy marketplace, you have to show the evidence.”

Performance & ‘Biohacking’

In July this year, PLT Health Solutions released data from a consumer survey covering wellness as it pertains to people’s relationship with exercise. PLT commissioned the survey of 546 people in five countries on topics ranging from mental energy, stress, sleep, and focus to see how they impact the experience of physical activity.

“The goal of this research was to provide insights into developing meaningful, innovative sports and active nutrition products,” said Steve Fink, vice president of marketing PLT Health Solutions. “For example, the study found that the highest perceived barriers to regular exercise were inadequate energy or sleep (42%), lack of motivation (40%), and time
constraints (38%).”

Nearly a third (31%) cited stress as a barrier. The study also examined the inverse impact of exercise on mood. It found that consumers are increasingly focused on how they feel, not just how they look, when it comes to fitness and overall health.

Other findings included:

• Overall, 62% regard exercise as “self-care” followed by 18% who think it is a hobby;
• The main motivation for exercise is to be healthy and fit (59%); 21% are motivated by looking good, and 21% say feeling healthy and looking good are equally important;
• 69% would be focused on actions to improve mood and mental resilience when injured;
• 94% find the idea of a dietary supplement promoting a healthier relationship between mind and body appealing.

Consumer desire to unlock their full potential, and optimize performance, may be best represented by the “biohacking” movement.

“Biohacking represents a broad approach individuals take to improve their performance, longevity, appearance, or general health through systematic self-experimentation and data-driven optimization,” said Majeed.

“Consumers are seeking precise control over cognitive performance, energy optimization, longevity, physical performance, metabolic health, and stress resilience through measurable interventions, driving demand for nootropics and smart supplements for cognitive enhancement to improve alertness, mood, memory, creativity, and motivation,” he added.

Supplement brands can respond to these trends by positioning products with specific, measurable benefits supported by biomarkers. Companies can also develop precision formulations for targeted outcomes like cognitive enhancement or sleep optimization, Majeed said, providing transparency through third-party testing, integrating with wearable technology to track impact, creating science-based educational content, and offering personalization options.

“Biohackers” are sophisticated consumers who view supplements as tools in their “optimization toolkit” rather than passive wellness products, he added. “These consumers put more trust in brands that formulate with ingredients supported by clinical studies from reputable suppliers.”

Biohacking covers the use of science, technology, and lifestyle changes to improve health and extend lifespan, McNamara said. “Many companies now offer at-home testing for personalized health assessments, along with nutritional and supplement options. Consumers are attracted to this because of its convenience and the tailored approach it provides. Also, many individuals are adding daily wellness products into their routines as part of a holistic health strategy. What was once a niche market is now becoming mainstream, gaining acceptance among more supplement users.”

Bornet said biohacking is a new buzzword for what has long been known as “holistic health,” which considers multidimensional aspects of wellness, optimizing physical and mental performance with targeted strategies like nutrition, recovery, cognition, and stress control. “Consumers seek measurable outcomes: better sleep, sharper focus, energy balance, recovery support, and slowed aging processes,” he said.

Supplement brands can respond by offering ingredients that deliver evidence-backed efficacy across multiple endpoints. “Pycnogenol French maritime bark extract is ideal in this category,” he added. “It helps with the production of nitric oxide to enhance micro-circulation, supports blood sugar and cholesterol control, modulates the inflammatory response, and promotes skin and joint health — all backed by more than 160 clinical trials. Moreover, translating these benefits into clear measurable results makes the ingredient appealing to biohackers seeking more than wellness buzzwords.”

Fink noted the term “biohacking” usually refers to managing cognitive health and effects. “It should be pointed out though, the sports nutrition consumers were among the earliest and remain some of the most committed ‘biohackers’ out there. This group is continually in pursuit of creating performance advantages through better nutrition. You are seeing some of the most innovative consumer product developments in the sports nutrition arena, with multi-benefit formulations based on new ingredients backed by cutting-edge science.”

PLT offers a portfolio of eight ingredients in the cognitive health space, each with its own set of benefits and strengths, with different mechanisms of action backed by clinical evidence. “Our ingredient solutions address stress and mood, sleep, relaxation, overall cognition performance, learning, focus, memory, and mental energy,” said Fink. “These ingredients can be used standalone or as bolt-ons to other formulations. In some instances, these ingredients are complementary in addressing the “biohack.”

The company’s Nutricog Cognitive Health Support is a patented combination of Haritaki (Terminalia chebula) and Boswellia (Boswellia serrata) standardized to gallic acid, ellagic acid, and amyrins. “Nutricog has been the subject of safety testing and an intensive program of preclinical testing to identify mechanisms of action and its potential for cognitive enhancement,” said Fink.

Stress Management

In many respects, stress management has emerged “as the cornerstone of modern wellness,” said Majeed, “serving as the foundation that enables all other health interventions to work more effectively.”

Chronic stress disrupts virtually every system in the body, he noted. “It suppresses immune function, elevates cardiovascular risk, impairs digestion through the gut-brain axis, and disrupts the hormonal balance that governs everything from metabolism to mood regulation. What makes stress management particularly crucial in today’s wellness landscape is its amplifying effect: when stress is well-controlled, people sleep better, make healthier lifestyle choices, maintain stronger relationships, and show improved cognitive function and emotional resilience.”

This interconnected nature explains why many successful wellness approaches position stress reduction techniques as the essential first step that allows other healthy habits to take root and flourish, he added.

“Consumer awareness to the negative impact of chronic stress undoubtedly drives the ever-growing demands for adaptogens, and Sabinsa is seeing continued growth in demand for Shagandha, a root-only extract of ashwagandha, standardized to 2.5% withanolides in compliance with USP-grade specifications.”

McNamara noted that stress is a normal part of life, but when it becomes chronic it can negatively impact various aspects of health, especially sleep and cognitive function.

“Today’s constant connectivity and numerous stressors have made it harder for many to relax and get quality sleep. This has increased demand for products that promote rest and reduce tension, emphasizing the importance of sleep and relaxation supplements in today’s society. Additionally, stress can affect skin health, gut health, sexual health, and more.”

The company’s Levagen+ is a bioavailable palmitoylethanolamide (PEA) ingredient shown to promote relaxation and sleep quality, decrease feelings of nervousness, and enhance overall quality of life.

“Moreover, PEA influences the endocannabinoid system, helping promote restful sleep by indirectly activating calming CB1 receptors,” said McNamara. “It can also improve REM sleep by activating TRPV1 channels. Studies have also indicated that Levagen can be effective as a topical treatment, improving skin hydration and reducing redness.”

Creating effective, safe, and non-habit-forming supplements that target multiple areas can help consumers maximize their benefits and encourage trust and repeat purchases, she added.

Personalization & Differentiation

In the competitive wellness marketplace, brands can differentiate with products that include clinically relevant doses supported by human clinical research while providing transparency about ingredient sourcing, testing protocols, and regulatory compliance, said Majeed.

“Success requires developing a unique selling proposition rooted in superior quality and innovative formulations, deeply understanding target audiences to tailor messaging, and capitalizing on the personalized nutrition market through condition-specific formulations,” he said.

Meanwhile, companies are increasingly leveraging technology and data analytics to offer personalized solutions that move beyond generic formulations.

“By integrating comprehensive health assessments, genetic testing, wearable device data, and biomarker analysis, companies can create customized supplement regimens tailored to individual needs, lifestyle factors, and health goals,” said Majeed. “This personalization extends to flexible product formats like modular systems (where customers select specific nutrients in personalized dosages), custom powder blends, and personalized pill packs, while partnerships with healthcare professionals add clinical credibility.”

Advanced mobile apps and AI-powered platforms enable real-time tracking and adjustment of supplement protocols, creating dynamic solutions that adapt to changing health status, life stages, and seasonal variations.

“This shift toward precision nutrition represents a significant evolution in the supplement industry, transforming static product offerings into responsive, individualized health optimization systems that better serve consumers’ unique biochemical profiles and wellness objectives,” said Majeed.

Parks noted that more consumers are researching ingredients and products before purchase. This trend is leading to greater expectations for brand transparency regarding efficacy substantiation, clear labeling, and honest marketing.

“It is foundational to have an authentic brand with a mission that goes beyond health benefits, while being truthful and forthcoming about supply chain and labor practices, sustainable/ethical sourcing, and related certifications,” said Parks.

Consumers are looking for proof, not promises, she added. Companies can earn trust by highlighting clinically studied ingredients and doses, providing access to third-party test results, and avoiding overuse of influencers.

“Spotlighting real users not only aids in maintaining trust, but it also creates a sense of community where consumers can interact, increasing engagement and the likelihood for word-of-mouth marketing,” she said. “With this in mind, ensure that brand aesthetics and user experience outlets are up-to-date and consistent across devices, and leverage these platforms to educate consumers with reputable, science-backed content in a variety of forms such as blogs, interviews, and short videos.”

It’s crucial to understand a target audience in order to speak to people in a way that feels personalized and empowers them to customize their regimen based on their goals. “This includes having a flexible product portfolio with different delivery forms so the consumer can choose the one that can most easily be incorporated into their lifestyle. Along those lines, be adaptable in payment offerings by providing modifiable subscription-based programs that incentivize the consumer from a cost and convenience perspective.”

Success always comes back to clinical data, according to McNamara. “As long as companies substantiate their ingredients’ efficacy with gold-standard human clinical data and work with finished product manufacturers to accurately communicate the study results, without overpromising, consumers can develop clear and realistic expectations of the support these supplements provide for healthy aging.”

Consumers are looking for products they can trust, with formulas that not only work but are backed by credible science, said Bornet. “Personalized wellness starts with understanding individual needs and delivering targeted solutions. Brands can achieve this by developing formulas tailored to specific goals. Clear guidance and education also help consumers choose what fits their lifestyle, making personalization feel approachable, effective, and empowering.”

Today’s consumers expect more than just results, said Fink. “They are looking for products that align with their values and deliver a complete experience. That includes clean sourcing, traceability, and certifications, but also faster effects, enjoyable delivery formats, and standout packaging. In many ways, the experience of a product has become just as important as the science behind it.”