The $2 trillion global wellness market gets a millennial and Gen Z glow-up

To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.

As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pushing the industry forward, older consumers, too, are becoming more interested in an expanding definition of wellness.

In our fourth year fielding our Future of Wellness research, which focuses on six dimensions of wellness—health, sleep, nutrition, fitness, appearance, and mindfulness—we surveyed more than 9,000 consumers across China, Germany, the United Kingdom, and the United States. Two big ideas stood out in this year’s research: Younger consumers are conceptualizing wellness in new ways, and wellness is showing up in new places.

Our latest findings reveal the ways in which younger consumers are redefining the landscape, the five consumer segments that make up today’s wellness customer base, and six subcategories poised to grow.1

Younger generations are spending disproportionately on wellness

Wellness is more important to consumers than ever. In the United States alone, we estimate that it represents more than $500 billion in annual spend, growing at 4 to 5 percent each year. (Despite macroeconomic volatility through the first half of 2025, we believe the wellness category is resilient. See the sidebar, “How resilient is the wellness space?”) Meanwhile, 84 percent of US consumers say wellness is a “top” or “important” priority (in the United Kingdom, that figure is 79 percent, while it soars to 94 percent in China).

Younger generations especially are increasingly prioritizing wellness. Nearly 30 percent of Gen Zers (people born between 1997 and 2012) and millennials (born between 1981 and 1996) in the United States report prioritizing wellness “a lot more” compared with one year ago, versus up to 23 percent of older generations. This may be due to several factors: Younger generations self-report higher levels of burnout and worse overall health compared with older people but are also more exposed to health-related content on social media (where they are more likely to be influenced to make a wellness-related purchase than older generations are).

The burgeoning prioritization of wellness is translating into dollars spent. While Gen Zers and millennials make up just over a third (36 percent) of the adult population in the United States, they drive more than 41 percent of annual wellness spend. Compare that with consumers aged 58 and older: These consumers make up 35 percent of the population but only 28 percent of wellness spending. To be sure, older consumers still represent a meaningful opportunity for wellness players, especially in advanced markets with aging populations.

Gen Zers and millennials are not a homogenous group; there are nuanced differences in their perspectives on wellness. For example, although both groups rank sleep and health as their top two wellness priorities (but in a different order), Gen Zers give “better appearance” the number three slot, whereas millennials care more about mindfulness (Exhibit 1).

Gen Zers rank appearance among their top three wellness concerns, but mindfulness makes the cut for millennials.
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Together, Gen Z and millennials’ wellness needs diverge from those of Gen Xers and baby boomers. For example, younger consumers place higher importance on sexual health and skin and hair care than older generations do (Exhibit 2).

Sexual health and skin and hair care needs are more important to Gen Zers and millennials than to older generations.
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Despite the wellness sector’s growth over the past several years, consumers report that some of their wellness needs—including cognitive health, mindfulness and mental health, and longevity—remain unmet. Younger consumers, particularly Gen Z, report feeling these gaps more strongly than other age groups, especially when it comes to mental, cognitive, heart, and gut health.

There are a number of reasons for these gaps. In the United States, younger consumers self-report feeling “almost always stressed” at a higher rate than other generations (40 percent of Gen Z versus 23 percent overall), which may contribute to higher levels of dissatisfaction with existing mental health solutions. A mismatch in product marketing and positioning could also contribute to the need gaps: Heart health and cognitive solutions may be targeted toward older consumers, even though younger generations also have unmet needs in these areas. Social media exposure could also magnify the importance of some subcategories, such as gut health.

There are also differences in how younger and older consumers spend across wellness categories. While purchase rates for essential consumer health categories (such as oral care, cough and cold medication, and personal hygiene) are similar across demographics, younger consumers tend to purchase across a wider range of discretionary products (Exhibit 3), including health tracking devices, massage tools, IV drips, and beauty and mindfulness apps. They are more open to experimentation and interested in testing digital solutions. Older generations, for their part, overindex on a smaller subset of health products such as vitamins, analgesics, and eye care but underindex on most discretionary categories. This could be because older consumers may be less familiar with newer wellness offerings.

Gen Zers and millennials spend more on discretionary wellness purchases, such as massage devices and beauty apps, than older generations do.
Gen Zers and millennials spend more on discretionary wellness purchases, such as massage devices and beauty apps, than older generations do.
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A common question arises when analyzing Gen Z spending habits: Will Gen Z’s preferences shift to resemble those of older generations over time, or will they redefine norms for all consumers as they grow older?

A look at spending across wellness categories offers some clues. Gen Zers and millennials purchase more types of wellness products and services per year than older adults. Some are connected to specific life stages (such as infant care and menstrual products), so spending on these products will decrease as Gen Zers and millennials age. But consumers in all age groups are also spending heavily on other products and services—such as health tracking devices, wellness retreats, and energy drinks—that are not tied to particular life stages, indicating a broader cultural shift in how people think about wellness.

Our survey finds that younger generations today are more likely to travel for wellness retreats (trips intended to improve mental, physical, or spiritual well-being), for example, though more travel players are now tailoring their services to older consumers, too, such as by offering off-season wellness retreat packages targeted to retirees. This suggests that many of the wellness preferences of younger consumers today could become mainstream across all age groups.

Wellness consumers can be grouped into five segments

While it’s helpful to understand how different generations think about wellness, businesses interested in entering the wellness space should also consider a range of demographic and attitudinal factors to better target and service consumer groups.

Our research finds that consumers tend to fall into five different wellness segments: maximalist optimizers, confident enthusiasts, health traditionalists, health strugglers, and wellness shirkers. Building on our previous research, this consumer segmentation considers a broader range of consumer attitudes toward health and wellness, recognizing the rapidly evolving and expanding nature of the category. (The following segments are listed below according to their enthusiasm for and prioritization of wellness in their lives.)

Gen Z and millennials are more likely to be maximalist optimizers, digitally savvy consumers who experiment with a wide range of health and wellness products and conduct extensive research to find what works for them. This consumer segment represents roughly 25 percent of wellness consumers and more than 40 percent of market spend. They seek out solutions that are science-backed and look to doctors for advice, though they are also more likely to be influenced by social media than other segments are. They are twice as likely as the overall population to use natural and alternative products, as well as cutting-edge digital technologies and health-tracking devices—if they have confidence that the products will work for them. They prioritize quality over price, ranking it their top buying factor, while actively seeking out products that address their needs and deliver value.

Confident enthusiasts, which account for the smallest share of wellness consumers (11 percent) and 15 percent of market spend, heavily prioritize wellness but are more self-assured than maximalist optimizers. They are fitness-obsessed, purchasing gym memberships, fitness apps, at-home fitness equipment, and sports nutrition products at higher rates than other consumer groups do. They tend to conduct extensive research before purchasing wellness solutions but stick with what works for them once they find it, making them a high-lifetime-value segment for the brands that make it into their wellness routines.

To win with maximalist optimizers and confident enthusiasts, health and wellness players should communicate the science behind their offerings in an accessible way. This requires building a strong presence in the channels that resonate most with these consumer segments: video (both nonlinear and traditional television), digital customer reviews, and social media advertising.

Health traditionalists tend to be older consumers who care about health and wellness but prioritize simplicity and practicality. They make up 20 percent of wellness consumers and 13 percent of market spend. Their focus is on eating healthfully, taking vitamins and supplements, and maintaining an exercise regimen, but they are less open to experimentation or novel technologies or solutions, such as weight management prescriptions, telehealth services, or AI-enabled products. Earning this consumer’s purchase is all about delivering on the basics. They are not likely to purchase a wellness product because something is new or cool. Instead, health traditionalists laser in on nutrient and ingredient labels. Wellness players should position themselves accordingly and emphasize high-quality and clean ingredients when appropriate.

Health strugglers and wellness shirkers place a lower priority on health and wellness solutions. They account for 24 percent and 20 percent of consumers, respectively, and 22 percent and 10 percent of market spend, the smallest share of spend of any group. Strugglers spend slightly more on wellness than traditionalists but tend to feel stressed about their health and struggle with motivation, particularly when it comes to maintaining or losing weight. They may have health and wellness goals but are more likely to struggle to meet them. Making it easier and less intimidating for these consumers to manage their health is key. Break down service offerings or create incentives to improve motivation and accountability (gamification is one example for how to do so). Wellness shirkers, on the other hand, are less interested in monitoring their health, buy only the essentials, and are very price sensitive.

Six areas of growth in the wellness space

Several of the health and wellness trends we identified in previous years, including a growing focus on women’s health, health at home, and biomonitoring, remain relevant today. In addition to these trends, notable pockets of growth stood out in this year’s survey results: functional nutrition, healthy aging, appearance and aesthetics, in-person wellness services, weight management, and mindfulness.

1. Functional nutrition
2. Beauty
3. Longevity
4. In-person experiences and wellness travel
5. Weight management
6. Mental health
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