Consumers Prioritize Health Spending

Health spending is non-negotiable.

The news: A VML report found consumers are prioritizing health in their budgets.

• Global net wellness spending is up 16%.
• Health & well-being purchases fell behind only spending on children and groceries.
• Spending on soda fell 18%, and alcoholic drinks 23%.

Acting intuitively, 46% are listening to their bodies more compared to last year, determined to needs-based decisions.

A “protected category” for YoY spending, wellness has moved from aspirational to foundational.

But… Increased wellness spending hasn’t delivered better health outcomes. Meanwhile, direct healthcare expenditures are skyrocketing, eclipsing $5T this year, while life expectancy continues to fall.

A growing divide, attaining well-being is becoming more expensive and less effective at the same time.

Takeaway: The future of health isn’t about premium services — it’s about making the essentials accessible to all.