Science is replacing snake oil.
What’s happening: A new Euromonitor report details the shift from hype-driven wellness to clinical-grade, precision solutions.
Self-experiment. Rejecting sick care, consumer spending on health goods and medical services will top $6.9T in 2026. Going off-script, OTC remedies represent a $143B global market — as more people diagnose, treat, and optimize well-being themselves.
Tech support. 75% track their health with a device or app, and nearly 40% are comfortable with at-home diagnostics. Proactive, younger generations opt for sleep trackers, AI trainers, and copilots, while older adults monitor existing conditions.
Long live. Supplements are fueling the $8T longevity market, but skepticism is rising. Getting clinical, 20% of new supps tout third-party certification, and half of beauty consumers will pay more for scientifically formulated products.
Looking ahead: From AI superapps to high-protein drinks, consumer spending is surging. But as options multiply, consumers will increasingly pay for precision wellness over empty marketing claims.
