The next wave of wellness isn’t about adding another behavior; it’s about owning more of the consumer routine.
Men are leaning into wellness
Men are becoming a bigger part of the wellness economy, with the market projected to reach $2.8T by 2030, up from $1.4T in 2024.
- Male beauty/personal care is the biggest segment, driven by the normalization of self-care for guys.
- According to a recent Pinterest report, men are also building new rituals around community and analog hobbies — with searches like “running club” (+749%), “vinyl listening room” (+407%), and “fragrance wardrobe” (+159%) surging.
The timing is important. More likely than women to be lonely, unemployed, and live with their parents, men’s health is hurting.
Unlike toxic looksmaxxing, guys embracing self-care and community is a good sign, signaling room for wellness brands to grow around their needs.
7-Eleven makes room for wellness
The convenience retailer is seeking emerging brands for its eighth annual Brands with Heart program, with a focus on functional beverages, protein and nutrition, better-for-you snacks, and fresh, on-the-go meals.
- Selected brands could earn placement across 7-Eleven, Speedway, and Stripes stores.
- The opportunity builds on last year’s program, which drew more than 700 applicants, with roughly half of the finalists advancing to regional testing.
Upgrading their offering, even convenience stores want a piece of the wellness boom, bringing better-for-you products into the places consumers shop every day.
CDC finds fatigue is widespread
A new CDC report finds that 71.5% of US adults experienced fatigue on multiple days over three months, while about one in six felt very tired or exhausted most days or every day.
- The study, based on a 2024 survey of roughly 27K adults, found frequent fatigue was more common among younger adults and women.
- Adults reporting frequent fatigue were also more than three times as likely to have symptoms of depression and about twice as likely to report cognitive difficulties or anxiety.
The findings highlight a broad consumer health concern that intersects with sleep, stress, mental health, and daily functioning.
For wellness providers, fatigue can signal underlying health issues that require more than a lifestyle product or quick fix.
