The wellness industry is growing faster than it’s evolving.
Welling up. US consumers now spend over $500B annually on wellness, according to McKinsey. Gen Z and millennials are driving that growth, making up just 36% of the adult population but contributing 41% of total spend.
Highly engaged but still underserved, mental health, cognitive performance, heart health, and gut health top the list of gaps, especially for Gen Z, 40% of whom feel “almost always stressed.”
Next up. Seeking results, Gen Z and millennials are outspending older cohorts in discretionary categories, accelerating six fast-growing categories.
Functional nutrition. Nearly two-thirds of Gen Z and millennials bought products in this category last year, prioritizing gut health, immunity, and cognition. Innovation is shifting from what’s left out to what’s built in, think: protein, nootropics, adaptogens, and greens.
Beauty x wellness. Gen Z ranks appearance as a top-three health priority. In the US, 53% increased spending on cosmetic procedures in 2024. Thinking surface-level, ingestibles, skin tech, and preventative treatments are blurring the line between aesthetics and performance.
Longevity. 60% of global consumers say healthy aging is a top priority. Younger generations are trading anti-aging promises for performance-based approaches to energy, cognition, and recovery that improve healthspan.
In-person experiences. In 2024, 56% of US consumers traveled over two hours for a wellness service, and 60% plan to do it again this year. From retreats to thermal baths and yoga intensives, consumers are seeking immersive, restorative experiences with lasting impact.
Weight management. Exercise remains the top strategy, but with a third of Gen Z and millennials finding weight management “very difficult,” the rise of GLP-1s is reshaping routines, fueling demand for high-protein foods, gut health support, and strength training.
Mental health. 42% of Gen Z and millennials say mindfulness is a “very high priority,” compared to just 29% of baby boomers. Their approach goes beyond therapy, blending sleep, skincare, movement, and community into holistic emotional wellness.
Takeaway: Wellness consumers aren’t waiting. The next wave of breakthrough brands will turn unmet needs into everyday essentials.
