Per Circana, just 38% of US consumers are satisfied with the ROI of their wellness spending.
Dial in. Goal-oriented, 43% plan to exercise more, motivated by near-term wins like weight loss, healthy aging, and better sleep over disease prevention. Hitting walls, only 18% stick to a structured routine — with time, cost, and lack of know-how stifling progress.
Blank space. Missing the mark, 60% are interested in making healthier choices, but 80% want room for indulgences as part of a balanced lifestyle. Turned off by optimization, the majority call comfort a driving force, ranking watching TV and hanging with friends as meaningful recovery.
With a quarter fighting loneliness, 84% believe religious and spiritual gatherings are the most impactful wellness habit, followed by group travel and community volunteering.
Oversold. Wellness keeps pushing complex protocols before basic needs, leaving people supplemented but lacking sleep, sober but holding stress, skinny from GLP-1s but still prone to disease, and constantly pressured to strive when already stretched too thin.
Punchline: The road to wellness is rigid yet rarely leads to contentment. Intent remains sky-high, but the industry’s strategy of selling aspiration without infrastructure is wearing thin.
