The global wellness market is valued at $2 trillion and, growing at about 10% per year—more than double the rate of the broader health and beauty category.
Shoppers have come to expect more than turmeric lattes and generic workout brands from a wellness company. They want results: lower stress markers, higher sleep scores, and longer healthspans—clinically backed and personalized to their needs.
This guide explores 12 wellness trends reshaping the industry, covering everything from health tech to self-care rituals. Armed with these insights, you’ll be able to meet consumers’ growing demands and capture premium spend online across every channel.
What are wellness trends, and why do they matter in 2025?
The concept of wellness dates back to ancient India and China. Think Ayurveda and traditional Chinese medicine are just a trend now? Guess again. Humans have been practicing wellness since 3000 BCE.
Today’s wellness trends involve more advanced tools and products, but still reflect the same consumer desire: to be healthier physically, mentally, and spiritually.
Younger generations are driving wellness trends in 2026. McKinsey reports nearly 30% of Gen Z and millennial consumers in the US prioritize wellness “a lot more” compared with one year ago, versus up to 23% among older generations.
For these consumers, wellness means more than just going to the gym and drinking green juice. They look for products that provide measurable outcomes, like better sleep scores, clinical-grade claims, and longevity markers. This shift in available technology is prompting brands to pair products with proof, such as testing and third-party certifications, to build trust in a trillion-dollar market.
The $2 trillion wellness market is expanding at a 10% annual rate
The global consumer wellness market is valued at roughly $2 trillion and continues to rise. Recent McKinsey research confirms this scale, noting growth of about 10% year over year in major markets.
By contrast, beauty’s overall market growth cooled to roughly 4.5% in 2024, according to L’Oréal’s annual report, meaning wellness is growing at more than twice the rate of broader health and beauty.
82% of consumers prioritize wellness: What this means for businesses
A 2024 McKinsey survey found 82% of US consumers now rate wellness as a “top or important” life priority. This share has crept even higher in 2025 to 84%. China and the UK also saw notable increases, with scores six and five percentage points higher, respectively, during the same time frame.
Consumers view wellness as essential, not discretionary, and prove it with their wallets. Studies show that they reward brands providing credible guidance and transparent product info, with many willing to spend more on wellness each month and to pay premiums for responsible products.
12 wellness trends shaping the health industry in 2025
- Preventive wellness and optimized healthspan
- Self-care evolution: From routine to indulgence
- Personalized wellness that mirrors consumer identity
- The shift from “clean” to “clinical” products
- Mental wellness and stress-management solutions
- Functional nutrition and personalized diets
- Digital wellness and technology detox
- At-home fitness and recovery technology
- Sleep optimization and recovery tools
- Cold therapy and contrast therapy
- Forest bathing and nature-based wellness
- Sound therapy and wellness acoustics
1. Preventive wellness and optimized healthspan
Preventive wellness is breaking out, with healthcare technology and related services projected to grow at 12% through 2030. Consumers’ mindset is moving from living longer to living better for longer, fueling the shift.
Research on healthy longevity shows a growing desire to add years in good health (healthspan), not just years of life, and consumers express strong intent to buy longevity-oriented products. Younger cohorts are adopting more proactive routines like epigenetic testing, cellular health supplements, and recovery tools, rather than waiting for symptoms.
Biotechnology makes these products possible. L’Oréal’s recent longevity push and biotech partnerships with Abolis and Evonik show a move toward bio-identical, lab-engineered actives and diagnostic-driven care. This is spilling over from big companies to breakout labels like OneSkin and Mother Science.
2. Self-care evolution: From routine to indulgence
Multiple studies reveal one key insight—consumers are more stressed and overwhelmed than ever before. Self-care has become an antidote to support better moods, recovery, and resilience.
A recent study from Kenvue, maker of brands like Aveeno and Neutrogena, found that 88% of global consumers believe their personal care routines positively impact their health. The majority spend less than 30 minutes daily on these routines, but consistency matters. Those who invest at least 15 minutes experience better health than those who don’t.
This reframing of personal care is resulting in premium formats for wellness products, like richer textures and elevated scents. Challenger brands are meeting these desires. Evolvetogether, for example, frames everyday items—body washes, deodorants, even hand sanitizer sets—as everyday luxury, pairing fine fragrances with minimalist design and refill formats.
