To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.
As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pushing the industry forward, older consumers, too, are becoming more interested in an expanding definition of wellness.
In our fourth year fielding our Future of Wellness research, which focuses on six dimensions of wellness—health, sleep, nutrition, fitness, appearance, and mindfulness—we surveyed more than 9,000 consumers across China, Germany, the United Kingdom, and the United States. Two big ideas stood out in this year’s research: Younger consumers are conceptualizing wellness in new ways, and wellness is showing up in new places.
Our latest findings reveal the ways in which younger consumers are redefining the landscape, the five consumer segments that make up today’s wellness customer base, and six subcategories poised to grow.
