The trends defining the $1.8 trillion global wellness market in 2024

From cold plunges to collagen to celery juice, the $1.8 trillion global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility. Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, “What does the science say?”


In the United States alone, we estimate that the wellness market has reached $480 billion, growing at 5 to 10 percent per year. Eighty-two percent of US consumers now consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the United Kingdom and China report (73 percent and 87 percent, respectively).

This is especially true among Gen Z and millennial consumers, who are now purchasing more wellness products and services than older generations, across the same dimensions we outlined in our previous research: health, sleep, nutrition, fitness, appearance, and mindfulness (Exhibit 1).1

Millennial and Gen Z consumers are spending more on health and wellness than older consumers.

Across the globe, responses to our survey questions revealed a common theme about consumer expectations: consumers want effective, data-driven, science-backed health and wellness solutions (Exhibit 2).


Five trends shaping the consumer health and wellness space in 2024

Fifty-eight percent of US respondents to our survey said they are prioritizing wellness more now than they did a year ago. The following five trends encompass their newly emerging priorities, as well as those that are consistent with our earlier research.

Trend one: Health at home

Trend three: Personalization’s gen AI boost

Trend five: The rise of the doctor recommendation

Schreibe einen Kommentar

Deine E-Mail-Adresse wird nicht veröffentlicht. Erforderliche Felder sind mit * markiert