千禧一代与Z世代推动的2万亿美元全球健康市场升级
To millennials and Gen Zers,wellness has become a daily, personalized practice rather thana 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 maybe pushing the industry forward, older consumers, too, are becoming more interested in anexpanding definition of wellness.In our fourth year fielding our Future of Wellness research, which focuses on six dimensions ofwellness—health, sleep, nutrition, fitness, appearance, and mindfulness—we surveyed morethan 9,000 consumers across China, Germany, the United Kingdom, and the United States. Twobig ideas stood out in this year’s research: Younger consumers are conceptualizing wellness innew ways, and wellness is showing up in new places.Our latest findings reveal the ways in which younger consumers are redefining the landscape, thefive consumer segments that make up today’s wellness customer base, and six subcategoriespoised to grow.1Younger generations are spending disproportionately on wellnessWellness is more important to consumers than ever. In the United States alone, we estimatethat it represents more than $500 billion in annual spend, growing at 4 to 5 percent eachyear. (Despite macroeconomic volatility through the first half of 2025, we believe the wellnesscategory is resilient. See the sidebar, “How resilient is the wellness space?”) Meanwhile,84 percent of US consumers say wellness is a “top” or “important” priority (in the UnitedKingdom, that figure is 79 percent, while it soars to 94 percent in China).1We chose to focus on the six subcategories identified in this article—functional nutrition, healthy aging, beauty, in-personwellness services, weight management, and mental health—because of the growing investor interest in them, the M&A activityin these areas, and the considerable innovation taking place in these subcategories.Younger consumers are conceptualizingwellness in new ways, and wellnessis showing up in new places.
In surveys,consumers typically say theyplan to reduce discretionary spendingif their finances worsen. But we believewellness is a resilient category, for a fewreasons. One, wellness has become ahigh priority: Consumers say that in theevent of an economic downturn, they areless likely to cut spending across a rangeof wellness subcategories than they areon other consumer spend buckets suchas clothing, entertainment, and homedecor (exhibit). We also know that duringthe Great Recession, sales of vitaminsand supplements grew 6 percent in theUnited States from 2008 to 2009, whileUS GDP fell by 3 percent. Fast-forward to2020, and the vitamins and supplementsmarket again defied market trends,growing 10 percent while the overallmarket contracted 2 percent, though thiswas of course linked to health concernsspurred during the COVID-19 pandemic.How resilient is the wellness space?ExhibitWeb <2025>
