Health and wellness are more important to consumers than ever. However, a one size fits all approach for consumers is becoming obsolete. More consumers are taking charge of their overall well-being. From physical, mental, emotional and to social aspects, it is an active and conscious process of making informed choices that improve one’s overall health and wellness. Trending facets of this lifestyle include functional nutrition, diet and weight management, longevity, appearance, mindfulness and conscious consumption.
Even more, younger generations are placing a greater emphasis on health and wellness. Gen Z (people born between 1997 and 2012) and Millennials (people born between 1981 and 1996) are a growing force shaping these trends. Their priorities tend to over index the general population in key areas.
Behavioral Shifts
As these younger consumers continue to flex their influence, when combined with participation by Boomers and Gen X, the business implication is significant. From recasting traditional products to new product innovations, these represent durable growth drivers for brands and retailers alike. Wearable technology, artificial intelligence and breakthroughs in self-care are a few of the evolving applications that will influence consumer priorities.
Intertwined with personal health and wellbeing is a growing commitment to conscious consumption. From sustainably sourced ingredients in consumables to environmentally conscious packaging, the wellness industry is increasingly aligning with universal sustainability goals. This trend reflects a growing awareness of the connection between personal health and environmental health.
Personal well-being and societal responsibility are becoming increasingly interlaced in consumers’ outlooks. In fact, 70% of surveyed consumers say they believe it’s “important” or “very important” that the health and wellness products they buy are also eco-friendly and/or ethically produced (e.g., fair trade, cruelty-free, higher animal welfare), and 71% are willing to pay more for wellness products with these attributes.2
Taking a Deeper Look
Functional Nutrition: is comprised of food and beverage products that deliver health benefits. These can be fortified foods, drinks and supplements that affect energy, immunity, gut health, mood, sleep and other aspects of health and wellness. This continues to build the practice of food as medicine. It goes beyond thinking of foods that are free from certain elements to seeking out foods with high value health and wellness ingredients like proteins, super greens, pre or probiotics, etc.
Source: SPINS Natural and MultiOutlet POS Data and SPINS TriLens Consumer Panel (powered by Circana) week ending 3/23/25
One important result of these trends is how protein is driving growth across food and beverage. Those products with 15g+ of protein amount to $4.9B. Remarkably, that’s nearly 70% of the sales volume attributed to the protein supplements category. We predict high protein innovation to continue across a wide range of categories – from pantry staples to frozen meals.
Not to be overlooked is how functional beverages play a key role in personal health and wellness. Examples can be found in beverages that target Digestive health +34%, mood support +62%, cleanse & detox +17%. Trending functional ingredients are probiotics, fiber, magnesium, ashwagandha, kombucha cultures and cider vinegar.
Diet and Weight Management: is an important element within one’s personal and wellness journey. This means tailoring diet plans to individual needs such as lifestyle, genetics, and age. Components of a healthy weight management regime include exercise, more outdoor activities, nutritionist-led weight management programs, meal plans, and prescription weight loss medications such as GLP-1s. However, a consequence of the GLP-1 growth has been a force behind trends in functional and personalized nutrition.
The global GLP-1 analogues market, valued at $37.4B in 2023, is forecasted to grow at a robust CAGR 33.2%, reaching $47.4B in 2024 and $471.1B by 2032. Globally, North America is the largest market, and this trend is expected throughout the forecasted period. 3
Appearance & Body Care: is a growing trend and plays an important role in one’s personal health & wellbeing. This is especially true with younger generations, but all age groups are participating in this trend. As a result, more products in this space are adopting ingredients with health benefits. Besides body and beauty care products, consumers also seek out ingestible supplements that promote better appearance and overall wellbeing.
The result is consumers are gravitating towards products that align with their personal health, wellness, life stage and longevity goals. Consumers are also seeking out products that align with their values like sustainability, clean ingredients, etc.
Longevity: is the concept of healthy aging and a key element of personal health and wellness. It is more than duration, but that quality of life is the central composition of this; that an individual can be their healthiest, most active, and most productive while living longer. These habits involve healthy diet, physical activity and good lifestyle choices.
Nutrition is at the forefront of healthy aging. Mental health and cognitive function supported by diet and supplements can play a vital role. This isn’t just for older generations as young consumers too are becoming more mindful of healthy aging. Social media platforms like Instagram and TikTok are full of tips and trends related to healthy aging. As more consumers adopt wearable devices and artificial intelligence, these too will transform how individuals measure their personal health and therefore aid in healthy aging.
Key Takeaways
Personal health and wellness should not be thought of as a niche trend, but as a more widely held principle by consumers. Brands and retailers who recognize this and meet specific consumer need states will benefit. An informed consumer means brands and retailers must demonstrate a greater level of expertise within what consumers seek in health and wellness. Authenticity and alignment with core consumer values are important attributes that will differentiate you and earn consumer loyalty. Think of this as a holistic solution; that is, how your product or products fit within a total health and wellness routine.
Sources:
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends1
https://nielseniq.com/global/en/news-center/2025/niq-report-reveals-2025-global-health-wellness-trends/2
https://www.marketsandmarkets.com/Market-Reports/glp-1-analogues-market-218746186.html 3
Additional Resources:
https://meetglimpse.com/trends/health-wellness-trends/
https://www.cnet.com/health/fitness/top-wellness-for-2025/
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Looking for more information? Please contact the PRESENCE SPINS Account Manager Jeff LaVere at jlavere@spins.com.
(847) 277-9500