Health & Wellness in 2026: Winning the self-directed, results-driven consumer 

GLP-1 users are high-impact consumers, helping to accelerate the shift to outcomes and attributes by their increased focus on protein intake, fiber, probiotics, nutrient-rich foods, and simpler ingredients (to name a few). The reduced appetite these consumers experience leads them to smaller, less-filling meals (especially those low in carbohydrates), driving demand for snackable foods and functional beverages with added nutrients or protein.

Early retail concerns about GLP-1 users focused on a simple risk: a growing segment of shoppers who buy less over time, shrinking basket size and trip value. But the picture that’s emerged is more nuanced. The influence of GLP-1 users isn’t about shrinking demand—it’s about shifting spending patterns into different areas across both consumer packaged goods (CPG) and Consumer Tech & Durable Goods (T&D).

For the 52 weeks ending August 2, 2025, vs. previous 52 weeks, NIQ data shows: 

• Shopping trips declined among GLP-1 users (weight loss only) by 6.4% year over year. 
• Spending per trip increased over the same period: GLP-1 users spent 15.1% more per trip than nonusers. 
• Total annual spend per shopper also increased, with GLP‑1 users spending 7.7% more overall than nonusers across the full study period. 

Perhaps most striking is their outsized influence on specific product categories. Despite representing just 4.5% of households, GLP-1 users drove 43% of sales growth for products with muscle health claims (in NIQ data comparing two consecutive 52-week periods in 2024 and 2025). Anyone who’s made a recent trip to the grocery store can attest to the widespread popularity of protein-boosted versions of staple foods—from pasta and oatmeal to breakfast cereals and bagels.

The spending shifts occur elsewhere in the store too. Because of slower stomach emptying, GLP-1 users look to probiotics to restore a sense of balance in overall gut health. Even tangential categories are affected: GLP-1 weight loss users spend 1.3 times more on Health and Beauty products than nonusers, including 97% more on fragrance, 58% more on sun care, 53% more on hair products, and 39% more on deodorants.¹ Although the household penetration of GLP-1 users is still relatively low, this can easily change with approval from regulators for other indicated conditions, including chronic kidney disease, liver disease, heart failure, and even sleep apnea. 

Pill-form GLP‑1 options are already approved in the US market. In Europe, at least one oral formulation has received a positive recommendation from regulators, with a final decision pending, while approval in the UK remains outstanding. Given the vast difference in convenience between a pill and an injection, the next phase of GLP-1 usage may be defined by faster adoption and expanded access. 

_{1 Source: Management Science Associates & NIQ, Homescan Panel On Demand, Powered By Label Insights}

Catalyst #2: Wearables move from tracking to directing 

Health and wellness innovation is defined by its ability to deliver measurable outcomes—and few products satisfy the desire for meaningful health measurement as well as wearables. Today, the category is undergoing a fundamental transformation—from hardware-centric devices to AI-enabled, health-focused platforms. Historically positioned as passive data trackers, wearables have evolved into always-on health companions capable of:

• continuous multi-sensor monitoring against personal targets; 
• early detection of health signals;
• and delivering personalized, contextual recommendations. 

Core wearables such as wrist-worn devices (e.g., Fitbit, Garmin), rings (e.g., Oura), or screenless strap-based devices (e.g., Whoop) are a dynamic growth engine across T&D, with the category continuing to scale rapidly. In 2025, the Wearables category generated $16.8 billion in global sales, growing 13% year over year, driven by strong momentum in China and Latin America.² 

_{² Source: NIQ Market Intelligence: Sales Tracking, International coverage (excl. North America and Russia), Sales revenue growth 2025 vs. 2024}

The rise of wearables, connected apps, and AI-enhanced monitoring demonstrates their evolution toward monitoring a wider range of health-related data—from sleep and oxygen absorption levels to biometrics like stress levels, blood sugar, and exercise recovery. But more importantly, these tools influence behavior. For example, wearable usage is associated with increased water, protein, and fresh produce consumption. This suggests that technology is no longer just reflecting habits; it’s shaping them. This shift elevates the importance of personalization, interoperability, and proof. In a results-driven market, the behavioral impact of wearable health technology is becoming the ultimate measure of value. 

Catalyst #3: Artificial intelligence (AI) and agentic commerce resetting the rules 

Retail is being reshaped by AI, moving closer to an agentic commerce model where algorithms increasingly curate the path to purchase. At the same time, consumers are becoming more comfortable using AI to research health and wellness information and product discovery.  

As AI becomes embedded in these journeys, its role is expanding from enabling discovery to actively shaping decisions. In retail more broadly, AI is increasingly becoming the operating system of modern retail, enabling hyper-personalization, predictive recommendations, and automated decision-making across the consumer journey. 

This has direct implications for health and wellness, where consumers are navigating an increasingly complex landscape of claims, ingredients, and outcomes. Consumers are more informed—and overwhelmed—than ever: 62% say they don’t trust health claims made by food companies.³ 

In this environment, AI-driven search and recommendation engines may become trusted intermediaries—filtering complexity and guiding choices. For brands and retailers, this elevates the importance of structured, accurate, and attribute-rich product data. As AI narrows the visible shelf and curates results, discoverability will increasingly depend on how well products are understood by AI—and by consumers. 

_{³ NIQ Consumer Life 2024 survey}

Implications for brands 

The shift toward more self-directed, outcome-focused health decisions is raising the bar for CPG and T&D brands across categories. Consumers are no longer passively influenced by branding. Instead, they’re actively evaluating products based on ingredients or functionality—and demonstrated results. That shift is redefining what it takes to earn trust and ultimately win at the shelf. 

Earning trust with transparency 

Consumer skepticism about health claims is shaping behavior. It’s no surprise, then, that consumers’ use of third-party label-scanning apps is rising. Apps like Yuka evaluate packaged products by analyzing nutritional quality and the presence of additives, translating complex label data into simplified health scores, risk flags, and product recommendations. 

NIQ BASES survey data revealed that in January this year, one in four consumers were now using these apps—nearly a 50% increase in less than a year. Trust in these apps is rising too: 27% reported they trust these apps more than labels, and 62% reported equal trust with labels. At the same time—and critically: 87% said they would put a product back on the shelf if it’s flagged by an app for poor or undesirable ingredients.

Together, these signals point to a fundamental shift. Label transparency has become a conversion driver, with brands evaluated on how well label claims stand up to external scrutiny and comparison. Success increasingly depends on clearly defined benefits, credible ingredient stories, and the ability to show how products fit into specific health needs. 

Disruption and discovery  

As consumers’ expectations become more specific and outcome-driven, challenger brands continue to gain traction by delivering more targeted solutions. These players are winning with precise functionality, transparent positioning, and accessible formats—particularly in areas where categories are converging, such as the intersection of supplements, snacks, and beverages. Larger brands still benefit from scale and distribution, but the advantage is shifting toward relevance, agility, and proof. NIQ research shows that innovation remains a critical growth lever, but it’s also becoming more complex to execute successfully.  

Consumers’ product discovery is increasingly mediated by digital platforms, social influence, and emerging agentic AI. These systems help consumers navigate an overcrowded and complex market while raising expectations for clarity and comparability. Products still compete on the shelf, and now increasingly within systems that filter, rank, and recommend. In that environment, clear ingredient labeling, consistent claims, and well-structured product data become essential for visibility, as well as trust.

What’s next for Health & Wellness leaders?

Health & Wellness is more than just a product category; it’s a lens through which consumers evaluate everything they buy. Competing effectively in this environment may require more than participating in the latest consumer health trends. It demands clarity, credibility, and consistency—delivering products that meet specific needs, supported by transparent ingredients and benefits information that can withstand scrutiny across every stage of the consumer journey.

In a market defined by outcomes, personalization, and proof, the next phase of growth will depend on how well brands can turn insight into action. 

That starts with asking the right questions: 

• How are evolving wellness definitions reshaping your category? 
• Are you aligned with the attributes and outcomes driving consumer choice? 
• Where are the next sources of disruption—and growth?