Global State of Health & Wellness 2025

The Health & Wellness (H&W) industry has transformed into a vibrant, interconnected ecosystem that touches every corner of daily life.  

Today’s consumers view well-being as a holistic, all-encompassing lifestyle choice that extends far beyond the gym or the dinner table. It now includes everything from the sourcing of the foods they consume and the transparency of the ingredients used to the quality of sleep they get each night.  

With health and wellness becoming a constant presence in a majority of consumers’ thinking and daily routines, the demand for products and services that can cut through the noise and deliver on their promises has never been greater. Given the Global Wellness Institute’s projection that the global wellness economy will reach nearly $9 trillion by 2028, the opportunity for H&W manufacturers and retailers couldn’t be clearer. 

1. Health equity and accessibility  

Consumers increasingly want healthier products to be just as accessible and affordable as their “standard” counterparts, particularly in regions like APAC, LATAM, and the Middle East & Africa. And they see this as something that it is the responsibility of companies to provide.   

2. Self-tracking and at-home diagnostics  

There’s a growing demand for wearable devices and at-home health diagnostics that allow consumers to conveniently track their health metrics. This trend is particularly pronounced in APAC, where consumers are more inclined to purchase health-focused technology products. Premiumization will be driven by the incorporation of AI that delivers increasingly personalized and holistic recommendations based on individuals’ own metrics and goals.  

3. Aging well  

With aging populations across the globe, there’s an increasing need for products that support joint health, mobility, heart health, and mental alertness. Innovations in AI-powered health tech are poised to become invaluable tools in improving the quality of life for an increasingly tech-savvy generation of seniors.  

4. Mental health, good sleep, and energy support  

Demand will continue to soar for products that support sleep, relaxation, and energy, fueled by consumers’ prioritization of their mental and emotional health. This includes wearables and health tech that track stress and sleep and promote relaxation, as well as supplements, high-nutrition foods, drinks and snacks that boost calmness, mental alertness and or physical vitality.  

5. Trust and information transparency  

Consumers across regions are more likely to buy from companies that emphasize health and wellness throughout their entire product portfolio. They also value access to expert advice and transparent, detailed product information that helps them make informed choices about their health.