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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.
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Factor #1: We’re more aware and informed than ever.
Factor #2: We’re inundated with competing messaging and perceived “overclaims.”
Factor #3: We’re living longer.
Global trend #1: Nutrition and gut health—Driving food and beverage choices
Global trend #2: Weight loss drugs—A new era in weight management
Global trend #3: Wellness—The new frontier of self-care
Global trend #4: Health-related technology—Shaping the future
Global trend #5: Conscious buying—Demand for ethical and eco-friendly H&W products
Asia Pacific (APAC)
Eastern Europe, Middle East and Africa (EEMEA)
Latin America (LATAM)
North America (NA)
Western Europe (WE)
To succeed in 2025 and beyond, manufacturers and retailers in the health and wellness industry should look to the following growth opportunities:
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.
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.
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.
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.
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.
Our Regional Insights Companions go deeper into findings specific to Asia Pacific (APAC); Eastern Europe, Middle East & Africa (EEMEA); Latin America (LATAM); North America (NA); and Western Europe (WE). Each Regional Insights Companion also includes contact information for NIQ experts in that region, and we encourage you to reach out with questions.
Catering your approach to the nuances of individual regions is mission-critical, so download today.
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featuring China, India, and Indonesia
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featuring Czechia, Hungary, Poland, South Africa, Turkey, and United Arab Emirates
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featuring Brazil and Mexico
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featuring Canada and United States
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featuring France, Germany, Italy, Netherlands, Spain, and United Kingdom
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The global findings from our Health & Wellness 2025 report are also presented in our on-demand webinar, allowing you to explore consumers’ emerging wellness needs and our recommended major takeaways in your own way.
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© 2026 Nielsen Consumer LLC. All Rights Reserved.
© 2026 Nielsen Consumer LLC. All Rights Reserved.
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