What’s driving this shift?
NIQ’s Global State of Health & Wellness 2025 report identifies a major inflection point in this category: Health & Wellness is now embedded across more areas of the store and across the omnichannel journey, rather than being confined to a single aisle or product segment, contributing to category growth. According to the Global Wellness Institute, the wellness economy is projected to grow from $6.8 trillion (USD) in 2024 to $9.8 trillion in 2029—a compound annual growth rate of 7.6%.
The report identified several forces that are merging and driving change, including:
- the high volume of health and wellness content and ads across traditional and social media;
- the stubborn prevalence of lifestyle-related conditions such as type 2 diabetes, high blood pressure, and obesity in both developed and emerging economies;
- and high costs and other barriers to accessing Health & Wellness services.
Navigate the shift from health trends to lifestyle choices
Our Global State of Health & Wellness 2025 report reveals how consumers are approaching their health and what manufacturers and retailers must do to earn their trust.
Barriers persist—so care moves closer to home
Access to healthcare around the globe remains uneven. Consider this:
- 45% of US consumers struggle to afford healthcare—the fastest-growing health concern tracked by NIQ
- 55% of US GLP-1 users live in households earning more than $100K annually vs. 16% under $40K
- Globally, 54% cite cost as a barrier to healthier choices on the shelf.
- In geographically large countries such as China, Brazil, and India, rural access gaps further delay care.
Consequently, consumers adapt in the following ways:
- They turn to online sources, AI, and other digital tools for health product discovery, guidance, and purchase.
- They rely on at-home monitoring and wearable tech (e.g., continuous glucose monitors (CGMs), smart scales, fitness trackers) for real-time monitoring.
- They demand nearly immediate access to the products they seek through emerging commerce channels. In Asia Pacific, for example, over half of consumers regularly use quick or social commerce (58% and 59%, respectively) to shop.
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Forward-looking Statement: This report may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “designed to,” “enable(s),” “allowing,” “creating,” “are enabling,” “offers,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
