87% of consumers now identify as somewhat or very healthy, with over 80% actively pursuing their health goals, signaling a growing confidence in personal wellbeing. This shift reflects a broader focus on holistic health, emphasizing balanced nutrition, mental wellness and quality sleep.
The evolving wellness landscape offers brands a unique opportunity to tackle barriers to healthier living. Innovations such as nutrient-dense, convenient food options, and accessible health technologies are reshaping the market, while emotionally engaging messaging resonates with consumers on their personal, often non-linear wellness journeys. Prioritizing health equity is also equally critical – affordable, inclusive solutions can extend support to underserved communities, creating meaningful and lasting impact.
Health motivations will continue to extend well beyond physical fitness, encompassing emotional wellbeing and setting positive examples for families. As wellness continues to evolve, brands that prioritize authenticity, inclusivity and innovative solutions are best positioned to help healthy consumers.
This report looks at the following areas:
- Market factors and drivers influencing health market
- Current status of lifestyle
- Changes in health status in the past 12 months
- Current health goals
- Current and planned solutions to stay healthy
- Motivations to maintain healthy lifestyles
- Attitudes and behaviors around healthy living
Consumers are prioritizing holistic health, with diverse goals influenced by emotional wellbeing, accessibility and social factors, offering key opportunities to innovate and connect authentically.
David Hamlette, Research Analyst; Health and Wellbeing
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Showcase simple, moderate or more intense solutions for a healthier lifestyle
- Promote accessible wellness through passive health
- Foster progress through emotional engagement
- Graph 1: select motivators toward healthy lifestyles, 2025
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MARKET DYNAMICS
- Market context
- Annual inflation slightly rose in November
- Graph 2: headline CPI and core CPI, 2021-24
- Market drivers
- “Make American Healthy Again” movement is shifting the perception of what healthy means
- GLP-1s bring mixed impacts on health market and its participants
- Redefinition of obesity amid GLP-1 popularity
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Consumer Insights
- Consumer fast facts
- Health personality
- Active fitness takes the lead, but passive wellness is on the rise
- Graph 3: self-described health profile, 2025
- Recognize that some consumers want to improve a lot and some want to improve gradually
- Graph 4: self-described health profile x current health goals, 2025
- Perceptions and changes in health status
- Consumers are very healthy, or at least feel they are…
- Graph 5: perceptions of health, trended 2022-25, 2025
- …with nearly one third of consumers seeing improvement
- Graph 6: changes in health, 2025
- Address the gender gap in perception of health for younger consumers
- Graph 7: select perceptions of health, by age and gender, 2025
- Provide resources to bridge the gap between education and health
- Graph 8: select perceptions of health – not very healthy, by education, 2025
- Current health goals
- Acknowledge the diverse aspirations for improvements
- Graph 9: current health goals, trended 2022-25, 2025
- Empower younger consumers to pursue growth, while supporting older consumers in sustaining their progress
- Graph 10: select overall changes of health, by age, 2025
- Craft compassionate messaging to engage Black and Hispanic consumers
- Graph 11: select overall changes of health – I’m actively trying to improve my health a lot, by race, 2025
- Perceptions of different areas of health
- Sleep, physical fitness and diet the biggest barriers to improvement
- Graph 12: perceptions of health, 2025
- Look to gender-specific needs to even out gender-specific gaps
- Graph 13: Perceptions of health – unhealthy, by age, 2025
- Empower health equity through budget-friendly solutions
- Graph 14: perceptions of health, NET – unhealthy, by household income, 2025
- Current and expected health habits
- Help consumers meet their goals, not make them
- Graph 15: current and planned health goals, 2025
- Lean into non-alcoholic alternatives
- Acknowledge health is not just physical, but also social
- Motivators toward healthy living
- Spotlight the holistic benefits of a healthy lifestyle beyond physical fitness
- Graph 16: motivators toward healthy lifestyles, 2025
- Physical goals are still a key wave to drive engagement
- Tailor your strategies to engage high-income and age-specific audiences
- Graph 17: motivators toward healthy lifestyles, by age and income, 2025
- Assist parents building healthy habits with supportive, non-judgmental messaging
- Graph 18: select motivators toward healthy lifestyles, by parental status, 2025
- Work with companies to promote wellness in hybrid routines
- Graph 19: select motivators toward healthy lifestyles – creating a work life balance, by work from home status, 2025
- Attitudes and behaviors around living healthy
- Serve as a trusted source of information for consumers
- Graph 20: attitudes and behaviors around healthy living, 2025
- Address queer consumers’ confusion with inclusive and personalized health initiatives
- Graph 21: select attitudes and behaviors around healthy living – too much conflicting advice out there around healthy living, by sexual orientation, 2025
- Empower interested consumers by simplifying data interpretation and highlighting security measures
- Graph 22: select attitudes and behaviors around healthy living by age and income, and parental status, 2025
- Prioritize cultural values to build authentic connections with Black consumers
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Vapsula capsules make it easier to implement VMS into daily routines
- Libraries serving as community health hubs
- Walmart launches bettergoods
- Marketing and advertising
- Lululemon takes time to appreciate growth while looking forward
- Four seasons Hotel London at Park Lane
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Appendix
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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