US Managing Stress and Wellbeing Consumer Report 2025
The stress and wellbeing market is growing rapidly as mental health takes center stage in overall health and lifestyle discussions.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Personalize solutions for diverse consumer needs
- Graph 1: select solutions to relieve stress, 2025
- Highlight efforts taken to address gender-specific wellness gaps
- Help consumers regulate wellness both at home and in the office
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Market Dynamics
- Market context
- Annual inflation slightly rose in November
- Graph 2: headline CPI and core CPI, 2021-24
- The unemployment rate edged up to 4.2%, but job creation rebounded after a sharp downturn in October
- Graph 3: unemployment rate, 2019-24
- Market drivers
- Election results lead to expected shifts in wellness levels
- Different wellness perspectives require different solutions
- Insights on what a stress-free life means to consumers
- Workplace mental health resources likely to become a requirement
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts continued
- Mental health issues experienced
- Issues experienced around wellbeing seem to be declining…
- Graph 4: mental health issues experienced, trended 2023-25
- … but the stress gap between men and women is continuing
- Graph 5: mental health issues experienced, by gender, 2025
- AI suggest some personal care products to bridge the gap
- Help younger and middle aged consumers with their SAD
- Products leaning into alleviating SAD symptoms
- Current mental health status
- The majority of consumers are actually feeling pretty good
- Graph 6: current mental health status, trended 2023-25
- Tackle the wellbeing ambiguity among queer consumers
- Graph 7: select current mental health status – Good and fair, by sexual orientation, trended 2024-25
- Lean on gender neutral skin care to increase consumer wellbeing
- Support young consumers in uplifting their current status
- Graph 8: select current mental health status, by age – 18-34s, 2025
- Changes in mental health status
- Mental health status is not worsening, but also not increasing either
- Graph 9: changes in mental health status, trended 2023-25
- Build on Black consumer mental health improvements with targeted outreach
- Maximize momentum for 18-34s, the fastest-improving age group
- Graph 10: select changes in mental health status – improved, by age, 2025
- Frequency of stress
- The average consumer is experiencing stress at least once a week
- Recognize women are experiencing daily stress
- Unlock AAPI Stress Relievers Through Culturally-Inclusive Products Like TCM
- Mental health symptoms experienced
- Energy, sleep and cognition are the biggest areas of concern
- Graph 11: mental health symptoms experienced, 2025
- Focus on highlighting claims for essential
- Prioritize natural solutions for sleep…
- …powder and capsule formats for focus
- …and herbal-based solutions for energy
- Prioritize holistic solutions for older adults facing multiple symptoms
- Graph 12: Select mental health symptoms experienced, by age – 55+, 2025
- Introduce multigenerational nutrition plans to support household wellness
- Graph 13: select mental health symptoms experienced – changes in appetite, by number of generations in household, 2025
- Solutions to relieve stress and preferred time of treatment
- Diversify your product offerings to meet varied customer needs
- Graph 14: time of stress, 2025
- Graph 15: solutions to relieve stress, 2025
- Target age-specific stress patterns with customized relief products
- Graph 16: solutions to relieve stress, by age, 2025
- Engage younger consumers dealing with stress through food
- Cater to older consumers leaning on home maintenance for stress management
- Develop nighttime support for “the scaries” among stressed employees
- Graph 17: select time of stress – at night, 2025
- Take it a step further than education by guiding to solutions in arsenal of products
- Create budget-friendly all-day stress solutions for lower-income consumers
- Encourage shopping within reason for female consumers
- Responsibility of managing stress and wellbeing
- Many people navigate their own mental health challenges while also supporting others with theirs
- Graph 18: responsibility of managing personal/other family member mental health, 2025
- Graph 19: responsibility of managing children’s mental health, 2025
- Support POC consumers in caring for their parents
- Graph 20: select responsibility of managing personal/other family member mental health – manage the stress and wellbeing of older parents/family members, by race, 2025
- Innovate child-specific platforms for mental health
- Graph 21: responsibility of managing children’s mental health, 2025
- Highlight men’s growing role in managing children’s mental health
- Preferred formats for stress and wellbeing products
- Take advantage of teas, beverages, and aromatics challenging traditional formats like capsules
- Graph 22: preferred formats for wellbeing products, 2025
- Look to novel and emerging flavors to encourage experimentation around teas
- Inspire men to embrace self-care routines
- Graph 23: select preferred formats for wellbeing products – Facial and topical creams, by gender, 2025
- Ilem Japan stresses the importance of skincare for men
- Attitudes and behaviors around managing stress and wellbeing
- Aid consumers in their journey around stress and wellbeing with holistic solutions
- Graph 24: attitudes and behaviors around managing stress and wellbeing, 2025
- Meet men and queer consumers where they are in their mental health journey
- Graph 25: select attitudes and behaviors around managing stress and wellbeing – Feel pressure to talk publicly, by age and sexual orientation, 2025
- Lean into solutions that improve sleep for older consumers
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Innovation and Marketing strategies
- Launch activity and innovation
- Papatui highlights skincare as a cornerstone of wellness for men
- Magic Mind tailored to focus needs, without forcing increase of energy
- Bend health embraces therapy for children
- Marketing and advertising
- CeraVe brings fun to dermatoligist approved products
- Powerade encourages athletes to prioritze their mental health and take the time they need to return
- NCF challenges vulnerable conversations
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
The stress and wellbeing market is growing rapidly as mental health takes center stage in overall health and lifestyle discussions. With increasing awareness of the importance of emotional and mental wellbeing, consumers are seeking accessible, personalized solutions for stress relief, energy, sleep, and focus. This demand has driven the popularity of innovative approaches like functional foods, beverages, wellness apps, and personal care products, with formats such as calming teas, rejuvenating facial creams, and aromatherapy blending seamlessly into daily routines.
However, while the industry is booming, significant challenges remain. Many individuals face barriers like chronic stress, affordability issues, and limited access to support, particularly in underserved communities. These gaps highlight the urgent need for inclusive, affordable, and scalable solutions that cater to diverse audiences.
Collaboration will be key to bridging these gaps. By partnering with community organizations, healthcare providers, and advocacy groups, the industry can enhance inclusivity and ensure holistic solutions are accessible and impactful for all, driving the broader cultural shift toward prioritizing mental health.
This report looks at the following areas:
- Market factors and drivers affecting the stress and wellness space
- Mental health conditions experienced
- Current mental health statuses
- Changes in mental health status in the past 12 months
- Consumer’s frequency of stress/stressors
- Solutions to relieve stress and preferred time of treatment
- Responsibility of managing stress and wellbeing
- Preferred formats for stress and wellbeing products
- Attitudes and behaviors around managing stress and wellbeing
Market Definitions
This Report will explore consumer attitudes and behaviors toward managing mental wellbeing in order to help health care companies and brands better understand and market to consumers.
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