In 2020, US adults’ mental wellness took a turn for the worse with economic struggles and fears about the (then) unknown COVID-19 virus. In 2024, the expectation might be that those fears have gone away, when in fact the opposite is true. The trajectory of mental wellbeing is not on a straight, upward line. More US adults are in a “meh” mentality, meaning they think their mental health is “fine,” but not great.
Consumers are, however, paying more attention to their mental health than ever, understanding their mental strain may have external causes, and they are willing to address those issues in order to improve their mental wellbeing. Brands have the perfect opportunity to help these consumers thrive in their wellbeing journey because people are becoming truly open not only to talking more authentically about their mental health, but trying alternative solutions to managing their wellness. This market is going to thrive as it continues to become more complex in what classifies as wellness. For brands and companies alike to be successful in this space, they are going to need to focus on the ability to personalize, empathize, and differentiate the types of care
they can provide to consumers.
This report looks at the following areas:
- Market factors related to stress and wellbeing
- Mental health status and health changes
- Mental health and wellbeing symptoms
- Causes of stress
- Approaches to handling stress + defining experts in the wellbeing space
- Attitudes and behaviors toward mental health and wellness
With rise of escapism, brands need to validate consumers’ experiences around stress, while providing products that empathize and motivate a betterment of one’s holistic wellness.
David Hamlette, Research Analyst; Health and Wellbeing
Market definition
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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Executive Summary
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Consumer Insights
- Consumer fast facts
- Current state of wellbeing
- Graph 1: current state of wellbeing, trended, 2022-24
- Graph 2: current state of wellbeing, by age and income, 2024
- Graph 3: current state of wellbeing, by sexual orientation, 2024
- Changes in mental health status
- Graph 4: awareness of factors contributing to stress, 2024
- Graph 5: changes in mental health status in past 12 months, trended, 2022-24
- Graph 6: changes in mental health status in past 12 months – improved and worsened, by generation, 2024
- Graph 7: awareness of factors worsening mental health, by gender, 2024
- Changes in attention towards mental health and wellbeing
- Graph 8: attention paid to mental health in past 12 months, trended, 2022-24
- Graph 9: attention paid to mental health status in past 12 months, by parental status, 2024
- Graph 10: attention to mental health in past 12 months – worsened, by marital status, 2024
- Mental health conditions and symptoms experienced
- Graph 11: mental health symptoms experienced in past 12 months, trended, 2020-24
- Graph 12: mental health symptoms experienced in past 12 months, comparing 2020 to 2024 by gender
- Graph 13: burnout symptoms experienced in past 12 months, by age, 2024
- Factors contributing to stress
- Graph 14: ranked factors contributing most to stress, 2024
- Graph 15: select factors contributing most to stress – any rank, by race , 2024
- Graph 16: select factors contributing most to stress – any rank, by children in household – children aged 18+, 2024
- Approaches to stress management
- Graph 17: approaches to stress management, 2024
- Graph 18: approaches to stress management – distract myself with entertainment and select attitudes and behaviors toward stress management, by age, 2024
- Graph 19: select approaches to stress management, by male gender,2024
- Defining experts in stress management
- Graph 20: sources of stress/stress management information, 2024
- Graph 21: select sources of stress/stress management information, by parental status, 2024
- Graph 22: select sources of stress/stress management information, by select generations, 2024
- Attitudes and behaviors toward stress management
- Graph 23: attitudes and behaviors towards stress management, 2024
- Graph 24: select attitudes and behaviors towards stress management, by male and Gen Z, trended, 2023-24
- Graph 25: select attitudes and behaviors towards stress management – “agree to not knowing what steps to take to begin managing their wellness”, parental status, number of children, and work from home status, 2024
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Competitive Strategies
- Launch activity and innovation
- Graph 26: select ingredients, % of adaptogenic food, drink and healthcare launches^, 2021-23
- Marketing and advertising
- Opportunities
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The Market
- Market context
- Market drivers
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Appendix
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