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"Today's wellness consumer navigates a fragmented ecosystem, where niche products, health services and advanced tech create innovation opportunities and complexity."
Joan Li, Associate Principal, Wellness Insights
For many years, Mintel has already been reporting on the world of wellness. Our historic intelligence and authority in this space is vast as we have witnessed the dynamics we are experiencing today, evolve, grow and establish. Mintel’s new Wellness Solution brings the clarity, opportunity and direction needed within wellness to choose the winning path.
What we know today: wellness is no longer confined to one category or routine. It now shapes how consumers eat, move, rest, think and care for themselves. In fact, 40% of consumers engage in four or more categories of products and services as part of their wellness routine. With no one‑size‑fits‑all pathway, consumers curate their own stacks, stitching together solutions across nutrition, fitness, beauty, mental health, sleep, and healthcare.
As the global wellness economy is projected to approach $9.8 trillion by 2029, this expansion is unlikely to solve fragmentation. Instead, growth will accelerate highly targeted, category‑blurring innovations, creating a landscape that feels more like an interconnected web than a unified system.
This report marks the first in a new series examining wellness today. Grounded in our rich consumer research and bringing the predictive lens of Black Swan Data, our new Wellness Solution captures real-world attitudes, behaviors and decision-making. It pushes strategy and innovation beyond traditional opportunity areas to shape the future direction of wellness.
For the purposes of this report, Mintel commissioned exclusive consumer research through Kantar Profiles to explore consumer attitudes and behaviors toward wellness services and products. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in November 2025 among a sample of 2,000 adults aged 18+ with access to the internet.
For the purposes of this report, Mintel has used the following definitions, courtesy of the Global Wellness Institute, to define the wellness market. These definitions as defined by:
The following are also included within the market size but not within the scope of Mintel’s consumer-focused analysis and insights:
In addition to covering a broader market scope than the insight framework, segment expenditures are applied to more than one segment.
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