Wellness isn’t just a trend anymore — it’s become a lifestyle and daily ritual for famililes across the world. And according to McKinsey & Company’s latest report this industry is not only booming but also transforming in ways we’ve never seen before.
Younger generations aren’t just buying into wellness, they’re rewriting the rules, blending science with self-care, and turning everything from nutrition to mindfulness into vibrant, personalized experiences. This isn’t your grandmother’s “eat your veggies” kind of wellness, it’s a cultural movement reshaping how we eat, sleep, look, and feel. And we think its time the entire family got involved.
McKinsey & Company reports that the wellness industry has evolved far beyond spas, yoga mats, or occasional green smoothies. In their Future of Wellness survey (2025), spanning over 9,000 consumers across the U.S., U.K., Germany, and China, they track six dimensions of wellness:
- health
- sleep
- nutrition
- fitness
- appearance
- mindfulness
The researches found that younger consumers, namely millennials and Gen Z, are not just spending more on wellness than older cohorts but they’re redefining what wellness means and how it's delivered.
In the U.S., wellness spending is estimated at more than $500 billion annually, with growth of 4–5% per year (despite macroeconomic headwinds).
And across the globe, consumers are signaling that wellness is a high priority with 84% of Americans say it’s a “top or important” concern , 79% in the U.K. mirror these concerns, and a big 94% in China report the same.
Millennials & Gen Z: The glow-up agents
One of the central narratives in the report reveals that younger generations are disproportionately powering the wellness market.
Although millennials + Gen Zers make up about 36% of U.S. adults, they now account for more than 41% of wellness spending.
Nearly 30% of Gen Zers and millennials say they are prioritizing wellness a lot more than one year ago compared to 23 % of older generations.
Their wellness priorities also tilt differently: while health and sleep remain top priorities across generations, Gen Z places “better appearance” third, whereas millennials lean more toward mindfulness in that slot.
Younger consumers show higher interest in areas that older cohorts might underindex, such as sexual health, skin and hair care, and new wellness technologies.
This isn’t just about spending more on “the usual suspects” Gen Z and millennials are demanding new forms of wellness, experimenting actively, and embracing a more holistic, integrated approach.
What’s catching fire: 6 subcategories to watch
Functional Nutrition
Think: food and beverages doing more than “taste good” but also delivering energy, gut health, immunity, cognitive support, etc.
The rise of “ingestibles” (like supergreen blends, adaptogen drinks, probiotics) and hybrid food-supplement formats is key. McKinsey argues winners won’t just be “healthier candy”, they’ll occupy the sweet spot between food and supplement.
Healthy Aging and Longevity
Aging well is no longer the sole domain of older people. Younger consumers are buying into proactive aging and incorporating supplements, epigenetic tests, preventative skincare, and cognitive support tools.
Across markets, up to 60 percent say healthy aging is a “top or very important” priority.
Beauty & Aesthetics
The line between wellness and beauty is blurring. For Gen Z, “appearance” has climbed into the top three wellness priorities.
Cosmetic procedures and preventative treatments are seeing increased uptake: 46 percent of U.S. consumers (53 percent of Gen Z) reported spending more on such procedures in 2024.
Also on the radar: ingestible beauty (collagen gummies, skin-health supplements) and multifunctional actives (beauty + wellness in one).
Weight Management
This has long been a wellness pillar, but now it’s being reframed. GLP-1 therapies (popularized in obesity / metabolic health) are reshaping adjacent demand: protein-fortified foods, gut health products, muscle-supporting workouts, etc.
Among Gen Z, staying motivated to exercise is a challenge (44 percent say it’s hard) and many report difficulties managing weight.
In-Person Wellness Services
Experiences still matter. Wellness retreats, thermal therapies, IV drips, boutique studios aren’t dead. In fact, 56 percent of U.S. in-person wellness purchasers said they traveled two or more hours for a wellness retreat.
But to stay competitive, these services need to deliver value (education, follow-ups, take-home tools), not just ambience.
Mental Health & Mindfulness
In a world rattled by burnout, climate anxiety, digital overload, Gen Z and millennials report higher baseline stress levels.
And they’re seeking solutions with 42 percent in the U.S. rate mindfulness as a “very high priority.”
But it’s not sufficient to offer generic meditation content as the playing field is crowded. McKinsey recommends niche, targeted, high-value content and partnerships to break through.
A nuanced view: Wellness consumer segments
Generational labels are helpful, but not precise. To sharpen the picture, McKinsey offers a 3-segment framework:
Maximalist Optimizers (~25 % of consumers, >40 % of spend)
These are the wellness experimenters. Digital natives, highly curious, driven by data, and willing to try new modalities. They demand science and are highly influenced by social media.
Confident Enthusiasts (≈11 % of consumers, ~15 % of spend)
Wellness-savvy and loyal: they know what works for them and stick with it. Once you convert them, their lifetime value is high.
Health Traditionalists (~20 %)
More cautious, preferring tried-and-true solutions: vitamins, straightforward diet & exercise, minimal experimentation.