A market that keeps growing
Americans are spending more on feeling well than ever before. The US wellness market is now worth more than $700 billion a year and is growing by 5% to 10% annually, according to a report published this month by the consultancy McKinsey & Company.
The idea of wellness has moved well beyond vitamins and gym memberships. It now covers sleep, stress, gut health, hydration, skin care, home fitness and the food in the shopping basket. McKinsey found that two in three Americans surveyed said they were prioritising wellness more than they were a year earlier.
Older shoppers join in
One of the more striking findings concerns age. For years, younger consumers drove wellness spending, and they still account for much of it. But 49% of baby boomers now say they prioritise wellness, up 11 percentage points from the previous survey.
Boomers are expanding what they buy as they pursue healthy ageing. Their spending now stretches across hydration products, skin care and exercise equipment, from electrolyte drinks to home fitness gear. For retailers and brands, it signals that a big and relatively wealthy group of shoppers is paying closer attention to products that promise better health in later life.
Wellness on every shelf
Even everyday goods are getting a health makeover. Through September 2026, one-third of new US consumer-packaged-goods launches carried at least one wellness-related claim, compared with 24% in 2021.
Protein is the clearest example. It has moved from sports nutrition into snacks, breakfast foods, drinks and ready meals. Fibre and probiotics, pitched at digestive health, are also gaining ground, and more consumers said they intend to increase their consumption of all three over the next year than in the previous survey.
Proof matters more than before
Shoppers, however, are growing harder to impress. McKinsey found that effectiveness now ranks alongside price as the most important factor when Americans buy wellness products. Around 40% of consumers globally reported unmet needs, especially in longevity, mental health and mobility, even though products have multiplied.
That points to a gap between marketing and results. Having more choice does not mean people feel better served, and many are looking for evidence rather than slogans. When deciding what to buy, 35% of US respondents cited advice from friends and family, while 30% relied on healthcare practitioners.
The AI factor
Technology is shaping those choices. More than half of the consumers surveyed said they had used artificial intelligence for wellness-related purposes, such as meal ideas, workout plans or health questions. Yet 40% of Americans worry the advice may be inaccurate.
A separate survey suggests another risk. Insurer Aflac’s 2026 Wellness Matters Survey describes a “wellness paradox”: people who are more invested in wellness but less engaged with traditional preventive care. One in four Americans said they put off routine check-ups because they feel healthy. People who used AI for medical or wellness guidance were more likely to report avoiding a recommended screening than those who did not, according to the survey.
Smart spending
For consumers, the findings raise a practical question: what actually deserves a place in the budget? Health professionals generally stress that foundations such as regular movement, enough sleep, a varied diet and routine medical check-ups deliver more benefit than most new products. A costly gadget or supplement is worth buying only if it addresses a real need better than established habits do.
A few simple checks can help. Look for independent evidence rather than marketing claims. Be wary of promises that sound too good to be true. And treat AI tools as a starting point for questions to take to a doctor, not a substitute for professional advice.
What it means for brands
For companies, the message is clear. Wellness is no longer a niche, and growth will go to those that can back their promises. Brands that can show results, price fairly and speak to older shoppers as well as younger ones are best placed.
With the holiday season approaching, expect more wellness-themed products on shelves, from functional drinks to fitness gifts. Whether they are worth the money will depend on the same thing that now guides shoppers: proof.
