What: McKinsey’s survey about the future of the USD 1.5 trillion wellness market.

Why is it important: McKinsey’s latest research shows that consumers care deeply about wellness and that their interest is growing. In a survey of roughly 7 500 consumers in six countries, 79% of the respondents said they believe that wellness is important, and 42% consider it a top priority. The market is estimated at more than USD 1.5 trillion, with annual growth of 5 to 10%.

Consumers define wellness across 6 dimensions: health, fitness, nutrition, appearance, sleep and mindfulness. Consumers expect to increase their purchases of both wellness products and services over the next year, with a strong focus on health categories.

Customer profiles

• Wellness enthusiasts are high-income consumers who actively follow brands on social media, track new-product launches, and are excited about innovations,
• The socially responsible consumers prefer (and are willing to pay more for) brands that are environmentally sustainable and with clean/natural ingredients,
• Price-conscious consumers believe wellness products are important but compare features and benefits before purchasing to get the best deal,
• Loyalists prefer to stick with their routines and the brands they know,
• Passive participants are only marginally involved with the wellness category and don’t actively follow brands or new products.

Consumer trends

Trend 1: Natural/clean products get their day in the sun

Consumers are keen for natural/clean products in an array of areas, such as skincare, cosmetics, multivitamins, subscription food services, and sleep enhancers – particularly in Brazil and China.

Trend 2: More personalisation, please

A majority of consumers around the world say they prioritise personalisation now more than they did two or three years ago – especially in the United States, the United Kingdom, and Germany.

Trend 3: The future is digital

A majority of consumers will continue to project more growth in e-commerce than in other channels over the next years. McKinsey sees traditional channels holding for certain product categories: fortified foods, multivitamins, and skincare. Other breakout categories (such as fitness wearables) are almost entirely online native. Consumers in China report the highest share of wellness spending online, followed by those in Japan Europe, United States, and Brazil.

Trend 4: Under the influencers 

In the United States, Europe, and Japan, 10 to 15% of consumers say they follow social-media influencers and that they have already made a purchase based on their recommendation. A much higher percentage say they definitely will consider doing so in the future. In China and Brazil, the percentage of consumers who say that an influencer has driven their purchasing decisions is much higher, at 45 to 55%.

Trend 5: The rise and rise of services

Experiences are increasingly available as offerings. Consumers are shifting toward services that address physical and mental health needs (for instance, personal trainers, nutritionists, and counselling services). Services do not replace products that remain a critical part of the segment, at roughly 70% of consumer wellness spending.

Trend 6: Category lines continue to blur

With the above trends in mind, companies are considering how to play across the health and

wellness categories and channels. It’s critical to identify the areas where consumers are open to giving these companies permission to extend their brands. A majority of consumers don’t want a single solution or brand to help them with all facets of wellness.

Winning in the wellness market

The global wellness market is healthy and growing. More consumers said they were going to spend more on wellness than those who said they would spend less. The majority of consumers planning to increase their spending is large in some categories, including memory/brain enhancers, anti-aging products, beauty supplements, non-invasive cosmetic procedures, nutrition (sports nutrition, juice cleanses, nutrition coaches, fortified foods), and meditation/mindfulness offerings.

The future of the USD 15 trillion wellness market