Whether it’s the “White Lotus” effect, a lingering impact of the pandemic, the constant stream of health and wellness information—or a mix of all three—today’s consumers are well-being focused and have a buying power exceeding $1.1 trillion in the U.S., according to a new report from Circana, a market research and technology firm.
The key takeaway from Circana’s recent report? Wellness is no longer siloed—it’s increasingly overlapping with adjacent, complementary categories as consumers factor well-being into more of their purchasing decisions. Equally significant, it presents a considerable opportunity for brands to capitalize on the wellness era—together.
Circana’s survey revealed that while exercise and nutrition lead the charge, sleep quality, work/life balance and a healthy home environment are growing in importance to consumers, as the concept of wellness trickles into other facets of life.
“As well-being practices touch all aspects of our lives, maximizing these opportunities is a win-win across many industries,” said Kristin Hornberger, Circana EVP of wellness, beauty and home care. “Identifying unique ways your industry can support the consumer journey for total well-being and exploring collaborations and co-branding partnerships are strategies that will resonate with an open and eager consumer base.”
Circana found that the physical side of wellness includes several growing categories—such as weight management, digestion, pain management, deodorant, oral care and energy-supporting vitamins and supplements—all of which saw growth in 2024 compared to the year prior. Protein, in particular, experienced a notable uptick, with sales of protein drinks, powders and supplements rising 18% last year.
Emotional well-being is also a core focus of today’s consumers, with Circana’s survey discovering that 77% of Americans prioritize their mental health (including stress, sleep, mood and motivation) and have connected beauty/personal care to their wellness routines. According to the report, women who infuse their wellness regimen with beauty dedicate time to skincare (46%), and more than 30% apply makeup or style their hair to receive a feel-good boost. More than one-quarter say they wear fragrances for a similar effect.
Already, forward-thinking brands are collaborating, eager to meet consumers where they are. Massage franchise The NOW Massage is launching The Ritual Collective, an exclusive, members-only perk program that offers savings on products and services from brand partners that share The NOW’s vision of holistic, sustainable wellness, such as Solidcore, Arrae, CorePower Yoga, Lunya, Summer Fridays, Rare Beauty and Open, a breathwork and meditation app. High-end grocer Erewhon has taken a similar approach with its Erewhon Lifestyle Collective, recently adding red light therapy and wellness product leader Bon Charge to its roster of brand partners.
Lastly, the desire for human connection remains strong, but more may be at play, as Circana found the top reason women participate in sports is to remain mentally fit. Even book sales reflect the mainstream embrace of wellness, with titles on mental health, menopause, healthy cooking and chronic conditions seeing double- to triple-digit growth last year.
Collaboration is also seen between leading brands and in-person events, such as top Peloton instructors joining Me, Myself & I, Puerto Rico’s immersive wellness and movement festival and in the wellness tourism and spa space. Earlier this year, luxury lifestyle hotelier Equinox partnered actress Naomi Watts’ pro-aging company Stripes Beauty to offer an innovative spa treatment circuit, curated in-room offerings and signature retail products for women navigating perimenopause and menopause.
“Wellness is a constantly shifting paradigm of practices that work together to make the individual feel empowered,” Hornberger added. “As the landscape of consumer priorities continues to evolve, companies that align with the principles of well-being will be well-positioned to thrive.”
