Young Consumers Reshape $500 Billion U.S. Wellness Market, McKinsey Finds
Krissy Vann | Host, All Things Fitness and Wellness
A new global survey by McKinsey shows that younger consumers are reshaping the wellness industry through their daily habits and spending priorities. The report, which surveyed over 9,000 people across China, Germany, the United Kingdom, and the United States, found that millennials and Gen Zers are increasingly making wellness a core part of their lives, rather than an occasional indulgence.
In the U.S. alone, wellness spending exceeds $500 billion a year, growing by 4 to 5 percent annually. Younger consumers, who make up 36 percent of the adult population, contribute more than 41 percent of this spend. Nearly 30 percent of Gen Zers and millennials say they now prioritize wellness “a lot more” compared to the previous year, reflecting a cultural shift.
This surge in interest is visible across six wellness categories: health, sleep, nutrition, fitness, appearance, and mindfulness. Younger generations place particular emphasis on newer areas like sexual health and skin and hair care, and they are more likely to explore digital wellness tools, functional nutrition, and beauty supplements.
“Better appearance” has become a significant priority for Gen Z, rising to the third-most-important dimension of wellness in the U.S., ahead of categories like nutrition and fitness. Social media is a strong driver of this trend, with Gen Z and millennials showing higher purchase rates for beauty and appearance products compared to older generations. In fact, 46 percent of U.S. consumers spent more on cosmetic procedures in 2024 than in 2023, with 53 percent of Gen Z consumers reporting an increase.
Functional nutrition is another key growth area. About half of consumers in the U.S., U.K., and Germany report purchasing functional-nutrition products, while two-thirds of younger consumers in these countries have done so. Demand is highest for products targeting energy, gut health, immunity, and muscle support. From protein-packed snacks to cognition-enhancing beverages, innovation in this space is bridging the gap between supplements and traditional foods.
Longevity is also a growing focus, with up to 60 percent of consumers across markets viewing healthy aging as a top priority. Products and services aimed at preserving cognitive function, reducing chronic disease risk, and boosting energy are gaining traction. Younger consumers are particularly proactive, seeking out solutions that promise both short- and long-term benefits.
In-person wellness experiences are seeing strong demand as well. Boutique fitness classes, wellness retreats, and IV treatments are becoming more popular, with 56 percent of U.S. consumers who purchase these services willing to travel two or more hours for them. Nearly 60 percent of those who traveled for wellness treatments in 2024 said they expect to do so again in the coming year.
The survey also highlights five distinct consumer segments: maximalist optimizers, confident enthusiasts, health traditionalists, health strugglers, and wellness shirkers. Maximalist optimizers, who make up 25 percent of wellness consumers and account for 40 percent of market spend, are the most experimental and seek science-backed solutions. Confident enthusiasts, representing 11 percent of consumers and 15 percent of spend, prioritize fitness and proven results. Health traditionalists, who account for 20 percent of consumers, prefer straightforward products like vitamins and supplements.
Despite strong overall growth, younger consumers report unmet needs in areas like mental health, cognitive function, and gut health. Forty percent of Gen Z respondents in the U.S. say they feel “almost always stressed,” compared to 23 percent across all ages. This underscores opportunities for wellness businesses to offer more targeted solutions in these categories.
The report identifies six key areas for growth: functional nutrition, appearance and aesthetics, healthy aging, in-person services, weight management, and mental health. Products and services that integrate digital tools, personalized recommendations, and trusted expertise are likely to meet these evolving demands.
As younger generations lead the way in expanding the wellness market, older generations are also showing increased interest, particularly in established categories like vitamins, hygiene, and exercise. The industry is moving beyond traditional health clubs and supplements, with younger consumers setting the tone for what it means to live well in today’s world.
