More than three-quarters (78%) of U.S. consumers actively practice self-care, and 65% make self-care a priority, according to Circana’s recently released report “Tapping Into the Global Consumer Well-Being Opportunity.” The COVID-19 pandemic and rising healthcare costs have driven a shift toward proactive wellness.

“The definition of health and wellness is continuously evolving, with a growing emphasis on mental health,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “Beyond working to make sure wellness-focused products and services are accessible and affordable, successful businesses and services will identify their audience and connect with consumers in meaningful ways. Helping consumers become the best, healthiest versions of themselves is good for business.” 

The World Health Organization defines health as “a state of complete physical, mental, and social well-being,” and these three pillars are integral to overall wellness today.

Consumers are prioritizing their physical health through food choices, regular exercise, and quality sleep. Hydration and energy are among top priorities. According to Circana, 43% of U.S. consumers seek hydration in their beverages to alleviate headaches, fatigue, and muscle cramps. Increased energy is another key focus, with 29% of consumers ranking it among the top three benefits they seek from self-care, and one in 10 millennials citing it as their top priority.

Sleep and stress are also critical areas of self-care. Globally, many people are trying to improve their sleep and are using devices to monitor their progress. Over the past year, Americans have spent $1.7 billion on sleep remedies. Apps like Calm and Headspace, which have 100 million and 70 million users, respectively, are helping people to cope with stress, anxiety and sleep.

Participation in sports is a growing wellness trend as well, with pickleball the fastest-growing sport in the U.S. for the third year in a row. In 2023, there were 200 million more team sports playing occasions than in 2022, according to Circana.

Social media’s influence on consumers and their health habits is undeniable. In a Circana survey, nearly 30% of Gen Zers and Millennials reported that they turn to social media influencers for self-care tips, do-it-yourself approaches, and new product discoveries.

The pursuit of optimal health comes at a cost though. The top reported wellness challenge for adults is the cost of healthy food and beverages, with 41% of households reporting this issue. Many wellness products come at a price premium, including 50% for organic food and beverages.

Looking forward, several wellness trends are gaining attention, including the emerging market for menopause-related products. Since 2019, Google searches for “menopause” have increased by 52%, and the market for products catering to menopausal women is projected to be worth $24.4 billion globally by 2030.