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mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">Our latest Future of Wellness survey finds that consumers are taking greater control over their health—and expect companies to provide effective, science-backed solutions.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Findustries%2Fconsumer%20packaged%20goods%2Four%20insights%2Fthe%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024%2Fthe-trends-defining-the-1-point-8-trillion-dollar-global-wellness-market-in-2024-final.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_2734c4f" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="the-trends-defining-the-1-point-8-trillion-dollar-global-wellness-market-in-2024-final" data-layer-report-name="the-trends-defining-the-1-point-8-trillion-dollar-global-wellness-market-in-2024-final>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f"> (12 pages)</span></a></div></div></div></div> <p><strong>From cold plunges </strong>to collagen to celery juice, the $1.8 trillion global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility. Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, “What does the science say?” </p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>About the authors</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p>This article is a collaborative effort by <a href="/our-people/shaun-callaghan">Shaun Callaghan</a>, Hayley Doner, Jonathan Medalsy, <a href="/our-people/anna-pione">Anna Pione</a>, and <a href="/our-people/warren-teichner">Warren Teichner</a>, representing views from McKinsey’s Consumer Packaged Goods and Private Equity & Principal Investors Practices.</p></div></div></div></div></div></div> <p>McKinsey’s latest Future of Wellness research—which surveyed more than 5,000 consumers across China, the United Kingdom, and the United States—examines the <a href="/industries/consumer-packaged-goods/our-insights/whats-new-in-consumer-wellness-trends">trends shaping the consumer wellness landscape</a>. In this article, we pair these findings with a look at seven wellness subsets—including women’s health, weight management, and in-person fitness—that our research suggests are especially ripe areas for innovation and investment activity. </p> <h2>The science- and data-backed future of wellness</h2> <p>In the United States alone, we estimate that the wellness market has reached $480 billion, growing at 5 to 10 percent per year. Eighty-two percent of US consumers now consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the United Kingdom and China report (73 percent and 87 percent, respectively).</p> <p>This is especially true among Gen Z and millennial consumers, who are now purchasing more wellness products and services than older generations, across the same dimensions we outlined in our <a href="/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom">previous research</a>: health, sleep, nutrition, fitness, appearance, and mindfulness (Exhibit 1).<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="54e472c5-5dc2-4900-825e-c03c417c3c51"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="54e472c5-5dc2-4900-825e-c03c417c3c51" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“<a href="/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom">Still feeling good: The US wellness market continues to boom</a>,” McKinsey, September 19, 2022.</span></span></span></a></span></p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 1</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex1-vf.svgz?cq=50&cpy=Center"/><img alt="Millennial and Gen Z consumers are spending more on health and wellness than older consumers." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex1-vf.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Across the globe, responses to our survey questions revealed a common theme about consumer expectations: consumers want effective, data-driven, science-backed health and wellness solutions (Exhibit 2). </p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 2</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex2.svgz?cq=50&cpy=Center"/><img alt="Efficacy and scientific credibility are two of the most important factors to consumers when selecting wellness products." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex2.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <h2>Five trends shaping the consumer health and wellness space in 2024</h2> <p>Fifty-eight percent of US respondents to our survey said they are prioritizing wellness more now than they did a year ago. The following five trends encompass their newly emerging priorities, as well as those that are consistent with our earlier research.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class="mck-o-edge-to-edge mdc-u-container-padding-primary mdc-u-container-margin-primary mck-c-module-wrapper mck-c-full-bleed-scrolly FullBleedScrolly_mck-c-full-bleed-scrolly--top-spaced__BQ8jB" data-module-name="scrolly-container"><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__scrolly-content__3_WpI mck-c-full-bleed-scrolly__scrolly-content--top-spaced"><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__scrolly-media-content__iW8ZU"><div class="media-container-6049384FC5F54ABA807A87726C849D81 FullBleedScrolly_mck-c-full-bleed-scrolly__media-container__Azt6c"><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__media__RD_Az FullBleedScrolly_mck-c-full-bleed-scrolly__media--visible__PisHY mck-u-animation-fade-in"><picture data-component="mdc-c-picture"><img alt="A small stack of COVID-19 rabid antigen tests on a pink background." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/01-health-at-home-global%20wellness-4079633-1536x864.jpg?cq=50&cpy=Center" loading="eager"/></picture><div class="mck-u-sr-only"></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__media__RD_Az mck-u-animation-fade-out"><picture data-component="mdc-c-picture"><img alt="Close up of a woman tapping her finger against her smart watch." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/02-a%20new%20era%20for%20biomonitoring-global%20wellness-2999550-1536x864.jpg?cq=50&cpy=Center" loading="eager"/></picture><div class="mck-u-sr-only"></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__media__RD_Az mck-u-animation-fade-out"><picture data-component="mdc-c-picture"><img alt="A pink lipstick tube with glowing clouds wrapping around it on a pink background." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/03-personalization-global%20wellness-3893797-1536x864.jpg?cq=50&cpy=Center" loading="eager"/></picture><div class="mck-u-sr-only"></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__media__RD_Az mck-u-animation-fade-out"><picture data-component="mdc-c-picture"><img alt="White stone mortar and pestle with a dramatic shadow on a vibrant blue background." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/04-clinical%20over%20clean-global%20wellness-1353757151-1536x864.jpg?cq=50&cpy=Center" loading="eager"/></picture><div class="mck-u-sr-only"></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__media__RD_Az mck-u-animation-fade-out"><picture data-component="mdc-c-picture"><img alt="A 3D thumbs up symbol floating against a marine green background." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/05-the%20rise%20of%20the%20doctor%20recommendation-global%20wellness-1358638992-1536x864.jpg?cq=50&cpy=Center" loading="eager"/></picture><div class="mck-u-sr-only"></div></div></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__scrolly-text-content__J7c_e mck-o-container--mobile-spacing" data-module-background="white" data-module-theme="light"><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__text-container__GryRs FullBleedScrolly_mck-c-full-bleed-scrolly__text-container--align-right__yYM9U"><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__content-text__3QQE8 text-content-6049384FC5F54ABA807A87726C849D81" data-id="82266FAFD7384B4094178ABF1E494202" data-react-scrollama-id="react-scrollama-0"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-md"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-5"><div>Trend one: Health at home </div></h2><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline"><div><p>The COVID-19 pandemic made at-home testing kits a household item. As the pandemic has moved into its endemic phase, consumers are expressing greater interest in other kinds of at-home kits: 26 percent of US consumers are interested in testing for vitamin and mineral deficiencies at home, 24 percent for cold and flu symptoms, and 23 percent for cholesterol levels. </p> <p>At-home diagnostic tests are appealing to consumers because they offer greater convenience than going to a doctor’s office, quick results, and the ability to test frequently. In China, 35 percent of consumers reported that they had even replaced some in-person healthcare appointments with at-home diagnostic tests—a higher share than in the United States or the United Kingdom.</p> <p>Although there is growing interest in the space, some consumers express hesitancy. In the United States and the United Kingdom, top barriers to adoption include the preference to see a doctor in person, a perceived lack of need, and price; in China, test accuracy is a concern for approximately 30 percent of consumers.</p> <p><em><strong>Implications for companies:</strong></em><strong> </strong>Companies can address three critical considerations to help ensure success in this category. First, companies will want to determine the right price value equation for at-home diagnostic kits since cost still presents a major barrier for many consumers today. Second, companies should consider creating consumer feedback loops, encouraging users to take action based on their test results and then test again to assess the impact of those interventions. Third, companies that help consumers understand their test results—either through the use of generative AI to help analyze and deliver personalized results, or through integration with telehealth services—could develop a competitive advantage. </p></div></div></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__content-text__3QQE8 text-content-6049384FC5F54ABA807A87726C849D81" data-id="BF99B7882A05403789CDE952F1DE6B6B" data-react-scrollama-id="react-scrollama-1"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-md"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-5"><div>Trend two: A new era for biomonitoring and wearables</div></h2><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline"><div><p>Roughly half of all consumers we surveyed have purchased a fitness wearable at some point in time. While wearable devices such as watches have been popular for years, new modalities powered by breakthrough technologies have ushered in a new era for biomonitoring and wearable devices. </p> <p>Wearable biometric rings, for example, are now equipped with sensors that provide consumers with insights about their sleep quality through paired mobile apps. Continuous glucose monitors, which can be applied to the back of the user’s arm, provide insights about the user’s blood sugar levels, which may then be interpreted by a nutritionist who can offer personalized health guidance. </p> <p>Roughly one-third of surveyed wearable users said they use their devices more often than they did last year, and more than 75 percent of all surveyed consumers indicated an openness to using a wearable in the future. We expect the use of wearable devices to continue to grow, particularly as companies track a wider range of health indicators.</p> <p><em><strong>Implications for companies:</strong> </em>While there is a range of effective wearable solutions on the market today for fitness and sleep, there are fewer for nutrition, weight management, and mindfulness, presenting an opportunity for companies to fill these gaps. </p> <p>Wearables makers and health product and services providers in areas such as nutrition, fitness, and sleep can explore partnerships that try to make the data collected through wearable devices actionable, which could drive greater behavioral change among consumers. One example: a consumer interested in managing stress levels might wear a device that tracks spikes in cortisol. Companies could then use this data to make personalized recommendations for products related to wellness, fitness, and mindfulness exercises.</p> <p>Businesses must keep data privacy and clarity of insights top of mind. Roughly 30 percent of China, UK, and US consumers are open to using a wearable device only if the data is shared exclusively with them. Additionally, requiring too much manual data input or sharing overly complicated insights could diminish the user experience. Ensuring that data collection is transparent and that insights are simple to understand and targeted to consumers’ specific health goals or risk factors will be crucial to attracting potential consumers. </p></div></div></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__content-text__3QQE8 text-content-6049384FC5F54ABA807A87726C849D81" data-id="4F25CB6FD8554C8B87E533E0CBD2E5AE" data-react-scrollama-id="react-scrollama-2"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-md"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-5"><div>Trend three: Personalization’s gen AI boost</div></h2><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline"><div><p>Nearly one in five US consumers and one in three US millennials prefer personalized products and services. While the preference for personalized wellness products was lower than in years prior, we believe this is likely due to consumers becoming more selective about which personalized products and services they use.</p> <p>Technological advancements and the rise of first-party data are giving personalization a new edge. Approximately 20 percent of consumers in the United Kingdom and the United States and 30 percent in China look for personalized products and services that use biometric data to provide recommendations. There is an opportunity to pair these tools with gen AI to unlock greater precision and customization. In fact, gen AI has already made its way to the wearables and app space: some wearables use gen AI to design customized workouts for users based on their fitness data. </p> <p><em><strong>Implications for companies:</strong></em> Companies that offer software-based health and wellness services to consumers are uniquely positioned to incorporate gen AI into their personalization offerings. Other businesses could explore partnerships with companies that use gen AI to create personalized wellness recommendations.</p></div></div></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__content-text__3QQE8 text-content-6049384FC5F54ABA807A87726C849D81" data-id="768F0BCAC34947B1B1B428870B6CE4E9" data-react-scrollama-id="react-scrollama-3"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-md"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-5"><div>Trend four: Clinical over clean</div></h2><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline"><div><p>Last year, we saw consumers begin to shift away from wellness products with clean or natural ingredients to those with clinically proven ingredients. Today, that shift is even more evident. Roughly half of UK and US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients. This trend is most pronounced in categories such as over-the-counter medications and vitamins and supplements (Exhibit 3).</p> <p>In China, consumers expressed roughly equal overall preference for clinical and clean products, although there were some variations between categories. They prioritized clinical efficacy for digestive medication, topical treatments, and eye care products, while they preferred natural and clean ingredients for supplements, superfoods, and personal-care products.</p> <p><em><strong>Implications for companies:</strong></em> To meet consumer demand for clinically proven products, some brands will be able to emphasize existing products in their portfolios, while other businesses may have to rethink product formulations and strategy. While wellness companies that have built a brand around clean or natural products—particularly those with a dedicated customer base—may not want to pivot away from their existing value proposition, they can seek out third-party certifications to help substantiate their claims and reach more consumers.</p> <p>Companies can boost the clinical credibility of their products by using clinically tested ingredients, running third-party research studies on their products, securing recommendations from healthcare providers and scientists, and building a medical board that weighs in on product development. </p> <br/> <img style="height:px;width:px" src="/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/svgz-wellness-ex3.svgz" alt=""/></div></div></div></div><div class="FullBleedScrolly_mck-c-full-bleed-scrolly__content-text__3QQE8 text-content-6049384FC5F54ABA807A87726C849D81" data-id="CA89A0033E6448E3A0C038129155C490" data-react-scrollama-id="react-scrollama-4"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-md"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-5"><div>Trend five: The rise of the doctor recommendation</div></h2><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline"><div><p>The proliferation of influencer marketing in the consumer space has created new sources of wellness information—with varying degrees of credibility. As consumers look to avoid “healthwashing” (that is, deceptive marketing that positions a product as healthier than it really is), healthcare provider recommendations are important once again. </p> <p>Doctor recommendations are the third-highest-ranked source of influence on consumer health and wellness purchase decisions in the United States (Exhibit 4). Consumers said they are most influenced by doctors’ recommendations when seeking care related to mindfulness, sleep, and overall health (which includes the use of vitamins, over-the-counter medications, and personal- and home-care products). </p> <p><em><strong>Implications for companies:</strong></em> Brands need to consider which messages <em>and </em>which messengers are most likely to resonate with their consumers. We have found that a company selling products related to mindfulness may want to use predominately doctor recommendations and social media advertising, whereas a company selling fitness products may want to leverage recommendations from friends and family, as well as endorsements from personal trainers.</p> <br/> <img style="height:px;width:px" src="/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/svgz-wellness-ex4.svgz" alt=""/><br/></div></div></div></div></div></div></div></div> <h2>Seven areas of growth in the wellness space</h2> <p>Building upon last year’s research, several pockets of growth in the wellness space are emerging. Increasing consumer interest, technological breakthroughs, product innovation, and an increase in chronic illnesses have catalyzed growth in these areas. </p> <h3>Women’s health </h3> <p>Historically, women’s health has been <a href="/industries/healthcare/our-insights/unlocking-opportunities-in-womens-healthcare">underserved and underfunded</a>. Today, purchases of women’s health products are on the rise across a range of care needs (Exhibit 5). While the highest percentage of respondents said they purchased menstrual-care and sexual-health products, consumers said they spent the most on menopause and pregnancy-related products in the past year. </p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 5</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex5svgz.svgz?cq=50&cpy=Center"/><img alt="Women spend more on menopause and pregnancy-related products than on other health products." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex5svgz.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>Digital tools are also becoming more prevalent in the women’s health landscape. For example, wearable devices can track a user’s physiological signals to identify peak fertility windows. </p> <p>Despite recent growth in the women’s health space, there is still unmet demand for products and services. Menopause has been a particularly overlooked segment of the market: only 5 percent of <a href="/industries/healthcare/our-insights/the-dawn-of-the-femtech-revolution">FemTech</a> start-ups address menopause needs.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="0dba2439-1caa-422f-bba1-cdcf08d905dd"><sup class="FootNote_footnotesup__e73z_">2</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="0dba2439-1caa-422f-bba1-cdcf08d905dd" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Christine Hall, “Why more startups and VCs are finally pursuing the menopause market: ‘$600B is not “niche,”’” Crunchbase, January 21, 2021.</span></span></span></a></span> Consumers also continue to engage with offerings across the women’s health space, including menstrual and intimate care, fertility support, pregnancy and motherhood products, and women-focused healthcare centers, presenting opportunities for companies to expand products and services in these areas. </p> <h3>Healthy aging </h3> <p>Demand for products and services that support healthy aging and longevity is on the rise, propelled by a shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on antiaging products. </p> <div data-module-category="" class="PullQuote_mck-c-pullquote__DbaQ5 mck-o-sm-left-span"><blockquote data-component="mdc-c-blockquote" class="PullQuote_mck-c-blockquote__6n21p PullQuote_mck-c-blockquote--hide-quotes__CpGpg mdc-c-blockquote mdc-c-blockquote--is-quotes___TozKo_2734c4f"><p>Roughly 70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years.</p></blockquote></div> <p>More than 60 percent of consumers surveyed considered it “very” or “extremely” important to purchase products or services that help with healthy aging and longevity. Roughly 70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years. These results were similar across age groups, suggesting that the push toward healthy aging is spurred both by younger generations seeking preventive solutions and older generations seeking to improve their longevity. As populations across developed economies continue to age (one in six people in the world will be aged 60 or older by 2030<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="1dcbffa1-dea3-4484-b55f-85fe5c68e71d"><sup class="FootNote_footnotesup__e73z_">3</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="1dcbffa1-dea3-4484-b55f-85fe5c68e71d" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“Ageing and health,” World Health Organization, October 1, 2022. </span></span></span></a></span>), we expect there to be an even greater focus globally on healthy aging. </p>  <p>To succeed in this market, companies can take a <a href="/mhi/our-insights/age-is-just-a-number-how-older-adults-view-healthy-aging">holistic approach to healthy-aging solutions</a>, which includes considerations about mental health and social factors. Bringing products and services to market that anticipate the needs of aging consumers—instead of emphasizing the aging process to sell these products—will be particularly important. For example, a service that addresses aging in older adults might focus on one aspect of longevity, such as fitness or nutrition, rather than the process of aging itself.</p> <h3>Weight management</h3> <p>Weight management is top of mind for consumers in the United States, where nearly one in three adults struggles with obesity<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="f6147b6c-e006-4908-9983-4bc8d1babc8a"><sup class="FootNote_footnotesup__e73z_">4</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="f6147b6c-e006-4908-9983-4bc8d1babc8a" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline"><em>Obesity fact sheet 508</em>, US Centers for Disease Control and Prevention, July 2022.</span></span></span></a></span>; 60 percent of US consumers in our survey said they are currently trying to lose weight. </p> <p>While exercise is by far the most reported weight management intervention in our survey, more than 50 percent of US consumers considered prescription medication, including glucagon-like peptide-1 (GLP-1) drugs, to be a “very effective” intervention. Prescription medication is perceived differently elsewhere: less than 30 percent of UK and China consumers considered weight loss drugs to be very effective.</p> <p>Given the recency of the GLP-1 weight loss trend, it is too early to understand how it will affect the broader consumer health and wellness market. Companies should continue to monitor the space as further data emerges on adoption rates and impact across categories. </p> <h3>In-person fitness</h3> <p>Fitness has shifted from a casual interest to a priority for many consumers: around 50 percent of US gym-goers said that fitness is a core part of their identity (Exhibit 6). This trend is even stronger among younger consumers—56 percent of US Gen Z consumers surveyed considered fitness a “very high priority” (compared with 40 percent of overall US consumers). </p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 6</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex6.svgz?cq=50&cpy=Center"/><img alt="US consumers believe that going to a gym is a core part of their fitness routine." src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/the%20trends%20defining%20the%201%20point%208%20trillion%20dollar%20global%20wellness%20market%20in%202024/svgz-wellness-ex6.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>In-person fitness classes and personal training are the top two areas where consumers expect to spend more on fitness. Consumers expect to maintain their spending on fitness club memberships and fitness apps. </p> <p>The challenge for fitness businesses will be to retain consumers among an ever-increasing suite of choices. Offering best-in-class facilities, convenient locations and hours, and loyalty and referral programs are table stakes. Building strong communities and offering experiences such as retreats, as well as services such as nutritional coaching and personalized workout plans (potentially enabled by gen AI), can help top players evolve their value proposition and manage customer acquisition costs. </p> <h3>Gut health</h3> <p>More than 80 percent of consumers in China, the United Kingdom, and the United States consider gut health to be important, and over 50 percent anticipate making it a higher priority in the next two to three years. </p> <div data-module-category="" class="PullQuote_mck-c-pullquote__DbaQ5 mck-o-sm-right-span"><blockquote data-component="mdc-c-blockquote" class="PullQuote_mck-c-blockquote__6n21p PullQuote_mck-c-blockquote--hide-quotes__CpGpg mdc-c-blockquote mdc-c-blockquote--is-quotes___TozKo_2734c4f"><p>One-third of US consumers, one-third of UK consumers, and half of Chinese consumers said they wish there were more products in the market to support their gut health.</p></blockquote></div> <p>While probiotic supplements are the most frequently used gut health products in China and the United States, UK consumers opt for probiotic-rich foods such as kimchi, kombucha, or yogurt, as well as over-the-counter medications. About one-third of US consumers, one-third of UK consumers, and half of Chinese consumers said they wish there were more products in the market to support their gut health. At-home microbiome testing and personalized nutrition are two areas where companies can build on the growing interest in this segment. </p> <h3>Sexual health </h3> <p>The expanded cultural conversation about sexuality, improvements in sexual education, and growing support for female sexual-health challenges (such as low libido, vaginal dryness, and pain during intercourse) have all contributed to the growth in demand for sexual-health products. </p> <p>Eighty-seven percent of US consumers reported having spent the same or more on sexual-health products in the past year than in the year prior, and they said they purchased personal lubricants, contraceptives, and adult toys most frequently. </p> <p>While more businesses began to sell sexual-health products online during the height of the COVID-19 pandemic, a range of retailers—from traditional pharmacies to beauty retailers to department stores—are now adding more sexual-health brands and items to their store shelves.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="2c0700b3-25cd-4ebe-ad36-ff239761169f"><sup class="FootNote_footnotesup__e73z_">5</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="2c0700b3-25cd-4ebe-ad36-ff239761169f" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Keerthi Vedantam, “Why more sexual wellness startups are turned on by retail,” Crunchbase, November 15, 2022.</span></span></span></a></span> This creates marketing and distribution opportunities for disruptor brands to reach new audiences and increase scale. </p> <h3>Sleep</h3> <p>Despite consistently ranking as the second-highest health and wellness priority for consumers, sleep is also the area where consumers said they have the most unmet needs. In our previous report, 37 percent of US consumers expressed a desire for additional sleep and mindfulness products and services, such as those that address cognitive functioning, stress, and anxiety management. In the year since, little has changed. One of the major challenges in improving sleep is the sheer number of factors that can affect a good night’s sleep, including diet, exercise, caffeination, screen time, stress, and other lifestyle factors. As a result, few, if any, tech players and emerging brands in the sleep space have been able to create a compelling ecosystem to improve consumer sleep holistically. Leveraging consumer data to address specific pain points more effectively—including inducing sleep, minimizing sleep interruptions, easing wakefulness, and improving sleep quality—presents an opportunity for companies. </p> <hr/> <p>As consumers take more control over their health outcomes, they are looking for data-backed, accessible products and services that empower them to do so. Companies that can help consumers make sense of this data and deliver solutions that are personalized, relevant, and rooted in science will be best positioned to succeed. </p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong><a href="/our-people/shaun-callaghan">Shaun Callaghan</a></strong> is a partner in McKinsey’s New Jersey office; <strong>Hayley Doner</strong> is a consultant in the Paris office; and <strong>Jonathan Medalsy</strong> is an associate partner in the New York office, where <strong><a href="/our-people/anna-pione">Anna Pione</a></strong> is a partner and <strong><a href="/our-people/warren-teichner">Warren Teichner</a></strong> is a senior partner.</p> <p>The authors wish to thank Celina Bade, Cherry Chen, Eric Falardeau, Lily Fu, Eric He, Sara Hudson, Charlotte Lucas, Maria Neely, Olga Ostromecka, Akshay Rao, Michael Rix, and Alex Sanford for their contributions to this article. </p> <hr /> <p>This article was edited by Alexandra Mondalek, an editor in the New York office.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f 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mdc-c-link___lBbY1_2734c4f"><div>How to thrive in the global wellness market</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-feeli-0 { aspect-ratio: 16/9 }</style><img alt="Feeling good: The future of the $1.5 trillion wellness market" class="picture-uniqueKey-feeli-0" src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/feeling%20good%20the%20future%20of%20the%201%205%20trillion%20wellness%20market/feeling-good-the-future-standard.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-6"><a data-component="mdc-c-link" href="/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link___lBbY1_2734c4f"><div>Feeling good: The future of the $1.5 trillion wellness market</div></a></h6></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"The trends defining the 1 point 8 trillion dollar global wellness market in 2024","displayName":"The trends defining the 1 point 8 trillion dollar global wellness market in 2024","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"e8e9b8d1-dadc-4ff7-9282-52a2e8d12f2b","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"683910db-02ba-40ba-92e7-726c880160a9","templateName":"ArticleJSS","placeholders":{"jss-main":[{"uid":"232bb7e9-289f-492d-a916-2b6185e44a84","componentName":"ArticleTemplate","dataSource":"","fields":{"data":{"articleTemplate":{"title":{"jsonValue":{"value":"The trends defining the $1.8 trillion global wellness market in 2024"}},"sEOTitle":{"value":"The top wellness trends in 2024"},"description":{"jsonValue":{"value":"Our latest Future of Wellness survey finds that consumers are taking greater control over their health\u0026mdash;and expect companies to provide effective, science-backed solutions."}},"sEODescription":{"value":"McKinsey’s latest Future of Wellness research examines the top trends shaping the health and consumer wellness industry in 2024 and beyond."},"displayDate":{"jsonValue":{"value":"2024-01-16T00:00:00Z"}},"body":{"value":"[[audio 1]]\n[[DownloadsSidebar]]\n\u003cp\u003e\u003cstrong\u003eFrom cold plunges \u003c/strong\u003eto collagen to celery juice, the $1.8 trillion global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility. Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, \u0026ldquo;What does the science say?\u0026rdquo; \u003c/p\u003e\n[[Sidebar authors]]\n\u003cp\u003eMcKinsey\u0026rsquo;s latest Future of Wellness research\u0026mdash;which surveyed more than 5,000 consumers across China, the United Kingdom, and the United States\u0026mdash;examines the \u003ca href=\"/industries/consumer-packaged-goods/our-insights/whats-new-in-consumer-wellness-trends\"\u003etrends shaping the consumer wellness landscape\u003c/a\u003e. In this article, we pair these findings with a look at seven wellness subsets\u0026mdash;including women\u0026rsquo;s health, weight management, and in-person fitness\u0026mdash;that our research suggests are especially ripe areas for innovation and investment activity. \u003c/p\u003e\n\u003ch2\u003eThe science- and data-backed future of wellness\u003c/h2\u003e\n\u003cp\u003eIn the United States alone, we estimate that the wellness market has reached $480 billion, growing at 5 to 10 percent per year. Eighty-two percent of US consumers now consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the United Kingdom and China report (73 percent and 87 percent, respectively).\u003c/p\u003e\n\u003cp\u003eThis is especially true among Gen Z and millennial consumers, who are now purchasing more wellness products and services than older generations, across the same dimensions we outlined in our \u003ca href=\"/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom\"\u003eprevious research\u003c/a\u003e: health, sleep, nutrition, fitness, appearance, and mindfulness (Exhibit 1).[[Footnote 1]]\u003c/p\u003e\n[[Exhibit 1]]\n\u003cp\u003eAcross the globe, responses to our survey questions revealed a common theme about consumer expectations: consumers want effective, data-driven, science-backed health and wellness solutions (Exhibit 2). \u003c/p\u003e\n[[Exhibit 2]]\n\u003ch2\u003eFive trends shaping the consumer health and wellness space in 2024\u003c/h2\u003e\n\u003cp\u003eFifty-eight percent of US respondents to our survey said they are prioritizing wellness more now than they did a year ago. The following five trends encompass their newly emerging priorities, as well as those that are consistent with our earlier research.\u003c/p\u003e\n[[Scrolly 1]]\n\u003ch2\u003eSeven areas of growth in the wellness space\u003c/h2\u003e\n\u003cp\u003eBuilding upon last year\u0026rsquo;s research, several pockets of growth in the wellness space are emerging. Increasing consumer interest, technological breakthroughs, product innovation, and an increase in chronic illnesses have catalyzed growth in these areas. \u003c/p\u003e\n\u003ch3\u003eWomen\u0026rsquo;s health \u003c/h3\u003e\n\u003cp\u003eHistorically, women\u0026rsquo;s health has been \u003ca href=\"/industries/healthcare/our-insights/unlocking-opportunities-in-womens-healthcare\"\u003eunderserved and underfunded\u003c/a\u003e. Today, purchases of women\u0026rsquo;s health products are on the rise across a range of care needs (Exhibit 5). While the highest percentage of respondents said they purchased menstrual-care and sexual-health products, consumers said they spent the most on menopause and pregnancy-related products in the past year. \u003c/p\u003e\n[[Exhibit 5]]\n\u003cp\u003eDigital tools are also becoming more prevalent in the women\u0026rsquo;s health landscape. For example, wearable devices can track a user\u0026rsquo;s physiological signals to identify peak fertility windows. \u003c/p\u003e\n\u003cp\u003eDespite recent growth in the women\u0026rsquo;s health space, there is still unmet demand for products and services. Menopause has been a particularly overlooked segment of the market: only 5 percent of \u003ca href=\"/industries/healthcare/our-insights/the-dawn-of-the-femtech-revolution\"\u003eFemTech\u003c/a\u003e\u0026nbsp;start-ups address menopause needs.[[Footnote 2]]\u0026nbsp; Consumers also continue to engage with offerings across the women\u0026rsquo;s health space, including menstrual and intimate care, fertility support, pregnancy and motherhood products, and women-focused healthcare centers, presenting opportunities for companies to expand products and services in these areas. \u003c/p\u003e\n\u003ch3\u003eHealthy aging \u003c/h3\u003e\n\u003cp\u003eDemand for products and services that support healthy aging and longevity is on the rise, propelled by a shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on antiaging products. \u003c/p\u003e\n[[PullQuote 1]]\n\u003cp\u003eMore than 60 percent of consumers surveyed considered it \u0026ldquo;very\u0026rdquo; or \u0026ldquo;extremely\u0026rdquo; important to purchase products or services that help with healthy aging and longevity. Roughly 70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years. These results were similar across age groups, suggesting that the push toward healthy aging is spurred both by younger generations seeking preventive solutions and older generations seeking to improve their longevity. As populations across developed economies continue to age (one in six people in the world will be aged 60 or older by 2030[[Footnote 3]]), we expect there to be an even greater focus globally on healthy aging. \u003c/p\u003e\n[[MostPopularArticles 5]]\n\u003cp\u003eTo succeed in this market, companies can take a \u003ca href=\"/mhi/our-insights/age-is-just-a-number-how-older-adults-view-healthy-aging\"\u003eholistic approach to healthy-aging solutions\u003c/a\u003e, which includes considerations about mental health and social factors. Bringing products and services to market that anticipate the needs of aging consumers\u0026mdash;instead of emphasizing the aging process to sell these products\u0026mdash;will be particularly important. For example, a service that addresses aging in older adults might focus on one aspect of longevity, such as fitness or nutrition, rather than the process of aging itself.\u003c/p\u003e\n\u003ch3\u003eWeight management\u003c/h3\u003e\n\u003cp\u003eWeight management is top of mind for consumers in the United States, where nearly one in three adults struggles with obesity[[Footnote 4]]; 60 percent of US consumers in our survey said they are currently trying to lose weight. \u003c/p\u003e\n\u003cp\u003eWhile exercise is by far the most reported weight management intervention in our survey, more than 50 percent of US consumers considered prescription medication, including glucagon-like peptide-1 (GLP-1) drugs, to be a \u0026ldquo;very effective\u0026rdquo; intervention. Prescription medication is perceived differently elsewhere: less than 30 percent of UK and China consumers considered weight loss drugs to be very effective.\u003c/p\u003e\n\u003cp\u003eGiven the recency of the GLP-1 weight loss trend, it is too early to understand how it will affect the broader consumer health and wellness market. Companies should continue to monitor the space as further data emerges on adoption rates and impact across categories. \u003c/p\u003e\n\u003ch3\u003eIn-person fitness\u003c/h3\u003e\n\u003cp\u003eFitness has shifted from a casual interest to a priority for many consumers: around 50 percent of US gym-goers said that fitness is a core part of their identity (Exhibit 6). This trend is even stronger among younger consumers\u0026mdash;56 percent of US Gen Z consumers surveyed considered fitness a \u0026ldquo;very high priority\u0026rdquo; (compared with 40 percent of overall US consumers). \u003c/p\u003e\n[[Exhibit 6]]\n\u003cp\u003eIn-person fitness classes and personal training are the top two areas where consumers expect to spend more on fitness. Consumers expect to maintain their spending on fitness club memberships and fitness apps. \u003c/p\u003e\n\u003cp\u003eThe challenge for fitness businesses will be to retain consumers among an ever-increasing suite of choices. Offering best-in-class facilities, convenient locations and hours, and loyalty and referral programs are table stakes. Building strong communities and offering experiences such as retreats, as well as services such as nutritional coaching and personalized workout plans (potentially enabled by gen AI), can help top players evolve their value proposition and manage customer acquisition costs. \u003c/p\u003e\n\u003ch3\u003eGut health\u003c/h3\u003e\n\u003cp\u003eMore than 80 percent of consumers in China, the United Kingdom, and the United States consider gut health to be important, and over 50 percent anticipate making it a higher priority in the next two to three years. \u003c/p\u003e\n[[PullQuote 2]]\n\u003cp\u003eWhile probiotic supplements are the most frequently used gut health products in China and the United States, UK consumers opt for probiotic-rich foods such as kimchi, kombucha, or yogurt, as well as over-the-counter medications. About one-third of US consumers, one-third of UK consumers, and half of Chinese consumers said they wish there were more products in the market to support their gut health. At-home microbiome testing and personalized nutrition are two areas where companies can build on the growing interest in this segment. \u003c/p\u003e\n\u003ch3\u003eSexual health \u003c/h3\u003e\n\u003cp\u003eThe expanded cultural conversation about sexuality, improvements in sexual education, and growing support for female sexual-health challenges (such as low libido, vaginal dryness, and pain during intercourse) have all contributed to the growth in demand for sexual-health products. \u003c/p\u003e\n\u003cp\u003eEighty-seven percent of US consumers reported having spent the same or more on sexual-health products in the past year than in the year prior, and they said they purchased personal lubricants, contraceptives, and adult toys most frequently. \u003c/p\u003e\n\u003cp\u003eWhile more businesses began to sell sexual-health products online during the height of the COVID-19 pandemic, a range of retailers\u0026mdash;from traditional pharmacies to beauty retailers to department stores\u0026mdash;are now adding more sexual-health brands and items to their store shelves.[[Footnote 5]]\u0026nbsp; This creates marketing and distribution opportunities for disruptor brands to reach new audiences and increase scale. \u003c/p\u003e\n\u003ch3\u003eSleep\u003c/h3\u003e\n\u003cp\u003eDespite consistently ranking as the second-highest health and wellness priority for consumers, sleep is also the area where consumers said they have the most unmet needs. In our previous report, 37 percent of US consumers expressed a desire for additional sleep and mindfulness products and services, such as those that address cognitive functioning, stress, and anxiety management. In the year since, little has changed.\nOne of the major challenges in improving sleep is the sheer number of factors that can affect a good night\u0026rsquo;s sleep, including diet, exercise, caffeination, screen time, stress, and other lifestyle factors. As a result, few, if any, tech players and emerging brands in the sleep space have been able to create a compelling ecosystem to improve consumer sleep holistically. Leveraging consumer data to address specific pain points more effectively\u0026mdash;including inducing sleep, minimizing sleep interruptions, easing wakefulness, and improving sleep quality\u0026mdash;presents an opportunity for companies. \u003c/p\u003e\n\u003chr /\u003e\n\u003cp\u003eAs consumers take more control over their health outcomes, they are looking for data-backed, accessible products and services that empower them to do so. Companies that can help consumers make sense of this data and deliver solutions that are personalized, relevant, and rooted in science will be best positioned to succeed. \u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":true},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Article"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":false},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2024-01-16T00:00:00Z"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003e\u0026ldquo;\u003ca href=\"/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom\"\u003eStill feeling good: The US wellness market continues to boom\u003c/a\u003e,\u0026rdquo; McKinsey, September 19, 2022.\u003c/li\u003e\n \u003cli\u003eChristine Hall, \u0026ldquo;Why more startups and VCs are finally pursuing the menopause market: \u0026lsquo;$600B is not \u0026ldquo;niche,\u0026rdquo;\u0026rsquo;\u0026rdquo; Crunchbase, January 21, 2021.\u003c/li\u003e\n \u003cli\u003e\u0026ldquo;Ageing and health,\u0026rdquo; World Health Organization, October 1, 2022. \u003c/li\u003e\n \u003cli\u003e\u003cem\u003eObesity fact sheet 508\u003c/em\u003e, US Centers for Disease Control and Prevention, July 2022.\u003c/li\u003e\n \u003cli\u003eKeerthi Vedantam, \u0026ldquo;Why more sexual wellness startups are turned on by retail,\u0026rdquo; Crunchbase, November 15, 2022.\u003c/li\u003e\n\u003c/ol\u003e"},"contributoryPractice":{"targetItems":[{"displayName":"Consumer Packaged Goods"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003e\u003ca href=\"/our-people/shaun-callaghan\"\u003eShaun Callaghan\u003c/a\u003e\u003c/strong\u003e is a partner in McKinsey\u0026rsquo;s New Jersey office; \u003cstrong\u003eHayley Doner\u003c/strong\u003e is a consultant in the Paris office; and \u003cstrong\u003eJonathan Medalsy\u003c/strong\u003e is an associate partner in the New York office, where \u003cstrong\u003e\u003ca href=\"/our-people/anna-pione\"\u003eAnna Pione\u003c/a\u003e\u003c/strong\u003e is a partner and \u003cstrong\u003e\u003ca href=\"/our-people/warren-teichner\"\u003eWarren Teichner\u003c/a\u003e\u003c/strong\u003e is a senior partner.\u003c/p\u003e\n\u003cp\u003eThe authors wish to thank Celina Bade, Cherry Chen, Eric Falardeau, Lily Fu, Eric He, Sara Hudson, Charlotte Lucas, Maria Neely, Olga Ostromecka, Akshay Rao, Michael Rix, and Alex Sanford for their contributions to this article. \u003c/p\u003e\n\u003chr /\u003e\n\u003cp\u003eThis article was edited by Alexandra Mondalek, an editor in the New York office.\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"92263EB267564A1D95EDA6546D40A3B1","name":"Shaun Callaghan","authorTitle":{"value":"Shaun Callaghan"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/shaun callaghan/shaun-callaghan_profile_1536x1152.jpg","alt":"Shaun Callaghan"},"emailLinks":{"value":""},"linkedInUrl":{"value":""},"description":{"value":"Leads our work in the consumer goods and consumer health sectors to develop long-term growth strategies and the organizations required for their successful delivery "},"locations":{"targetItems":[{"name":"New Jersey","displayName":"New Jersey"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"Shaun Callaghan","src":"/~/media/mckinsey/our people/shaun callaghan/shaun-callaghan_headshot_988x741.jpg"},"url":{"path":"/our-people/shaun-callaghan"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"6313256895DB4839AD373626ABB459DA","name":"Hayley Doner","authorTitle":{"value":"Hayley Doner"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"E7D7946FE714490A96CA33CB3CDD863F","name":"Jonathan Medalsy","authorTitle":{"value":"Jonathan Medalsy"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"C4D608C89093437D944D5DC420D9D3CC","name":"Anna Pione","authorTitle":{"value":"Anna Pione"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/anna pione/anna-pione_profile_1536x1152.jpg","alt":""},"emailLinks":{"value":"Anna_Pione@McKinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/anna-pione-a4407331/"},"description":{"value":"Helps companies and investors in the consumer health and wellness space develop and execute on commercial growth strategies"},"locations":{"targetItems":[{"name":"New York","displayName":"New York"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"","src":"/~/media/mckinsey/our people/anna pione/anna-pione_headshot_988x741.jpg"},"url":{"path":"/our-people/anna-pione"}}]}},{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"25ED4A0FED8E4BC68A0989DF275B73FC","name":"Warren Teichner","authorTitle":{"value":"Warren Teichner"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/warren teichner/warren_teichner_standard_profile_1536x1152.jpg","alt":"Warren Teichner"},"emailLinks":{"value":"Warren_Teichner@McKinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/warren-teichner"},"description":{"value":"Leads our Consumer Packaged Goods Practice in North America and brings deep expertise in serving food, beauty, consumer-health and wellness, and retail clients"},"locations":{"targetItems":[{"name":"New York","displayName":"New York"}]},"firmTitle":{"value":"Senior Partner"},"thumbnailImage":{"alt":"Warren Teichner","src":"/~/media/mckinsey/our people/warren teichner/warren_teichner_988x741.jpg"},"url":{"path":"/our-people/warren-teichner"}}]}}]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Still feeling good: The US wellness market continues to boom"},"url":{"path":"/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Our research shows continued growth of consumer interest in health and 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Practices.\u003c/p\u003e"}},"aboutTheAuthors":{"jsonValue":{"value":""}},"headline":{"jsonValue":{"value":"About the authors"}},"footnotes":{"value":""},"showShareTools":{"boolValue":false},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom 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1","template":{"name":"ExhibitForScrolly"},"title":{"value":"Trend one: Health at home "},"description":{"value":"\u003cp\u003eThe COVID-19 pandemic made at-home testing kits a household item. As the pandemic has moved into its endemic phase, consumers are expressing greater interest in other kinds of at-home kits: 26 percent of US consumers are interested in testing for vitamin and mineral deficiencies at home, 24 percent for cold and flu symptoms, and 23 percent for cholesterol levels. \u003c/p\u003e\n\u003cp\u003eAt-home diagnostic tests are appealing to consumers because they offer greater convenience than going to a doctor\u0026rsquo;s office, quick results, and the ability to test frequently. In China, 35 percent of consumers reported that they had even replaced some in-person healthcare appointments with at-home diagnostic tests\u0026mdash;a higher share than in the United States or the United Kingdom.\u003c/p\u003e\n\u003cp\u003eAlthough there is growing interest in the space, some consumers express hesitancy. In the United States and the United Kingdom, top barriers to adoption include the preference to see a doctor in person, a perceived lack of need, and price; in China, test accuracy is a concern for approximately 30 percent of consumers.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eImplications for companies:\u003c/strong\u003e\u003c/em\u003e\u003cstrong\u003e \u003c/strong\u003eCompanies can address three critical considerations to help ensure success in this category. First, companies will want to determine the right price value equation for at-home diagnostic kits since cost still presents a major barrier for many consumers today. Second, companies should consider creating consumer feedback loops, encouraging users to take action based on their test results and then test again to assess the impact of those interventions. Third, companies that help consumers understand their test results\u0026mdash;either through the use of generative AI to help analyze and deliver personalized results, or through integration with telehealth services\u0026mdash;could develop a competitive advantage. \u003c/p\u003e"},"textComponentPlacement":{"targetItem":{"key":{"value":"Right"},"value":{"value":"right"}}},"textComponentBackgroundColor":{"targetItem":{"key":{"value":"White"},"value":{"value":"-bg-white"}}},"exhibitImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/01-health-at-home-global wellness-4079633-1536x864.jpg","alt":"A small stack of COVID-19 rabid antigen tests on a pink background.","description":""},"mobileExhibit":{"src":null,"alt":"","description":null},"footnotes":{"value":""}},{"id":"BF99B7882A05403789CDE952F1DE6B6B","name":"Image 2","template":{"name":"ExhibitForScrolly"},"title":{"value":"Trend two: A new era for biomonitoring and wearables"},"description":{"value":"\u003cp\u003eRoughly half of all consumers we surveyed have purchased a fitness wearable at some point in time. While wearable devices such as watches have been popular for years, new modalities powered by breakthrough technologies have ushered in a new era for biomonitoring and wearable devices. \u003c/p\u003e\n\u003cp\u003eWearable biometric rings, for example, are now equipped with sensors that provide consumers with insights about their sleep quality through paired mobile apps. Continuous glucose monitors, which can be applied to the back of the user\u0026rsquo;s arm, provide insights about the user\u0026rsquo;s blood sugar levels, which may then be interpreted by a nutritionist who can offer personalized health guidance. \u003c/p\u003e\n\u003cp\u003eRoughly one-third of surveyed wearable users said they use their devices more often than they did last year, and more than 75 percent of all surveyed consumers indicated an openness to using a wearable in the future. We expect the use of wearable devices to continue to grow, particularly as companies track a wider range of health indicators.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eImplications for companies:\u003c/strong\u003e \u003c/em\u003eWhile there is a range of effective wearable solutions on the market today for fitness and sleep, there are fewer for nutrition, weight management, and mindfulness, presenting an opportunity for companies to fill these gaps. \u003c/p\u003e\n\u003cp\u003eWearables makers and health product and services providers in areas such as nutrition, fitness, and sleep can explore partnerships that try to make the data collected through wearable devices actionable, which could drive greater behavioral change among consumers. One example: a consumer interested in managing stress levels might wear a device that tracks spikes in cortisol. Companies could then use this data to make personalized recommendations for products related to wellness, fitness, and mindfulness exercises.\u003c/p\u003e\n\u003cp\u003eBusinesses must keep data privacy and clarity of insights top of mind. Roughly 30 percent of China, UK, and US consumers are open to using a wearable device only if the data is shared exclusively with them. Additionally, requiring too much manual data input or sharing overly complicated insights could diminish the user experience. Ensuring that data collection is transparent and that insights are simple to understand and targeted to consumers\u0026rsquo; specific health goals or risk factors will be crucial to attracting potential consumers. \u003c/p\u003e"},"textComponentPlacement":{"targetItem":{"key":{"value":"Right"},"value":{"value":"right"}}},"textComponentBackgroundColor":{"targetItem":{"key":{"value":"White"},"value":{"value":"-bg-white"}}},"exhibitImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/02-a new era for biomonitoring-global wellness-2999550-1536x864.jpg","alt":"Close up of a woman tapping her finger against her smart watch.","description":""},"mobileExhibit":{"src":null,"alt":"","description":null},"footnotes":{"value":""}},{"id":"4F25CB6FD8554C8B87E533E0CBD2E5AE","name":"Image 3","template":{"name":"ExhibitForScrolly"},"title":{"value":"Trend three: Personalization’s gen AI boost"},"description":{"value":"\u003cp\u003eNearly one in five US consumers and one in three US millennials prefer personalized products and services. While the preference for personalized wellness products was lower than in years prior, we believe this is likely due to consumers becoming more selective about which personalized products and services they use.\u003c/p\u003e\n\u003cp\u003eTechnological advancements and the rise of first-party data are giving personalization a new edge. Approximately 20 percent of consumers in the United Kingdom and the United States and 30 percent in China look for personalized products and services that use biometric data to provide recommendations. There is an opportunity to pair these tools with gen AI to unlock greater precision and customization. In fact, gen AI has already made its way to the wearables and app space: some wearables use gen AI to design customized workouts for users based on their fitness data. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eImplications for companies:\u003c/strong\u003e\u003c/em\u003e Companies that offer software-based health and wellness services to consumers are uniquely positioned to incorporate gen AI into their personalization offerings. Other businesses could explore partnerships with companies that use gen AI to create personalized wellness recommendations.\u003c/p\u003e"},"textComponentPlacement":{"targetItem":{"key":{"value":"Right"},"value":{"value":"right"}}},"textComponentBackgroundColor":{"targetItem":{"key":{"value":"White"},"value":{"value":"-bg-white"}}},"exhibitImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/03-personalization-global wellness-3893797-1536x864.jpg","alt":"A pink lipstick tube with glowing clouds wrapping around it on a pink background.","description":""},"mobileExhibit":{"src":null,"alt":"","description":null},"footnotes":{"value":""}},{"id":"768F0BCAC34947B1B1B428870B6CE4E9","name":"Image 4","template":{"name":"ExhibitForScrolly"},"title":{"value":"Trend four: Clinical over clean"},"description":{"value":"\u003cp\u003eLast year, we saw consumers begin to shift away from wellness products with clean or natural ingredients to those with clinically proven ingredients. Today, that shift is even more evident. Roughly half of UK and US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients. This trend is most pronounced in categories such as over-the-counter medications and vitamins and supplements (Exhibit 3).\u003c/p\u003e\n\u003cp\u003eIn China, consumers expressed roughly equal overall preference for clinical and clean products, although there were some variations between categories. They prioritized clinical efficacy for digestive medication, topical treatments, and eye care products, while they preferred natural and clean ingredients for supplements, superfoods, and personal-care products.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eImplications for companies:\u003c/strong\u003e\u003c/em\u003e To meet consumer demand for clinically proven products, some brands will be able to emphasize existing products in their portfolios, while other businesses may have to rethink product formulations and strategy. While wellness companies that have built a brand around clean or natural products\u0026mdash;particularly those with a dedicated customer base\u0026mdash;may not want to pivot away from their existing value proposition, they can seek out third-party certifications to help substantiate their claims and reach more consumers.\u003c/p\u003e\n\u003cp\u003eCompanies can boost the clinical credibility of their products by using clinically tested ingredients, running third-party research studies on their products, securing recommendations from healthcare providers and scientists, and building a medical board that weighs in on product development. \u003c/p\u003e\n\u003cbr /\u003e\n\u003cimg alt=\"\" src=\"/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/svgz-wellness-ex3.svgz\" style=\"height:px; width:px;\" /\u003e"},"textComponentPlacement":{"targetItem":{"key":{"value":"Right"},"value":{"value":"right"}}},"textComponentBackgroundColor":{"targetItem":{"key":{"value":"White"},"value":{"value":"-bg-white"}}},"exhibitImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/the trends defining the 1 point 8 trillion dollar global wellness market in 2024/04-clinical over clean-global wellness-1353757151-1536x864.jpg","alt":"White stone mortar and pestle with a dramatic shadow on a vibrant blue background.","description":""},"mobileExhibit":{"src":null,"alt":"","description":null},"footnotes":{"value":""}},{"id":"CA89A0033E6448E3A0C038129155C490","name":"Image 5","template":{"name":"ExhibitForScrolly"},"title":{"value":"Trend five: The rise of the doctor recommendation"},"description":{"value":"\u003cp\u003eThe proliferation of influencer marketing in the consumer space has created new sources of wellness information\u0026mdash;with varying degrees of credibility. As consumers look to avoid \u0026ldquo;healthwashing\u0026rdquo; (that is, deceptive marketing that positions a product as healthier than it really is), healthcare provider recommendations are important once again. \u003c/p\u003e\n\u003cp\u003eDoctor recommendations are the third-highest-ranked source of influence on consumer health and wellness purchase decisions in the United States (Exhibit 4). Consumers said they are most influenced by doctors\u0026rsquo; recommendations when seeking care related to mindfulness, sleep, and overall health (which includes the use of vitamins, over-the-counter medications, and personal- and home-care products). \u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eImplications for companies:\u003c/strong\u003e\u003c/em\u003e Brands need to consider which messages \u003cem\u003eand \u003c/em\u003ewhich messengers are most likely to resonate with their consumers. 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