Consumer Behavior Studies: What Global Wellness Consumers Really Want

Wellness is no longer a niche trend; it’s a daily personalized practice shaping a $2 trillion global industry. Younger generations such as millennials and Gen Z are “maximalist optimizers,” digitally savvy consumers who extensively research and experiment with health and wellness products, prioritizing quality over price and seeking science-backed solutions. Wellness now encompasses nutrition, sleep, fitness, appearance, and mindfulness, with consumers increasingly interested in immunity, gut health, and mental wellness.

The rise of digital health tools like wearables empowers consumers to monitor their health closely and make informed decisions. Transparency and authenticity are paramount, as consumers expect brands to be honest about product benefits and align with their values. This evolving behavior drives innovation and demands personalized, functional nutrition products tailored to individual wellness journeys.

Read our report to explore these insights and tailor your products to meet modern consumer expectations.

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