U.S. consumers spent $1.16 trillion on wellness across food and beverage, health, beauty, apparel, home and consumer tech, and the market grew 5.2% in the 12 months ending July 2026, according to a Circana report released October 22. Yet only 38% of consumers say they are satisfied with their wellbeing, and just 18% follow a structured routine.
Key Takeaways
- More than 93% of U.S. consumers say wellness matters to them, far above the 38% who are satisfied with their wellbeing.
- The same gap appears abroad: 91% of UK consumers prioritize wellness with 42% satisfied, and 93% of Australian consumers prioritize it with 29% satisfied.
- Women’s health now represents more than $11 billion in sales, up 3% from a year ago.
- Male buyers drove 7% dollar growth in men’s wellness categories over the past year.
- Half of U.S. adults are trying to consume more protein, up eight percentage points from last year.
- Over the next 12 months, 43% of consumers plan to exercise more regularly, 35% intend to reduce stress and 31% want to improve nutrition.
The Wellness Market Is Growing Faster Than Consumer Satisfaction
Circana’s report, The Global Health and Wellness Market: The Next Wave of Growth, describes wellness as an everyday economy rather than a niche category. Spending reaches across grocery aisles, beauty counters, apparel, home goods and consumer technology, and it is still expanding at 5.2% a year.
The gap is in the results. Consumers are not short on motivation, since more than 93% say wellness matters to them. What they lack is follow-through: only 18% consistently follow a structured routine, and only 38% are satisfied with where they stand. For the businesses selling into this market, that gap is the central finding. Demand already exists, but consumers are struggling to turn spending into routines they can keep.
Wellness Trends 2026 Show Demand for Routines That Fit Real Life
Circana’s data points to wellness becoming more targeted and practical. Nearly a third (32%) of U.S. consumers say healthy aging is one of their biggest wellness priorities, and 29% plan to focus more on it in the next 12 months.
Consumers’ stated plans for the coming year are broad: 43% intend to exercise more regularly, 35% want to reduce stress and 31% want to improve nutrition. The common thread is manageability. Shoppers are looking for steps they can fit into existing schedules rather than complete lifestyle overhauls.
High Protein Products Lead the Food and Beverage Shift
Food and beverage remains one of the clearest places where wellness intent turns into purchases. Half of U.S. adults (50%) are trying to consume more protein, up eight percentage points from last year. Among women, the share is 54%, up nine points, and among men it is 46%, up seven points. Circana notes that protein claims are spreading into categories not traditionally associated with them.
Other attributes are gaining as well. Thirty-seven percent of adults are trying to consume more fiber, up four points year over year, and 45% are trying to drink more water, up five points. Sixty-nine percent of U.S. consumers say staying hydrated is a regular part of how they support their wellness, which Circana links to interest in hydration-related appliances and housewares.
Women’s Health Market and Men’s Wellness Post Gains
Both gender-focused segments are growing. Women’s health now represents more than $11 billion in sales, up 3% from a year ago, as retailers expand shelf space for products aimed at different life stages.
Men’s wellness is growing faster. Male buyers fueled 7% dollar growth in men’s wellness categories over the past year, and 27% of men say having more energy is a top priority, with an equal share citing stress reduction.
Self-Care Spending Moves Into Beauty and the Home
Self-care spending increasingly overlaps with beauty and home categories. Nearly one-third of consumers now wear fragrance every day, and 47% say they make an effort to look and feel their best, with 16% planning to focus more on personal care and grooming in the next 12 months.
The home is part of the routine too. Nearly four in 10 consumers use sensory experiences such as aromatherapy or mood lighting as part of their self-care, rising to close to 50% among women. Another 30% take part in hobbies or creative activities for mental and emotional recharge.
What the Health and Wellness Market Gap Means for Founders
Circana’s recommendation to brands and retailers is to reduce friction rather than build more interest, since interest is already high. Sally Lyons Wyatt, Circana’s global executive vice president and chief advisor, said, “A shopper should leave with a clear choice, an affordable next step, and less work to do themselves.”
For founders, that points toward products and services that make routines easier: simpler formats, clear value, convenient purchase options and offerings built around specific goals such as protein intake, hydration or stress reduction. Product categories already riding this demand, such as health drinks becoming a growth category for entrepreneurs, show how wellness intent turns into everyday purchases when the product fits the routine.
FAQs
How much is the wellness industry worth?
Wellness accounts for $1.16 trillion in U.S. consumer spending across food and beverage, health, beauty, apparel, home and consumer tech, according to Circana’s October 2026 report.
How fast is the U.S. wellness market growing?
The U.S. wellness market grew 5.2% for the 12 months ending July 2026 compared with a year earlier, according to Circana data.
What are the main wellness trends in 2026?
Circana’s data highlights rising interest in protein, fiber and hydration, a focus on healthy aging, growth in women’s health and men’s wellness categories, and self-care spending that extends into beauty and home products.
What is the wellness industry?
The wellness industry covers consumer spending aimed at wellbeing across multiple categories, including food and beverage, health, beauty, apparel, home and consumer technology, rather than a single product type.
How big is the women’s health market?
Women’s health represents more than $11 billion in sales, up 3% from a year ago, according to Circana.
