Chicago, June 22, 2025 — As health and wellness solidify their place at the forefront of consumer priorities, a new NielsenIQ report reveals that transparency, efficacy, and ethical alignment are no longer optional for brands operating in this booming sector. The “Global State of Health & Wellness 2025” report underscores a critical evolution: modern consumers are not just spending on wellness—they’re demanding honesty, clarity, and value in return.
The findings are striking. Approximately 70% of global respondents now actively manage their health, and 57% say they care more about aging well than they did five years ago. In the United States, wellness spending has surpassed $500 billion annually, reflecting a sustained and growing demand across product categories like nutrition, fitness, sleep, and mental health.
Consumers are also becoming more medically proactive. The report notes that 43% of people worldwide would consider taking anti-obesity medication (AOMs) if recommended by a healthcare provider. This figure highlights the normalization of medical solutions within the wellness sphere—a sector once dominated by supplements, smoothies, and fitness apps.
Despite these booming figures, trust remains a critical concern. The NielsenIQ report shows that 82% of consumers want clearer and more accurate labeling on wellness products. Simultaneously, 62% say they distrust health claims that lack scientific or regulatory validation—especially from food and beverage companies.
This skepticism appears to be tied to the sheer volume of wellness products entering the market, many of which make bold claims with little substantiation. As a result, shoppers are turning toward brands that prioritize verified formulations, clinical-backed data, and transparent messaging.
Marta Cyhan-Bowles, Chief Communications Officer at NielsenIQ, emphasized this point: “To thrive in the evolving wellness market, brands must go beyond product innovation to deliver clarity, transparency, affordability, and trust.”
As consumers become more label-literate, the pressure is mounting for companies to simplify and clarify their packaging. Buzzwords like “natural,” “organic,” and “clean” are no longer persuasive without credible third-party certifications or evidence. Nearly one in four respondents say they actively avoid products that don’t clearly explain their ingredients or health claims.
Moreover, 71% of global consumers say they are willing to pay more for wellness products that are sustainably sourced and ethically produced. This reflects a broader shift: wellness is increasingly seen not just as a personal endeavor, but a social and environmental one as well.
The appetite for scientifically credible weight management solutions continues to grow. While nearly half of respondents showed openness to anti-obesity medications, an even larger segment is focused on dietary strategies. Over 50% reported plans to purchase more high-fiber foods, and more than 40% are gravitating toward probiotics and superfoods as daily staples.
These choices are driving demand for functional foods—products that deliver specific health benefits such as improved digestion, better sleep, or immune support. Brands operating in this space are expected to back claims with clinical studies, not just anecdotal evidence.
Technology is also reshaping how consumers approach health. From smart rings that monitor sleep to glucose monitors used for everyday dietary decisions, wellness wearables and diagnostics are becoming part of daily life. According to the report, 74% of global consumers want health-focused features built into their tech devices, and 55% now buy wellness products via social media or livestream commerce.
However, this enthusiasm is tempered by ethical expectations. Consumers are wary of how their health data is used and shared. Trust in wellness tech will depend not just on accuracy and convenience, but also on data privacy, consent, and ethical use of insights.
The path forward for brands is clear: authenticity and accountability are essential. Companies that fail to meet rising consumer expectations risk losing both trust and market share. As consumers increasingly view wellness as an integrated, lifestyle-wide commitment—not a category of products—businesses must evolve. The winners will be those who earn trust through honesty and demonstrate efficacy through science.
With the global wellness economy projected to approach $9 trillion by 2028, this isn’t just a passing trend. It’s a redefinition of what health means in the consumer landscape of the future.
