A July 2025 McKinsey survey reveals that Gen Z and millennials now account for over 41 percent of wellness spending in the United States, despite representing just 36 percent of the adult population. This finding marks a significant generational shift in how wellness is defined, prioritized, and consumed.
According to McKinsey’s Future of Wellness 2025 report, wellness is no longer seen by young consumers as an occasional luxury or reactive measure. Instead, it’s regarded as a daily, personalized commitment. Gen Z and millennials are integrating wellness into their everyday routines, with a strong emphasis on areas such as sleep, nutrition, mental health, fitness, appearance, and mindfulness. The report, which surveyed more than 9,000 consumers globally, shows that nearly 30 percent of respondents in these age groups have significantly increased their wellness spending over the past year, outpacing older generations.
For Gen Z in particular, key wellness priorities include better sleep, improved appearance, and overall health. Millennials show a slightly greater focus on mindfulness. However, across both groups, there is a growing concern that mainstream wellness offerings are falling short in addressing needs related to cognitive health, mental resilience, and gut wellness. Approximately 40 percent of Gen Z individuals describe themselves as almost constantly stressed, a rate significantly higher than national averages.
This unmet need is pushing younger consumers to seek out alternative, often digital-first solutions. Functional nutrition is one such area seeing explosive growth, with young buyers showing strong interest in supplements and foods designed to support gut, immune, and cognitive health. Products like fermented foods, protein blends, nootropics, adaptogens, and collagen-based items have become staples for many. These purchases reflect a broader demand for scientifically backed, performance-enhancing wellness products.
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At the same time, technology is playing a central role in shaping how younger generations manage their well-being. Wellness apps focused on mindfulness, mental health, sleep optimization, and personalized routines are increasingly popular. Gen Z is also embracing virtual wellness experiences, such as online retreats and mental fitness platforms, to complement their digital lifestyles.
Despite this strong digital inclination, many still value in-person, immersive experiences. Wellness retreats, boutique fitness events, and digital detox getaways are highly sought after. There’s also a growing appeal in regenerative travel, such as silent retreats and farm-based stays that combine sustainability with wellness, reflecting a desire for deeper real-world connection.
McKinsey’s segmentation of wellness consumers further highlights how Gen Z and millennials are redefining market expectations. Most younger consumers fall into the category of “maximalist optimizers”—individuals who actively experiment across a broad range of wellness products and services. They seek transparency, scientific validation, and personalization in what they consume and are often influenced by trends, social media, and peer feedback.
The U.S. wellness market is now valued at over $500 billion annually and continues to grow at a steady rate. With 84 percent of U.S. adults now considering wellness a top or important priority, companies and investors are paying close attention to emerging preferences. Opportunities abound for innovation in underdeveloped categories like cognitive enhancement, gut health, and emotional resilience—especially when coupled with digital customization.
Beyond commercial implications, this generational shift reflects deeper societal changes. Increased stress levels, amplified by constant digital engagement, have made holistic self-care a necessity rather than a luxury. As Gen Z’s influence expands, their expectations are reshaping the wellness landscape not just for their peers, but potentially for all age groups.
Ultimately, Gen Z is not just participating in the wellness economy—they are transforming it. Their emphasis on integrated, intentional self-care and demand for smarter, more inclusive solutions may define the next phase of wellness for years to come.
