In 2025, the U.S. wellness sector continues to thrive, even as broader consumer spending slows. According to NielsenIQ’s Global State of Health & Wellness 2025 report, rising consumer interest in conscious, value-driven consumption and a focus on aging well are propelling innovation across health tech, functional nutrition, beauty, and mental wellness sectors. A growing majority of consumers feel proactive about their health and are willing to spend more than $100 monthly on wellness-related choices.
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Consumers now expect clean labels, transparency, and sustainable sourcing as baseline criteria. These factors influence purchases in personal care items and wellness foods, reinforcing innovation in functional beverages, supplements, and clean-beauty solutions. Aging populations are also driving demand for products that support mobility, heart health, mental clarity, and joint wellness, with AI-powered diagnostics and health-tech tools becoming integral to personalized aging solutions.
Bank of America analysts have identified a generational shift fueling this growth. Gen Z and millennial consumers are significantly increasing spending on fitness, wellness-focused discretionary services like red light therapy and cold plunges, and activity-based leisure such as pickleball, even as retail sales plateau. Fitness center spending rose 7 percent year-over-year in early 2025, the largest increase recorded in nearly two years.
Bank of America identifies several publicly traded companies set to benefit from these trends. Life Time Group has seen a 60 percent increase in app activity among 18–44-year-olds. Planet Fitness is displaying resilient growth and continued card usage, while SharkNinja is recognized for its wellness-focused home appliances that are enjoying high engagement across social media platforms.
The wellness sector has shown signs of recession resistance, as consumer spending pivots toward health and experience over discretionary categories such as dining out or alcohol. Spending on non-alcoholic beverages has outpaced traditional alcoholic equivalents by 28 percentage points over recent years, and traffic at fitness clubs now exceeds bars by a similar margin.
Investors are taking note. Wellness-related stocks are viewed as durable playbooks for long-term growth. Bank of America analysts cite a generational pivot toward healthy habits as foundational for continued outperformance in the sector.
In summary, the U.S. wellness industry is witnessing sustained momentum even under economic pressure. Consumer demand for products and services related to long-term health and well-being, functional nutrition, and technology-enabled wellness shows no sign of abating. Brands that marry clean, science-led innovation with transparency and value are being rewarded—and wellness equities continue to shine as a promising sector for healthy returns.
