Circana: U.S. wellness market reaches $1.2 trillion

CHICAGO — The U.S. well-being market has reached $1.2 trillion, up 5% from a year earlier, as consumers increasingly seek convenient, personalized ways to integrate health and wellness into their daily routines, according to a new Circana report.

Circana’s “The Global Health & Wellness Market: The Next Wave of Growth” examines consumer behavior in the U.S., U.K., and Australia. Across the three markets, more than nine in 10 consumers prioritize wellness, though their habits and needs vary significantly.

Functional nutrition is emerging as a major area of growth. Half of U.S. adults are trying to consume more protein, up eight percentage points from a year ago. Circana said GLP-1 medications are also reshaping eating habits, including appetite and portion sizes.

“Consumers have made wellness a priority, and they are spending accordingly,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “The challenge now is follow-through. People are not short on motivation. They are short on time, direction, and simple next steps. The brands and retailers that take the work out of the routine and make the healthier choice the easier and more rewarding one, will lead the next wave of growth.”

The research also indicates that wellness is expanding beyond traditional physical health categories. One in four U.S. consumers often feels lonely, while alcohol-free social occasions are growing nearly three times faster than those involving alcohol.

Convenience remains a key consideration as consumers look for easier ways to maintain healthy habits. Circana found differences across markets in how those needs are being met. Prepared healthy meals, for example, reach 38% of consumers in the U.K., compared with 23% in the U.S.

Artificial intelligence is also beginning to play a role in consumers’ wellness routines, including symptom research, nutrition, and meal planning. Circana said adoption patterns vary by country and gender, while consumers continue to rely most heavily on human guidance.

The report suggests that retailers and manufacturers who reduce friction around wellness and tailor products and services to consumers’ individual needs are positioned to capture more of the market’s growth.