Health is moving from occasional doctor visits and one-off purchases into the routines of everyday life. A global survey of 21,808 adults across 27 countries found that consumers are increasingly using food choices, wearable devices, apps, supplements and digital tools to manage sleep, stress, weight, energy and appearance. The shift is creating new commercial opportunities across consumer goods, retail, healthcare and pharmaceuticals. It also raises expectations: shoppers still want value, convenience and simple information, but they are increasingly open to products connected to monitoring, coaching, diagnostics, subscriptions and personalised support.
Wellness Becomes a Daily Purchase Driver
The global wellness economy was valued at $6.8 trillion in 2024 and is forecast to reach $9.8 trillion by 2029. Consumers are already acting on health goals in multiple categories, from vitamins and functional foods to devices and personal care. The survey found that many people bought from three or four health and wellbeing categories over the past year.
Sleep, Stress and Data Shape Demand
Sleep illustrates the gap between ambition and action. About 40% of respondents listed better sleep as a leading health goal, while only 32% said they regularly track sleep and try to improve it. That gap points to demand for wearables, supplements, coaching, pharmacy advice, smart home products and clinical support.
Digital Tools Gain Influence, But Trust Still Matters
About 80% of consumers use an app or wearable for at least one health or wellness activity. AI is also becoming an early source of information, especially among younger consumers and in parts of Asia, Latin America and the Middle East. Even so, healthcare professionals remain the strongest influence, followed by personal curiosity and advice from family, friends and coworkers.
Companies Face a Conversion Challenge
Interest alone will not guarantee adoption. Nearly three-quarters of respondents said value for money is a top factor when considering health-related products or services. Cost, ease of use, clear information and personalisation also matter. Businesses that simplify choices, earn trust and connect products to practical health outcomes are best placed to benefit from the rise of everyday health.
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