A Few Notable Health and Wellness Trends for 2025 and Beyond

​Pundits have noted that younger generations spend disproportionately on health and wellness services, a $2 trillion global industry. Almost 30 percent of Gen Z and millennial Americans became "a lot more" interested in wellness in 2025 compared to 2024, according to a McKinsey study, suggesting that health and wellness trends will only increase in prominence during the coming years. Numerous health and wellness trends will influence the American public in 2025 and beyond.

Experts believe that the functional nutrition segment of the health and wellness industry will experience significant growth over the next few years. Functional nutrition is an umbrella term that describes food and beverage products that provide an array of physical benefits. Half of American consumers have purchased functional nutrition products within the last 12 months, including 66 percent of Gen Z and millennial Americans. 

As interest in functional nutrition expands, more companies have introduced an increasing number of products, ranging from supplements to fortified foods. Functional nutrition food and beverages may focus on elevating a person's energy levels, improving gut health or immune system responsiveness, or providing muscle, bone, and joint support.

Functional nutrition is an extension of food as preventative medicine, a larger health industry trend. This shift has involved consumers not simply avoiding sugar, gluten, and other unhealthy additives, but actively seeking foods rich in protein, nootropics, and other beneficial properties. While companies may develop novel food and beverage products to meet the public's increased interest in functional nutrition, such as probiotic drinks, many consumers simply want access to fresh fruit and vegetables. Other companies have moved to fill the functional nutrition snack space, with products such as protein-packed potato chips.

Beauty products have played a key role in the wellness industry for many years, and experts do not see that trend ending any time soon, though consumers may sometimes struggle to distinguish the line between cosmetics and wellness products. For example, cosmetic companies such as Sephora have introduced the anti-inflammatory arnica into various skin care products.

Research suggests that Americans, especially younger generations, are particularly interested in ingestible beauty products that facilitate enhanced wellness. Collagen gummies, for example, can help maintain skin, hair, and nail health. Gen Z consumers are more interested in health and wellness products that improve aesthetic appearance than any other generation. One study found that appearance ranked sixth among health priorities for Gen Z Americans in 2023, but jumped to third the following year, suggesting that the beauty segment of the health and wellness industry will experience significant growth over the coming years.

While many consumers remain interested in improving their appearance, they still prioritize leading longer, healthier lives, with up to 60 percent of consumers citing healthy aging as a "top" or "very important" priority. American interest in longevity products has consistently increased over the last few years. Longevity products come in all forms, from ingestibles designed to prevent chronic disease to tools meant to help seniors maintain their independence later in life. Other products help Americans of all ages keep their energy levels up so that they can lead healthy, fulfilling lives.

A relatively new health and wellness trend involves wellness travel. Americans have long valued in-person experiences, including boutique fitness facilities, but have grown more interested in wellness retreats. Nearly 60 percent of Americans who purchased in-person services have traveled two hours or more to attend wellness retreats, while 45 percent of people travel the same amount for specialized yoga classes or unique therapeutic services.

Lastly, researchers believe that weight management products will continue to shape the health and wellness industry. Weight management is particularly important in the US, with about 74 percent of Americans qualifying as overweight or obese, according to the National Institutes of Health.

Rick Tsakalios

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