Circana’s latest report, “The Global Health and Wellness Market: Generations’ Quest for Healthier Lives,” examines how leading brands and retailers are adapting to an evolving definition of well-being. Our research highlights the interplay of physical, mental, and community wellness across generations and shows how innovative, multi-dimensional strategies are driving engagement in today’s rapidly shifting landscape.

A centerpiece of the report is an in-depth analysis of 12 key themes, organized within three core wellness trends:

Physical Well-Being:

• Nutrition Optimization – Consumers seek healthy eating, GLP-1 medications, supplements, and benefit-led products tailored to their goals.

• Smile Health – There is growing awareness of oral and gut microbiomes, with consumers focused on holistic approaches to oral health.

• GenActive – Exercise is embraced for overall wellness, with Boomers+ especially investing in comfort, independence, and lifelong mobility.

• CleanCrafted – Shoppers are actively avoiding artificial additives across food, beauty, and home products, driving demand for transparency.

• Gender-Tuned – Personalized wellness is gaining traction, with tailored products for hormonal support (for women) and prostate health (for men).

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Mental Well-Being:

• Beauty in Balance – Self-care increasingly incorporates fragrance and makeup as essential aspects of mental wellness.

• Art of Aging Well – Boomers prioritize mood and memory support, as well as sun care and skincare to maintain confidence across generations.

• Mindful Living – Consumers are seeking intangible benefits such as confidence, peace of mind, and positive mental health through daily rituals.

• Mood and Confidence Boosts – Especially among younger generations, emotional wellness is supported by home organization, joyful treats, and beauty routines.

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Community Well-Being:

• Movement for Life – There’s robust growth in sports, fitness equipment, and activewear as consumers of all ages make physical activity central to their lifestyles.

• Community Connections – Social circles are expanding, including greater parental influence and workplace wellness programs geared toward productivity and retention.

• Me to We – Both digital and physical communities foster connection and personal growth, as activities like pickleball and strength training surge in popularity.

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These themes illustrate how each generation’s approach to well-being is shaped by its unique life stage and cultural moment. Gen Z prioritizes flexibility and personalization, Millennials value digital integration and social impact, while Boomers emphasize autonomy and preventive care.

Consumer wellness routines are rapidly expanding beyond traditional nutrition and exercise to embrace holistic, community-driven, and tech-enabled experiences. Technology and ingredient transparency now play a key role as brands create authentic, verifiable, and benefit-led experiences that resonate across age groups. Barriers such as motivation and cost persist, requiring coordinated efforts from manufacturers, retailers, and service providers to enable holistic self-care.

• Develop wellness solutions that address physical, mental, and community health to build authentic engagement.

• Embrace transparency and clean-label positioning to win trust, particularly among younger and family-focused consumers.

• Leverage digital platforms and AI-driven personalization to guide consumer choices and deliver tailored experiences.

• Position retail as a trusted health destination with functional, preventive, and emotional wellness offerings at the forefront.