- Kristin Hornberger
- 5 hours ago
- 2 min read
When it comes to health and wellness, consumers are really feeling it. Circana’s insights show that physical and mental well-being are increasingly important to consumers as they focus on self-care.
The desire to take care of both mind and body has propelled the consumer healthcare market to reach $107 billion. Within that market, spending is shifting, as consumers are pivoting from reactive purchases during the COVID-defined early 2020s to more proactive wellness investments.
As consumers become more proactive in managing their health, many are taking steps to optimize their mental and emotional wellness. More than two-thirds (67%) of Americans currently practice mental/emotional self-care, up from 59% in 2022, per Circana’s findings.
Different facets of mental and emotional self-care are evident in consumer attitudes and purchases.
Stress reduction: Circana’s data shows that 60% of U.S. consumers are actively trying to limit stress to support their overall health and wellness. Stress is a top concern for 37% of consumers, who cite curbing stress and anxiety as their top personal health and wellness goal. Those concerns are translating into behaviors, as interest in stress management products is at an all-time high. Shoppers are embracing a variety of products to help them in that effort; Circana’s data highlights growth in stress relief products like ashwagandha, magnesium, and L-theanine. Indulgence also plays a role, with 34% of consumers stating that chocolate candy helps support their mental well-being.
The pursuit of happiness: Enhancing mental and emotional wellness often involves not only reducing stress but also adding more joy to life. More than a quarter (26%) of consumers report that they have made feeling more joy and happiness part of their health and wellness priorities.
Real support from artificial intelligence: AI self-care technologies continue to expand and improve, and Circana projects that these technologies will help consumers navigate choices for their emotional and mental wellness. Wearable products that track sleep and recovery, for example, continue to gain traction with rising sales and consumer interest.
While consumers are leaning into proactive self-improvement that includes mental and emotional wellness, brands and retailers can leverage data to deliver more relevant, personalized solutions. Discover more holistic health and wellness insights here.
