Circana spots retail opportunities in $1.2 trillion wellness market

CHICAGO — The U.S. well-being market has reached $1.2 trillion, up 5% from a year ago, creating new opportunities for retailers as consumers increasingly seek convenient, personalized ways to integrate wellness into their daily lives, according to new Circana research.

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.

Functional nutrition is emerging as a significant growth area. Half of U.S. adults are trying to consume more protein, up eight percentage points year over year, while GLP-1 medications are reshaping appetites and portion sizes. Circana said these trends are creating opportunities for retailers and manufacturers to rethink products and assortments in response to changing nutritional needs.

“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.”

Convenience is increasingly important as consumers seek simpler ways to maintain healthy habits. Circana found that prepared healthy meals reach 38% of consumers in the U.K., compared with 23% in the U.S., indicating potential room for growth in convenient, wellness-oriented food offerings.

Wellness is also extending beyond physical health. One in four U.S. consumers often feels lonely, while alcohol-free social occasions are growing nearly three times faster than alcohol-involving ones. Consumers are also incorporating their homes and surroundings into their wellness routines, with 54% of U.S. consumers reporting home- or environment-based self-care activities.

Artificial intelligence is beginning to influence wellness behavior as well. Consumers are using AI for activities ranging from symptom research to nutrition and meal planning, though Circana found that people continue to rely most heavily on human guidance.

Circana said that retailers and brands that simplify wellness and tailor products and services to individual needs will be better positioned to capture growth as health and well-being become more deeply integrated into everyday purchasing decisions.