CHICAGO – Retailers and consumer goods companies should brace for a wellness-driven shift in purchasing behavior, according to NielsenIQ’s (NIQ) newly released Global State of Health & Wellness 2025 report. The report highlights how health-conscious consumers around the world are reshaping the retail landscape, demanding transparency, ethical production, and tech-enabled solutions that support proactive well-being.
NIQ's global survey of nearly 19,000 consumers across 19 countries reveals that 70% of people say they actively manage their health, and 57% now prioritize aging well more than they did five years ago. Consumers are ready to spend—55% say they’re willing to invest over $100 monthly on nutrition, mental wellness, and self-care. However, skepticism is also growing: 82% demand more transparent labeling, and 62% are wary of health claims made by brands.
“To thrive in the evolving wellness market, brands must go beyond product innovation to deliver clarity, transparency, affordability, and trust,” said Marta Cyhan-Bowles, Chief Communications Officer & Head of Global Marketing COE. “Consumers are ready to invest in their well-being but need guidance. Companies must ensure their products are accessible, transparently labeled, and competitively priced to win consumer loyalty.”
Top 2025 Health & Wellness Trends
- Label Clarity is Non-Negotiable: Clear, honest labeling is now a baseline expectation. One in four consumers says distrust in product efficacy is a barrier to healthier living.
- Nutrition and Gut Health Drive Growth: Over half (53%) of global consumers plan to buy more high-fiber foods, while 40% will seek superfoods, probiotics, and high-protein plant-based options.
- Anti-Obesity Medications (AOMs) Gaining Interest: While 63% aren’t yet familiar with AOMs, 43% would consider using them if prescribed, signaling a new frontier in weight management solutions.
- Tech is Becoming Wellness-Enabled: 74% prefer health-focused tech features in consumer products. Tools like screening devices and apps that align purchases with personal health goals are gaining traction.
- Self-Care Goes Mainstream: Activities like nature outings (60%), muscle relaxation (40%), yoga/meditation (35%), and aromatherapy (24%) are all on the rise.
- Conscious Buying Is Here to Stay: 71% are willing to pay more for health and wellness products that are eco-friendly, ethically produced, and socially responsible.
Retailers must align with these evolving priorities through product assortments, pricing strategies, and in-store/in-app messaging highlighting transparency, health benefits, and ethical sourcing. Premium opportunities lie in bundling wellness with sustainability, particularly for digitally savvy, wellness-invested shoppers.
Retail and CPG leaders can download the Global State of Health & Wellness 2025 report and regional insights at NIQ.com.
