PORTLAND, Ore. — Retailers across grocery, mass merchandise, drug, beauty, and specialty channels are poised to benefit from a health and wellness market expected to nearly triple in value over the next decade, reaching $12.9 trillion by 2031, up from $4.7 trillion in 2021, according to a new report from Allied Market Research.
The growth reflects a fundamental shift in consumer behavior, as shoppers increasingly view health and wellness as an everyday lifestyle priority rather than a healthcare category. Consumers are spending more on functional foods, vitamins and supplements, personal care products, fitness solutions, and wellness-focused experiences, creating opportunities for retailers to expand their assortments and strengthen their positions as health destinations.
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Among product categories, beauty and personal care products accounted for nearly one-quarter of the global market in 2021, making them the largest segment. Demand for natural and organic skincare, anti-aging products, clean-label formulations, and sustainable packaging continues to drive growth, providing retailers with opportunities to differentiate private brands and premium offerings.
Health and wellness foods are projected to be the fastest-growing segment through 2031, expanding at an annual rate of 11.6%. The category includes functional foods, fortified beverages, probiotics, vitamins, and plant-based nutrition products. The report noted that consumers increasingly link nutrition to disease prevention and overall well-being, fueling demand across grocery and mass retail channels.
The research also highlights technology's growing role in consumer wellness. Wearable devices, mobile health apps, and AI-driven nutrition and fitness platforms are creating new ways for retailers and brands to engage shoppers. Digital tools help consumers track health goals, personalize wellness routines, and make more informed purchasing decisions.
For North America, the outlook remains particularly strong. The region holds the second-largest share of the global health and wellness market, supported by high consumer spending, widespread adoption of digital health tools, and strong demand for preventive healthcare products. The United States remains the world's largest individual wellness market, driven by interest in organic foods, sports nutrition, supplements, and health-focused personal care products.
The report suggests retailers are likely to see continued growth opportunities as consumers increasingly seek products that support physical health, mental well-being and healthy aging. Demand for clean-label products, personalized nutrition, sustainable packaging and wellness-focused private brands is expected to remain a key driver of merchandising and innovation strategies throughout the retail industry.
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