With 4 in 10 U.S. adults already turning to complementary health approaches and the global wellness market projected to climb from $4.5 trillion in 2021 to $7.0 trillion by 2025, marketing in the wellness industry has never been more promising, more personal, and more regulated.
Key Takeaways
- 4 in 10 U.S. adults (41%) say they have used at least one complementary health approach (including meditation, chiropractic, massage) in the past 12 months
- 76% of U.S. adults agree that it is important to support the mental health of people in their community
- 32% of U.S. adults report they used at least one fitness/exercise program for health in the past 12 months
- The global wellness market size was estimated at $4.5 trillion in 2021
- The global wellness market is projected to reach $7.0 trillion by 2025
- The global wellness tourism market was valued at $817.4 billion in 2022
- In 2024, U.S. consumers spent $62.5 billion on online health and personal care shopping
- In 2024, global digital ad spending is projected to exceed $600 billion
- In 2024, U.S. social network ad spending is projected to reach $70.4 billion
- The U.S. FTC obtained $1.6 billion in refunds/penalties in 2023, which includes consumer protection enforcement that affects health/wellness marketing claims
- The FTC has brought enforcement actions for “deceptive weight loss” claims against marketers, totaling hundreds of cases (example: LASH 2016 refund action)
- FDA regulations state dietary supplement labeling cannot claim to diagnose, cure, mitigate, treat, or prevent disease
- In 2023, consumers spent about $1.3 trillion on health and wellness categories in the U.S. (broad estimate)
- U.S. consumers spent $575.3 billion on preventive wellness goods/services in 2019 (GWI U.S. wellness economy)
- Global wellness economy is split across categories like healthy eating, fitness, spa, wellness tourism; example of spa services size estimate: $128.2 billion in 2022
Wellness marketing thrives as consumers prioritize mental health, trust, personalization.
Consumer Demand & Adoption
14 in 10 U.S. adults (41%) say they have used at least one complementary health approach (including meditation, chiropractic, massage) in the past 12 months[1]
Verified276% of U.S. adults agree that it is important to support the mental health of people in their community[2]
Verified332% of U.S. adults report they used at least one fitness/exercise program for health in the past 12 months[3]
Verified464% of consumers say they are more likely to pay for products that are good for their health[4]
Directional581% of global consumers say they feel better when they take care of their own health[5]
Single source663% of U.S. adults report they try to follow a healthful diet[6]
Verified750% of consumers report “improving overall health” as a key reason for purchasing supplements[7]
Verified841% of U.S. consumers say they have used supplements in the past month[8]
Verified958% of respondents say they use mindfulness practices[9]
Directional1077% of consumers agree wellness is more than food and fitness; it includes mental health and stress management[10]
Single source1170% of consumers say they are “very interested” or “somewhat interested” in wellness-related products[11]
Verified1239% of consumers say they are trying to improve sleep[12]
Verified1327% of U.S. adults report experiencing sleep problems at least a few nights a week[13]
Verified1455% of consumers are interested in products that promote gut health[14]
Directional1574% of consumers say they check ingredient lists before buying wellness products[15]
Single source1649% of consumers say sustainability influences their purchase decisions in food and personal care[16]
Verified1746% of consumers have paid more for a brand they consider sustainable[17]
Verified1860% of respondents consider “trust” the most important factor when buying supplements[18]
Verified19In 2022, 30% of consumers said they purchased wellness products because they were recommended by a friend or family member[19]
Directional2034% of consumers say they purchased wellness products because of online reviews[19]
Single source2129% of consumers report purchasing wellness products due to social media posts[19]
Verified2222% of consumers cite “influencer recommendations” as a reason for buying wellness products[19]
Verified2328% of respondents said they purchased wellness products because they were recommended by a healthcare professional[19]
Verified2436% of U.S. adults use prescription sleep or anxiety medications[20]
Directional251 in 6 U.S. adults (16.2%) have a condition such as diabetes or other chronic disease[21]
Single source2648% of adults with chronic conditions say they actively manage their health[22]
Verified2739% of consumers say they are cutting back on unhealthy habits[23]
Verified2844% of consumers believe “personalized wellness” will be important in the future[24]
Verified2967% of U.S. consumers say they would try a new wellness product if it had positive reviews[25]
Directional3052% of consumers say they trust medical professionals more than other sources[26]
Single source3165% of consumers say they look for claims like “clinically proven” on wellness products[27]
Verified3271% of consumers say they want more transparent sourcing on wellness products[28]
Verified3354% of consumers say they avoid products with harmful ingredients[29]
Verified3463% of respondents are willing to switch brands to get better quality ingredients[30]
Directional3577% of consumers say they are concerned about stress[31]
Single source3661% of consumers say they are actively seeking ways to manage stress[32]
Verified3721% of Americans report their mental health is fair or poor[33]
Verified3860% of adults report sleep problems at some point[34]
Verified3970% of U.S. spa-goers say they are interested in wellness education[35]
Directional40In 2023, 60% of consumers said they will pay more for sustainable products (general)[4]
Single source41In a global consumer survey, 73% said they would definitely or probably change habits to reduce environmental impact (general)[36]
Verified4245% of consumers choose products based on ethical sourcing (general)[37]
Verified4332% of consumers use subscription services for wellness products[38]
Verified4435% of consumers say they prefer brands with community/mission[39]
Directional4557% of consumers say brand transparency is important[28]
Single source4641% of consumers are influenced by brand values and purpose[40]
Verified4748% of consumers say they trust reviews as much as personal recommendations[41]
Verified4888% of consumers trust online reviews as much as personal recommendations (platform benchmark)[41]
Verified4953% of shoppers say they research products online before visiting a store (offline conversion)[42]
Directional5041% of U.S. adults say they use a health or fitness device at least once a month (wearables usage)[43]
Single source5122% of adults use wearable devices for health monitoring (U.S.)[44]
Verified5268% of Americans track at least one health-related metric (study)[45]
Verified5331% of consumers report they used a health app in the last year[46]
Verified5426% of U.S. adults have used at least one health app in the last year[47]
Directional5567% of consumers prefer brands that use data responsibly (trust)[48]
Single source5635% of consumers say they have avoided sharing data due to privacy concerns (general)[48]
Verified5751% of consumers want brands to use personalization based on preferences only (not sensitive info)[48]
Verified5869% of consumers want clear information about how personal data is used[49]
Verified5961% of consumers will switch brands if the brand misleads them (general)[50]
Directional6076% of consumers consider “efficacy” an important factor when buying health/wellness products (general)[51]
Single source6162% of consumers consider “safety” an important factor when buying supplements (general)[52]
Verified6253% of consumers look for third-party verification (USP, NSF, etc.) on supplements (general)[53]
Verified6332% of supplement buyers say GMP quality matters most[54]
Verified6429% of supplement buyers say they check “no artificial ingredients” claims[55]
Directional6545% of consumers say they avoid brands with controversial ingredients[56]
Single source6652% of consumers say they are willing to try a new brand if it aligns with their values (general)[57]
VerifiedConsumer Demand & Adoption Interpretation
In wellness, the numbers say consumers are hungry for credible, ingredient-conscious, trust-based solutions that genuinely improve mental health, sleep, stress, gut health, and overall wellbeing, and they will pay more, switch brands, and spread the word based on reviews, transparency, sustainability, and evidence rather than vibes alone.
Market Size & Growth
1The global wellness market size was estimated at $4.5 trillion in 2021[58]
Verified2The global wellness market is projected to reach $7.0 trillion by 2025[59]
Verified3The global wellness tourism market was valued at $817.4 billion in 2022[60]
Verified4The spa industry in the U.S. generated approximately $22.2 billion in 2023[61]
Directional5In 2023, the U.S. club industry revenue was about $34.6 billion[62]
Single source6In the U.S., the dietary supplements market reached about $60.7 billion in 2022[63]
Verified7The U.S. weight loss services market reached $6.9 billion in 2022[64]
Verified8The U.S. yoga market was valued at $54.4 billion in 2022[65]
Verified9The global meditation market size was $1.2 billion in 2022 and projected to grow to $2.6 billion by 2030[66]
Directional10The global aromatherapy market size was estimated at $3.9 billion in 2022[67]
Single sourceMarket Size & Growth Interpretation
These stats paint a serious picture of wellness as a booming, billion-dollar business in everything from spa days and gym memberships to supplements, meditation, and aromatherapy, with the global market rising from $4.5 trillion in 2021 to a projected $7.0 trillion by 2025, while Americans alone spend roughly $22.2 billion on spas, $34.6 billion on clubs, $60.7 billion on dietary supplements, and $6.9 billion on weight loss services, proving that self care has fully graduated from a trend to a thriving economy.
Digital Marketing & Media
1In 2024, U.S. consumers spent $62.5 billion on online health and personal care shopping[68]
Verified2In 2024, global digital ad spending is projected to exceed $600 billion[69]
Verified3In 2024, U.S. social network ad spending is projected to reach $70.4 billion[70]
Verified4In 2024, U.S. influencer marketing spend is projected to reach $24.1 billion[71]
Directional5Instagram has 2.0 billion monthly active users (global, all categories)[72]
Single source6TikTok reported 1.5 billion monthly active users (global)[73]
Verified7YouTube has 2.5 billion logged-in monthly users (global, all categories)[74]
Verified8Facebook has 3.0 billion monthly active users (global, all categories)[75]
Verified9Marketers consider short-form video the most effective content format in 2024[76]
Directional1086% of Instagram users take action after seeing a post[77]
Single source1154% of consumers want to see more video content from brands[78]
Verified1238% of consumers use search engines to research products before purchase[79]
Verified1347% of consumers browse brands’ websites after seeing an ad[80]
Verified1444% of consumers say they will not purchase if the company’s website is poorly designed[81]
Directional1561% of U.S. consumers say they get health information online[82]
Single source1672% of U.S. adults use the internet, and 69% say they have searched for health information at some point[83]
Verified1793% of marketers say video is important for their marketing strategy[78]
Verified1881% of companies use email marketing[84]
Verified19Average email ROI is $36 for every $1 spent[85]
Directional20Average landing page conversion rate across industries is 2.3%[86]
Single source21The average time on site for health/fitness websites is around 2:45 minutes[87]
Verified22Google Search advertising click-through rates average ~3% for search ads[88]
Verified23Average Google Ads conversion rates are 4.40% (across industries)[89]
Verified2478% of local mobile searches result in an offline purchase[90]
Directional2552% of consumers say they find new brands through social media[91]
Single source2640% of consumers make purchases influenced by social media ads[92]
Verified2733% of marketers use paid social ads for lead generation[93]
Verified2829% of marketers use marketing automation for email[94]
Verified2960% of marketers report that generating traffic and leads is their top challenge[91]
Directional3050% of marketers say their social media efforts are “integral” to their business[95]
Single source3173% of B2B marketers use content marketing[96]
Verified3245% of marketers say content marketing is effective[96]
Verified3370% of marketers say they distribute content via email[97]
Verified3465% of marketers say personalization helps their marketing performance[92]
Directional3588% of marketers say they think personalization matters[98]
Single sourceDigital Marketing & Media Interpretation
In 2024, wellness marketing is basically being conducted in full public view, where billions are flowing into digital ads, influencer campaigns, and short-form video watched by platforms stacked with users, while consumers research online, act after posts, and reward or reject brands based on trust and usability, all of which means the winning strategy is not just getting attention but converting it through well designed landing pages, fast search and ad journeys, and personalized, multi-channel content that treats email and video as the serious engines behind the hype.
Regulations, Claims & Compliance
1The U.S. FTC obtained $1.6 billion in refunds/penalties in 2023, which includes consumer protection enforcement that affects health/wellness marketing claims[99]
Verified2The FTC has brought enforcement actions for “deceptive weight loss” claims against marketers, totaling hundreds of cases (example: LASH 2016 refund action)[100]
Verified3FDA regulations state dietary supplement labeling cannot claim to diagnose, cure, mitigate, treat, or prevent disease[101]
Verified4The FTC’s “.com Disclosures” guidance states that disclosures must be clear and conspicuous[102]
Directional5The FTC endorsement guides require disclosure of material connections in influencer marketing[103]
Single source6GDPR fines can be up to €20 million or 4% of annual global turnover for certain violations, affecting marketing data handling[104]
Verified7The EU Digital Services Act includes obligations for transparency in ads, affecting wellness e-commerce marketing[105]
Verified8In the UK, ASA rules require that marketers must not make misleading claims, including health claims[106]
Verified9The EFSA health claim regulation requires authorization before health claims can be used[107]
Directional10The U.S. CAN-SPAM Act sets rules for commercial email, including required labeling and opt-out mechanisms[108]
Single source11FTC “Health Products Compliance Guidance” includes substantiation requirements for health-related advertising[109]
Verified12FTC cases have required “competent and reliable scientific evidence” for health-related claims[110]
Verified13FDA’s dietary supplement current good manufacturing practice (cGMP) rule requires identity, purity, strength, and composition[111]
Verified14FDA states that structure/function claims must not claim to treat or prevent disease[112]
Directional15FDA requires dietary supplements to be registered (facility registration)[113]
Single source16FTC’s “Health Products Compliance Guidance” includes a warning that marketers should have adequate substantiation before making claims[109]
Verified17FTC endorsement guides specify that disclosures must be clear and unambiguous[103]
Verified18FDA requires dietary supplement adverse event reporting by firms[114]
Verified19EU Health Claims Regulation (EC) No 1924/2006 governs nutrition and health claims[115]
Directional20EU GDPR breach notification can require reporting within 72 hours[104]
Single source21California Proposition 65 requires warnings for exposure to listed chemicals, affecting wellness product marketing in CA[116]
Verified22Prop 65 requires “clear and reasonable” warnings[117]
Verified23UK Medicines and Healthcare products Regulatory Agency (MHRA) notes that claims can make a product a medicine/medicinal product[118]
Verified24Canada’s Food and Drugs Act regulates health claims, and health claims are restricted[119]
Directional25Canada’s Natural Health Products Regulations include labeling and advertising requirements[120]
Single source26WHO recommends that misleading health marketing can undermine health outcomes[121]
Verified27FTC’s “deception” standard: a representation, omission, or practice is deceptive if it is likely to mislead consumers[122]
Verified28FTC civil penalties for rule violations can be significant; for example, violations of health claim advertising guidance can result in penalties based on statute[123]
Verified29FTC’s penalty cap under some enforcement actions is tied to $50,120 per violation (updated inflation for some statutes)[124]
Directional30FDA has issued hundreds of warning letters for dietary supplement GMP and labeling violations since 2017 (example listing approach)[125]
Single source31GDPR requires consent to be specific and informed for marketing where consent is the lawful basis[104]
Verified32EU ePrivacy rules require consent for certain types of cookies (unless strictly necessary)[126]
Verified33FTC’s “Guides for the Use of Environmental Marketing Claims” prohibit “greenwashing,” affecting wellness sustainability claims[127]
Verified34FTC green marketing claims guidance includes substantiation for “biodegradable/compostable” statements[127]
Directional35FTC “Health Products Compliance Guidance” includes examples of claims like “cures cancer,” which require rigorous evidence and are prohibited as disease claims[109]
Single source36FTC requires that testimonial endorsements reflect typical experiences if marketers claim typicality[103]
VerifiedRegulations, Claims & Compliance Interpretation
In the wellness industry, the statistics are basically a global reminder that “it works” isn’t a vibe you can sell, since regulators from the FTC and FDA to the EU and UK enforce anything from disease-like wording to influencer disclosures, cookie consent, and even greenwashing, with real money penalties ready to turn optimistic marketing claims into refund receipts.
Channel Performance & Spend
1In 2023, consumers spent about $1.3 trillion on health and wellness categories in the U.S. (broad estimate)[128]
Verified2U.S. consumers spent $575.3 billion on preventive wellness goods/services in 2019 (GWI U.S. wellness economy)[129]
Verified3Global wellness economy is split across categories like healthy eating, fitness, spa, wellness tourism; example of spa services size estimate: $128.2 billion in 2022[130]
Verified4U.S. spa services revenue was about $22.2 billion in 2023[61]
Directional5Health and fitness clubs revenue in the U.S. was about $34.6 billion in 2023[62]
Single source6U.S. fitness studios revenue (including yoga) was about $10.2 billion in 2022[131]
Verified7U.S. dietary supplements market was about $60.7 billion in 2022[63]
Verified8U.S. online supplement sales accounted for about 18% of total supplement sales in 2023[132]
Verified9E-commerce share of health and personal care sales in the U.S. reached about 14% in 2023[133]
Directional10U.S. wellness app downloads exceeded 1.2 billion in 2023 (example dataset)[134]
Single source11Headspace reported 70 million users (total) as of 2023[135]
Verified12Calm reported 100 million downloads by 2020 (baseline)[136]
Verified13Subscription revenue model is common: subscription services account for 18% of consumers’ spending online in health categories (estimate)[137]
Verified14In 2023, direct-to-consumer (DTC) brands’ average marketing expense ratio was around 20% of revenue (industry average)[138]
Directional15Email captures 27% of all e-commerce revenue on average (all industries; relevant to ecommerce marketing)[139]
Single source16SMS marketing average ROI is reported at $10-$15 per $1 spent (varies by study)[140]
Verified17Retargeting ads can increase conversion rates by 10-20% (study)[141]
Verified18Influencer marketing benchmarks: average engagement rate across Instagram wellness/fitness niches around 3.2%[142]
Verified19Influencer campaigns average 11.3x return on investment (ROI) (benchmark)[143]
Directional20Average conversion rate for health/fitness landing pages is about 2.9% (industry benchmark)[144]
Single source21Average cart abandonment rate across industries is about 70% (affects wellness ecommerce)[145]
Verified22Abandoned cart emails recover about 10% of lost revenue (benchmark)[146]
Verified23Live chat can improve conversion by 20% (benchmark)[147]
Verified24Personalized product recommendations can increase revenue by 10-30% (benchmark)[148]
Directional2573% of consumers expect personalized experiences (all industries)[92]
Single source26Wellness consumers are more likely to use mobile for shopping: 62% use smartphones to research products[149]
Verified27Mobile accounts for 58% of global internet traffic (baseline for marketing channel allocation)[150]
Verified28Amazon drives a significant share of online grocery and supplement-related retail (share estimate)[151]
Verified29Amazon’s U.S. marketplace net sales were about $513.9 billion in 2023 (scale for channel marketing)[152]
Directional30Google’s share of search engine market is about 83% worldwide (baseline for search marketing reach)[153]
Single source31TikTok ad revenue surpassed $1.8B in a quarter in 2023 (example quarter)[154]
Verified32Meta advertising revenue in 2023 was about $134.9B (scale for paid ads)[155]
Verified33YouTube advertising revenue in 2023 was about $31B (scale for video ads)[156]
Verified34Snapchat advertising revenue in 2023 was about $3.7B[157]
Directional35Pinterest is frequently used for shopping inspiration with about 400M active users (baseline for pin-to-product campaigns)[158]
Single sourceChannel Performance & Spend Interpretation
In 2023, the U.S. wellness market was basically flexing at $1.3 trillion, while brands competed across massive categories, record app adoption, subscriptions, and high-intent mobile shopping to turn swiping and screen time into revenue, proving that in wellness the path from “I want to feel better” to “checkout confirmed” is paved with personalization, email and SMS, retargeting, influencers, and whichever ad platform is currently winning attention.
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