Highlights. The global health and wellness market was valued at $7.40 trillion in 2025; projections indicate it will surpass $10 trillion by 2030.
- Wellness is a top priority for 82% of U.S. consumers.
- 90% of consumers born between 1981 and 2012 (Millennial and Generation Z) prioritize spending on healthy food even in times of economic crisis.
- The U.S. wellness market was worth an estimated $2.23 billion in 2025, up 57.7% from 2020.
- Worldwide health and wellness markets grow at an average annual rate of 7.65%; the U.S. market grows 4.87% in an average year.
Health Conscious Spending Statistics
Worldwide consumer spending on natural foods represents a small share of the total market for healthy eating, nutrition, and weight loss.
- Consumers spent at least $26.1 billion on health food alone in 2025.
- Consumer spending on natural health foods represents just 2.12% of the market value of the segment that includes weight loss, nutrition, and healthy eating.
- Projections indicate global spending on health food will grow at an average annual rate of 5.03%.
- If trends continue, consumers will spend $38.50 billion on natural health food in 2033.
- The global beauty and anti-aging market is the health market sector with the highest revenue in 2025 ($1.41 trillion projected).
- Beauty and anti-aging represent an estimated 19.1% of the global health and wellness market.
- The healthy eating, nutrition, and weight loss market sector is the second-most valuable ($1.23 trillion).
Health Conscious Buying Statistics
Healthfulness is a significant factor in purchasing decisions for 57% of American consumers.
- 42% of consumers in North America purchase products labeled as “sustainable” on a monthly basis.
- 25% of consumers buy health products based on recommendations from friends or family; 20% buy products based on recommendations from doctors.
- 13% of consumers consider consumer reviews to be the greatest influence on their decision to purchase health and wellness products.
Health Conscious Shopping Statistics
Consumers increasingly use artificial intelligence (AI) to aid them in health-conscious shopping.
- 85% of shoppers pay attention to food and beverage nutritional labels at least some of the time.
- 46% of consumers find it hard to gain access to healthy and nutritious foods, and 54% of U.S. consumers want easier access to affordable healthy food.
- 69% of consumers would have a healthier diet if nutritious foods weren’t so expensive.
- 51% of consumers are interested in AI’s help in shopping for safe and nutritious foods.
- 32% of consumers don’t know where to shop or how to locate healthier food.
- 13% of consumers say they don’t have access to stores that sell healthy and nutritious foods.
Health Conscious Consumer Statistics
Most Americans want to make healthy consumer choices.
- 77% of consumers want to eat a healthier diet.
- 80% of consumers consider their regular diet to be at least somewhat healthy.
- 68% of American consumers are motivated to eat a healthy diet in order to feel better and have more energy.
- 60% of consumers eat healthy with the goal of losing weight, while 55% want to improve their appearance.
- 56% of consumers eat healthier diets in order to prevent future health conditions.
- 66% of adults take health supplements, such as vitamins.
- 33% of American consumers think they don’t have time to eat healthier.
Health Conscious Consumer Demographics
While health consciousness varies across demographics, the most dramatic behavioral differences are among age groups.
- 18- to 34-year-olds are the age group most likely to eat a specialized diet.
- 73% of consumers born between 1981 and 2012 (also called Millennials and Generation Z) consume healthy food to boost energy.
- 66% of consumers born between 1997 and 2012 (Generation Z) and 64% of consumers born between 1981 and 1996 (Millennial) tried a specific diet over a 12-month period.
- 52% of consumers born between 1965 and 1980 (Generation X) and 42% of those born between 1946 and 1964 (Baby Boomers) tried a diet at least once over 12 months.
- 53% of Millennials consider health and wellness important.
- 58% of consumers with annual household incomes of $75,000 and higher have tried diets compared to 52% of consumers with lower incomes.
- 56% of women and 52% of men try a specific diet at least once over 12 months.
- 55% of single and 53% of married consumers each tried a specific diet at least once over 12 months.
Health Conscious Consumer Trends
One of the most popular health trends in 2026 is the high-protein diet.
- In 2025, 57% of Americans followed a specific diet over the past year, up 58.3% from 2018.
- 49% of consumers tried a new diet as a New Year’s resolution for 2026; 12.2% of them resolved to start a vegan or plant-based diet.
- In 2025, the most popular type of diet was high in protein, with 23% of Americans reporting they follow this eating pattern.
- The rate of Americans following a high-protein diet has increased 15.0% from 2024.
- In 2009, the average American diet contained 3x more meat than the global average.
- In 2021, just over 35% of Americans reported they were actively trying to reduce their meat consumption.
- 52% of Americans attempt to avoid or limit their sodium intake, 10.6% more than in 2021.
Health and Wellness Market Statistics
The U.S. market represents just under one-third of the global wellness economy.
- China has the second-largest wellness market in the world, representing an estimated 14.3% of the global market in 2025 ($1.06 trillion).
- Other major markets include the United Kingdom ($295.5 billion), Germany ($287.3 billion), and Japan ($274.1 billion).
- Combined, the top five (5) international wellness markets represent 56.1% of the global market.
Health and Wellness Market Projections
By 2030, the U.S. share of the global health and wellness market is expected to increase slightly.
- The U.S. will represent 23.9% of the global health and wellness market in 2030, down from 30.2% in 2025.
- China will represent 15.7% of the global health market in 2030, up from 14.3% in 2025.
- The value of the U.S. market will increase 8.80% to $2.43 trillion.
- China’s health and wellness market will increase in value 50.6% to $1.59 trillion.
- Beauty and anti-aging will represent 17.6% of the global health and wellness market in 2030, down from 19.1% in 2025.
- Healthy eating, weight loss, and nutrition will represent 17.1% of the global health market in 2030, up from 16.6% in 2025.
- Wellness tourism will grow to represent 14.8% of the global health market in 2030, up from 13.2% in 2025.
- The value of the beauty and anti-aging market will increase 26.7% from 2025 to 2030 (to $1.79 trillion).
- Healthy eating, weight loss, and nutrition will increase 41.5% to $1.74 trillion.
- The wellness tourism market will grow 54.9% to $1.51 trillion.
COVID Effect on Health and Wellness Market
While most health markets declined in 2020, wellness tourism was the hardest hit.
- Global tourism related to health and wellness declined 50.0% between 2019 and 2020.
- Revenue from spas declined 38.2% and mineral springs declined 40.3% in 2020.
- COVID may have contributed to healthier eating in 2020 when a 13.2% greater share of consumers followed a specific diet than did in 2019.
- By 2021, the share of “dieting” consumers declined 9.30% YoY (almost to the pre-COVID level).
- Between 2021 and 2025, the share of consumers following a specific diet increased 46.2%, equivalent to 19 percentage points above the pre-COVID level.
The Capital One Shopping team compiled these data and insights based on publicly available data.
Sources
- Global Wellness Institute, Industry Research
- Research! America
- Sanford Health, Millennials: The ‘Wellness Generation’
- Statista, Industry Overview
- EHL Hospitality Business School, How the Growth of the Wellness Tourism Market Is Transforming Travel
- Johns Hopkins Center for a Livable Future
- PR Newswire, Gen Z and Millennials Prioritize Spending on Healthy Food…
- International Food Information Council, Press Releases
- Pew Research
- Physicians Committee for Responsible Medicine