2025年全球健康与保健洞察报告

1© 2025 Nielsen Consumer LLC. All rights reserved.Global State of Health & Wellness 2025 Navigating the shift from health trends to lifestyle choices2© 2025 Nielsen Consumer LLC. All rights reserved.A welcome letter from Marsha McGrawUnderstanding consumers’ developing behaviors around health and wellness—and identifying where emerging needs aren’t being fully met—enables companies to innovate and differentiate their products and services to maximum effect. This is critical in the increasingly competitive wellness market, where consumer preferences can shift rapidly. Manufacturers and retailers that are agile and responsive to emerging behaviors will be best positioned to remain relevant with consumers and win share. This report is designed to support companies in doing just that. It highlights the global forces that are shaping consumers’ developing needs around trust, clarity, and support in achieving a healthier present—and future. It also presents our very latest findings around consumers’ health and wellness awareness, aspirations, motivations, barriers, future buying intentions, and more, focusing on the critical topics of trust and influence, nutrition, weight loss, mental wellness, health technology, and conscious buying within health and wellness.Here, you’ll find our very latest analysis of emerging trends—plus both global-level and region-by-region nuances. I’m certain you will find it all both insightful and of real value.We welcome your engagement and look forward to working with you in navigating this complex and truly exciting new health and wellness landscape.Marsha McGrawGlobal Managing Director, NIQ Partnerships and Verticals3© 2025 Nielsen Consumer LLC. All rights reserved.Table ofContentsEmerging global trends .................................. 10Region-by-region takeaways for 2025 ...........Asia Pacific (APAC) ...........................................Eastern Europe, Middle East & Africa (EEMEA) ........Latin America (LATAM) .....................................North America (NA) ..........................................Western Europe (WE) ........................................222225293133Your next steps to win consumer share in 2025 ........................................................... 36The next frontier of wellness ........................... 04Unless otherwise noted, all data points throughout this report originate from NIQ’s 2025 Global Health & Wellness survey.© 2025 Nielsen Consumer LLC. All rights reserved.4© 2025 Nielsen Consumer LLC. All rights reserved.About the surveyNIQ’s 2025 Global Health & Wellness survey was conducted in January and February 2025. Nearly 19,000 adult consumers were interviewed online in the following 19 countries: Brazil, Canada, China, Czechia, France, Germany, Hungary, India, Indonesia, Italy, Mexico, Netherlands, Poland, South Africa, Spain, Turkey, United Arab Emirates, United Kingdom, and United States. Data reflects the adult grocery shopping population in each