麦肯锡-2万亿美元的全球健康市场迎来千禧一代和Z世代（英）

May 2025Consumer Packaged Goods PracticeThe $2 trillion global wellness market gets a millennial and Gen Z glow-upOur latest Future of Wellness survey finds that distinct consumer segments are catalyzing demand for goods and services in six wellness subcategories.This article is a collaborative effort by Anna Pione, Jonathan Medalsy, Kristi Weaver, Shaun Callaghan, and Stefan Rickert, with Hayley Doner and Jil-Marie Dahm, representing views from McKinsey’s Consumer Packaged Goods Practice.To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.As this shift takes hold, it’s influencing the direction of the $2 trillion global wellness industry, which is expanding beyond its core categories. Even though younger demographics may be pushing the industry forward, older consumers, too, are becoming more interested in an expanding definition of wellness.In our fourth year fielding our Future of Wellness research, which focuses on six dimensions of wellness—health, sleep, nutrition, fitness, appearance, and mindfulness—we surveyed more than 9,000 consumers across China, Germany, the United Kingdom, and the United States. Two big ideas stood out in this year’s research: Younger consumers are conceptualizing wellness in new ways, and wellness is showing up in new places.Our latest findings reveal the ways in which younger consumers are redefining the landscape, the five consumer segments that make up today’s wellness customer base, and six subcategories poised to grow.1Younger generations are spending disproportionately on wellnessWellness is more important to consumers than ever. In the United States alone, we estimate that it represents more than $500 billion in annual spend, growing at 4 to 5 percent each year. (Despite macroeconomic volatility through the first half of 2025, we believe the wellness category is resilient. See the sidebar, “How resilient is the wellness space?”) Meanwhile, 84 percent of US consumers say wellness is a “top” or “important” priority (in the United Kingdom, that figure is 79 percent, while it soars to 94 percent in China).1 We chose to focus on the six subcategories identified in this article—functional nutrition, healthy aging, beauty, in-person wellness services, weight management, and mental health—because of the growing investor interest in them, the M&A activity in these areas, and the considerable innovation taking place in these subcategories.Younger consumers are conceptualizing wellness in new ways, and wellness is showing up in new places.2The $2 trillion global wellness market gets a millennial and Gen Z glow-upIn surveys, consumers typically say they plan to reduce discretionary spending if their finances worsen. But we believe wellness is a resilient category, for a few reasons. One, wellness has become a high priority: Consumers say that in the event of an economic downturn, they are less likely to cut spending across a range of