2025 Health and Wellness Consumer Trends in America Report
115 pages of the Institute’s research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!
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Introduction
The 2025 Health and Wellness Trends in America Report provides an in-depth look into the health and wellness marketplace, offering valuable insights based on extensive research of the U.S. general population. This report emerges from the collaboration between the Natural Marketing Institute and Research America, Inc., leveraging combined capabilities to deliver comprehensive and robust insights in the field of health and wellness.
Positioned as an indispensable resource, it pledges to provide actionable market research insights and consumer trends, empowering businesses and organizations in the health and wellness sector to make well-informed decisions. The report explores consumers' integration of health and wellness into their lives, their motivations, and the challenges they encounter in their pursuit of a healthier and more balanced lifestyle.
Despite global challenges marked by international crises, economic uncertainty and persistent inflation, the findings indicate an increased acceleration and importance of health and wellness ideals in consumers' mindsets. Data results further reveal that consumers are seeking balance across all aspects of their health, realizing that health and wellness is a dynamic process of change and growth –an interconnected state of physical, mental, financial, and social well-being.
A glimpse into the report …
- Emerging opportunities in self-care and biohacking
- The impact of financial status on health status
- Satisfaction vs importance of a range of health dimensions
- Fears of aging and which are growing
- Trends in condition management
- Importance of nutrition in health management
- How the MAHA mission is changing health
- Factors guiding food/beverage choice
- The value of the Institute’s segment profiles for impactful targeting
- Plus, much more
Table of Contents
Database Overview
Other Databases Used in Report
Definitions of Groups
Introduction
Executive Summary
Key Drivers Changing the Health Landscape
Trends to Watch
Self-health and self-monitoring
Personalized and Customized Healthcare
"Make America Healthy Again" Mission
Importance of Soil Integrity
Clean Food Movement
Persistence of Obesity Epidemic
Expanding GLP-1 Use
Fortified/Functional Food/Beverage Use
Blurring of Snacking and Meal Occasions
Use of Plant-Based Categories
Lifespan vs. Health span
Impact of Social Disconnection on Health
Emotional Health Status
Impact of Financial Status on Health
Use of Store Brands
Brand Value & Shopping Shifts
Consumer Perspectives on Health
Importance of Factors in Living a Balanced, Healthy Lifestyle
Unmet Need Gaps: Importance vs. Satisfaction
Emotional Health Status
Impact of Financial Status on Emotional and Physical Issues
Impact of Inflationary Economy on Purchase of Healthy Options
Importance of Taste in Food Selection
Specific Diets Followed
Exercise Frequency
Supplement Use toward Health Maintenance
Fears of Aging across Age and Gender Groups
Growth in Fears of Aging
Concerns about not Being Healthy while Aging
Prevalence of Caregiving and Caregiving Needs
Participation in Biohacking Behaviors
Participation in Biohacking Behaviors across Age Groups
Condition Management
Management of Health Conditions and Growth
Growth in Conditions Managed across Age Groups
Health Conditions Rated as Most Important in Life Right Now
Level of Trust in Specific Products for Health Management
Management of Stress
Connection of Stress and Cognitive Health
Level of Fatigue on a Typical Day
Management of Sleeplessness
Women's Health Opportunity
Management of Digestive Health
Impact of Gut Health on Other Health Systems
Management of Immunity
Management of Weight and Obesity Levels
Management of Blood Glucose and Diabetes
GLP-1 Users Management of a Range of Conditions
Dynamics of Nutritional Choice
Healthy Eating Attitudes
At-Home Meal Preparation
Healthy Eating Difficulty across Meal Occasions
Belief in Food as Medicine
Interest in Food Health Claims
Desire for Increased Ingredient Content in Diet
Food/Beverage Label Monitoring
Items Checked Most Often on Label
Use of Low/No Foods
Use of Good/Should Foods
GLP-1 Users Use of Low/No Foods and Diets Followed
Use of Plant-Based Categories
Likelihood to Use Plant-Based Foods in Future and Barriers to Use
Use of Sports Nutrition Products
Making Mindful Choices
Impact of a Product's Sustainability Profile
Importance of Food & Beverage Attributes Toward Product Choice
Interest in Cell-Grown Meat
Use of Natural/Organic Foods for Health Management
Types of Organic Categories Purchased
Impact of Organic Pricing and Store Brand Organic Use
Importance of Regenerative Organic Certification
Impact of a Fair Trade Certification
Impact of Certifications on Product Purchase
Methods Used to Determine a Company's Sustainability Initiatives
Impact of Knowing a Company Follows Sustainable Practices
Shopping Shifts
Major Channel Shopping and Growth across Age Groups
Grocery Delivery Use & Future Use
Mobile Device Use and AI App Interest in Grocery Shopping
Grocery Retailers Shopped by Age Groups
Most Shopped Retailers by Channel
Shopping at Dollar and Convenience Stores
Concern about Plastic Packaging
Retailer Initiatives which Impact Likelihood to Shop
Retailer Initiatives which Impact Likelihood to Shop by Grocery Shoppers
Health & Wellness Segmentation
Segmentation Methodology
5 Segment Model and How to Target Each Segment
Segment Profile Summaries
WELL BEINGS Profile
FOOD ACTIVES Profile
MAGIC BULLETS Profile
FENCE SITTERS Profile
EAT, DRINK & B MERRYS Profile
Trended Growth of Segments
Emergence of WELL BEINGS Leader and Follower Segments
WELL BEING Leaders As influencers and Early Adopters
Leaders vs. Followers: Attitudinal and Behavioral Differentiators
Demographic Profiles of Health & Wellness Segments
The Natural Marketing Institute's Health & Wellness Segmentation Model Methodology
Development of the Institute’s Health & Wellness segmentation model began in 2009 with evaluating over 515 different attitudinal and behavioral variables, later narrowed to approximately 19.
A k means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k means segmentation of the attitudinal and behavioral variables from the Institute’s Health & Wellness Consumer Trends Database survey.
This segmentation can be used to identify and predict segment membership as part of a quantitative extrapolative analysis of future consumer behavior.
5 Unique Segments: each segment is mutually exclusive and is designed to have the maximum differentiation between consumer groups and the maximum homogeneity within each consumer group. The predictive accuracy is high at 92.2%.
The segmentation has been overlaid on third party data sets such as Nielsen’s Home scan and can be used through the Institute in custom/primary qualitative or quantitative research.
Discover Health Topics Which Can Be Leveraged for Your Business – The Institute’s Health and Wellness Trends Database®
- Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
- Annual consumer research among U.S. general population adults and primary grocery shoppers
- Currently 20 years of trended data: 2005 through 2025
- Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.8%
- U.S. survey was conducted among 2,037 general population consumers fielded from April 24, 2025 May 20, 2025
- Conducted via on-line methodology
For more information on our 2025 Health & Wellness Consumer Report, kindly contact us