McKinsey publishes The Future of Wellness report 2025

The fourth annual Future of Wellness report, by McKinsey & Company, reveals Millennials and Gen Z-ers are redefining the wellness landscape.

Younger consumers are reshaping how and where wellness is experienced, leading a revolution grounded in daily, deeply personalised habits, redefining wellness as an ongoing practice rather than a reactive solution.

Despite making up just a third of the US adult population (36 per cent) Gen Z are driving 41 per cent of annual wellness spend; Millennials aren’t far behind. The report suggests this is due to younger generations prioritising wellness because of (self-reported) higher levels of burnout and worsening health.

Nearly 30 per cent of younger consumers have intensified their wellness spending in the past year. Their top priorities are sleep and health, followed closely by appearance.

The research, which surveyed more than 9,000 consumers across the UK, China, Germany and the US, found that demand is still outstripping supply in the $2 trillion (£1.49 trillion/€1.76 trillion) global wellness industry.

Participants were asked about six dimensions of wellness – health, sleep, mindfulness, nutrition, fitness and appearance.

More than half (56 per cent) said they prioritise wellness more than they did a year ago but despite a 4-5 per cent growth in wellness spend, only 13 per cent say they’re definitely achieving their wellness goals.

Notably, there are unmet needs in areas such as mental and cognitive health, as well as longevity.

Resilient wellness spending

The report suggests wellness is a resilient category, as it has become a high priority. Often, consumers say they plan to reduce discretionary spending if their finances worsen but participants stated they’re less likely to cut spending across a range of wellness subcategories, even if their finances take a downturn.

“The sector does better and better every year, and there are more opportunities to do so,” said Eric Falardeau, head of the fitness and health group and McKinsey and Company. “Overall spend of time and resources towards wellness is resilient.”

Six growth areas for 2025

The report identified six areas expected to grow in the coming year.

1. Longevity and healthy ageing

This will remain a high value segment as demand for longevity-focused products and services continues to increase. Spas that position themselves as wellness longevity hubs will be able to tap into this high-value segment.

2. Weight management

Services supporting metabolic health, whether through physical activity, nutritional coaching, targeted bodywork or prescription weight loss medications, will remain in demand.

3. Functional nutrition

Consumers increasingly want food and beverages that do more, whether that be energise, strengthen immunity, support joints or improve gut health.

Demand for products that deliver health benefits will continue to expand – the authors predict the most successful products will be those that combine supplements with sustenance.

4. Mental health

The research shows that young people have more mental health issues than older generations – 42 per cent of Gen Z and Millennials in the US are actively seeking solutions, and they’re unconventional.

Younger consumers are using skincare as self-care, focusing on sleep hygiene and seeking socialisation as support. This opens doors for spas to provide holistic mental health packages.

5. Beauty as wellness

Spending on cosmetic procedures grew over the past year – 46 per cent of US consumers said they spent more on aesthetics in 2024 than 2023.

The line between aesthetics and wellness will continues to blur with ingestible beauty, health-enhancing topicals and integrated spa-medical treatments becoming more mainstream.

6. In-person wellness experiences

Overall, consumers purchased more in-person services in 2024 compared to 2023 showing physical experiences remain irreplaceable.

Consumers are willing to travel and invest time in wellness experiences, and 60 per cent plan to continue doing so through 2025.

The report suggested programming could offer consumers ways to learn skills they can use beyond their stay, such as meditation, as well as ‘edutainment’ retreats that teach participants about their health.

Segmenting future spa clients

The McKinsey report identifies five distinct wellness consumer personas:

Maximalist optimisers are tech-savvy, research-driven and willing to pay for quality. This group represents 25 per cent of consumers and more than 40 per cent of wellness spend. Most likely to be Gen Zers and Millennials, this segment is influenced by social media, but they also seek out science-backed medical advice.

Confident enthusiasts are loyal to what works and committed to fitness. These consumers prize wellness results and experiences. A small group, they represent 11 per cent of wellness consumers and 15 per cent of market spend. They’re described as self-assured and fitness-obsessed, purchasing wellness solutions and sticking to what works for them.

Health traditionalists are often older and prefer simple, consistent wellness routines and are less open to experimentation. They make up 20 per cent of wellness consumers and 13 per cent of market spend. Their focus is healthy eating, taking supplements and maintaining an exercise plan.

Health strugglers tend to feel stressed about their health and struggle with motivation, and are less interested in monitoring their health. They struggle with weight management and often feel overwhelmed by their responsibilities.

Wellness shirkers place health and wellness as a lower priority. Often older consumers, they are more interested in maintaining their current lifestyle than priortising their longevity.

Strategic takeaway

The report shows that wellness is no longer episodic. It’s integrated, individualised and increasingly data-informed.

Spa operators that lean into this shift – offering hybrid experiences, tech-informed personalisation and cross-disciplinary services –will not only meet the moment but help define the next one.

For the full Future of Wellness 2025 report visit: mckinsey.com

Jean–Guy de Gabriac, founder World Wellness Weekend, invited Eric Falardeau, Partner at McKinsey & Company to present the key findings and trends of the McKinsey “Future of Wellness 2024” report on a recent Facebook Live event.

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