Health & Wellness: The top customer claim that brands and retailers needs to respond

Indeed, Health & Wellness isn’t a niche or trend—it’s a full lifestyle shift.  The US wellness market is currently valued at 2 trillion and is experiencing significant growth.  Approximately 85% of consumers regularly think about health and wellness, and more than 50% actively working to improve it. Surprisingly, younger generations are spending disproportionately on wellness, pushing the industry to redefine its brand proposition. Let’s discuss the three main categories that reflect and fuel this customer call: Personal Care & Beauty, Food & Beverage, and Home Care. 

1. Personal Care & Beauty  

A wellness mentality continues to resonate in health & beauty consumers. Organic products are attracting attention among Millennials and Gen Z, with deep scrutiny of ingredients in skincare, haircare, and cosmetics, focusing on non-toxic, natural sources and cruelty-free beauty, making it a key purchasing decision. This approach helps brands build strong consumer loyalty in a market that increasingly values sustainability and safety.  The Ordinary brand is a great example —a brand that clearly communicates its commitment, offering vegan, not tested on animals formulations in high-quality skincare. All this with an attractive price point, gaining popularity among today's new skincare users.

Similarly, today, shoppers are increasing their investment in vitamins and supplements, with a focus on holistic and fitness-oriented products.  This category is experiencing steady growth, with significant penetration in young generations.  In response to this trend, beauty retailers like Sephora & Ulta have dedicated entire sections to wellness shops on their respective sites, offering the most requested vitamins and supplements, as well as Farmasi.  A global direct-selling beauty company that is rapidly expanding in the US market.

For instance, if you’re in the beauty industry, a great idea to incorporate this trend in your marketing strategy is identifying which natural ingredients are present in your key products — or those product that strategically works as an entry door for your brand, such as Green Tea, Caffeine (highly requested in eye creams), or seed oil serums.  And organize an activation like a “tea party”  with a Nutrition opinion leader who can effectively leverage your brand/product message in a very organic and engaging way that appeals young consumers.  

For this initiative, I recommend you reaching out to the scientific team behind your brand. They can always provide you with valuable insights to support your product sales narrative.

2. Food & Beverage

Did you know that “Plant-Based” was one of the most searched keywords in 2024? In fact, according to Nilsen IQ, Plant-Based products are gaining popularity, offering additional benefits beyond basic nutrition and satisfying customer demands.

The plant-based market has experienced significant growth, specially in Proteins. However, it’s a market with a strong foundation to build on. Consumers are requesting innovation in nutrition. One popular nutritional product trending is the line of premium organic wellness shots, which is rapidly expanding. The shots' ingredients—probiotics, botanicals, and fruit juices—are carefully curated to appeal to health-conscious consumers. Working strategically as an entry door with an affordable price point of $3–$5 per single-serve product, making it easier to access an entirely new natural product line—brands like Suja Organic and So Good So You are currently the most trending in the market.

Another interesting item exploding is the energy drinks, popular among consumers who need an energy boost, especially during physical activity.  An interesting finding is that the "Food & Beverage Category" searches for “contains caffeine” in the last year grew by 17%, while searches for “high caffeine” increased by 113%. For instance, Celsius, denominated “The ultimate fitness partner”.  Now, a strong fan-favorite brand known for its no-sugar formula, fitness focus, and refreshing taste is ideal for a pre-gym boost.

However, the challenge for brands and manufacturers lies in the transparency of their packaging and labeling, as well as the marketing strategy.  According to NIQ’s 45% believe product packaging needs to be more transparent and easier to understand.  Keep this in mind for a successful wellness brand proposition. So, if you’re looking for a new wellness product to extend your product line, consider visiting Natural Products Expo West, which will take place in Anaheim, California, in March 2026 — an occasion to celebrate the 45th anniversary of this Trade Show, described as the Disneyland for healthy life people.

3. Home Care

At the beginning, translating a well-being in a home atmosphere was directly related to a healthier environment through air purifiers & humidifiers. But now, the home care sector is seeing an interesting shift, with consumers focusing on non-toxic, biodegradable cleaning products that support wellness at home and promote relaxation and healthy habits. “In fact, 61% of consumers agree environmental issues are having an adverse impact on their current and future health”.  This is why more individuals are becoming proactive in promoting products that provide long-term wellness.

It's crucial to understand and address this customer claim, but also to communicate and spread this message throughout your workplace. To get a better grasp of it, check out the following article:  Wellness: The Future of the Workplace.

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