Health and wellness is the one area of the economy almost sure to grow in 2026, based on consumer sentiment. That’s the verdict of a new report released by a market research firm that bases its conclusions on a vast database of continuously updated survey results.
The new report was distributed by Civic Science, a market research firm founded by serial entrepreneur John Dick that subsequently became part of billionaire Mark Cuban’s stable of companies. The company claims that in its 13-year history it has received more than 6 billion responses to its surveys.
A survey conducted in late December that collected 1,885 responses showed that among the 10 categories queried, only in the health and wellness space were consumers planning to spend more this year. The survey respondents said on average they were planning to spend 13% more in 2026 than they did in 2025.
Home improvement and furnishings was the next-best performing category, with a forecasted 3% decline in spending. Other categories included travel (-4%), clothing (-11%) and beauty (-15%). The worst performing category was real estate (-19%), which might be indicative of the very low current housing inventory.
Another survey conducted recently that received 810 responses looked at consumers’ spending intent within the health and wellness category. This survey also analyzed responses by age category.
The clear winner was “healthy grocery/nutrition (e.g., buying whole or natural foods).” Half of all respondents said they planned to spend more on these products this year, with Baby Boomers being the most enthusiastic (61%). “Adherence to dietary changes as the key to wellness improvements” ranked lower in the younger age groups.
“However, there is a clear generational divide in how these budgets are allocated. While older demographics lean heavily toward dietary health, Gen Z is diversifying spending across beauty, mental health, home wellness equipment and wellness-focused travel, signaling a shift toward a more holistic, lifestyle-integrated definition of well-being,” a press release announcing the report’s release stated.
Interestingly, the lowest-performing category within the overall health and wellness space was “wearable tech (e.g., fitness trackers).” Only 19% of U.S. adults planned to spend more on such devices this year, with a predictable drop-off in intent among the older consumers, with only 13% of Gen Xers and 11% of Baby Boomers responding affirmatively.
Overall, the research firm said its data show that consumers are determined to cut expenses this year.
“Health and wellness stands out as the only area where the intent to increase spending outpaces the desire to decrease spending,” the company concluded in a statement.
The company also recommended that firms offering nutrition products aimed at health and wellness consumers identify which media platforms their customers are using and invest in target ad spend on those sites.
“These consumers are more likely to say they act quickly when they see an ad, making them especially responsive to timely, relevant messaging,” the company noted.
