Wellness is a priority and a privilege.
What’s happening: New data shows health & wellness is the only US category with growing consumer spending intent, even as a third of Americans struggle to afford basic healthcare.
The best of times. Across age groups, consumers plan to spend more on wellness this year, according to CivicScience. Healthy groceries lead the list, while mental health, beauty & longevity, and gym memberships rank high — especially among Gen Z.
The worst of times. Managing chronic conditions during a cost-of-living crisis, many Americans are choosing healthcare over prescription meds, meals, and utilities — with 15% borrowing money to pay medical bills, per Gallup.
Disrupting life plans, 29% canceled a vacation, 14% stopped shopping for homes, 9% delayed retirement, and 6% postponed having children. Those making the most tradeoffs also reported the worst health.
Taken together. A paradox, as the $6T wellness economy surges, it lacks the infrastructure to support entire populations. With longevity, GLP-1s, real food, and clean water becoming luxuries, the gap between optimizing and affording care is widening.
Punchline: As the line between wellness and healthcare blurs, so is the distinction between what’s elective and what’s necessary — creating an opportunity for builders to reroute the category toward universally beneficial outcomes.
