May 22, 2025 – Health care costs, constituting 10% of global GDP and $4 trillion annually in the US, are prompting a proactive approach to wellbeing. New technologies are shifting the focus from corrective to preventive health, with AI rapidly analyzing data and predicting health outcomes. Push factors like heightened mental health awareness, improved access to information, and personalized health insights are driving the market. Governments are addressing pollution and unhealthy lifestyles through stricter regulations and investments in healthier living. Innova Market Insights’ research explores challenges and opportunities in the global health and wellbeing market.
Consumer Health and Wellbeing Insights
Health and wellbeing trends show that health is a top concern for consumers, with issues such as the lack of affordable, nutritious food, inadequate healthcare, and pollution’s impact on health ranking in the global top five personal concerns. This worry is most significant among consumers aged 35-44 and those in higher income brackets. Furthermore, consumers are taking greater control of their health, with 40% reporting increased self-sufficiency in managing their well-being over the past three years.
Diet and Healthy Eating
The health and wellbeing market is evolving as diet and healthy eating are gaining attention from policymakers and the media. Next-generation weight loss drugs are a major investment in addressing obesity, with scrutiny on ultra-processed foods (UPFs) and food safety increasing. Obesity rates have more than doubled among adults and quadrupled among children since 1990. Worldwide, 30% of consumers are actively managing their weight, while 46% focus on maintaining a healthy diet. UPFs account for 50% to 60% of calorie intake in high-income countries, with negative health impacts increasing. Globally, over 3.1 billion people cannot afford a healthy diet, and challenges like the pandemic and inflation underline the need for policies promoting affordable healthy eating.
Focus on Fitness
Physical fitness is recognized as essential for preventing numerous health issues and promoting longevity. Research shows that regular physical activity contributes to dementia prevention and improves mental and emotional well-being. Currently, 1.8 billion adults worldwide are at risk of disease due to insufficient exercise, yet 44% of consumers report engaging in regular physical activity to live healthier over the past year.
Governments are advocating for fitness as a pathway to better health. For example, the UK government promotes outdoor fitness in schools with its 60 minutes a day initiative. Additionally, there is a growing trend to challenge the limits of human capability. An example of this is Russ Cook from the UK, who undertook the challenge to become the first person to run the length of Africa in 352 days, all while raising funds for charity.
Mental Health
Health and wellbeing trends reveal that mental health is a pressing concern, with an estimated 1 in 4 consumers globally affected. Mental and emotional wellness is the primary health goal for consumers across all countries and age groups. The benefits of social connection and time spent in nature are being promoted, while research continues into therapies such as psilocybin and the role of the gut-brain axis.
In 2023, 44% of people were worried about mental health, an increase of 17 percentage points since 2018, making it the #1 health concern. The WHO’s promotion of mental health awareness supports the importance of mental well-being for overall health. There are growing concerns about mental health, particularly among teenagers, as globally, 1 in 7 individuals aged 10 to 19 experience a mental disorder. More governments are recognizing the impact of social media on teen mental health, with Australia passing legislation to ban under-16s from social media.
Personalization and Precision Health
Personalization remains a central theme in health and wellness. Innovations such as nutritional prescribing, advanced self-diagnostic tools, and customized supplements based on individual microbiome testing and biomarkers are facilitating precision health. The desire for personalization fosters a self-care approach to health; 31% of global consumers report that the ability to tailor solutions to their needs encourages them to adopt a more self-sufficient approach to health management. This health and wellbeing trend is especially prominent among affluent consumers and younger generations, with those aged 25-44 most engaged in personalized nutrition.
Health care is becoming increasingly individualized, supported by technology that integrates various datasets to offer optimal solutions, ultimately contributing to improved longevity. As these technologies gain traction, it is expected that consumers will become more accustomed to self-monitoring their health.
What’s Next in Health and Wellbeing Trends?
In the coming years, health spending will grow significantly, outpacing government revenue increases in OECD countries. There will be a shift towards self-care and home health management, with GLP-1 medications like Wegovy and Ozempic gaining attention for weight loss but requiring careful management to avoid side effects. The WHO has called for stricter food industry regulations, highlighting ultra-processed foods as major health threats. A focus on prevention, healthier lifestyles, and individual management will emerge, driven by digital technology and scientific advancements.
This article is based on Innova’s Megatrends – Focus on Health & Wellbeing – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
