NielsenIQ (NIQ) has released its Global State of Health & Wellness 2025 report, revealing key trends in consumer health and wellness behaviors. The report highlights that consumers are becoming more proactive about their health, with 70% of global consumers believing they are managing their health effectively. However, there’s growing skepticism about health claims made by food companies, with 62% of consumers expressing doubt.
Key Trends in Health and Wellness
Nutrition and Gut Health
Half of the consumers across 19 surveyed countries plan to buy more high-fiber foods in 2025. Around 40% intend to purchase more superfoods, high-protein plant-based foods, or probiotic foods. This shift is driven by the increasing importance of nutrition and gut health in food choices.
Weight Loss Management
More than half (54%) of consumers now place greater importance on healthy body weight, shape, and muscle tone than they did five years ago. 43% would consider taking anti-obesity medications if recommended by their healthcare provider, although 63% globally are not familiar with these medications.
Health Technology
Three-quarters (74%) of consumers prefer tech products with extra health and wellness features. 63% believe health-focused technology products are effective in improving health and wellness. 57% would use apps or screening devices that ensure products align with their personal health priorities.
Self-Care and Wellness
63% of consumers prioritize quality sleep and mental health more than they did five years ago. Activities like spending time in nature (60%), massage and muscle relaxation (40%), yoga and meditation (35%), and aromatherapy (24%) are becoming more popular.
Conscious Buying
70% of consumers believe it’s important that health and wellness products are eco-friendly and/or ethically produced. 71% are willing to pay more for products with these attributes, indicating a rise in conscious buying.
Implications for Brands
Manufacturers and retailers must address consumers’ concerns about the cost and availability of healthier options. They must also provide clear and detailed product information. Brands can win loyalty by ensuring their products have a wellness focus, are ethically sourced, environmentally responsible, and socially aware.
The Global State of Health & Wellness 2025 report is based on a survey of nearly 19,000 adult consumers across 19 countries. The findings provide insights into consumer health and wellness awareness, aspirations, motivations, barriers, and future buying intentions.
