Photo: Alex Sanford Wellness is increasingly becoming part of people’s identities – Alex Sanford, expert, Agile Insights, McKinsey and Co

Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this percentage increasing year on year, according to a preview presentation of McKinsey and Company’s Future of Wellness 2026 research report.

Jean-Guy de Gabriac, founder of World Wellness Weekend and CEO of Tip Touch International, recently facilitated an online discussion between McKinsey researchers Eric Falardeau and Alex Sanford. Falardeau is a partner at the company and Sanford has led the research for this annual report since 2020.

The full version of the report, which is usually published around this time of year, will be published in October. The report looks at how consumers’ understanding of wellness and behaviours change over time – and what they might be looking for next. This year's research was run in the US, UK, Germany and China.  Read about last year’s report here.

Wellness and identity

Sanford said: “When we ask consumers how wellness compares with other priorities, it is at the very top, alongside family relationships, and above everything else we tested, including career success, religion and spirituality, hobbies and other communities people are part of. Wellness is increasingly becoming part of people’s identities."

She also added, however, that only a very small share of consumers say they achieve their wellness goals. “That has stayed fairly consistent year on year, despite the growing number of products, services, devices and tools available.” 

The question remaining, for Sanford, is how can companies deliver products and services that are simple, easy to understand, easy to turn into a habit and follow consistently?

Seven pockets of growth

1. Longevity

A year ago, ‘longevity’ was an industry word but now consumers are using it in terms of optimising everyday living and how to stay healthy as they age. Consumers are experimenting with more therapies, including red light, lymphatic drainage, hydrotherapy, cold plunges and infrared saunas.

2. Functional nutrition and gut health

Consumers are looking to get specific health benefits from the food they eat, according to the data. This includes collagen, gut-health beverages, anti-inflammatory products and other solutions designed to support everyday energy, health and healthy ageing.

3. GLP-1s and weight management

GLP-1 medications are “changing the entire ecosystem of products and services consumers use,” said Sanford.

Beyond food, consumers are focused on managing muscle loss, build muscle mass, address body contouring and skin laxity. Products and services in this area are benefiting from the rise of GLP-1s.

4. Appearance and aesthetics

Younger consumers, especially Gen Z, showed strong demand in this area last year – beyond skincare, haircare and cosmetic products. They are buying beauty devices, including red light therapy masks. 

“They are also becoming more likely to have cosmetic procedures, such as injectables and body contouring,” said Sanford.

5. Mindfulness and stress recovery

Consumers continue to report high stress levels, particularly millennials, although stress is high across the different groups surveyed.

“Consumers are looking for ways to reduce stress through self-care. It’s not just about meditation and breathwork, but also about services, communities and environments that help them practise self-care rituals. This includes sound baths, community spas, massage, stretch, chiropractic and related services.”

6. Biomonitoring and personalisation

“The rise of wearables has been extraordinary over the past year or two. More people are wearing them, but importantly, they’re also using them. They’re paying attention to the data and using it to change their lifestyle and behaviour.”

7. Recovery and in-person experiences

People are increasingly looking for in-person experiences with others. They want community and social connection, but often in a more relaxing environment. The research showed these experiences are taking place in community-based spaces, such as in spas and fitness-related spaces.

Cognitive health remains underserved

Sanford said she was surprised by how focused all segments were on cognitive function. The respondents also told the researchers that there aren’t many products or services they know of that can help them improve and maintain their brain health. This represents a clear opportunity for innovation and service delivery for spa and wellness companies.

Consumers said they are focusing on eating a Mediterranean diet, exercise and brain-training activities such as apps to test and train their brains as they age, including crosswords and sudoku. They also reported maintaining connections with a community to keep learning.