47-55 per cent of Black consumers want more wellness products / PHOTO: Shutterstock/mavo
A report released by McKinsey reveals insights into shifting consumer behaviour towards wellness in the US.
The Future of Wellness Survey gathered data on 2,000 US consumers. Overall, it predicts that the US wellness market will continue its rapid growth. The new report also reconfirmed the findings of previous editions of the survey – that the main consumer trends are focused on better health, fitness, nutrition, appearance, sleep and mindfulness.
Interestingly, however, the researchers observed that although spoiled for choice with wellness services and products, consumers still feel that their needs are unmet.
It highlights the six most crucial trends that will give businesses an edge and put them in the best position for success and growth in the years ahead.
1. ‘Natural’ and ‘clean’ have their limits McKinsey researchers witnessed a decline in interest for products labelled as ‘clean’ and ‘natural’, with many consumers now valuing efficacy over these qualities. One factor at play, they say, is there may be a degree of overexposure to these claims and a perception they’re a form of greenwashing.
The report suggests companies reevaluate product messaging relating to clean and natural claims and “seek to differentiate themselves from the messaging of peers”.
2. Differences in private-label preferences The survey shows that US consumers are prioritising private-label and smaller brands differently, depending on the product category or how established they are.
In newer categories (such as juice cleanses) or where the science is starting to gain widespread acceptance (such as gut health), emerging brands are at the forefront of product and business model innovation, which consumers recognise and value.
McKinsey says the pace of innovation presents opportunities for companies to enter the market.
3. Increasing focus on sleep Forty-five per cent of McKinsey’s respondents labelled better sleep a very high priority. Over a quarter say they’ll “definitely place a higher priority on sleep in the next two to three years”.
In comparison to previous years, consumers are now offered a wide variety of products to help improve sleep, such as wearables, smart mattresses and supplements. However, McKinsey highlights that it’s the area with the greatest unmet consumer need and consequently there’s a significant opportunity for new companies to enter the arena and disrupt it. Researchers suggest that companies that tie their products to tangible improvements in sleep will be the most successful.
4. Millennials spend more Findings clearly indicate that millennials in the US top the bill as the generation that most prioritises health and wellness. They also exhibited the highest average purchase rate of wellness products and services of any generation in the six months to April 2022.
McKinsey recommends that to tap this crucial consumer base, companies should invest in marketing that’s tailored to appeal to this segment, such as tapping influencers or celebrities for marketing campaigns or working with social media channels such as TikTok or Instagram.
5. Black consumers' needs unmet The report also exposes that Black consumers are the group with the greatest unmet needs, with 47-55 per cent of this segment saying they needed more wellness products and services to meet their needs. In comparison, only 35-39 per cent of Asian consumers and 30-35 per cent of White consumers said the same.
McKinsey feels this demand will only increase and recommends businesses allocate a portion of their R&D budgets to understanding what types of products can satisfy these consumers.
6. Corporate wellness surge Researchers noted that since the start of the pandemic, there’s been an influx of wellbeing-related employee benefits.
To remain ahead of this curve, McKinsey advises companies to explore corporate partnerships that enable them to offer their products and services as part of staff wellness programmes – itself a growing segment.
Spa People: Marc Cohen
Leading medical, research, science and educational activities are all part of the new medical director’s role at the Peninsula Hot Springs Group in Australia
Menu engineering: At your service
Get inspired by the latest wellness services including a high-tech diagnostic circuit at SHA and a Zita West fertility programme at Bürgenstock
Interview: Stephan Wagner
As Saudi Arabia taps into tourism, the man heading up wellness at Amaala talks to Spa Business about what the major development is looking to bring to a previously undiscovered part of the Kingdom
Interview: Aradhana Khowala
The chair of the advisory board of the Red Sea – a Saudi development the size of Belgium – shares her passion for regenerative tourism with Spa Business
Sponsored: RKF: Dressed to impress
Following exciting new launches at Equip Hotel in Paris, including the new DresSoft line, RKF Luxury Linen is gearing up for an eco-friendly and fashion-conscious 2023
Everyone’s talking about...: Cold water immersion
A new scientific paper warns of the significant risk of cold water therapies. Spa Business investigates how operators can protect those taking part in extreme bathing programmes
Event report: Healing summit
Self-help and self-love were the key messages from this wellness event in Portugal, says Spa Business’ Lisa Starr
Sponsored: Comfort Zone: Effective by nature
Comfort Zone has revealed three new
products, including a new neck and
décolleté fluid, leveraging the power of
botanical bioactive extracts
Interview: Alex & Sue Glasscock
Editor-at-large, Jane Kitchen is put through her paces at The Ranch's new outpost in Palazzo Fiuggi, Italy and catches up with the owners
Event Report: Global Wellness Summit
The 16th annual GWS, held in Tel Aviv, Israel, homed in on the sector’s biggest issues following the pandemic. Spa Business reports on the highlights
Research: Wellness for all
A new study by the Global Wellness Institute provides a framework for businesses and governments to make healthy lifestyles accessible to all
Sponsored: TechnoAlpin Snowroom
The TechnoAlpin Snowroom made our Grand Aufguss Masters event extra special, says Robert Heinevetter
Finishing Touch: Cold call
Tumor suppression and boosting ‘good fat’ are two potential benefits of exposure to cool temperatures and swimming in icy waters, scientists reveal
47-55 per cent of Black consumers want more wellness products / PHOTO: Shutterstock/mavo
A report released by McKinsey reveals insights into shifting consumer behaviour towards wellness in the US.
The Future of Wellness Survey gathered data on 2,000 US consumers. Overall, it predicts that the US wellness market will continue its rapid growth. The new report also reconfirmed the findings of previous editions of the survey – that the main consumer trends are focused on better health, fitness, nutrition, appearance, sleep and mindfulness.
Interestingly, however, the researchers observed that although spoiled for choice with wellness services and products, consumers still feel that their needs are unmet.
It highlights the six most crucial trends that will give businesses an edge and put them in the best position for success and growth in the years ahead.
1. ‘Natural’ and ‘clean’ have their limits McKinsey researchers witnessed a decline in interest for products labelled as ‘clean’ and ‘natural’, with many consumers now valuing efficacy over these qualities. One factor at play, they say, is there may be a degree of overexposure to these claims and a perception they’re a form of greenwashing.
The report suggests companies reevaluate product messaging relating to clean and natural claims and “seek to differentiate themselves from the messaging of peers”.
2. Differences in private-label preferences The survey shows that US consumers are prioritising private-label and smaller brands differently, depending on the product category or how established they are.
In newer categories (such as juice cleanses) or where the science is starting to gain widespread acceptance (such as gut health), emerging brands are at the forefront of product and business model innovation, which consumers recognise and value.
McKinsey says the pace of innovation presents opportunities for companies to enter the market.
3. Increasing focus on sleep Forty-five per cent of McKinsey’s respondents labelled better sleep a very high priority. Over a quarter say they’ll “definitely place a higher priority on sleep in the next two to three years”.
In comparison to previous years, consumers are now offered a wide variety of products to help improve sleep, such as wearables, smart mattresses and supplements. However, McKinsey highlights that it’s the area with the greatest unmet consumer need and consequently there’s a significant opportunity for new companies to enter the arena and disrupt it. Researchers suggest that companies that tie their products to tangible improvements in sleep will be the most successful.
4. Millennials spend more Findings clearly indicate that millennials in the US top the bill as the generation that most prioritises health and wellness. They also exhibited the highest average purchase rate of wellness products and services of any generation in the six months to April 2022.
McKinsey recommends that to tap this crucial consumer base, companies should invest in marketing that’s tailored to appeal to this segment, such as tapping influencers or celebrities for marketing campaigns or working with social media channels such as TikTok or Instagram.
5. Black consumers' needs unmet The report also exposes that Black consumers are the group with the greatest unmet needs, with 47-55 per cent of this segment saying they needed more wellness products and services to meet their needs. In comparison, only 35-39 per cent of Asian consumers and 30-35 per cent of White consumers said the same.
McKinsey feels this demand will only increase and recommends businesses allocate a portion of their R&D budgets to understanding what types of products can satisfy these consumers.
6. Corporate wellness surge Researchers noted that since the start of the pandemic, there’s been an influx of wellbeing-related employee benefits.
To remain ahead of this curve, McKinsey advises companies to explore corporate partnerships that enable them to offer their products and services as part of staff wellness programmes – itself a growing segment.
Spa People: Marc Cohen
Leading medical, research, science and educational activities are all part of the new medical director’s role at the Peninsula Hot Springs Group in Australia
Menu engineering: At your service
Get inspired by the latest wellness services including a high-tech diagnostic circuit at SHA and a Zita West fertility programme at Bürgenstock
Interview: Stephan Wagner
As Saudi Arabia taps into tourism, the man heading up wellness at Amaala talks to Spa Business about what the major development is looking to bring to a previously undiscovered part of the Kingdom
Interview: Aradhana Khowala
The chair of the advisory board of the Red Sea – a Saudi development the size of Belgium – shares her passion for regenerative tourism with Spa Business
Sponsored: RKF: Dressed to impress
Following exciting new launches at Equip Hotel in Paris, including the new DresSoft line, RKF Luxury Linen is gearing up for an eco-friendly and fashion-conscious 2023
Everyone’s talking about...: Cold water immersion
A new scientific paper warns of the significant risk of cold water therapies. Spa Business investigates how operators can protect those taking part in extreme bathing programmes
Event report: Healing summit
Self-help and self-love were the key messages from this wellness event in Portugal, says Spa Business’ Lisa Starr
Sponsored: Comfort Zone: Effective by nature
Comfort Zone has revealed three new
products, including a new neck and
décolleté fluid, leveraging the power of
botanical bioactive extracts
Interview: Alex & Sue Glasscock
Editor-at-large, Jane Kitchen is put through her paces at The Ranch's new outpost in Palazzo Fiuggi, Italy and catches up with the owners
Event Report: Global Wellness Summit
The 16th annual GWS, held in Tel Aviv, Israel, homed in on the sector’s biggest issues following the pandemic. Spa Business reports on the highlights
Research: Wellness for all
A new study by the Global Wellness Institute provides a framework for businesses and governments to make healthy lifestyles accessible to all
Sponsored: TechnoAlpin Snowroom
The TechnoAlpin Snowroom made our Grand Aufguss Masters event extra special, says Robert Heinevetter
Finishing Touch: Cold call
Tumor suppression and boosting ‘good fat’ are two potential benefits of exposure to cool temperatures and swimming in icy waters, scientists reveal
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
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’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
