The global wellness industry, now worth around $2 trillion, is going through a big shift. While older generations helped lay the groundwork for modern wellness, from fitness and skincare to meditation and supplements, younger people today are taking these ideas further. Millennials and Gen Z are broadening the meaning of wellness, bringing it into everyday habits like how they eat, sleep, manage stress and care for their appearance. A recent report by McKinsey & Company shows just how much these changes are shaping the industry.
Redefining Wellness: Beyond the Basics
McKinsey’s latest “Future of Wellness” report, based on a survey of more than 9,000 people in China, Germany, the UK and the US, points to two key trends: younger consumers are rethinking what wellness means, and it’s becoming part of more aspects of their lives. The research focuses on six core areas that matter most to people: health, sleep, nutrition, fitness, appearance and mindfulness.
This shift isn’t replacing what previous generations valued — it’s building on it. Wellness has gone from being an occasional activity to something more regular, personal and meaningful.
Who’s Buying What: Five Types of Wellness Consumers
The report groups consumers into five categories, based on how involved they are with wellness:
- Maximalist Optimisers: These are curious, tech-savvy users who try lots of wellness products and prefer options backed by science.
- Confident Enthusiasts: Fitness-focused and engaged, but more settled in their routines.
- Health Traditionalists: People who stick to the basics they’ve known and trusted for years.
- Health Strugglers: Those who want to be healthier but find it difficult to stay on track.
- Wellness Shirkers: People who don’t take much interest in wellness at all.
Millennials and Gen Z are most likely to be Maximalist Optimisers. They make up about a quarter of all wellness consumers but account for over 40% of spending. They tend to choose quality over price and are influenced by both doctors and social media.
Six Wellness Categories to Watch
The report highlights six key areas that are growing fast. These are where we’re likely to see the biggest innovation and investment in the months and years ahead.
1. Functional Nutrition
Consumers want nutrition that does more than just fuel the body. They’re looking for products that help with things like energy, sleep, gut health, hormone balance, immunity or glowing skin. This includes supplements, protein snacks, and drinks with added benefits.
For clinics and wellness providers, this could mean offering tailored nutrition advice or incorporating functional supplements into a broader treatment plan, particularly when paired with diagnostics or health testing, and stocking trusted products.
2. Healthy Ageing
Ageing well is no longer just about avoiding wrinkles. It’s about staying mobile, sharp and energised. People want treatments and products that help support their bodies from the inside, reducing inflammation, protecting brain function and keeping muscles strong.
Clinics offering regenerative treatments, hormone testing or advanced skin therapies are well placed to meet this demand.
3. Beauty and Personal Care
Beauty is still a huge priority, especially for Gen Z, but today’s buyer is more informed. They want skincare and cosmetics that are clinically tested, backed by science, ethically made and inclusive. There’s less patience for fluffy marketing and more demand for real results.
Clinics that can combine medical-grade skincare with professional treatments, like microneedling, peels, or lasers, have an advantage. These consumers are appearance-driven but also serious about credibility and transparency.
4. In-Person Wellness Services
While digital wellness platforms are booming, in-person care still holds major value. From wellness spas and fitness studios to aesthetic practices, people still want the human connection and expert guidance that comes from face-to-face appointments.
Offering an experience that feels personal and holistic, whether it’s combining skin treatments with sleep tracking or offering wellness coaching, helps clinics stand out.
Clinics that offer a welcoming, tailored experience — and go beyond just treating symptoms — are likely to build stronger client relationships.
5. Weight Management
People are rethinking weight management. It’s less about fitting into a certain size and more about feeling better, having energy, and staying healthy long-term. Consumers are looking for sustainable solutions that consider hormones, sleep, metabolism and stress. Medical weight-loss programmes that include lifestyle support, testing and professional guidance are becoming more appealing.
6. Mental Wellness
Mental health has moved to the centre of the wellness conversation. Consumers are spending on therapy, mindfulness tools, and calming treatments. For aesthetic clinics, this may be an opportunity to support mental wellness through services that reduce stress, whether that’s a relaxing facial, lymphatic drainage or simply a calm and supportive environment.
Personalisation and Tech Are Changing the Game
Wellness is becoming more personal. People want products and services that match their unique needs, bodies and lifestyles. Thanks to tech like wearables, DNA tests and health-tracking apps, it’s now easier to offer personalised plans. Clinics and brands that use this technology to give tailored support can stand out in a crowded market.
Technology is playing a huge role here. But it’s not about replacing people, it’s about using data to support better, more individualised care from professionals.
What This Means for Clinics and Brands
This new approach to wellness creates lots of opportunities for the aesthetic and medical wellness space. Success now means offering more than just one service. Consumers are looking for care that feels complete, from skin health and supplements to lifestyle advice and emotional support. Clinics that work with nutritionists, therapists or fitness professionals can build trust and offer a more rounded experience.
A Holistic Future for Wellness
Today’s consumers are thoughtful, research-savvy and more wellness-aware than ever. The six growth areas identified in McKinsey’s report show where demand is heading, but the common thread is clear: people want care that’s meaningful, tailored and based on trust.
For the aesthetic and wellness industries, this is more than just a trend — it’s the next chapter.
Reference:
McKinsey & Company. (2025). The $2 trillion global wellness market gets a millennial and Gen Z glow-up. Retrieved from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends
Rochelle is the founder and driving force behind Aesthetic Appointment. With a passion for the aesthetics and pro-ageing industry in South Africa, she has been in the aesthetic publishing industry since 2012, dedicated to creating a valuable platform for insights and knowledge, bridging the gap between patients and doctors - delivering reliable, medical-based information. Rochelle firmly believes in the power of a good skincare regimen, especially when started at home, and is committed to educating consumers about the myriad of treatments, procedures, and products available to them.
- Rochelle Friedmanhttps://www.aestheticappointment.co.za/author/rochelle
- Rochelle Friedmanhttps://www.aestheticappointment.co.za/author/rochelle
- Rochelle Friedmanhttps://www.aestheticappointment.co.za/author/rochelle
- Rochelle Friedmanhttps://www.aestheticappointment.co.za/author/rochelle
