Wellness industry growth continues as consumer trust and habits shift

The global wellness sector has expanded rapidly in recent years, reaching an estimated value of $6.3 trillion, according to the Global Wellness Institute. However, as the category grows, it is also becoming increasingly crowded and complex.

That's according to communications agency Karla Otto, which highlights that consumers are now more informed and discerning than ever before, contributing to a widening trust gap that is influencing how they interact with wellness brands.

This is shaping both the digital platforms consumers rely on for wellness information and the physical environments where they seek wellness experiences.

These findings come from a report based on a bespoke survey of luxury consumers across the UK, US and France.

The research was conducted by Karla Otto in collaboration with Phronesis Partners and is supported by insights from 16 industry experts.

The data suggests the wellness market is likely to continue expanding in the near term. Around 60% of luxury consumers say they plan to increase their spending on wellness in the next 12 months.

A significant driver of this growth appears to be Gen Z. According to the research, these consumers are 84% more likely than other age groups to increase their spending in the category, indicating a strong future market influence from younger demographics.

At the same time, consumer trust is evolving. In an environment characterised by information overload and growing scepticism, consumers are seeking stronger evidence behind wellness claims.

The report found that 47% of consumers engage with expert testimonials before making wellness purchases. In response, many brands are introducing third-party verification and scientific expertise to support product claims, often involving specialists such as cosmetic chemists to provide deeper insight into product formulations.

The report also highlights generational differences in how wellness is perceived and practiced.

Older generations, particularly Gen X and Baby Boomers, have traditionally associated wellness with travel and destination experiences such as spa retreats. However, Gen Z consumers are 8% less likely to travel specifically for wellness purposes.

Instead, younger consumers often integrate wellness into their daily routines, with greater emphasis on areas such as nutrition, sleep and mental health.

Elsewhere, the report shows a broader shift toward long-form content, which allows brands and creators to provide more detailed explanations and demonstrations. In contrast, platforms known for short-form content, such as TikTok, appear to have less influence among luxury wellness consumers in this context.

Another notable trend identified in the research is the increasing importance of community within wellness experiences.

Consumers are recognising the role of social connection in wellbeing, with community ranking as the third most important factor in wellness experiences. This suggests that shared activities, group initiatives and socially oriented wellness environments may continue to grow in importance.

Founded in 1982, Karla Otto is a brand-building agency operating from 13 cities worldwide. The agency works across sectors including fashion, beauty, design, lifestyle and culture, providing strategic and communications services to global brands.