In 2026, wellness hit new heights. We maxxed protein and creatine and leveled up our supplement stacks. GLP-1s were seemingly everywhere, so was the topic of peptides. As optimization dominated the conversation, a backlash simultaneously grew. Longevity remained a core pursuit, on land and at sea, aided by innovations in tech.
“The tectonic plates in culture are shifting under our feet,” says Lestat McCree, co-founder and CEO of UK-based wellness retailer Healf. “We say that the run club is now becoming the new nightclub, and weekends are full of saunas and ice baths. [Wellness is] the cultural mainstream, and people are really seeing this as the new way to live.”
The global wellness market, now valued at $2.7 trillion, according to McKinsey, shows no sign of slowing down. McKinsey’s Future of Wellness 2027 report, released in November 2026, found wellness is increasingly important across generations, including for consumers previously less engaged. (Forty-nine percent of baby boomers now say wellness is a top priority, up 11 percentage points from 2024, compared with an average five-point increase across other generations.)
Looking ahead, 2027 is poised to be a breakthrough year for many of the nascent shifts that have steadily gained traction in recent years. The 2027 wellness consumer is notably discerning: they’re more informed, more intentional, and more questioning than those who came before. We spoke with analysts, forecasters and industry leaders to unpack the consumer shifts set to define wellness for the year ahead.
Personalization levels up
In 2027, wellbeing will get personal. Personalization is the defining wellness trend for Healf’s McCree, a thematic shift echoed across almost every report analyzed. This means that instead of stocking up on a slate of generic supplements and products made for a one-size-fits-all approach, wellness regimens will be increasingly informed by an individual’s unique biology, lifestyle, and behavioral preferences.
Tracking and diagnostics are on the rise, but notably, it’s moving beyond wearables. First-time orders of personalized products, like those that track blood, vaginal microbiome and fertility hormones, and at-home test kits for blood, genetics and microbiomes, are all on the rise.
