Personalized Wellness on the Rise: 90% Seek Tailored Health Products

selective focus photography of man sitting on chair wearing white crew-neck t-shirt holding disposable cup filled with cold-served drink

According to new data, Americans and Brits are consumed with thoughts about their health daily. A new survey conducted by PA Consulting found that 85% of U.S. and UK consumers take an interest in their health and think about it often.

Similarly, only half of the 4,000 surveyed consumers consider their physical health “good” and just 47% said they’re satisfied with their diet and nutrition. The research also revealed that consumer spending is on the rise, with 78% of consumers planning to buy new wellness and fitness products or services by the end of 2025.

“The global wellness economy is booming across all sectors as people prioritize healthier choices,” noted David Knies, wellness and innovation expert at PA Consulting, in a statement. “However, we’re seeing a clear disconnect between most people’s desire for improvement and their real-world experiences.

“Our research points to an opportunity for leaders in the wellness space to offer more ‘stackable’ products, services, and experiences which are better tailored to individuals’ needs.”

Nearly one-third of respondents (27%) plan to spend more on health, fitness, and wellness in 2024 than last year. Nearly half of all respondents (49%) said they were interested in food as medicine. The top subscriptions and services that consumers plan to invest in are health tracking apps, physical therapy, and healthy food and nutrition subscriptions.

The survey’s findings indicate that consumers want brands to help them build their own unique blend of habits: products and services that are personalized, integrate with their daily routines, and merge their data. Nine in 10 consumers, for example, would like a personalized wellness and fitness product or service – and 57% would share their personal fitness and health data with brands to attain that.

Additionally, two-thirds of survey respondents indicated they want personalized vitamins and supplements.

“Brands that can offer more hyper-personalized solutions – while addressing consumer concerns around trust, inclusivity, and affordability – will be best-placed to reap long-term rewards,” Knies said.

The Food Institute Podcast’s “Foodservice Gamechangers” Series

Get to know the men and women behind the scenes of foodservice distribution in a new, limited series from The Food Institute Podcast called “Foodservice Gamechangers.” Recently, Pat Mulhern, advisor to The Food Institute, sat down for brief conversations with seven of the most influential foodservice merchandising and distribution leaders. Highlighting their food career journeys and management styles, the conversations feature insightful thoughts on what may lie ahead for manufacturers, distributors, and operators in foodservice.