Wellness is not a luxury anymore. It is part of daily life, especially for Millennials and Gen Z. These younger generations are not waiting for burnout to book a retreat. They are building wellness into their routine.
Together, they make up just 36% of U.S. adults, but they are responsible for 41% of the country’s total wellness spending.
For decades, wellness used to mean the occasional spa day or yoga class. Not anymore! Now, it is personal, tech-powered, and proactive. For Millennials and Gen Z, wellness is about sleep quality, mental clarity, fitness goals, and even skin health.
Andre / Pexels / Reports show that Gen Z puts more weight on appearance and tech-driven solutions, while Millennials lean into mindfulness and mental health.
Either way, they are both pulling the wellness industry in a smarter, faster, more digital direction.
Personalized Wellness is the New Standard
One-size-fits-all wellness is out. Personalization is in. From skincare powered by AI to fitness plans that adapt to your stress levels, Gen Z and Millennials expect wellness to be built just for them. If a product doesn’t know them, it won’t sell.
Digital tools are central to this shift. 78% of Gen Z expect some level of AI personalization when it comes to wellness services. That means apps that learn your patterns, wearables that track your biometrics, and brands that respond to your habits in real time.
New Wellness Frontiers are Booming
This new wave of consumers is expanding what “wellness” even means. Functional nutrition is surging. Think gut-friendly snacks, brain-boosting supplements, and protein bars with benefits. However, it is not just a U.S. thing either. In China, more than two-thirds of Gen Z and Millennials regularly buy these kinds of products.
At the same time, old-school offerings are leveling up. In-person retreats, luxury medspas, and anti-aging treatments like IV therapy are not going away. They are just getting smarter and more personalized, thanks to digital booking, wearable integrations, and real-time health assessments.
Chinh / Unsplash / Mental health apps now come with clinical backing. Supplements need to be microbiome-safe and ingredient-transparent.
If it doesn’t have data, Gen Z isn’t buying it.
They are also looking at what is behind the label. 89% of Gen Z care about where ingredients come from and how they are made. Ethics matter. Brands that aren’t honest or sustainable don’t stand a chance with these consumers. Trust is the new premium.
The Five Faces of the Wellness Consumer
Not every young adult shops for wellness in the same way. There are five main types, and each one plays a different role in this $2 trillion economy.
Maximalist Optimizers are the heavy hitters. They make up 25% of consumers but spend 40% of the money. These folks are tech-first and always testing the next big thing, from biohacking to smart supplements.
Confident Enthusiasts are loyal and fitness-focused. They are not chasing trends. Instead, they stick with what works. Then you have got Health Traditionalists, who prefer basic, practical wellness, like clean eating, daily vitamins, nothing too fancy.
Health Strugglers need a push. They are interested, but they want help staying motivated. Gamified apps, social workouts, and tracking tools work best for them. Lastly, Wellness Shirkers keep it minimal. They buy essentials and watch their budget.
The market is projected to reach $9 trillion by 2028 and is expected to hit $12 trillion by 2030. Reports say that AI-powered health tech, precision nutrition, and mental health innovations will dominate.
