Wellness Is Now a Core Part of Consumer Identity, Global Survey Finds
A global survey by Strategy and PwC found that nine out of ten consumers now consider wellness a core part of their identity. Wellness industry leaders saw a 10 percent compound annual growth rate from 2022 to 2025. The survey points to a shift from reactive healthcare to proactive, subscription-based preventative care models.
Nine out of ten consumers now consider wellness a core part of their personal identity, according to a global survey by Strategy& (PwC) released in October 2026.
The survey found that wellness industry leaders achieved a 10 percent compound annual growth rate from 2022 to 2025, outpacing many other consumer sectors. Researchers describe wellness as becoming a "consumer operating system," shaping purchasing decisions across food, fitness, healthcare, and technology.
The shift reflects a broader move from reactive healthcare, which addresses illness after it occurs, to proactive preventative care. Consumers are increasingly seeking subscription-based, concierge-style health memberships that provide longitudinal data rather than annual check-ups.
Key areas of growth include advanced biomarker testing, biological age assessments, microbiome sequencing, and wearable devices that monitor brain performance, sleep quality, and recovery metrics.
The survey also found growing interest in muscle mass as a health marker, replacing BMI as a primary measure of metabolic health. This trend is particularly strong among users of GLP-1 weight-loss medications, who are focused on preserving muscle while losing fat.
Analysts say the wellness industry's growth shows no signs of slowing, with technology and personalized diagnostics expected to drive the next wave of consumer health spending.
