Winning in wellness: Creating trust and driving growth

Learned a lot lending an editorial hand here:

PwC Strategy&, October 5, 2026

by Makram Debbas, Zack Pych, Alberto Vigada, Sukalp Tipre, Jürg Haller, and Inge Cajot




Wellness has become one of the few consumer themes cutting across almost every major sector. It now shapes demand in food and beverage, hospitality, consumer health, beauty, apparel, fitness, preventive care, and longevity. What was once a loose product attribute— “better for you,” “natural,” “healthy,” or “premium”—is increasingly becoming a broader consumer logic. People are using wellness products, services, and experiences to manage how they feel, how they perform, how they age, and how they present themselves to the world.

As consumers increasingly internalize wellness, the wellness industry vertical is evolving into a broad-based consumer operating system. This operating system is driven by a core demand logic that determines how consumers choose brands and allocate their spending across categories. It manifests itself in repeatable everyday behaviors: eating better, moving more, sleeping better, managing stress, and protecting long-term health. A diverse ecosystem of companies—spanning consumer health, nutrition, fitness, beauty, apparel, hospitality, preventive care, mental well-being, and longevity—orbit around the core.

Opportunities for growth and profitability abound for consumer companies that embrace this emerging reality. Between 2024 and 2029, the broad-based wellness market is forecast to grow by 7.6 percent annually, versus the 6.2 percent annual growth recorded over the previous five years. At this rate, the global market for wellness products and services will exceed US$9.75 trillion by the end of the decade. Download the full PDF here.