Health and wellness spending remains resilient as consumers prioritize nutritious foods, supplements, fitness, and longevity. Social media is accelerating demand and discovery. But misinformation and rising pressure tied to the pursuit of wellness are reshaping how brands, retailers, and healthcare companies compete.

Key Question: What’s fueling consumer spending in health and wellness, and what does this growing enthusiasm signal to brands and retailers?

Key Stat: Consumers worldwide said AI tools and social media health influencers have more sway than physicians on their decisions regarding diet and nutrition, vitamins and supplements, and wellness and longevity, according to a March 2026 Edelman survey.