The news: The gap between the 93% of US consumers who prioritize wellness and the 38% satisfied with their overall well-being presents opportunities for retailers and brands across a range of categories, per Circana.

As consumers focus on their physical, mental, emotional, and social well-being, wellness is influencing purchases well beyond traditional health and fitness products, from the mattresses they sleep on to the hobbies and creative activities they pursue.

Why it matters: Even as consumers become more selective about discretionary spending, wellness remains a priority. Spending on wellness, which Circana defines broadly to encompass products well beyond traditional health categories, is expected to rise 5.2% this year to $1.16 trillion.

That aligns with a YouGov survey that found 31% of US adults are spending more on health and wellness than a year ago, compared with 13% spending less. Another 20% say they are very or somewhat likely to spend more over the next 12 months.

Wellness spending also appears relatively resilient to financial pressures. Just 21% of US adults say they would cut spending on health and wellness services if their finances or the economy worsened, compared with 46% who would reduce dining out, 37% who would cut leisure and entertainment, and 32% who would spend less on apparel, per an ICSC survey.

But wellness alone doesn't mean consumers will pay a premium. Retailers still need to demonstrate meaningful benefits.

The strategy: Retailers and brands don't necessarily need new products to capitalize on wellness interest. Instead, they can show how existing offerings support shoppers’ well-being.

In categories like beauty, that connection is relatively straightforward. Target Beauty Studio, for example, features wellness-oriented brands like Tula Skincare, which emphasizes its doctor-founded roots and prebiotic formulations alongside resources that help shoppers find products aligned with their goals. Grocers can similarly group protein-rich foods and drinks to appeal to consumers focused on nutrition.

But the opportunity extends to less obvious categories. A mattress brand like Saatva, for example, can promote restorative sleep while highlighting its use of organic cotton, eco-conscious materials, and alternatives to fiberglass and certain chemical flame retardants.

Hobby and bookstores can also tap into consumers' wellness priorities. Some 30% of consumers use hobbies or creative activities to recharge emotionally, 34% turn to reading, and 43% spend time outdoors, per Circana. That gives retailers opportunities to emphasize the relaxation, enjoyment, and connection their products provide and reposition them as important investments in well-being.

Recommendations for brands and retailers:

1. Identify authentic wellness connections. Highlight benefits that genuinely align with consumers’ wellness priorities, whether that’s skin health, relaxation, or social connection.
2. Make those benefits easy to recognize. Use curated displays, packaging and signage, and digital content to show how products fit into consumers’ wellness routines, particularly when that connection isn't immediately obvious.
3. Equip employees to communicate value. Train associates to explain relevant wellness benefits, answer questions, and recommend products based on shoppers' individual goals. Knowledgeable employees can help turn a broad interest in wellness into a compelling reason to buy.