The wellness sector, also known as wellness, has stood out as one of the fastest-growing markets in the world. According to a study by the Global Wellness Institute (GWI), between 2020 and 2022, the sector generated approximately US$5.6 trillion. With consumers increasingly concerned about physical and mental health and quality of life, this trend not only drives new businesses but also influences the behavior of future generations.
The pursuit of a balanced life has boosted sectors such as healthy eating, gyms, health monitoring technologies, alternative therapies, and self-care practices. This scenario reflects a cultural shift, where well-being is now seen as an investment rather than just a luxury.
“The new generations are growing up in an environment where concern for well-being is a priority from an early age. This means changes in consumption and how they view the companies behind the products. They consume what aligns with their mindset and lifestyle,” highlights Rodrigo Sangion, CEO of Les Cinq Gym.
The impacts of this change are visible across various sectors. The beauty industry, for example, has been heavily influenced by the growth of natural cosmetics and the clean beauty concept, with consumers becoming increasingly demanding about ingredients and manufacturing processes. In the food sector, the demand for functional and organic products is growing rapidly, pushing brands to invest in healthier ingredients, traceability, and transparency. The fashion world is also reinventing itself with the rise of athleisure, a trend that combines comfort and style to cater to an audience that prioritizes well-being in daily life. “It’s no longer a niche market. Wellness has become a central pillar of modern consumption, redefining what it means to live well,” adds Sangion.
With this new mindset, brands that want to stand out will need to go beyond offering innovative products; it will be essential to adopt values aligned with this culture. Sustainability, transparency, and personalization are some of the factors already influencing purchasing decisions and will become even more decisive in the coming years.
“Future generations were born into a world where well-being and technology go hand in hand. For them, caring for health, the mind, and the planet is not a passing trend but a necessity,” says the entrepreneur.
Wellness not only drives the global economy but also redefines the relationship between brands and consumers. “The future of consumption is increasingly focused on well-being, and companies that can interpret this trend will be ahead in this new era,” concludes Rodrigo Sangion.
