A mid-year consumer study released in 2025 by NielsenIQ reveals significant shifts in health and wellness behaviors among Americans, indicating a growing trend toward proactive and personalized health management. The report highlights how U.S. consumers are increasingly prioritizing long-term health outcomes and demanding more transparency, especially when it comes to food and supplement labeling. This shift is particularly notable in the willingness of many Americans to invest over $100 per month in products and services that support their physical and mental well-being.
One of the most significant findings of the NielsenIQ study is the rising demand for clarity and evidence-based claims within the wellness industry. As more consumers become health-conscious, there is a notable increase in skepticism towards broad, generalized health claims, particularly those made by companies promoting products without sufficient scientific backing. This growing awareness has led to a greater emphasis on clear communication about ingredients, sourcing, and the benefits of wellness products, with many consumers seeking brands that can substantiate their promises with reliable data and research.
This evolving consumer behavior reflects a broader national trend toward personalized and informed health decisions. Americans are no longer solely relying on traditional healthcare options but are seeking ways to optimize their health through a combination of nutrition, mental health services, physical fitness, and holistic wellness practices. This shift has driven significant growth in industries such as health supplements, fitness tech, mental health apps, and personalized nutrition plans, as consumers embrace solutions that cater to their unique health needs and goals.
The report also indicates a stronger interest in services that provide long-term health benefits rather than quick fixes. Many consumers are turning toward preventive health measures, including regular fitness routines, nutritional counseling, and mindfulness practices, to maintain well-being and prevent future health issues. This proactive approach is not only reshaping individual health choices but also influencing the overall wellness marketplace, prompting companies to adapt by offering more tailored, transparent, and science-backed products and services.
Overall, the NielsenIQ study underscores a fundamental shift in how Americans approach wellness in 2025. With a focus on evidence-based products, transparency, and personalized health strategies, consumers are increasingly taking control of their well-being, shaping a new era of health-consciousness in the marketplace. As these preferences continue to evolve, businesses in the wellness sector must adapt to meet the growing demand for transparency, quality, and long-term health benefits.