What’s more covetable than a new lipstick or face cream? Living longer.
Longevity is set to dominate the wellness sector in 2025, according to Euromonitor International’s ‘Top Global Consumer Trends 2025’ report. The data analytics firm’s survey of more than 40,000 consumers showed people are making intentional changes within their wellness routines for the betterment of their future selves, with the goal to live healthier for longer. Many now believe they’ll be healthier in the next few years than they are now (52 per cent agreed with this statement, in comparison to 46 per cent in 2023) and that’s because they're investing in “preventative, specialised solutions”, according to the report.
As the industry moves into 2025, brands can tap into that consumer demand by scaling product and technology innovations that support this view of wellness. The areas in play: digital health and fitness tracking, NAD+ supplements — understood to support skin cell repair and integrity — and a women’s health sector poised for development.
At the centre of the interest in longevity are smart devices and apps to track fitness and health. In 2024, Gen Z and millennials were the highest adopters: 27 per cent of Gen Z consumers surveyed wear trackable devices, up from 18 per cent in 2020, 22 per cent in 2022 and 24 per cent in 2023). Similarly, 33 per cent of millennials wore a wearable this year, up from 27 per cent in 2020, 31 per cent in 2022 and 29 per cent in 2023. Euromonitor predicts double-digit growth between 2024 and 2026 as younger consumers pursue wellness tracking to establish stronger well-being routines early on.
Leading players in the space such as Apple, Oura, Whoop, Flo and Garmin already have technologies that provide users with real-time data tracking and analysis covering everything from exercise and glucose levels to sleep, hormonal and stress cycles. But opportunities remain. Artificial intelligence integrations could refine accuracy and expand tracking capabilities to offer real-time insights that consumers can monitor to guide behaviours. For example, AI could detect mobility patterns with the aim of preventing joint-related concerns in the future.
The supplement market is also rising. Euromonitor International projects global sales of vitamins and supplements to reach $139.9 billion by the end of 2025, up from $127.2 billion in 2024 as consumers turn to the category to address targeted concerns from physical changes to mental well-being and nutritional support. The ingredient standout? NAD+, which is already being explored by skincare brands like Dr Sam Bunting and Intuisse, and supplement brands such as Artah and Victoria Health. The coenzyme — used in IV drip form by celebrities including Jennifer Anniston, Kendall Jenner and Hailey Bieber — has hit the mainstream as the number of online products labelled NAD+ nearly tripled from 409 to 1,137 as of August 2024, according to the report.
Elsewhere in the report, Euromonitor outlines maternal and menopausal care within the women’s health category as a sector ripe for brand innovation. “Previously taboo or underserved areas — like sexual wellness, mental well-being and women’s health — are now becoming a more critical component of the wellness journey,” said Euromonitor’s global health and beauty lead Irina Barbalova in a ‘Women’s Health’ whitepaper published in May 2024. Women’s health is growing at a faster rate than the overall supplement category, however, the majority of consumers feel underserved as innovation across skincare and wellness wanes in this space.
Some advancements the company highlights in the whitepaper, include the feminine hygiene brand Issaviva, which partnered with Joylux in 2023 to create an at-home device that uses red-light therapy to tighten and rejuvenate vaginal tissue by encouraging collagen and elastin production, supporting menopause management. For new and expectant mothers, digital therapeutic platforms like Mamalift offer a personalised behavioural health platform to provide tools and trackers to help reduce and alleviate anxiety and the risk of postpartum depression. The trackers (including sleep, mood and activity) officiated by health coaches and trained therapists, help women navigate the changing life cycle of motherhood.
To stay relevant in 2025, brands will need to develop targeted selfcare products and tailor solutions to address specific, life-stage consumers or unmet needs.
This article has been since been updated with 2023 data and survey results.
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