The wellness category remains healthy even during a pandemic. Global sales of fitness, nutrition and a variety of related products and services totals $1.5 trillion and is growing 5-10% a year, according to a new study by McKinsey & Company. In a recent survey of 7,500 consumers in six countries, McKinsey found 79% of respondents said wellness is important, and 42% consider it a top priority. Moreover, consumers in every market reported a substantial increase in the prioritization of wellness during the past two to three years.

Although wellness is broadly defined, McKinsey found six categories that most interest consumers: Better health, better fitness, better nutrtition, better appearance, better sleep and better mindfulness. In the better appearance category, consumers seek natural/clean products in skin care, cosmetics, multivitamins, subscription food services and sleep enhancers. Consumers overwhelmingly indicate a preference for natural/clean products, particularly in Brazil and China. In the case of dietary supplements, consumers around the world said, by 41% to 21%, that if they had to choose between more natural supplements and more effective ones, they would choose the more natural option. Same with skin care: by 36% to 21%, consumers said they would choose the more natural option over the more effective one.

The natural ingredients debate within the cosmetics industry continues to grow among suppliers, formulators, retailers and regulators. Happi reports on the wellness segment throughout the year, and we'll have an update in our May issue, but for now, check out this recent article on the topic.