As wellness transitions from aspiration to business infrastructure and continues to converge with technology and healthcare, brands are propelled by innovations in digitally enabled personalisation and medical-grade offerings. Integrated product-service ecosystems and science-led credibility unlock new value, with premium differentiation defined by scientific rigour and continuous consumer engagement across touchpoints.
Delivery
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Key Findings
Wellness shifts from aspiration to structural growth engine
Wellness has shifted from aspiration to a business infrastructure priority, blurring boundaries between FMCG industries, technology and services. This convergence is reshaping value creation, competing spaces and partnerships, while increased fusion with the medical domain is redefining consumer engagement and the notion of credibility.
Functionalisation moves from claim expansion to outcome precision
Product development and marketing are moving away from broad-based positioning and ingredients/claims stacking towards targeted formulations delivering specific physiological and psychological outcomes. Winning brands focus on bioavailability, delivery systems and life stage relevance, while injecting more scientific rigour and medical backing.
Digitalisation and technology become must-have operational capabilities
Wearables, diagnostics and AI are transforming wellness from tracking to measurable and predictive health insights, enabling real‑time personalisation and claims substantiation. Value increasingly lies in integrated data loops, from diagnostics to recommendation to refinement, rather than products or tech in isolation.
Adjacent service‑led propositions reshape the competitive landscape
Commercial scale is moving beyond products into service‑enabled platforms spanning diagnostics, coaching, telehealth and experiential formats. Brands now compete on their ability to facilitate end‑to‑end journeys, not on product innovation incrementality.
Competitive advantage hinges on business model evolution
Sustained growth will come from structural model transformation, combining credible science technology capabilities, services and partnerships. Improved conversion, personalisation and loyalty will rely on increasingly connected platforms which balance premium experiences with accessibility.
Why read this report?
Key findings
Wellness reshaped by blurred boundaries and interconnected business models
Business of wellness and longevity
Robust wellness economy with distinct momentum in technology and services
Wellness becomes an infrastructural growth engine across every business
Business of wellness and longevity: Key growth and expansion levers
Function-led innovation drives further category blurring and benefit cross-pollination
Medical-grade claims and advanced longevity focus underpin reformulation strategies
L'Oréal takes cues from “functional hydration” and extends longevity-led formulations
Kate Farms formulates for women on GLP-1 with specific protein needs
IM8 Pro dietary supplements advance into clinical-grade healthspan support
Further precision and specialisation to bring enhanced premium differentiation
Integration of new operational models for measurable and predictive health insights
Social and GenAI-first discovery transform engagement and brand responsibility
Nu Skin evolves its scanner technology with Prysm iO intelligent wellness device
Amazon’s Health Benefits Connector bridges health guidance, content and commerce
Oura addresses gender health gaps with new proprietary women’s health LLM
Augmenting propositions through targeted product - diagnostics - guidance fluidity
Service-led adjacencies redesign consumer wellness journeys
Building experiential wellness through partnerships, medical grounding and accessibility
Niagen Biosciences: From in-clinic to D2C via telehealth and at-home formats
Nestlé Health Science store blends retail, service and data-led personalisation
Estée Lauder Skin Longevity Institute translates science into service-based experiences
From stand-alone product to experience-centric value as a new growth lever
Business of wellness and longevity: How to win
Questions we are asking
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