Wellness Consumers Prioritize Authenticity and Transparency
As spending grows, consumers increasingly seek out evidence-based health products that align with their personal identity.
Updated on Oct. 21, 2026 in Wellness
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Do you prioritize brand authenticity over lower prices when choosing wellness products for your daily life?
A new report from Strategy& Middle East highlights that wellness is increasingly central to consumer identity, with nearly 95% of people planning to maintain or boost their spending on health products. This global shift is driving significant revenue growth for companies that prioritize brand authenticity.
Why it matters
Wellness is moving from a discretionary expense to a core part of personal lifestyle, changing how consumers evaluate and purchase health goods. This trend suggests that shoppers are increasingly looking for scientific evidence and transparency rather than relying solely on price points.
A survey of 3,000 consumers across six markets found that 55.2% of UAE residents now view wellness as a major identity pillar, compared to 44.2% three years ago. While benchmark firms saw 10% annual revenue growth, the impact of specific wellness interventions remains under investigation.
The players
Strategy& Middle East
A global strategy consulting firm that provides research on market trends and business performance.
The details
Successful wellness brands are moving toward membership and coaching models to foster repeat engagement and progress tracking. Companies are finding that integrating scientific validation and transparent claims is essential to capturing the interest of consumers who highly align with wellness. This strategy appears to be paying off, as benchmark wellness companies achieved average EBIT margins of 12%, significantly higher than the 7% average for the wider market group.
Timeline
2022-2025: Benchmark wellness companies saw 10% annual revenue growth.
2024-2029: The wellness market is projected to grow by 7.6% annually.
- 2026-10-20
Strategy& Middle East published the consumer wellness report.
Health Landscape
The global market for wellness products and services is on a trajectory to exceed $9.75 trillion by 2030. These findings follow a pattern set by the 2024-2029 global wellness market growth forecast, highlighting an industry-wide transition toward evidence-based and identity-driven care.
As companies shift toward more transparent and science-backed claims, you may find it easier to evaluate the credibility of the health products you use. If you are uncertain about the efficacy of a new wellness service, it is worth discussing the scientific basis of their claims with your doctor.
The takeaway
Wellness is increasingly central to modern life, with most individuals prioritizing health spending as a reflection of their personal identity. When choosing products, look for brands that provide clear evidence and measurable goals to ensure you are investing in credible health support.
Further reading
For more on evolving health habits, explore the latest trends in Wellness.
Source note: This article includes information reported by Gulf Daily News Online.
Live Poll
Do you prioritize brand authenticity over lower prices when choosing wellness products for your daily life?
