How Younger Generations in the US Are Shaping Wellness

Wellness is no longer a niche indulgence. It’s a cultural priority. In the US alone, wellness now represents more than $500 billion in annual consumer spending, growing at a steady 4%–5%per year.

Globally, the trend is clear: 84% of US consumers consider wellness a “top” or “important” priority, with younger generations leading the way. Nearly 30% of Gen Zers and Millennials in the United States say they are prioritizing wellness “a lot more” compared with one year ago, versus just 23% of older generations.

And the shift isn’t just in mindset; it’s reflected in spending power. Gen Zers and Millennials make up 36% of the US adult population yet account for 41% of annual wellness spend. In contrast, consumers aged 58 and older represent 35% of the population but only 28% of spending.

TRYBE data further supports this trend, highlighting clear generational differences in spa and wellness spending. Between January and August 2025, 18–24 year olds spent an average of $108 per booking, compared with $76 for 45–54 year olds; a 42% difference. Spending steadily decreases with age: 25–34 year olds average $91, and 35–44 year olds average $83.

Beyond spa-specific data, broader health and wellness research reinforces this divide: Gen Z households spend roughly 2.8x more on fitness than Baby Boomers, while millennials spend about 2.5x more.

But it’s not just how much is being spent, it’s what people are spending on. Wellness consumption is shifting away from the traditional spa toward more experiential and diverse formats, such as:

These shifts present opportunities across industries. From health-focused leisure facilities to innovative consumer appliances designed around wellness. Younger consumers are diversifying their wellness spend, while older generations remain more focused on essentials.

The spa and wellness industry is now at a generational crossroads. Gen Z and millennials are setting the pace: driving higher spend, demanding innovation, and redefining what wellness means. At the same time, older generations remain a steady and loyal base.

For brands, the message is clear: wellness is essential, and consumers are willing to invest in it. Businesses that adapt to the diverse needs of these emerging consumer segments will be best positioned to thrive in the next wave of wellness growth.