Key stat: 23% of US adults say they’ll keep spending on health and wellness even while cutting back elsewhere—the top non-negotiable category amid rising tariffs, according to an April LoopMe survey.

Beyond the chart:

• Managing mental health (79%) and physical health (76%) are top life priorities among Gen Zers, per a June Edison Research and SiriusXM Media report.
• Supplements and vitamins are the top health and wellness service US adults regularly use (48%), followed by fitness trackers and wearables (26%), according to a March KPMG survey.

Use this chart: Marketers should use this chart to consider how their brand connects to mental and physical wellness, as consumers stay committed to health even when cutting back elsewhere.

Related EMARKETER reports:

• US Ecommerce Forecast 2025 (EMARKETER subscription required)
• Impact of Tariffs on Digital Advertising (EMARKETER subscription required)

Note: Respondents were asked, "Which of the following are you most likely to continue spending on, even when cutting back elsewhere?" This data is being featured as part of our special coverage on the impact of tariffs.

Methodology: Data is from the April 2025 LoopMe & PurchaseLoop report titled "Tariff Rapid Response Research Analysis." 15,262 US consumers ages 18+ were surveyed via mobile phone during April 15-17, 2025.