The trend: US consumers are prioritizing health and wellness more than they did in the past, according to KPMG’s Consumer Pulse Summer 2025 report.

Digging into the details: Since the COVID-19 pandemic, consumers have prioritized improving their health and wellness, possibly to boost their resilience against illness or because they had more time to focus on wellness during lockdowns.

• 49% report that their focus on health and wellness has increased at least somewhat post-pandemic.
• Just 5% have de-prioritized health and wellness in this timeframe.

People are making various changes to improve their health:

• 57% say they’re eating healthier.
• 51% increased exercise frequency.
• 34% are focusing more on sleep hygiene.
• 32% are deploying tactics to help manage their stress.

Americans are using a variety of products and services to improve their health and wellness, with supplements being the most common.

• 48% of consumers use supplements and vitamins.
• 26% use fitness trackers or other wearables.
• 24% have a gym membership.
• 15% use online workout programs
• 14%use meditation or mindfulness apps.
• 9% are currently taking a GLP-1 medication.

Why it matters: Despite economic concerns, many consumers continue to prioritize health and wellness purchases.