McKinsey & Company published the report ‘The $2 trillion global wellness market gets a millennial and Gen Z glow-up’ earlier this month, showing that the wellness market is undergoing significant transformations driven by the evolving preferences of millennials and Gen Z. These younger generations are redefining wellness as a daily, personalized practice, influencing the market's direction and expanding its core categories. In this article we dive into three key segments of the wellness market covered in the McKinsey report: beauty, longevity, and mental health, highlighting the trends and consumer behaviours shaping these areas. Additionally, we will explore how these developments create opportunities for Omega-3 supplements.

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Developments in the Beauty Segment

The beauty segment within the global wellness market is experiencing significant growth and transformation. The lines between beauty and wellness are increasingly blurring, with a growing number of beauty products featuring active ingredients that offer health benefits. For instance, products containing arnica to reduce inflammation or CBD to promote calmness are becoming more popular. Additionally, there is a rising interest in ingestible beauty supplements, such as collagen gummies, which promote wellness from within.

Gen Z consumers, in particular, place a high priority on appearance, with "better appearance" ranking as the third-most-important dimension of health and wellness for this demographic. This trend is driven by social media, which has played a significant role in influencing beauty-related purchases. Spending on cosmetic procedures has also grown, with a notable increase in the number of Gen Z consumers investing in these treatments.

Looking ahead, the overlap between beauty and wellness is expected to continue growing. Effective strategies for brands include co-marketing complementary products, forging unique distribution collaborations, and partnering with technology companies to deliver personalized recommendations using generative AI.

Opportunities for Omega-3 Supplements: Omega-3 supplements, known for their anti-inflammatory properties and benefits for skin health, can be positioned as a key ingredient in beauty products. By highlighting the role of Omega-3 in promoting healthy, glowing skin and reducing inflammation, brands can tap into the growing demand for beauty products that offer health benefits.

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Developments in the Longevity Segment

The longevity segment is witnessing a surge in demand for products and services that support healthy aging. Up to 60% of consumers across various markets report that healthy aging is a top priority. This interest spans a range of needs, from supporting cognitive function to preventing chronic diseases and maintaining high energy levels.

A variety of products and services have emerged to address these needs, including skin care products targeting long-term skin health, supplements that claim to slow cellular aging, and virtual physical therapy solutions. Notably, there has been a cultural shift among younger generations to take a proactive approach to healthy aging rather than a reactive one. This means that longevity-focused products and services are appealing to both younger and older consumers.

To retain these consumers, brands should emphasize the short-term benefits of their products in addition to the longer-term merits. For example, a product that claims to improve mitochondrial function in the long term could also highlight its immediate benefits, such as higher energy levels or reduced fatigue.

Opportunities for Omega-3 Supplements: In addition to playing a role in mitochondrial health, Omega-3 supplements are well-known for their benefits in supporting heart health, cognitive function, and reducing inflammation. These properties make Omega-3 an ideal ingredient for longevity-focused products.

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Developments in the Mental Health Segment

The mental health segment is becoming increasingly important, particularly among younger generations. Factors such as burnout, climate and economic anxiety, and social media overuse have contributed to worse mental health among young people compared to older generations. However, younger consumers are actively seeking solutions to improve their mental well-being.

There are generational differences in how consumers approach mental health. While older generations tend to think of mental health solutions as those explicitly tied to treatment, such as talk therapy, younger generations are adopting a range of behaviours and making unexpected purchases in the name of improving their mental well-being. These include skin care regimens, sleep hygiene practices, fitness routines, and socializing.

One of the challenges for companies in the mental health space is achieving scale. Digital mindfulness apps have made mental health solutions more accessible, but competition is steep, and barriers to entry are low. To succeed, digital mental health players should ensure they have a clear value proposition and target specific audiences and need states. Large-scale partnerships can also help boost awareness and brand equity.

Opportunities for Omega-3 Supplements: Omega-3 supplements have been shown to have positive effects on mental health, including reducing symptoms of depression and anxiety. By promoting these mental health benefits, brands can position Omega-3 supplements as a natural and effective solution for improving mental well-being, appealing to younger consumers who are actively seeking ways to enhance their mental health.

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Conclusions:

In conclusion, all these developments highlight the dynamic nature of the wellness market and the evolving preferences of consumers across different segments. As the market continues to grow, businesses that can effectively address these trends will be well-positioned for success.

This article is based on finding from the June 2025 McKinsey & Company report ‘The $2 trillion global wellness market gets a millennial and Gen Z glow-up’:

https://www.mckinsey.com/indus...

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