Signal Health and wellness is a top splurge category for only about 8% of consumers

Summary

Not every fast-growing category becomes something consumers splurge on, and McKinsey uses health and wellness to make the point. Although wellness is gaining importance in consumers' lives, only about 8 percent of all respondents named it as their top choice for an extra 200 dollars. By comparison, vacations and dining out drew considerably larger shares in the same survey. McKinsey reads this as a sign that wellness now works as a baseline priority rather than an indulgence. People appear to treat it as a routine part of life rather than a reward. For wellness brands, positioning as a treat may therefore resonate less than positioning as an everyday essential.