Issue Generic wellness gives way to life-stage and physiology-specific demand

Summary

McKinsey observes that broad, generic ideas of wellness are giving way to more specific demands shaped by life stage and physiology. As a result, areas that have historically received little attention are now gaining it, including perimenopause, age-related declines in testosterone, gut health, and metabolic ageing. This shift is part of the same movement that has produced targeted products such as weighted vests for women seeking to protect muscle and bone while using GLP-1 drugs. The report argues that brands should build value propositions that meet these unmet needs and segment consumers by their particular approach to wellness. It adds that serving such specific needs will call for faster, more iterative product development, supported by AI.