Fitness gear, supplements and athleisure are soaring as consumers, especially Millennials and Gen Z, prioritize self-care
The retail industry is undergoing changes as shopping preferences dramatically shift. The fitness and wellness industry, though, stands as an exception as it bucks reduced consumer spending patterns seen in other sectors.
Justin Grooms, the president of Bolt, a leading e-commerce optimization platform, shares insightful observations on these emerging behaviors driving this sector’s growth, offering a window into the modern consumer’s evolving mindset.
Prioritizing Self-Care: ‘A Durable Trend’
According to Grooms, even as shoppers cut back on nonessential purchases, the fitness, health and wellness category is experiencing a significant surge both in order volume and frequency.
“We’re seeing people open up their wallets not just for basic essentials, but for products that enable self-investment,” Grooms told Athletech News. Unlike purchases that have been constricted, such as high-end apparel or luxury goods, fitness and wellness have proven durable — and even experimental, he said.
An explanation for this trend? People are becoming more aware of their health and the choices that support it. Grooms said this awareness isn’t confined to a particular demographic.
“Even family members I never thought would care about things like the ingredients in their food or the environmental impact of their purchases are now investing in treadmills, finding gyms and paying attention to wellness trends,” he said. “It’s almost cultural now.”
Brands and retailers across the board are noticing this shift. The consumer trend toward athleisure, fitness equipment, supplements and green shipping options indicates that people are dedicated to self-care practices, which they experience as both individualized and environmentally friendly, according to Grooms.
Wellness as the New Luxury
Grooms reveals how younger generations, including Millennials and Gen Z, are redefining luxury and luxury experiences. Younger demographic cohorts view wellness as a demonstration of their self-care priorities rather than an extravagant practice.
“High-spending individuals now view health investments as their most prestigious status symbol,” Grooms said. And this mindset extends far beyond celebrities or influencers. “Everyday consumers now use their $100 Vuori shorts and customized supplement purchases to show off their success to the public,” he noted.
The market shift also demonstrates a broader cultural trend where consumers select products that align with their individual lifestyle choices and moral values. Grooms said the data shows the same patterns in athleisure. Long popular in metropolitan hubs such as San Francisco and San Diego, brands like Vuori and Lululemon are now expanding their reach to traditionally non-athleisure geographies, like suburbs in the D.C. area.
“Guys who used to dress in sport coats to their kids’ football games are now showing up in premium activewear,” Grooms said.
Wellness has evolved from being a specialized field to become a fundamental element of modern consumer behavior, which combines health considerations with personal style and social standing.
Personalization Drives E-Commerce Success
The changes in consumer behavior patterns have also forced retailers and brands to change their e-commerce strategies. Grooms said personalization stands as the defining feature that makes shopping experiences successful.
“People want their interactions to respect their time, their preferences and their values. They don’t want a big flashy experience — they want one that feels bespoke and tailored,” he said.
Grooms said greener shipping methods also present another layer of personalization. Online marketplaces are providing customers with delivery options that match their requirements through their ability to select fewer packages and slower combined deliveries instead of quick delivery services. Shoppers maintain their preference for convenient shopping, but they actively pursue more sustainable and efficient shopping alternatives.
This shift also plays out in product offerings.
“We’re seeing huge growth in categories like fitness gear, supplements and athleisure brands,” Grooms said. “The market provides an ideal chance to sell health-focused products because customers actively look for both premium quality products and items that align with their personal values.”
Why It Matters
Grooms emphasized that these shopping patterns aren’t fleeting. The increasing consumer demand for health, sustainability and personalized experiences indicates a movement away from material possessions toward self-investment.
“Instead of draping themselves in luxury goods, people want to show off how well they’re taking care of themselves,” he said.
The health and wellness sector provides future shopping trend insights despite current economic challenges facing the U.S. Thoughtful purchases that last, along with customized experiences, will establish themselves as the defining consumer trends of the future rather than short-lived excess. The data collected by Grooms and other industry leaders shows that health and wellness is a permanent lifestyle change rather than a passing trend.
