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The men’s health and wellness market is projected to double, reaching nearly $3 trillion by 2030, according to a new report, a proactive care shift driven by younger males

The global men’s wellness market is exploding, defying a long history of male reluctance to go to the doctor or take proactive measures to support their health. 

Now, men are more health-conscious than ever, as male consumers increase spending across fitness, nutrition, personal care, mental health and telehealth services. Valued at $1.42 trillion in 2024, the global men’s health and wellness market is projected to reach $2.88 trillion by 2030, according to a new Research and Markets report.

Spending across fitness and wellness has become a top priority among all consumers. Even amid economic uncertainty and inflation that leads to tightening budgets, health and wellness remained the only category where people were willing to increase their spending in 2026, data from CivicScience showed.

For men specifically, demand is increasing for personalized nutrition, dietary supplements, tech-enabled health monitoring, telemedicine, skincare and cosmetics, fertility solutions and mental health support.

Beauty and personal care claimed the largest market share in 2024, fueled by changing grooming standards, emerging fashion trends and greater acceptance of male self-care — all on display even more thanks to social media.

Moving forward, however, men’s focus is increasingly shifting to nutrition, the report highlighted. The health and wellness food category is expected to record the fastest growth through 2030, as men — especially younger consumers — are dialing in on nutrition, weight management, fitness and physical appearance, spending on functional foods, supplements, personalized meal plans and related services.

Another emerging trend among wellness-conscious men is sexual wellness, the report found, as the market category continues growing.

More men are looking for that personalized plan that helps them better dial in their health needs, fueling the rise of male-focused brands like Gameday Men’s Health, which offers men hormone therapy — as more men look to add testosterone to their health care regimen — weight-loss support, supplements, peptides and more.

Wearable tech is another factor shifting male consumer spending habits, with more men enabled to monitor progress, track biometrics and personalize their routines based on those factors to further optimize their wellness.

With that in mind, it’s no surprise that online sales had for the largest piece of the global men’s health and wellness market in 2024, forecasted to achieve the fastest growth during the outlook period, driven by the rise of telehealth and other online marketplaces.

Younger Men Catapult the Wellness Shift

Millennials and Gen Z are leading the way in changing how men perceive wellness, as the most health-conscious generations yet. They place a high priority on wellness, making them more likely to spend on fitness, wellness, nutrition, personal care and preventive care. 

As generations that spend a considerable more time online as well, their purchasing habits are also influenced by social media, where wellness trends run rampant and content creators promote new products every day.

The outcry from younger men to prioritize health is leading to shifts that don’t just impact purchasing habits, but legislation as well. Earlier this year, lawmakers pushed forward a bill that would establish an Office of Men’s Health within the U.S. Department of Health and Human Services, aimed at “conducting, supporting, coordinating and promoting programs and activities to improve the state of men’s health” in the U.S.

Companies Leading the Market

The report also identified several companies leading the way in the growing men’s wellness market, including:

  • Koninklijke Philips N.V.
  • L’Oréal S.A.
  • The Procter & Gamble Company
  • Unilever PLC
  • Herbalife Ltd.
  • Nestlé S.A., including The Bountiful Company
  • Abbott Laboratories
  • Hims & Hers Health, Inc.
  • Equinox Group
  • Amway Corp.
  • David Lloyd Leisure Limited
  • Anytime Fitness Franchisor, LLC
  • Vitabiotics

The global wellness market as a whole is on track for serious growth in the coming years. Last year, it hit a new record peak at $6.8 trillion, surpassing other major global industries, including tourism (valued at $5 trillion) and sports ($2.7 trillion), according to The Global Wellness Institute.

GWI estimates the wellness industry will reach $9.8 trillion by 2029.

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