Health and wellness was the only category in which consumers planned to increase their spending in 2026, according to data from CivicScience
American consumers entered 2026 in a state of economic uncertainty, which continues to be a key driving force behind spending habits. But even amid financial anxiety, wellness remains a top priority, according to a CivicScience survey on spending habits for this year.
In fact, health and wellness was the only category in which consumers planned to increase spending for 2026. In every other category — from home improvement and travel to clothing and investments — more people planned to cut back spending than those who planned to spend more, per the survey.
Within health and wellness, there’s even a divide on what categories consumers are looking to spend more on, indicating where the industry could be trending toward this year.
For those who stated they’re increasing health and wellness purchases this year, their top category was food and nutrition, with 50% expecting to spend more on healthy groceries and nutrition products, making it the top way people are investing in personal health nowadays.
Following that were increases in mental health-related purchases — including therapy and meditation apps — tied with beauty and personal care products, each coming in at 26% of consumers.
Breaking those numbers down further, you’ll see a generational divide among consumer preferences as well: Gen Z is embodying a more holistic and lifestyle-forward philosophy in their spending, spreading their funds across beauty, mental health, home wellness equipment and wellness-focused travel.
However, other data reflects that Millennials are getting in on the wellness lifestyle trend, too, investing in at-home wellness products like sleep-optimizing tech, in-home saunas and massage balls.
The data reflects an overall increased intent Americans are placing on their health and wellness in 2026.
A survey at the end of last year revealed Americans plan to spend around $60 billion in 2026 to support health and fitness goals, while over one-third of U.S. adults (38%) said they plan to make a mental health-related New Year’s resolution this year.
