Global Consumers Prioritize Authenticity in Wellness Market
A new Strategy& Middle East report finds that personal identity is driving a significant shift toward value-based wellness spending.
Updated on Oct. 20, 2026 in Wellness
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Do you prioritize brand authenticity over lower prices when choosing wellness products for your daily life?
Wellness has become a central component of personal identity for consumers worldwide, with 55.2% of individuals in the UAE now identifying with wellness lifestyles. This shift is fueling a global market expansion projected to exceed $9.75 trillion by 2030.
Why it matters
Consumers are increasingly seeking brand authenticity and scientific validation over lower prices, forcing businesses to evolve their models toward memberships and subscription-based progress tracking. This trend underscores how deeply wellness habits are being integrated into daily life and long-term individual decision-making.
Benchmark wellness companies achieved 10% compound annual revenue growth from 2022 to 2025. Additionally, 94.7% of the 3,000 global survey respondents expect to maintain or increase their wellness spending over the next 12 months.
The players
Strategy& Middle East
This is a global strategy consulting business that operates as part of the PwC network to provide strategic advice to corporations.
The details
Companies are shifting strategies to integrate credible expertise and transparent performance claims to meet the demands of highly aligned wellness consumers. Roughly 84% of respondents engage in healthy eating and 81% participate in fitness activities at least weekly, signaling a move toward subscription-based service models.
Timeline
Benchmark wellness companies grew revenue by 10% annually between 2022 and 2025.
The Strategy& Middle East report was published on October 20, 2026.
The global wellness market is forecast to grow 7.6% annually from 2024 to 2029.
The Big Picture
This story follows the findings established by the Strategy& Middle East report on consumer wellness preferences, which documents a clear pivot toward identity-driven purchasing.
As companies shift toward progress tracking and coaching, users may find their personal health data increasingly integrated into brand subscription ecosystems. Consumers can expect more emphasis on transparent health claims when making their next wellness purchase.
The takeaway
Consumers are increasingly treating wellness as a core pillar of their identity rather than a series of isolated purchases. To stay aligned with this market, prioritize brands that offer transparent, evidence-based services that track your individual health milestones.
Further reading
For broader trends in personal health trends and industry shifts, explore our Wellness section.
Source note: This article includes information reported by Gulf Daily News Online.
Live Poll
Do you prioritize brand authenticity over lower prices when choosing wellness products for your daily life?
