Men Driven Spending on Health and Wellness Rose
A new report shows American men are increasingly prioritizing beauty and wellness in their discretionary spending.
Updated on Sept. 29, 2026 in Spending
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A report from AlixPartners and CEW found that men are significantly increasing their investment in beauty, health, and wellness. In 2024, 1.6 million American men underwent cosmetic procedures, with many early adopters spending over $500 monthly on their routines.
Why it matters
The findings reveal a disconnect between consumer habits and corporate strategy, as executives continue to prioritize influencer marketing while consumers rely on personal recommendations. This shift is reshaping discretionary budgets, with 63 percent of consumers now ranking health and wellness as their top priority.
Nearly 13,000 medspas now operate across the U.S. to serve demand, while 49 percent of men report spending more than 1.5 hours daily on health and wellness activities.
The players
AlixPartners
This global consulting firm provides professional services to businesses and corporations and is headquartered in New York.
CEW
Cosmetic Executive Women is an international organization that supports the growth and leadership of professionals in the beauty industry.
The details
Sixty percent of early-adopter consumers are male, and they are 2.7 times more likely than the general population to spend $500 monthly on wellness. Additionally, 51 percent of consumers stated that GLP-1 drugs have fundamentally reset their expectations for the results they demand from health products.
Timeline
2024 marked the year 1.6 million American men underwent cosmetic procedures.
AlixPartners and CEW conducted their consumer survey from May 2026 to June 2026.
The findings were formally released in a report on September 29, 2026.
Market Dynamics
This report follows a pattern set by the rise of GLP-1 drugs, which has forced consumers to re-evaluate the efficacy of their existing health and wellness products. It signals a broader structural shift where male engagement is now a primary driver of industry growth.
Retail investors should note that the shifting demographic toward male wellness creates new opportunities for companies that pivot their marketing away from influencers toward peer-validated channels. Consumers can expect more targeted product offerings as brands attempt to capture the growing male health market.
The takeaway
The gap between executive marketing strategies and actual consumer behavior indicates that companies ignoring word-of-mouth recommendations may struggle to retain market share. Consumers should prioritize verified results from practitioners rather than relying solely on social media influencers.
Further reading
For more on evolving consumer habits, explore the Spending section.
Source note: This article includes information reported by The Manila times.
Live Poll
Do you consider spending on health and wellness a non-negotiable part of your monthly budget?
