The health and wellness industry has moved well beyond trend status. In the United States, it now represents one of the most influential and fastest-growing sectors of the economy – at a time when rising cost-of-living pressures, an overstretched healthcare system and a global mental health crisis are forcing individuals to rethink how they care for their bodies and minds.
Not only does wellness shape how people approach health, prevention, self-care and long-term vitality, it also drives significant economic activity, employment growth and innovation across healthcare, lifestyle and complementary therapy sectors. For practitioners, students and industry professionals, understanding the true value of the health and wellness market is not just interesting, it’s essential for making informed career and business decisions.
With the International Institute for Complementary Therapists recently launching into the US market, we’ve been closely examining how much the industry is worth, how fast it’s growing and what this expansion means for complementary therapists working across the United States. Let’s explore the numbers, the sectors driving growth and the opportunities ahead.
The rapid expansion of the health and wellness market reflects a broader shift in how individuals engage with health, prevention and long-term wellbeing. Once considered a niche, the health and wellness sector now sits at the centre of consumer decision-making, influencing everything from daily routines to healthcare spending priorities. As the health and wellness market continues to grow, demand for credible practitioners, evidence-informed care and trusted wellness solutions is rising across the United States and globally.
The United States is the world’s largest wellness economy. According to research from the Global Wellness Institute – a leading nonprofit research organization dedicated to tracking and analyzing the global wellness economy – the US wellness economy is valued at around US$2 trillion and accounts for roughly one-third of the global wellness economy. This places wellness on par with, and in some cases larger than, major industries such as pharmaceuticals, technology sub-sectors and traditional healthcare services.
What’s particularly significant is that wellness growth consistently outpaces general economic growth. While many industries fluctuate, wellness continues to expand as consumers prioritise prevention, longevity and holistic care.
This scale answers one of the most searched questions in the sector: how much is the wellness market worth in practical terms? In the US alone, it represents a multi-trillion-dollar ecosystem supporting millions of jobs and practitioners across diverse modalities. From fitness and nutrition to mental wellbeing and complementary therapies, wellness now sits firmly at the centre of modern health delivery rather than on its fringes.
When we look more closely at the US wellness market, we see that it’s not dominated by one type of service or profession. Instead, it’s a diverse ecosystem made up of many interconnected sectors, including complementary therapies, fitness, nutrition, mental wellbeing and preventive health and wellness services.
Key health and wellness segments in the US include:
Together, these segments form the broader health market, which continues to grow as consumers seek personalised, whole-person solutions rather than reactive care models.
Importantly for practitioners, complementary and integrative therapies are among the fastest-growing segments, often driven by dissatisfaction with conventional healthcare alone and a rising demand for practitioner-led, relationship-based care.
While the US wellness market is often cited as a US$2 trillion headline figure, its real significance lies in how that money moves through the economy. Unlike acute healthcare spending, much of wellness expenditure is distributed through frequent, lower-cost, repeat engagements rather than one-off interventions.
Practitioner-led services such as bodywork, nutritional support, mental wellbeing practices and integrative therapies are built into ongoing routines. Clients return weekly, monthly or seasonally, creating stable, relationship-based revenue rather than episodic care. This model supports long-term client outcomes while also sustaining small businesses and independent practitioners across local communities.
Although complementary therapies may represent a smaller share of total health spending than hospital-based care, their economic impact is amplified through continuity of care, preventative engagement and long-term behaviour change. This structure helps explain why wellness continues to grow even during periods of economic pressure. When discretionary spending tightens, consumers may reduce luxury purchases, but they continue to invest in services that help them manage stress, maintain health and prevent more costly interventions down the line.
A common point of confusion is the difference between traditional healthcare spending and wellness spending. So, how much is the health and wellness sector worth relative to conventional healthcare?
While US healthcare spending exceeds US$5 trillion annually, wellness differs in a crucial way: it is largely consumer-driven and preventative, rather than illness-focused. Wellness spending includes everything from regular bodywork sessions and herbal consultations to mindfulness apps and functional nutrition programs.
Wellness fills gaps that conventional systems cannot, supporting mental wellbeing, chronic condition management, stress reduction and lifestyle optimisation. This complementary relationship is one reason the wellness market continues to grow alongside, rather than in competition with, mainstream healthcare and healthcare providers.
For practitioners, this means wellness is not a fringe industry. It’s an essential pillar of modern health delivery, supporting prevention, long-term health management and person-centred care alongside conventional medical systems.
Mental health is no longer a niche subset of wellness. It has become one of the most influential forces shaping the size and direction of the US health and wellness market. Rising rates of anxiety, depression, burnout and stress-related conditions have significantly increased demand for mental health and mental wellness support across all age groups.
While traditional healthcare systems continue to focus heavily on acute and clinical treatment, many individuals are turning to complementary and integrative approaches for ongoing mental wellbeing support. Practices such as meditation, breathwork, somatic therapies, trauma-informed care, coaching and mind–body modalities are increasingly viewed as accessible, preventative and supportive tools for managing mental health support on a day-to-day basis.
This growing emphasis on mental wellbeing is also reshaping consumer spending patterns. Mental health is now a core consideration within wellness budgets, workplace wellness programs and lifestyle decisions, contributing meaningfully to overall market growth. For practitioners, this shift highlights the expanding role of complementary therapies in supporting emotional regulation, nervous system health and long-term resilience alongside conventional care.
Understanding how much the US wellness market is worth also means understanding who is driving that spending. Wellness consumers today span multiple generations, with particularly strong uptake among Millennial sand Gen Z, who prioritise mental support, prevention and values-aligned care.
At the same time, Gen X and older adults are increasingly investing in complementary therapies to manage chronic conditions, stress, hormonal transitions and age-related health concerns. This multi-generational demand has expanded the market well beyond early adopters, turning wellness into a mainstream health strategy rather than a lifestyle trend.
Importantly, consumers are no longer passive recipients of care. They research practitioners, compare modalities and seek practitioners who combine credibility, education and personalized support. This shift has elevated the role of qualified, recognized therapists and reinforced the importance of professional standards in a rapidly expanding market.
Several powerful forces are accelerating the US wellness market year on year. These are:
1. A shift from reactive to preventive health
Consumers increasingly want to understand their bodies, not just the “average body.” They are seeking personalized care, wellness solutions, early intervention and long-term wellbeing strategies.
This shift reflects growing frustration with reactive,symptom-focused healthcare models. Rather than waiting for illness to occur, people are investing in approaches that help them optimise energy, manage stress, improve mental wellness, increase sleep and support overall resilience. Preventive wellness is now seen as a proactive lifestyle choice, not a luxury, driving consistent demand for qualified practitioners who can offer tailored,whole-person care.
2. Rising mental wellbeing awareness
Mental wellness is now central to the broader health and wellness market, driving growth in meditation, breathwork, counselling, somatic therapies and trauma-informed care.
As conversations around mental wellness become more open and mainstream, consumers are seeking support that goes beyond medication alone. Practices that address the nervous system, emotional regulation and mind–body connection are increasingly valued for their accessibility and preventative potential. This has positioned complementary and integrative therapies as a vital part of modern mental wellness support and mental health solutions.
3. Chronic disease and burnout
Lifestyle-related conditions and burnout have created sustained demand for holistic support that addresses root causes, not just symptoms.
Long working hours, digital overload and chronic stress have left many people searching for sustainable ways to restore balance and physical and mental health. Complementary therapies that focus on lifestyle change, stress reduction, movement, weight loss, nutrition and nervous system regulation are playing a growing role in helping individuals manage long-term health challenges and avoid ongoing burnout.
4. Trust in qualified practitioners
As wellness grows, so does the need for credibility, education and professional standards, making recognized practitioner organisations more important than ever. IICT plays a key role in this landscape by providing internationally recognized membership, education pathways and professional support for complementary therapists worldwide.
From a practitioner perspective, understanding the size of the global health and wellness sector is ultimately about opportunity. It reflects growing demand for qualified, credible practitioners and the expanding pathways for sustainable, long-term careers in complementary therapies.
The US wellness economy supports:
This scale means that complementary therapists are no longer operating on the margins. They are part of a mainstream shift toward integrative, person-centred care.
For those entering the industry, the size of the US wellness market also means increased competition, making professional recognition, ongoing education and visibility critical for success.
Technology has quietly transformed how the US wellness market operates. Tele-wellness, online consultations, digital programs and practitioner-led education platforms have expanded access to care beyond geographic boundaries.
For practitioners, this has unlocked new ways to scale services without compromising quality. One-to-one consultations can now be complemented by group programs, online workshops and self-guided resources, allowing practitioners to support more clients while maintaining ethical scope and practitioner oversight.
This shift has also increased demand for practitioners who understand both clinical delivery and professional practice standards. As wellness services move online, credibility, insurance coverage and recognised membership become even more important in building trust with clients navigating an increasingly crowded digital marketplace.
Understanding how much the US and global wellness industry worth is about more than numbers. It shapes how practitioners:
A large and growing market also attracts regulation, media attention and consumer scrutiny. This is where professional bodies play a vital role in maintaining standards and protecting both practitioners and the public.
As the health and wellness industry expands, professional recognition becomes essential. IICT supports practitioners across the US and globally by providing:
For students and practitioners navigating a rapidly growing US wellness market, alignment with a respected professional organization helps build trust, confidence and long-term sustainability.
You can explore IICT membership options to see how professional recognition supports your practice.
Several areas within the wellness sector continue to show strong momentum, particularly those supported by IICT–approved modalities and training pathways:
Trauma-informed and nervous-system-focused therapies
Integrative mental health and mind-body modalities
Women’s health and hormonal wellness
Functional nutrition and gut health
Practitioner-led online education and wellness programs
Practitioners who combine clinical skill with business literacy and ethical practice are best positioned to thrive within the expanding US market.
The global health market is worth trillions of dollars, making it one of the largest and fastest-growing sectors in the world economy. It reached a record US $6.8 trillion in 2024, according to the Global Wellness Institute’s Global Wellness Economy Monitor 2025, and is projected to grow to nearly US $9.8 trillion by 2029.
This vast industry spans a wide range of industries including complementary therapies, fitness, nutrition, mental wellbeing, personal care and preventive health. What continues to drive this growth is a global shift toward prevention rather than treatment, alongside rising awareness of mental health, physical health, lifestyle-related illness and the long-term impact of chronic stress.
The US wellness market remains the global leader, driven by cultural shifts toward prevention, self-responsibility and holistic care. As healthcare systems strain under demand, wellness practitioners are increasingly recognized as essential contributors to population health.
For those working within complementary therapies, this is both an opportunity and a responsibility to uphold standards, continue learning and operate with integrity. As a global professional body, IICT supports practitioners through recognized membership, education pathways and industry resources designed to help you practise with confidence in a growing global market.
Looking ahead, the US health and wellness market shows no signs of slowing. Growth is expected to continue as healthcare systems remain under strain and consumers seek accessible, preventative support outside traditional clinical settings.
Key trends shaping the next phase of growth include deeper integration between wellness and conventional care, increased focus on mental support and nervous system regulation and stronger demand for practitioner accountability and professional recognition.
As the industry matures, the distinction between“alternative” and “mainstream” care continues to blur. Complementary therapists are increasingly recognized as essential contributors to health resilience, prevention and long-term wellbeing. For practitioners aligned with professional bodies, ongoing education and ethical practice will be critical to thriving in a more regulated, visible and opportunity-rich wellness economy.
Understanding how much the health and wellness market is worth provides a valuable perspective however real impact comes from how practitioners engage with that growth.
Whether you are a student exploring career pathways, an established practitioner refining your niche or an educator developing training courses and programs, the expanding wellness market offers real potential for meaningful, sustainable work.
If you’re ready to strengthen your professional standing within this thriving industry, explore IICT’s practitioner resources, ensure you’re appropriately insured and consider joining a community dedicated to ethical, high-quality complementary care.
Understanding how much the health and wellness market is worth provides a valuable perspective, but real impact comes from how practitioners engage with growth across the health and wellness sector.
The wellness ecosystem is growing exponentially. Make sure your practice grows with it. Are you ready to join us? Learn more about IICT, discover our exclusive insurance rates and explore the 1400+ modalities we cover.
Article written by: Kate Duncan, IICT
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Kate is the Content Writer of IICT and has been a prominent voice in the wellness industry for over a decade. Kate’s experience as the editor of two Australian health and wellness magazines offers a wealth of insights into the natural health space, which she now shares with IICT. Kate has extensively studied Yoga, Ayurveda and Massage Therapy. When she’s not working, you’ll find Kate treasuring moments with her son, surfing one of Byron Bay’s beautiful breaks or spending time in nature with her family. |