Where health is headed: U.S. wellness trends to watch in 2026

As the United States enters a pivotal moment for wellness, the health landscape of 2026 is already taking shape. The conversation is shifting from reactive care to proactive, whole-person approaches. Consumers are more informed, complementary therapy practitioners more specialised and the boundaries between prevention and performance continue to blur. For wellness professionals in this space, understanding where the market is heading is no longer optional – it’s essential for staying relevant, credible and confidently positioned for the future.

The overall market for health and wellness is substantial, with the global wellness market valued at approximately $2 trillion and growing at about 10% per year. This rapid growth highlights the increasing importance and influence of wellness trends within the broader industry landscape.

This deep dive explores the most influential wellness trends shaping the US market in 2026, with insights designed for practitioners, complementary therapists, educators and health-conscious consumers. It also highlights how professional membership bodies like the International Institute of Complementary Therapists (IICT) are supporting the next generation of wellness leaders through education, recognition, credibility and community.

The health and wellness industry in 2026

The global wellness industry has moved well beyond spa culture and lifestyle aspiration. In the US, it is now a sophisticated ecosystem encompassing preventative healthcare, mental wellbeing, integrative therapies, digital health tools and practitioner-led services. Wellness represents more than $500 billion in annual spending in the United States, growing at 4 to 5 percent each year. Additionally, 84% of US customers say wellness is a “top” or “important” priority, reflecting the significant value placed on health and wellness. Consumers expect evidence-informed options, transparency and personalization when it comes to their health and mental well being.

In 2026, wellness is no longer an “add-on” to healthcare – it is a primary lens through which people manage their lives. The industry is organized into distinct segments and lines, such as personalized skincare and preventive medicine, which help businesses target and meet the diverse needs of customers. This evolution is being primarily driven by rising chronic disease rates including asthma, blood pressure and diabetes, increased consumer awareness regarding health and wellness, mental health, burnout culture and a growing distrust of one-size-fits-all solutions. As a result, complementary and integrative practitioners are playing a more visible role in mainstream health conversations.

For professionals working within the global wellness economy, this means higher expectations, stronger demand for credentials and greater opportunities for collaboration across all modalities.

Wellness trends defining the US market

From generic advice to personalized health pathways

One of the most important wellness trend is the move toward personalization at scale. Consumers are seeking tailored protocols based on genetics, lifestyle data, microbiome testing and emotional wellness survey and assessments. This shift reflects a desire for agency and relevance. People want to understand their body, not just the average body or one-size-fits-all solutions.

Hyper-personalization in health now leverages genomics and advanced wearable devices to deliver real-time, data-driven insights into individual health. In 2023, the use of wearable tech and AI-driven apps for tracking and personalizing health plans became widespread, allowing users to receive recommendations based on their unique data.

Practitioners who can interpret data through a holistic lens are increasingly valued. Education that integrates science, intuition and client communication is becoming a differentiator, which is why professional development and accreditation matter more than ever. Resources such as professional membership pathways help practitioners meet these rising standards.

AI, digital tools and wearable technologies are also being used to monitor for early signs of health issues, such as changes in vital signs or stress signals, enabling earlier diagnosis and intervention.

Preventative care as a core value

Preventative health is no longer niche. US consumers see prevention as both a cost-saving and quality-of-life strategy. There is a growing demand and emphasis on early disease detection and prevention, with advanced diagnostic tools helping to identify health issues at an early stage for better outcomes and more personalized treatments.

In 2025, health trends shifted toward personalized, proactive and holistic lifestyles, integrating mental and emotional health as key components of overall wellness. This focus on prevention is not just about avoiding illness, but also about living longer and improving healthspan through longevity-focused routines and products. This has accelerated demand for nutrition therapy, stress management, sleep optimization and mind-body practices – all areas where accredited complementary therapists excel.

This growing trend is reshaping how services are packaged and delivered, favoring long-term client relationships over quick fixes.

Current health trends influencing consumer behavior and the global wellness economy

Understanding current health trends helps practitioners anticipate client needs and design services and treatments that deeply resonate. Consumers are increasingly motivated to buy wellness products, especially those that are longevity-oriented and aim to enhance their healthspan. Additionally, the importance of wellness experiences such as personalized programs, wellness retreats, nature-based activities and digital self-care, continues to grow, shaping consumer behavior and fostering deeper engagement.

According to our research at IICT, we have observed the following wellness trends:

Mental health integration

Mental health and emotional well being are no longer treated separately from physical health. Anxiety, trauma and nervous system regulation are central to wellness conversations, driving interest in modalities such as somatic therapy, breathwork, mindfulness and energy-based practices.

Importantly, consumers are seeking practitioners who can work ethically within their scope while collaborating with allied health professionals when needed. This integrated approach is strengthening trust in complementary therapies across the US market.

This shift also reflects a broader cultural recognition that mental health solutions and support should be accessible, preventative and woven into everyday care, not reserved for moments of crisis. As stigma continues to ease, people are more willing to explore complementary approaches that support mental health alongside clinical care, creating space for collaborative, whole-person models that honour both evidence and lived experience.

Community-centered health and wellness

Loneliness and social disconnection have emerged as major health risk factors. In response, group programs, community-based healing and practitioner-led circles are gaining traction. These models not only support client well being but also create sustainable income streams for practitioners.

Professional networks like global practitioner communities play a key role in supporting this shift by fostering connection and shared learning.

Nutrition and diet: The evolving foundation of health and wellness

Nutrition and diet are rapidly becoming the cornerstone of wellness in 2026, as consumers demand more personalized and evidence-based approaches to their health. No longer satisfied with generic dietary advice, people are seeking nutrition plans tailored to their unique needs, lifestyles and even genetic profiles. Recent surveys reveal that 75% of consumers now view nutrition as essential to their overall wellness and 60% actively seek out evidence-based information to guide their choices.

This shift is fueling the growth of the functional foods and supplements market, which is forecast to expand at a robust 7.5% CAGR from 2025 to 2030. As aging populations focus on maintaining their health and vitality, the role of nutrition in preventing chronic diseases – such as heart disease, diabetes and certain cancers – has never been more relevant.

The boundaries between food and medicine are beginning to blur, with many individuals seeking holistic solutions that address both immediate needs and long-term wellness goals. This evolution is driving demand for personalized nutrition, functional foods, health and wellness products and targeted supplements that deliver real, measurable benefits. As the market continues to grow, practitioners and businesses that can provide credible, evidence-based guidance will be best positioned to meet the evolving needs of today’s wellness-focused consumers.

Gut health

Gut health is emerging as a central pillar of this nutrition-led wellness movement, with growing awareness of the gut’s role in digestion, immunity, inflammation and mental well being. Often described as the body’s “second brain,” the gut microbiome is now understood to influence everything from energy levels and metabolic health to mood and stress resilience. As a result, consumers are increasingly prioritising gut-friendly diets rich in fibre, fermented foods and prebiotics, alongside targeted supplements such as probiotics, postbiotics and digestive enzymes to support optimal gut function.

This heightened focus on gut health and wellness is also reshaping how people approach chronic conditions and preventative care. Rather than addressing symptoms in isolation, individuals are seeking integrated strategies that restore balance within the gut as a foundation for overall health. For practitioners, this presents an opportunity to offer personalized, evidence-informed guidance that connects nutrition, lifestyle and complementary therapies. As research continues to uncover links between gut health and conditions such as autoimmune disease, metabolic disorders and mental wellbeing, the gut is fast becoming a focal point for long-term, whole-person wellness strategies.

Fitness and recovery: Redefining movement, meditation and rest

The landscape of fitness and recovery is undergoing a profound transformation as consumers seek more personalized, effective and holistic approaches to movement and rest. Wearable and health monitoring devices, such as fitness trackers and smartwatches, are now essential tools for 45% of consumers, helping them monitor activity, track progress, health metrics and set wellness goals with precision. This data-driven approach is empowering individuals to take control of their health and optimize their performance.

At the same time, alternative therapies like meditation and yoga are becoming mainstream in the health industry, with 30% of consumers incorporating these practices into their daily routines to manage anxiety, improve cognitive function and support overall wellness. This shift is also reflected in the rapid uptake of mindfulness apps, which are increasingly used to support stress management, sleep quality and emotional regulation through guided, accessible digital tools. The importance of recovery and rest is also gaining recognition, as 25% of consumers now seek evidence-based strategies to enhance sleep quality and reduce stress.

Athletes and fitness enthusiasts are leading the way in adopting precision nutrition and personalized supplements, aiming to accelerate recovery and maximize performance and enhance cognitive function. The wellness market is responding with innovative solutions designed to meet these evolving needs, from advanced recovery tools to tailored supplement regimens.

Collaboration is also on the rise, with wellness businesses and healthcare providers forming partnerships to deliver integrated care that addresses physical, emotional and mental health. As the wellness market continues its rapid growth, expect to see even more creative solutions and partnerships emerge, each designed to help consumers achieve their goals and improve their quality of life through evidence-based, personalized care.

Wellness trends reshaping professional practice in the global wellness economy

Several wellness industry trends are directly influencing how practitioners operate, market their services and build long-term careers. The expansion of wellness services, including coaching and therapy, reflects growing consumer interest and spending in this area. However, the industry also faces significant issues, such as regulatory gaps, misinformation and consumer safety concerns related to unproven health practices and products. The regulatory and market environment plays a crucial role in shaping professional practice, ensuring credible information, consumer trust and effective oversight within the wellness sector.

Credentialing and trust signals

As the complementary therapies market grows, so does scrutiny. Consumers want assurance that their practitioner is properly certified, trained, insured and aligned with professional standards. Accreditation, clear scopes of practice and quality education are becoming non-negotiable trust signals.

Organizations like IICT that offer practitioner recognition, insurance and ethical frameworks help elevate the entire sector, supporting both consumer confidence and practitioner credibility.

Education as a business strategy

Education is no longer just about skills – it’s about sustainability. Staying updated with the latest industry knowledge and practices is crucial for maintaining relevance and competitiveness in the evolving landscape of health trends. Practitioners who invest in learning how to communicate value, navigate regulation and adapt to market changes are better positioned for long-term success. Access to tools like industry insights and resources enables professionals to stay ahead of change rather than react to it.

Latest health trends shaping the future of care

Several wellness trends are set to influence how wellness is experienced and delivered in the US this year. There is a growing demand for authentic, practitioner-led wellness, with clients seeking qualified professionals, evidence-informed modalities and ethical, sustainable practices they can trust.

At the same time, the rapid growth of wellness products and online advice has highlighted the risks of misinformation and inconsistent standards, increasing the need for clear practitioner credentials, recognised training and professional oversight. This shift is reinforcing the value of recognised memberships, ongoing education and trusted industry frameworks ensuring complementary therapists can practise with confidence while clients receive safe, informed and effective care.

Technology as a support, not a replacement

Digital health tools such as apps, wearable devices and AI-assisted assessments are rapidly evolving and becoming embedded in wellness routines. However, consumers are clear: technology should enhance human care, not replace it. Practitioners who can integrate health tech insights while maintaining a relational, client-centered approach will stand out.

Values-driven consumer choices

Sustainability, ethical sourcing and social responsibility are increasingly influencing wellness purchasing decisions. Clients want to know not just what works, but how it impacts the planet and wider community. Brands that respect consumers' time and attention by creating meaningful, intentional experiences are building deeper trust and emotional connections. Additionally, the ethical sourcing and quality of wellness goods are becoming essential factors for consumers. This values alignment is shaping brand loyalty and practitioner selection alike.

Health trends and the role of professional bodies

As wellness trends continue to evolve, professional organizations play a critical role in setting standards, supporting practitioners and educating the public. These bodies often consider international standards, including those established in Australia and Europe, to ensure best practices are met across different regions. In a crowded and sometimes confusing marketplace, trusted professional membership bodies like IICT help differentiate credible practitioners from unregulated offerings. It is essential that these standards and practices are regularly updated to reflect the latest developments and maintain relevance.

IICT’s focus on education, insurance access and global community building positions it as a stabilizing force within the health and wellness industry, ensuring practitioners can grow with integrity while meeting the expectations of modern clients.

What this means for practitioners and wellness consumers

The convergence of personalization, prevention, mental wellness and ethical practice defines the next chapter of the health and wellness industry trends landscape. For practitioners, the opportunity lies in deepening expertise, strengthening professional alignment and embracing collaboration. For consumers, it means greater access to informed, holistic care that respects individuality.

In this evolving landscape, organizations such as IICT play a vital role in supporting both practitioners and the public. By recognizing qualifications, promoting training and education and upholding professional standards across complementary therapies, IICT helps ensure practitioners can practise with confidence while consumers can engage with wellness services that are ethical, credible and grounded in professional accountability.

Stay ahead of the wellness curve with IICT

The US wellness landscape is changing rapidly and 2026 will reward those who are prepared. Whether you are a practitioner seeking professional recognition, a student exploring a career in holistic health or a wellness-conscious consumer looking for trusted guidance, IICT offers education, community and support to help you thrive.

Join a global network committed to ethical practice and the future of health and wellness. Explore IICT membership, resources and training opportunities today and be part of shaping what health and wellness becomes next.

Are you ready to join the wellness revolution? Learn more about IICT, discover our exclusive insurance rates and explore the 1400+ modalities we cover.

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Article written by: Kate Duncan, IICT

About the Author:

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.