It’s no secret that the health and wellness industry is booming. At-home saunas, red light therapy panels, electrolytes, nontoxic cleaning supplies, beeswax candles—you name it, they are selling like hotcakes right now.
Ever since the pandemic, health and wellness has been loud in the public conversation. In the last few months, issues like eliminating artificial dyes from food have been all over the mainstream news outlets. It couldn’t be more clear: Health is hot right now.
The Global Wellness Institute reports that the global wellness economy reached a new peak of $6.3 trillion in 2023, and is anticipated to hit $9 trillion by 2028. North America leads the pack in growth, with 137 percent growth since 2019.
Even industries that aren’t specifically wellness-related are noting growth tied to health and wellness trends. The candle industry, which has historically used petroleum-derived synthetic chemicals such as paraffin and fragrance, is reporting growth opportunities in natural ingredients like soy, beeswax, and essential oils, as well as a focus on sustainability and environmental health.
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As an entrepreneur, you want to eat a piece of the (gluten-free) pie of this delicious wellness boom. But not so fast.
The wellness-minded consumer
I am a founder in this industry, and a self-proclaimed “crunchy millennial woman.” I know this target market inside and out. I want to help you understand the wellness-minded consumer.
The consumers seeking “better for you” products are educated, have disposable income, and they are very discerning. Women are driving the industry growth, as they are seeking the healthiest choices for their family. They read ingredient labels, use apps to scan barcode labels in the grocery store, swap out synthetically fragranced personal care products, and have air purifiers throughout their home.
These millennial women have the purchasing power that you want to target, and to be blunt, they can see through the BS from greenwashed companies trying to make a quick buck off of them. This target audience knows better.
3 tips to succeed in the health and wellness space
1. Authenticity is everything.
In this social media era, consumers want to see behind the curtain of companies where they buy their favorite products and services. People purchase from those they like and connect with; authenticity is key when serving consumers in the wellness space.
An authentic and relatable brand story is the cornerstone of wellness brand success and leads the consumer to develop brand trust. Imagine you have been experiencing distressing symptoms for months, and then you realize they were a result of sensitivity to synthetic fragrances. One night you scroll through Instagram and find a reel of a soap company founder telling her story; and it’s exactly what you have been experiencing. You have now been intimately connected through your shared experience and you want to buy this founder’s soap for the rest of your life. Just like that, the soap company now has a loyal brand advocate because of their authentic brand story.
In stark contrast is a company like Bath & Body Works, part of L Brands. In the 1990s, they created their brand concept around a fictional character named Kate. Bath & Body Works knew that Kate was instrumental in helping them connect with their customers on an emotional level; they knew that consumers want to buy from a Midwestern mom who creates her products from fresh ingredients on her farm. In 2025, fictional Kate is out and real founders with compelling stories are in.
2. Ingredient transparency is non-negotiable.
Ok great, you have a wonderful founder story that you have been shouting from the rooftops to connect with your like-minded audience. You’ve been talking the talk, but do your product ingredients actually walk the walk? If you have a product-based business, your ingredients have to meet the standards that health-conscious consumers are looking for.
When gaining the trust of the discerning customer, complete ingredient transparency is non-negotiable. Sorry, manufacturers, no more hiding behind “trade-secret” and “proprietary blends” in products. Today’s consumer wants to know exactly what they are bringing into their homes and exposing their families to. This generation watched large trusted companies stumble with scandals like the Johnson & Johnson baby powder talc fiasco. Trust has to be earned with complete ingredient transparency.
A great example of this is the fragrance and “natural flavors” loophole. A rising number of consumers know that the fragrance term is a catch-all for up to 3,000 different chemicals and compounds that do not have to be disclosed. If you are targeting the health and wellness space, you better be ready to share all of the ingredients in your fragrances and flavors. Otherwise, you will not win the trust needed to make the sale.
3. Third party certification is the icing on the cake.
Having an unbiased assessment of a product’s ingredients and safety leads to increased trust. Certified Organic, MADE SAFE, EWG Verified, and the Non-GMO Project seals on products provide consumers trust that the companies did their due diligence and took care in the product sourcing, formulating, and manufacturing.
According to a 2019 NSF online poll, 85 percent of consumers polled trusted third-party certifications. In stark contrast, only 32 percent trust claims made by celebrities and influencers.
To the discerning customer, celebrity endorsements are out, and third-party certifications are in.
As an entrepreneur, it is easy to get caught up in rising health and wellness trends, and want to jump in quickly to take advantage of the momentous growth. I hope this article enlightens you about these smart and discerning customers. To succeed in this industry, trust and authenticity are key. Through an authentic brand story, complete ingredient transparency, and third-party certifications, you can truly come out on top in the health and wellness space.
3 Ways to Authentically Target the Booming Wellness Industry
