The Top 40 Health & Wellness Trends of 2025

First, here’s a look at the fastest-growing health & wellness topics of the past year:

Now, let’s move beyond keywords to explore the top health & wellness trends that our analysts have identified will shape 2025 & 2026.

Sleep optimization

For decades, sleep was treated like a leftover—whatever was left after work, screens, and stress. Now, it’s the main event, driving a number of new sleep trends.

Sleep optimization has quietly become one of the most mainstream health upgrades. The shift started with awareness: people began to connect the dots between poor sleep and their everyday habits—like that evening glass of wine or the 3pm espresso. Once invisible, these disruptors are now tracked, scored, and shared thanks to wearables like the Oura Ring and WHOOP, which turned rest into a measurable metric, not a mystery.

And with data comes incentive. Instead of bragging about pulling all-nighters, people now swap recovery scores and deep sleep stats. Rest is no longer framed as laziness—it’s reframed as a form of discipline. A luxury health investment. A way to perform better, think clearer, live longer.

The cultural shift is visible in product shelves, too. From magnesium gummies to cooling mattresses, consumers are engineering their environments for deeper, more restorative sleep. Not as an indulgence, but as a foundation.

Women's health

After decades of underfunding and stigma, women’s health is finally entering a more serious chapter—and estrogen therapy, one of the largest healthcare trends, is one of its leading examples.

Once pushed to the sidelines after early-2000s studies raised alarm bells, estrogen therapy is being reexamined through a more nuanced lens. For women under 60 or within 10 years of menopause onset, recent research shows it can ease hot flashes, night sweats, vaginal dryness, and even cognitive symptoms like brain fog and mood swings. The shift is part of a broader reevaluation of menopause—not as a passive decline, but as a stage that can be actively managed.

But estrogen therapy is just one part of a wider movement. Fertility services, sexual health products, and cycle-tracking tools have all grown rapidly in the past decade, fueled by both technological advances and shifting cultural expectations. Women now expect precision care across every life stage—from contraception to perimenopause and beyond.

And the demand is only increasing. By 2030, over one billion women worldwide will be postmenopausal. New delivery formats like patches and gels make treatment safer and more accessible, while startups and legacy health players alike are racing to fill long-ignored gaps in care.

What we’re seeing isn’t just a comeback of hormone therapy—it’s a reframing of women’s health as a dynamic, lifelong category.

Personalized health

Most people don’t want to be told what’s healthy—they want to be shown what’s healthy for them.

Personalized health has become the new baseline, fueled by the rise of wearables and advancements in AI that turn vague advice into daily, digestible metrics. It’s no longer enough to say “get more sleep” or “eat better.” Devices like WHOOP, Apple Watch, and Oura Ring translate recovery, heart rate variability, and sleep cycles into scores, streaks, and nudges. Health has been gamified—and users are playing to win.

At the same time, a trust gap is widening. Many consumers don’t feel seen by traditional healthcare. One-size-fits-all guidelines often miss the nuance of personal routines, genetics, or goals. Personalized tools offer a sense of control and clarity—without the wait times, gatekeeping, or generic advice.

This shift isn’t just about data. It’s cultural. Sharing biometrics online—whether glucose curves, sleep stats, or cortisol dips—has become normalized in wellness and fitness communities. In these circles, optimization isn’t a phase. It’s an identity.

In the end, personalized health isn’t just a trend in wearables. It’s part of a broader shift: from being told what to do, to learning how to listen to yourself.

Somatic wellness

For years, healing meant talking. Now, it often means breathing, plunging, or shaking.

Somatic wellness—practices that use the body to process emotional states—is gaining ground as many seek alternatives to conventional mental health approaches. Breathwork, cold plunges, and sound baths are no longer fringe—they’re filling gyms, group classes, and even corporate wellness programs.

Part of the shift is disillusionment. Many feel that talk therapy intellectualizes pain without fully resolving it. Somatic practices offer something different: immediate feedback from the body. Nervous system language—like “fight-or-flight” or “regulation”—has become common shorthand, reframing anxiety and trauma as physiological experiences, not just psychological ones.

Books like The Body Keeps the Score and the rise of TikTok therapists have mainstreamed the idea that trauma is stored in the body. That pain can linger not just in thoughts, but in posture, breath, and movement. And that healing might require physical release, not just reflection.

These ideas are now deeply embedded in mental health trends, which increasingly center on regulation over reflection and body-based practices over purely cognitive ones. What’s emerged is a culture of DIY regulation. Cold plunges are morning rituals. Sound baths are social events. Breathwork apps are downloaded like meditation once was.

This isn’t just a shift in how people heal. It’s a redefinition of where healing begins: not in the mind, but in the body.

Sexual health

Sexual health used to be whispered about—now it’s merchandised.

Once confined to awkward clinic visits or hidden pharmacy shelves, sexual wellness is being reframed as a routine part of self-care. From libido-boosting gummies to hormone-balancing powders to pelvic floor trainers, these products now sit comfortably alongside sleep aids and stress supplements. The message isn’t provocative—it’s practical.

Part of what’s driving this shift is access. Telehealth platforms like Hims, Hers, and Ro have made treatment discreet and direct, while DTC brands have removed the stigma with minimalist packaging and casual, influencer-driven marketing.

At the same time, consumers are seeing sexual health less as an isolated issue and more as part of a broader system. Libido is now talked about as a barometer of stress. Fertility as a long-term planning tool. Hormones as daily performance drivers. This convergence has blurred the lines across supplement, nutrition, and healthcare trends, where adaptogens like ashwagandha show up in products positioned for mood, energy, and desire alike.

This isn’t just about sex. It’s about control—about making the invisible visible, and turning private health into something proactive, trackable, and increasingly normalized.

Healthy aging

People are living longer—and aging differently.

For boomers, longer life expectancy means more active years to plan for. For younger consumers, it’s a cue to start earlier. “Healthy aging” has become less about reversing time and more about extending function—physically, cognitively, and aesthetically. The focus isn’t immortality. It’s mobility, clarity, and autonomy.

This shift shows up everywhere. In supplement trends, creatine and collagen are no longer just for bodybuilders or beauty—it’s about maintaining muscle mass and joint health into your 70s. In fitness trends, resistance training is being reframed as fall prevention. And in nutrition trends, interest in protein timing, anti-inflammatory foods, and cellular repair is rising—not as a diet, but as a strategy for healthspan.

The tone has changed, too. “Anti-aging” language is falling out of favor, replaced by “longevity,” “resilience,” and “function.” It’s not about youth—it’s about staying capable.

What used to be reactive (treat the disease, cover the wrinkle) is now proactive: people are optimizing decades before symptoms show up. Healthy aging, in that sense, is less a phase of life than a mindset. And increasingly, it starts young.

Gut health

Once confined to fiber ads and probiotic yogurt labels, gut health has expanded into something much bigger: a wellness frontier with implications for the brain, mood, metabolism, and more.

What’s driving it isn’t just digestive discomfort—it’s the emerging science around the gut-brain axis. Researchers have found that the microbiome plays a role in regulating neurotransmitters like serotonin and dopamine, leading to new theories about how diet can influence anxiety, depression, and even cognition. That idea—food as a mental health tool—has captured public attention.

Consumers aren’t just adding kombucha or kefir for digestion anymore. They’re reaching for fiber-rich snacks and prebiotic sodas with the hope of improving focus, sleep, and emotional balance. Interest in gut health has become so widespread that it now ranks among the top nutrition trends.

Reddit threads and wellness forums are filled with stories from people who tried everything—therapy, medication, meditation—before adjusting their diet and seeing unexpected mental shifts. Whether those results are placebo or biochemically grounded, they’re real enough to drive behavior.

As wellness continues to merge with neuroscience, the digestive tract has quietly become a site of self-optimization.

High protein

Protein has moved from the margins of bodybuilding culture to the center of the grocery store. Once reserved for powders and bars sold in specialty shops, it now shows up in cereals, chips, and even ice cream—rebranded for everyday life, not just the gym.

Much of the momentum comes from health-conscious consumers looking to simplify. Protein carries a health halo that spans goals: weight loss, muscle maintenance, blood sugar stability, and even aging well. Unlike fat or carbs, it’s rarely villainized. It’s functional, familiar, and increasingly built into routine foods.

Weight management plays a central role. High-protein foods are consistently linked to satiety—helping people feel full with less. This effect isn’t just theoretical; many consumers report that protein-heavy meals reduce the urge to snack and make calorie tracking feel less like a chore.

Convenience is also critical. The rise of high-protein snacks—grab-and-go yogurts, jerky, RTD shakes—caters to people who want healthier options without cooking or planning. It’s food that fits into time-strapped routines without compromising on health goals.

Importantly, the audience has expanded. Once targeted at athletes and dieters, high-protein foods are now marketed to office workers, parents, older adults, and Gen Z shoppers who see protein not as a performance booster, but as a daily baseline, leading it to become one of the top diet and nutrition trends.

Fertility services

For the first time ever, more American women have kids in their thirties, driving significant changes in baby and parenting trends. The shift to later births is both a cause and effect of more women in the workforce, and it has increased demand for fertility-related services—one of the largest women’s health trends today.

76,000 women froze their eggs in 2018, up a staggering 15x from 2013. Now, companies like Kindbody partner with companies to offer healthcare benefits like in-vitro fertilization and egg freezing, a much-discussed benefit at big tech companies like Google and Facebook.

Companies have two reasons for offering these benefits. Most clearly, benefits tend to be specifically appealing in a way that cash compensation is not: they invite someone to imagine a specific scenario where those benefits would make a difference in their lives. More cynically, since the cost of recruiting new employees is high, and since some people leave the workforce either temporarily or permanently after having kids, offering healthcare benefits that encourage having kids later can be a profitable choice.

Many HR leaders report that this is particularly impactful for companies that are trying to improve their diversity numbers and that fertility benefits give them both a way to attract more women and a way to reduce attrition. Historically, egg freezing was primarily for women undergoing chemotherapy or radiation therapy but has since expanded into a way to have more control over when to have kids.

Weight management

Originally developed to manage type 2 diabetes, Ozempic has rapidly gained traction as one of the largest healthcare trends for something else: weight loss. Its active ingredient, semaglutide, mimics a gut hormone that regulates appetite—leading many users to report reduced hunger, fewer cravings, and sustained weight loss over time.

The results are notable. Clinical trials have shown that weekly semaglutide injections can lead to a 10–15% reduction in body weight, levels typically associated with bariatric surgery. That degree of effectiveness, paired with relatively low lifestyle disruption, has driven widespread adoption which mirrors the rise of Botox, one of the largest beauty trends, in becoming a quietly ubiquitous treatment.

What’s especially striking is the scale. An estimated 13% of U.S. adults have now used a GLP-1 drug like Ozempic, marking an unusually fast uptake for a prescription medication. In online forums, many users share that they’ve tried multiple diets with little long-term success—and see Ozempic as the first intervention that meaningfully curbed appetite and stabilized results.

While the long-term effects are still being studied, Ozempic’s rise reflects a shift in how weight management is approached—less about willpower, more about biology. It signals growing demand for medical tools that move beyond traditional advice and offer tangible, trackable outcomes.

Rising healthcare demand

Healthcare systems around the world are entering a period of sustained pressure—not because of a sudden crisis, but because of overlapping long-term healthcare trends.

First is demographics. In the U.S., adults over 65 now make up nearly 1 in 6 people, and that number is rising. Aging populations bring higher rates of conditions like arthritis, heart disease, and cognitive decline, all of which require consistent, often complex care.

Layered on top of that is chronic illness. Roughly 60% of U.S. adults live with at least one chronic condition. These aren’t short-term episodes—they’re ongoing needs, demanding continuous management through appointments, prescriptions, and monitoring.

Then there’s the aftermath of pandemic-era disruptions. Preventive care—cancer screenings, regular checkups, early diagnostics—was delayed or skipped for millions. That backlog is now re-entering the system, often with worsened conditions that require more urgent or intensive treatment.

Taken together, these forces are reshaping demand not only in volume but in type. Healthcare is no longer about acute, episodic care—it’s about sustained, coordinated support for aging, chronic, and recovering patients.