The $2 trillion global wellness market continues to boom, with redefined customer profiles and new trends driving opportunities for brands. For the fourth year running, McKinsey unveils the industry's key growth drivers and challenges after surveying 9,000 consumers in China, Germany, the United Kingdom, and the United States.

Young people place more importance on well-being than their elders.

" Younger generations, in particular, are increasingly prioritizing wellness," the McKinsey report states. For example, 30% of GenZ in the United States say they prioritize this sector more than a year ago, compared to 23% of older generations. This trend is correlated with the burnout and poorer overall health reported by younger generations, who are also much more exposed to health-related content on social media.