The global men’s health and wellness market is entering a period of significant expansion as consumers increase spending on fitness, nutrition, personal care, mental well-being and digital health services. Valued at US$1.42 trillion in 2024, the market is projected to reach US$2.88 trillion by 2030, representing a compound annual growth rate of approximately 12% from 2025 to 2030.
Post-pandemic health awareness, changing social attitudes and growing interest in preventive care are reshaping men’s purchasing decisions. Demand is increasing for personalized nutrition, dietary supplements, technology-enabled health monitoring, telemedicine, skincare, fertility solutions, emotional wellness services and cosmetic products. Social media, online communities, celebrity endorsements and influencer marketing are also improving awareness of men’s health issues and encouraging consumers to adopt healthier lifestyles.
Men’s Health and Wellness Market Segmentation
By Type: The market is segmented into beauty and personal care, physical activity, health and wellness food, wellness tourism and other categories. Beauty and personal care held the largest market share in 2024, supported by changing grooming standards, emerging fashion trends and greater acceptance of male self-care. Social media has further accelerated demand for skincare, grooming and cosmetic products designed for men.
Health and wellness food is expected to record the fastest growth through 2030. Younger male consumers are increasingly focused on nutrition, weight management, fitness and physical appearance, driving demand for functional foods, supplements, personalized meal plans and related wellness services.
By Distribution Channel: Online sales accounted for the largest share of the global men’s health and wellness market in 2024 and are forecast to achieve the fastest growth during the outlook period. Digital platforms provide convenient access to health information, virtual consultations, subscription services and wellness products. This accessibility is particularly attractive to consumers with demanding schedules or those who prefer not to visit traditional healthcare facilities.
Offline channels, including pharmacies, fitness centers, wellness clinics, specialty retailers and department stores, remain important for consumers seeking in-person guidance, product testing and professional services.
Regional Market Outlook
North America led the global men’s health and wellness market in 2024. Regional growth is supported by high disposable income, strong health awareness, demand for premium wellness products and increasing interest in personalized services. Consumers across the region are adopting tailored nutrition, fitness, grooming and healthcare solutions based on individual needs and lifestyle goals.
Asia Pacific is expected to register the fastest compound annual growth rate through 2030. Innovations in targeted drug therapies, regenerative medicine and minimally invasive treatments are improving outcomes for a range of men’s health conditions. Expanding middle-class populations, urbanization and digital commerce are also increasing access to wellness products and services.
China is positioned for continued growth as social media, celebrity endorsements and online retail influence consumer preferences. India’s men’s grooming industry is also expanding rapidly, supported by evolving perceptions of masculinity, rising disposable income and stronger demand for personal care products.
Key Market Growth Drivers
Millennial and Gen Z consumers are playing a central role in the expansion of the men’s health and wellness industry. These groups are generally more health-conscious than previous generations and are more willing to spend on fitness, wellness experiences, nutrition, grooming and preventive care. Their purchasing behavior is also influenced by digital communities, social values and a preference for personalized products.
Additional growth drivers include the expansion of e-commerce, rising disposable income, changing societal norms, increased awareness of men’s skincare and the growing popularity of wellness tourism. Technology is further supporting the market through wearable devices, health applications, remote consultations and data-driven wellness programs.
Market Challenges
High product and service costs may limit adoption, particularly for premium supplements, specialized foods, boutique fitness memberships and advanced wellness treatments. Societal stigma surrounding mental health, sexual wellness and self-care also remains a barrier in some markets. Companies must additionally address competition from unisex brands and differentiate products developed for specific men’s health needs.
Emerging Men’s Wellness Trends
Sexual wellness is becoming an increasingly prominent market category as consumers place greater emphasis on sexual health, satisfaction and quality of life. Other important trends include growing demand for thermal and mineral springs, spa services, personalized nutrition plans, adaptogens, herbal supplements and mindfulness programs.
The integration of digital devices across the health and wellness sector is expected to create further opportunities. Wearable technology, connected fitness equipment, virtual healthcare platforms and mobile wellness applications enable consumers to monitor progress and access personalized support. Celebrity partnerships and influencer campaigns are also expected to remain influential in shaping brand awareness and purchasing decisions.
Competitive Landscape and Recent Developments
The global men’s health and wellness market is fragmented, with companies competing across nutrition, personal care, fitness, digital health and medical devices. Leading participants are pursuing product launches, geographic expansion, collaborations, mergers and acquisitions to increase market share and strengthen their presence in emerging categories.
Key companies operating in the market include:
Koninklijke Philips N.V.
L’Oréal S.A.
The Procter & Gamble Company
Unilever PLC
Herbalife Ltd.
Nestlé S.A., including The Bountiful Company
Abbott Laboratories
Hims & Hers Health, Inc.
Equinox Group
Amway Corp.
David Lloyd Leisure Limited
Anytime Fitness Franchisor, LLC
Vitabiotics
In February 2025, Unilever partnered with former professional football player Marshawn Lynch to launch two Dove Men+Care Whole Body Deodorant sprays: Marine + Blue Cypress and Fig + Suede. The products were developed to address odor across the body and respond to a consumer awareness gap identified by Dove Men+Care research, which found that 63% of men were unaware of comprehensive body-odor solutions.
As consumers broaden their focus beyond traditional fitness and multivitamin products, the men’s health and wellness market is expected to benefit from sustained demand for accessible, personalized and technology-supported solutions through 2030.
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