For the last decade, WSL Strategic Retail has watched and predicted how people think about their health and the implications it has for retail, brands, and technology.

We’ve gone from sick care to health care to self care to well care.

And now we’re helping you understand where the opportunities lie for the future (and where shoppers still need help with the basics).

Highlights:

• The health and wellness space has grown exponentially over the last decade. Now some shoppers are pushing back. Some are giving up, cutting back, trying to make it easier.
• Shoppers still want to improve their physical, mental, spiritual, and emotional health, but they’re having a hard time – especially when financial well-being comes into play.
• Key audiences – women, Gen Z, low-income households, and Black / AA shoppers – are at risk of being left behind.
• Shoppers are willing to do the work to find more personal solutions – they’re using more resources. But trust remains an issue.
• Shoppers are open to shortcuts like technology and GLP-1s to help them feel in control. But not everything, and not everywhere.

Shoppers today know their health and wellness are important, and they’re doing their best to navigate an overwhelming system. This report shows how retailers, brands, and technology can help fill in the gaps and plan both for today and tomorrow!

About this report: This report is part of the How America Shops® shopper insight series. The sample is a national online survey of 1509 household shoppers. The survey was completed in Feb. and March 2026.

If you are a subscriber, you can access the report by signing into your account.

If you are not a subscriber or would like to purchase this individual report, reach out to our Director of Insights, Rich Kaminski, through the form below!