Data is a scarce resource in the Wellness industry. The Global Wellness Institute (1) provides the best, most comprehensive data, in our opinion. Other data sources provide insights.
For example, Mckinsey & Company provides occasional market insights; the table below coming from a recent paper. (2) The definitions used for the categories are in the original article; here we are interested in the variations across countries.
Table formatted to be viewed in landscape:
| Wellness spending by category, (a) % of annual spending on wellness products and services |
| USA | Germany | U.K. | Japan | China | Brazil | |
| Health | 50.1 | 43.1 | 47.8 | 52.4 | 43.5 | 64.6 |
| Appearance | 20.1 | 22.3 | 24.9 | 29.7 | 23.1 | 12.8 |
| Fitness | 13.8 | 27.8 | 16.0 | 10.6 | 17.9 | 11.9 |
| Nutrition | 9.2 | 4.1 | 8.5 | 5.1 | 11.1 | 4.9 |
| Mindfulness | 6.3 | 2.2 | 2.5 | 1.6 | 2.9 | 5.3 |
| Sleep | 0.6 | 0.4 | 0.3 | 0.6 | 1.5 | 0.5 |
| Note: (a) Question: Approximately how much money have you spent on each of the following in the past 12 months? Survey conducted in August 2020 |
| Source: McKinsey & Company, Conceptasia, May 2021 |
Relative to the other countries, consumers in the US prioritize mindfulness, Germans prioritize fitness, Japanese prioritize appearance, Chinese prioritize nutrition and sleep, and Brazilians relatively prioritize health. In particular, the relative spend by Germans on fitness stands out.
We detailed the Japanese approach to beauty in the J-Wellness theme paper for the 2020 Global Wellness Trends. (3) To quote from that report:
Reflective of an exacting quality in all matters, J-Beauty is about long-term reliability. This includes an anti-ageing focus and a simplified beauty regime backed by science. All of this is the antithesis of “fast fashion.” In Japan, purity and deep cleansing are culturally based, with morning and evening bathing rituals having supported the original cleansing oils popularized by Shu Uemura.
Today’s daily routine is typically double cleansing followed by an essence lotion (a clear liquid that hydrates and preps), a serum (a watery liquid with beneficial, usually natural ingredients), and a moisturizer. Facial masks are a weekly activity. Since layering is at the core of J-Beauty, most of the products are of a very light texture resulting in super-hydration of the skin. The goal is effervescent skin, “bihaku,” a bright skin tone, and the elimination of sun-related skin damage. Products emphasize natural, functional, nontoxic, sustainable ingredients.
Relatively low priorities currently could be opportunities for market development.
Japan has relatively low priorities in Fitness and Mindfulness. For the latter, please see our Why meditation apps have struggled in Japan. A fitness article is in preparation.
References
- The GWI website is https://globalwellnessinstitute.org/
- https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market