A 2025 Check-Up on the Health + Wellness Industry
In the last five years, the health and wellness industry has experienced a significant transformation, from personalized nutrition, to the rise of telehealth, to a growing emphasis on marketing transparency. The consumer is becoming more integral in everyday decisions across all industries.
What has changed and what is continuing to take priority in today’s health and wellness sector?
1. Clarity + Personalization
Transparency is no longer optional. As Kelly Deen, Chief Commercial Officer at kencko, shared in an interview, customers now expect brands to clearly explain what’s in their products, where ingredients come from, and how things are made. If a brand can’t confidently answer those questions, they risk losing trust.
With AI embedded across nearly every aspect of health marketing, building consumer trust is more critical than ever.
This goes hand-in-hand with the growing demand for personalization. One-size-fits-all solutions are fading. Instead, consumers want supplements, nutrition, and fitness programs tailored to their individual needs. Wellness brands that prioritize both personalization and transparency are already gaining ground.
Read more in “A Check-up on the Health + Wellness Industry.”
2. Mental Health is a Priority
In 2025, holistic health has taken center stage. That means physical wellness is only part of the equation—mental and emotional well-being are essential. According to Jamie Eslinger, former SVP of Marketing at The Little Gym & Snapology, families are especially prioritizing preventive health and investing in services that support the whole person, from kids to parents.
Alternative therapies, integrative nutrition, and emotional wellness platforms are seeing more traction than ever. The brands that listen to emotional needs (and build care into their messaging) are breaking through.
3. Technology Meets Accessibility
AI, smart wearables, and telehealth continue to reshape how consumers manage their health. And that’s a good thing, especially when these tools help people stay proactive. But there’s one major concern: accessibility.
A study by Cornell University pointed out that not all digital health solutions are inclusive, especially for individuals with disabilities. As healthcare becomes more tech-enabled, brands must design tools and platforms with accessibility in mind or risk leaving entire segments behind.
4. New Rules Are Rewriting Health Marketing
With growing scrutiny over how pharmaceutical and wellness brands advertise, marketers are navigating an evolving regulatory landscape. Amid rising concerns around public trust, Adweek recently reported that discussions about banning pharmaceutical TV ads are gaining momentum in Congress.
That means marketing teams will need to shift focus. Expect to see brands investing in educational content, long-term engagement, and community-building to earn trust.
From personalized nutrition to inclusive tech and emotionally intelligent marketing, the health and wellness industry is evolving rapidly. If you're a brand in this space, the way forward is clear:
Build trust through transparency
Embrace holistic care
Stay human—even as you go digital
Prioritize accessibility and equity
Stay ahead of regulatory changes
At Setup, we help brands in health, wellness, and beyond connect with the right agency partners to bring these strategies to life. If you're looking to sharpen your marketing in this space, get in touch with our team here.
In the last five years, the health and wellness industry has experienced a significant transformation, from personalized nutrition, to the rise of telehealth, to a growing emphasis on marketing transparency. The consumer is becoming more integral in everyday decisions across all industries.
What has changed and what is continuing to take priority in today’s health and wellness sector?