Wellness today is more than kale smoothies and yoga—it’s a $7 trillion dollar global industry.
But with every scroll through TikTok and trip down the supplement aisle, it gets harder to tell what’s real and what’s just good branding. We’ve seen what’s trending, but how much is hype? And what’s really resonating with consumers as they shop in pursuit of a healthier, happier life?
Fetch has the receipts – literally. With millions of real purchases captured through our app every day, we know consumer spending better than anyone. And that means we can see how wellness is showing up in the wild—from better-for-you versions of indulgent treats to creative ways to hit your protein macros.
About Fetch Finds:
Fetch Finds is a new consumer insights program from America’s Rewards App, where real people share real purchases in real time. Unlike reports that rely on projections or approximations, Fetch Finds is powered by verified first and zero-party purchase data from millions of consumers and billions of receipts, including cash transactions most other platforms miss. Patented artificial intelligence and machine learning technology captures all channels and categories with SKU-level precision.
With each report, Fetch Finds digs into the data and delivers deep insights into consumer behavior that you won’t find anywhere else.
Probiotic sodas are gaining market share. Fun branding, less sugar and digestive benefits seems to be a winning combination with consumers. It’s still a relatively small subcategory, but sales share grew from 1.32% to 2.51% YOY, largely taking share from regular soda (-2.06% YOY).
- Sales: +96.2% YOY
- Household adoption: +60.9% YOY
- Units: +105.3% YOY
- Repeat purchasing +14.28% YOY
Only 2.85% of consumers exclusively buy probiotic sodas—Gen Z is most likely to do this (5.5%), followed by Millennials (3.3%).
- 64.5% buy all types of sodas (better-for-you, traditional regular, and traditional diet).
- 31.4% buy a combination of probiotic and traditional regular sodas (no diet).
- 1.1% buy only better-for-you and traditional diet sodas (no regular).
Despite widespread inflation, the average price per unit actually decreased (-4.43% YOY) likely due to promotional strategies.
Trends aren’t just for the coasts. It’s heartland states and rural areas that are seeing the fastest growth: Oklahoma (+68.7% YOY), Maine (+66.5%), Montana (+50.1%), and Puerto Rico (+36.89%).
Alcohol alternatives are trending. Non-alcoholic beer and wine sales are trending up (+17.6% units YOY) with Gen Z and Millennials overwhelmingly driving category growth. But for Boomers and the Silent Generation, interest in alcohol alternatives is on the decline.
Have we hit peak seltzer? Wildly popular over the last few years as healthier alcoholic alternatives, the subcategory is now declining sharply (-9.2% units YOY), on pace with beer (-9.2%) and faster than wine (-7%).
Spirits (+6.74%), wine (+4%) and malt beverages (+3.91%) seem to be hanging on, while hard ciders are down (-2.12%).
Consumers are demanding more from their drinks. Functional beverages, AKA drinks that provide a benefit beyond just tasting good and quenching thirst, significantly outperform the overall beverage market (+16.9% YOY vs. -0.14% YOY).
Millennials are driving growth in virtually every category, but their impact is particularly strong in protein shakes and powders. Gen Z, interestingly, is overwhelmingly driving growth in loose-leaf tea (same with drinkable yogurt). And the Silent Generation is driving growth in wellness shots, with some help from Boomers.
Moo-ve over, traditional milk and ice cream. Low-calorie, dairy-free or low-sugar frozen desserts are dramatically outpacing growth compared to the traditional versions (+19.7% YOY vs. +1.7% YOY). Alternative milks are on the rise, too, with oat and coconut leading the pack.
Demographic differences in the dessert aisle? Baby Boomers buy the most better-for-you ice cream (+5.68% above average). Meanwhile, Gen Z consumers have turned their backs on sherbet (-20% YOY).
Eggs? Turns out, they’re egg-sential. Despite severe price hikes (+52.1% YOY due to bird flu), sales remain resilient (+10.4% YOY units). Other protein-packed snacks like Greek yogurt (+20.4%) and cottage cheese (+26.4%) are on the rise.
Snack time = time for macros. Key better-for-you brands are showing double-digit growth (+14.6% YOY) as overall snacks decline (-2.09% YOY).
These days, everybody has a supplement stack — and it’s not just basic vitamins and minerals in the mix. The category has become more sophisticated and diverse in response to demand from health-conscious consumers.
Looking at the demographic breakdown, some interesting trends emerge:
- Younger consumers are driving growth in asthma treatments (+12.62%) and smoking cessation products (+3.24%).
- Millennials are driving growth in jock itch treatments (+8.1%) and wart removers (+7.20%).
- Members of the Silent Generation are buying more lice treatments (+19.32%) along with pain & fever medications (+2.91%).
Methodology
Data Source and User Panel:
Fetch leveraged a continuous 24-month consumer panel, ensuring consistent, reliable comparisons unaffected by user growth fluctuations. The analysis draws from actual, SKU-level purchase data from both e-receipts and physical receipts, uniquely positioning Fetch to provide an accurate representation of consumer behavior.
Category Definitions:
“Better For You” (BFY) segments were defined based on carefully curated brand groups (e.g., Olipop, Poppi, Zevia for sodas; Halo Top, Yasso for ice cream). Insights provided represent select segments; this is illustrative and might not represent the full market.
Analysis Approach:
Fetch measured year-over-year (YOY) growth by dollar sales, unit sales, basket affinity (co-purchasing behavior), and generational comparisons using a Growth Index (GI). GI indicates generational performance compared to overall category growth
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