Health, Wellness & Nutrition: Where consumer spending are heading
Health and wellness has moved way past being a “trend.”
It’s now a permanent fixture of how people live, shop, and spend — and it’s shaping where the most interesting hiring is happening in consumer right now.
Since 2019, consumers are spending around 31% more per person on wellness, covering everything from nutrition and fitness to supplements, mental health, and sleep. And even in a cost-of-living crisis, they’re still choosing to protect that spend.
People might be buying fewer luxuries — but they’re not giving up their vitamins, gym memberships, or protein snacks any time soon.
The Brands Defining the Moment
Some brands have tapped into this shift better than others.
Healf, for example, has built a loyal following around credibility. Every product they stock is vetted by nutritionists and health professionals — a smart move in a world where trust is everything. They’ve grown fast, hitting tens of millions in revenue and becoming a quiet powerhouse in UK wellness retail.
Then there’s Mindful Chef, who made healthy eating actually achievable, not aspirational. They turned the idea of a “meal kit” into a lifestyle choice — one that feels modern, practical and positive.
At the supplement end, Vitabiotics continues to hold its ground as the reliable, science-backed player, while newer names like Form Nutrition and Hux Health are making wellness feel fresh, design-led and digital-first.
Even outside the obvious categories, we’re seeing the same thing: beauty brands talking about sleep, fitness brands launching supplements, fashion brands moving into activewear. Wellness isn’t a sector anymore — it’s an ecosystem.
What It Means for Hiring
At Consumer Additions, we’re seeing clear movement across this space — and not just in start-ups.
Private-equity backed and owner-founded businesses alike are building out their teams to match the pace of growth.
Most common briefs?
- Finance and operations hires to support scale.
- Marketing and ecommerce leads who can talk both brand and performance.
- Product, innovation and NPD specialists who understand regulation and can work closely with scientific or nutrition teams.
The stand-out candidates tend to share the same traits: commercial thinkers who genuinely care about the category, and who understand that wellness isn’t fluff — it’s about trust, transparency, and consistency.
Why It Matters
This isn’t a quick spike.
Wellness is one of the few consumer areas where growth feels long-term and values-led. It attracts talent from food, fashion, FMCG and beauty — people looking to do work that feels both commercial and meaningful.
It’s also one of the hardest spaces to fake. Consumers here are savvy; they research, compare, and question. The brands doing well are those that tell the truth and deliver results. That’s why the right hires — the ones who can balance credibility with creativity — are in such high demand.
If you’re growing a brand in health, nutrition, or wellness — or thinking about a career move into this space — it’s a good time to start the conversation.
📩 Get in touch with the Consumer Additions team — we’re right in the middle of this market and can tell you what’s really happening behind the scenes.