It seems like every person’s new years resolution always has something to do with wellness. Whether they plan on going to the gym, going for more walks throughout the day, eating healthier or trying a new supplement, the new year invariably seems like a good time to try better-for-you habits.
Curious as to what consumers are actually planning to do for their health this year and who they are trusting to help, PartnerCentric surveyed 1,002 U.S. consumers about their wellness goals, spending, supplement habits and where they shop. They also dug into a year of U.S. search data to see which health topics are picking up speed.
Consumers‘ Top Wellness Goes for 2027
According to PartnerCentric’s survey, 97% of consumers are prioritizing their wellness in 2027. Since most of those surveyed embrace wellness as an investment in themselves, a whopping 95% plan to spend an average of $110 per month on wellness in the new year.
Here are the most popular wellness goals for consumers according to the survey:
- 76% plan on improving their physical health
- 64% plan on increasing their exercise
- 52% plan on improving their hydration
- 48% plan on losing weight
- 48% plan on improving their mental health
- 43% plan on improving their sleep
- 34% plan on improving their gut health
- 33% plan on improving their skin
Consumers are signing up, too. Nearly two thirds (63%) are starting a wellness subscription or service in 2027, according to the survey, most often a gym or exercise membership (37%) or a supplement subscription (34%), with telehealth (11%) and mental health services (9%) further down the list. Another 18% plan to take more vitamins and/or supplements. As befits the era of customized feeds, consumers want their wellness bespoke, too: 55% prefer a medicine or supplement customized to their specific health information over generic supplements or medicine.
Motivation is the top obstacle to achieving wellness goals (41%), well ahead of time (24%) and cost (11%). Consumers have the intent and the budget; keeping the momentum going past January is the hard part.
Peptides and GLP-1s
Peptides were one of the fastest-growing health searches that PartnerCentric tracked this year. According to Ahrefs search data, U.S. Google searches for “peptides” averaged about 388,000 per month between September 2025 and August 2026, up 196% from about 131,000 per month the year before. Searches for “peptides for weight loss” grew even faster, up 259% to about 93,000 per month.
GLP-1s are still climbing, as well. U.S. searches for “glp-1” averaged about 511,000 per month over the same period, up 72% year over year, and searches for “wegovy” rose 49%, with the biggest jump arriving in January 2026, shortly after the FDA approved the first GLP-1 pill for weight management. Meanwhile, searches for “ozempic” fell 23% and “semaglutide” fell 29%.
How Consumers are Tackling Wellness in 2027
Wellness is also a year-round mindset: more than half of consumers PartnerCentric surveyed (56%) buy wellness items at least monthly. That being said, the funnel starts at the doctor’s office: 30% find the right wellness brand or provider through their doctor, ahead of traditional web search (17%), asking AI (16%), reading reviews (11%), and friend or family recommendations (9%).
Consumers are turning to AI and traditional search at nearly equal rates, according to the survey, signaling a growing reliance on AI for personalized shopping recommendations.
The survey also found that a doctor recommendation is the top factor in deciding which wellness brand or product to buy (25%), followed closely by reviews (23%), then price (17%), clinical study backing (14%) and ingredient transparency (8%). Price lands in third place, behind two measures of credibility.
When it’s time to buy, consumers mostly stick to where they already shop. Amazon leads (61%), followed by retail stores (53%), according to the survey, while brand websites (17%), HSA/FSA shops (12%) and brand subscriptions (10%) trail well behind. With so few purchases happening on brand sites, the reviews and content publishers that shoppers read on the way to Amazon carry weight.
Wellness By Generation
PartnerCentric’s survey found that each generation has its own approach to wellness in 2027. Gen Z’s top supplement category is performance (think: focus aids), Millennials split between performance and longevity (e.g. collagen and sleep aids), Gen X leans into longevity (e.g. liver supplements for organ health) and Boomers focus on medical needs, led by heart health.
Gen Z also feels social pressure most profoundly. Nearly half of Gen Zers (47%) feel social pressure to consume wellness items, according to the survey, and 1 in 10 take five or more supplements. 16% buy directly from brand subscriptions, compared with 10% of all consumers surveyed.
Millennials are Amazon loyalists: 72% purchase wellness products on Amazon, compared with 61% of all consumers surveyed. They’re also more focused on mental health, with 59% naming it as a 2027 goal versus 48% overall. And 13% of Millennials feel pressure to start GLP-1s, above the 10% of all consumers who feel social pressure to take them.
Gen X does what it does best: its own thing. 71% of Gen Xers don’t feel social pressure around taking wellness items, meaning just 29% do, compared with 47% of Gen Z. More than half (55%) shop for wellness products at a brick-and-mortar store. Longevity is their top supplement category, 11% take a supplement for liver health, and 11% take five or more supplements, on par with Gen Z.
Boomers start with their doctor: half (50%) consult their primary doctors first. They’re open to new tools, though, with 20% saying they would ask AI to find a wellness brand. And 21% of Boomers say they have no obstacles towards their wellness goals.
Hopefully these survey results help aid your product purchasing decisions for the new year. Retailers that hop on these wellness trends are sure to win customers over.
