Wellness: Why men are quietly spending big on wellness boom

Why it is the topic trending: The Rapid Growth and Cultural Shift in Male Self-Care

• The article discusses the significant growth of the male wellness market, which is emerging as a multitrillion-dollar global industry.

• It highlights that this expansion is primarily driven by Gen Z and Millennial men who are increasingly embracing self-care and rejecting outdated stigmas.

• The trend signifies a fundamental shift in masculine identity, where caring for one's appearance, mental health, and overall well-being is no longer seen as unmanly.

• This cultural evolution is creating substantial business opportunities and breaking down long-standing barriers to men's engagement with health and wellness.

Overview: The New Definition of Masculinity: Younger Generations Fuel the Male Wellness Revolution

The male wellness market is experiencing unprecedented growth, propelled by Gen Z and Millennial men who are redefining what it means to be masculine by prioritizing comprehensive self-care. This cultural shift involves a rejection of the stigma surrounding men's engagement with mental and physical well-being, leading to increased spending on skincare, mental health support, longevity strategies, and more. This transformation presents vast opportunities for businesses and signals a permanent change in how men approach their health and overall life satisfaction.

Detailed findings: The Generational Shift Driving the Male Wellness Boom

• The male wellness market is rapidly expanding into a multitrillion-dollar global industry.

• This growth is largely fueled by Gen Z and Millennial men.

• Younger generations are rejecting the idea that self-care is unmanly or frivolous.

• Unlike older generations, younger men see self-care as essential for peak performance and life satisfaction.

• Men are openly sharing skincare routines, discussing therapy, and comparing wellness strategies online.

• Digital platforms like TikTok, YouTube, and Instagram normalize these conversations through male creators sharing tips and personal journeys.

• Direct-to-consumer wellness companies have made services like hair regrowth treatments, mental health support, and supplements more accessible and discreet for men.

• Social media influence from science-based creators has made wellness concepts more credible and appealing to men.

• The subscription model of many wellness companies fosters ongoing engagement and habits.

• Key market categories showing explosive growth include skincare, anti-aging, hormone health (testosterone replacement, ED treatments), mental health (therapy platforms, mindfulness apps), and gut health/brain optimization (probiotics, nootropics).

• Experts predict the men’s wellness economy could surpass $3 trillion globally by 2030.

• Venture capital is heavily investing in male-focused health technology startups.

• Traditional beauty and wellness brands are launching male-specific product lines or adopting gender-neutral aesthetics.

• The market expansion includes services, experiences (men’s-only fitness, retreats), and lifestyle brands tailored for men.

• This growth signifies a permanent shift in consumer behavior and cultural attitudes towards male self-care.

Key success factors of product (trend): Accessibility, Destigmatization, Performance Focus, Digital Engagement

• Accessibility: Direct-to-consumer models and online platforms have made wellness products and services more convenient and private for men.

• Destigmatization: Younger generations are breaking down the stigma associated with men seeking therapy, investing in skincare, and prioritizing overall well-being.

• Performance Focus: Many men view self-care as essential for optimizing their physical and mental performance, aligning with their goals for success and vitality.

• Digital Engagement: Social media and online communities have normalized conversations around male wellness, providing information and support.

Key Takeaway: Gen Z and Millennial Men are Driving a Massive Expansion in the Wellness Market by Prioritizing Self-Care

Younger generations of men are fundamentally changing the landscape of wellness by openly embracing self-care across various aspects of their lives, leading to significant growth in a market that was previously considered niche.

Main trend: Redefining Masculinity Through a Holistic Approach to Wellness

The main trend highlighted is the significant redefinition of masculinity, where traditional notions are being replaced by a more holistic view that encompasses physical, mental, and emotional well-being as essential components of self-care and overall masculine identity.

Description of the trend: The Empowered Man: Embracing Vulnerability and Self-Investment

This trend describes how modern men, particularly those in younger generations, are rejecting stoicism and embracing a more empowered approach to their health. This involves openly addressing mental health, investing in their physical appearance, and prioritizing longevity, seeing these actions not as weaknesses but as strengths and forms of self-investment.

What is consumer motivation: Peak Performance, Overall Life Satisfaction, Breaking Down Stigma

• Desire for Peak Performance: Men are motivated to optimize their physical and mental capabilities for success in all areas of life.

• Seeking Overall Life Satisfaction: Comprehensive self-care is seen as key to achieving a higher quality of life and greater happiness.

• Breaking Down Stigma: Younger generations are driven by a desire to dismantle outdated and harmful stereotypes associated with masculinity and self-care.

What is motivation beyond the trend: Evolving Social Norms and Increased Self-Awareness

• Shifting Social Norms: Society is increasingly accepting and encouraging men to prioritize their well-being.

• Increased Self-Awareness: Younger generations are more attuned to the importance of mental and emotional health.

Descriptions of consumers: The Modern, Self-Aware Man

• Consumer Summary: The modern, self-aware man, typically from Gen Z or the Millennial generation, actively prioritizes his physical, mental, and emotional well-being. He is open to discussing his health, invests in self-care products and services, and rejects traditional stigmas around masculinity.

• Who are them: Primarily Gen Z and Millennial men.

• What kind of products they like: Skincare, grooming products, supplements, mental health services, fitness programs, and longevity-focused products.

• What is their age?: Roughly 18 to 40 years old in 2025.

• What is their gender?: Male.

• What is their income?: Varies.

• What is their lifestyle: Often digitally engaged, health-conscious, and proactive about self-improvement.

• What are their shopping preferences in the category article is referring to: Inclined to purchase wellness products online, subscribe to services, and seek discreet and convenient options.

• Are they low, occasional or frequent category shoppers: Increasingly frequent shoppers of wellness products and services.

• What are their general shopping preferences-how they shop products, shopping motivations): Research products online, value convenience, are influenced by online reviews and expert opinions, and prioritize effectiveness.

Conclusions: Male Wellness is a Booming Market Driven by a Generational Shift in Masculinity

The male wellness market is experiencing unprecedented growth due to a fundamental change in how younger men view self-care, leading to significant opportunities for brands and a positive shift in societal attitudes towards men's health.

Implications for brands: Embrace Inclusivity and Authenticity in Marketing

• Develop Male-Specific Product Lines: Offer products tailored to men's needs and preferences.

• Promote Inclusive Messaging: Avoid perpetuating outdated stereotypes of masculinity.

• Utilize Digital Platforms: Engage with male consumers on social media and online forums.

Implication for society: A More Balanced and Inclusive Approach to Health and Well-being

• Reduced Stigma Around Men's Health: Encouraging men to seek help and prioritize their well-being.

• Normalization of Self-Care for Men: Recognizing that self-care is essential for everyone, regardless of gender.

Implications for consumers: Greater Access to Products and Services Tailored for Men

• Wider Range of Options: More products and services specifically designed for male wellness needs.

• Improved Mental and Physical Health Outcomes: Greater emphasis on self-care can lead to better overall well-being for men.

Summary of Trends:

• Core Consumer Trend: Increased Spending on Male Self-Care: Younger men are investing significantly in products and services related to their physical and mental well-being.

• Core Consumer Sub Trend: Rejection of Traditional Masculine Stigmas: Gen Z and Millennial men are more open to practices previously considered feminine or taboo.

• Core Social Trend: Normalization of Men's Wellness Conversations Online: Digital platforms are playing a key role in making these topics mainstream and accessible.

• Social Drive: The Desire for Peak Performance, Longevity, and Overall Life Satisfaction.

• Core Trend: The Emergence of a Multitrillion-Dollar Global Male Wellness Industry.

• Core Strategy: Direct-to-Consumer Models and Subscription Services Enhance Accessibility.

• Core Industry Trend: Traditional Brands Adapting to the Male Wellness Market with Inclusive Offerings.

• Core Consumer Motivation: To Optimize Their Health, Appearance, and Mental Well-being Without Compromising Their Identity.

Core Trend Detailed: The Empowered Self: Men Taking Charge of Their Holistic Well-being

The core trend detailed here is the empowered self-care movement among men, particularly younger generations, who are proactively taking charge of their holistic well-being. This involves a conscious effort to invest in their physical health, mental resilience, and overall appearance, driven by a desire for personal optimization, life satisfaction, and a rejection of limiting societal norms around masculinity. This signifies a shift towards a more self-aware and proactive approach to men's health.

Key Characteristics of the Core trend: Proactive Engagement, Holistic Approach, Open Dialogue

• Proactive Engagement: Men are actively seeking out information, products, and services related to their wellness.

• Holistic Approach: The focus extends beyond just physical health to include mental and emotional well-being.

• Open Dialogue: Younger men are more willing to talk about their health concerns and wellness practices openly.

• Tech-Driven Solutions: Technology and digital platforms play a significant role in accessing and managing wellness.

Market and Cultural Signals Supporting the Trend: Growth of D2C Wellness Companies, Influencer Validation

• Growth of D2C Wellness Companies: The success of platforms like Hims and Roman indicates a strong demand for accessible male wellness solutions.

• Influencer Validation: Male creators and respected figures online are openly discussing and promoting wellness practices.

• Increased Media Coverage: Mainstream media is increasingly recognizing and reporting on the importance of male wellness.

How the Trend Is Changing Consumer Behavior: Increased Spending, Adoption of New Routines, Seeking Information Online

• Increased Spending: Men are allocating more of their budget towards wellness-related products and services.

• Adoption of New Routines: Incorporating practices like regular skincare, mindfulness, and supplement use into their daily lives.

• Seeking Information Online: Relying on digital resources to learn about and manage their health and wellness.

Implications Across the Ecosystem: Opportunities for Targeted Products and Services, Shifting Marketing Strategies

• For Brands and CPGs: Opportunity to create and market products specifically tailored to men's wellness needs.

• For Retailers: Need to adapt their offerings and marketing to cater to this growing male consumer base.

• For Consumers: Greater access to a wider range of wellness options designed for men.

Strategic Forecast:

• The male wellness market is expected to continue its rapid growth and become a mainstream focus in the health and beauty industries.

• The destigmatization of male self-care will likely continue to progress.

Areas of innovation:

• Personalized Wellness Solutions: Tailoring products and services based on individual needs and genetic profiles.

• Integration of AI and Wearable Technology: Using technology to track and optimize men's health and wellness.

• Expansion of Mental Health Resources: Developing more accessible and destigmatized mental health support for men.

• Development of Advanced Anti-Aging and Longevity Products: Catering to men's increasing interest in extending their healthspan.

• Creation of Men's Wellness Communities and Support Networks: Fostering a sense of belonging and shared experience around male self-care.

Final Thought: The Empowered Evolution: Men Embrace a Future of Holistic Well-being

The booming male wellness market signifies a powerful and positive evolution in how men approach their health and identity. Driven by the self-awareness and progressive values of younger generations, the outdated stigmas surrounding male self-care are rapidly fading. This movement towards holistic well-being, fueled by accessibility and open dialogue, is not just a trend but a fundamental shift that promises a healthier, happier, and more empowered future for men worldwide.

Source: https://rollingout.com/2025/07/21/men-quietly-spending-big-wellness-boom/