Authenticity is emerging as a stronger purchasing consideration than price among wellness-focused consumers, as brands face growing pressure to prove their claims and deliver meaningful experiences, according to new research by Strategy& Middle East.

The report, Winning in Wellness by Creating Trust and Driving Growth, finds that wellness is becoming increasingly intertwined with consumers’ identities, lifestyles and everyday decisions.

In the UAE, 55.2% of surveyed consumers now consider wellness a major part of who they are, up from 44.2% three years ago.

The findings point to a shift in consumer expectations, with wellness labels and aspirational marketing alone no longer sufficient to secure trust.

Companies must demonstrate credibility, provide tangible value and build products and experiences that consumers want to incorporate into their daily lives.

The research is based on a survey of approximately 3,000 consumers across six markets: China, Saudi Arabia, Switzerland, the UAE, the UK and the US, with around 500 respondents in each market.

Across the six markets, 94.7% of respondents expect to maintain or increase their wellness spending over the next 12 months. Among consumers whose identities are most closely aligned with wellness, 59% cite authenticity as a key consideration, compared with 52% who prioritise price.

“Consumers are not simply buying products because they carry a wellness message,” said Makram Debbas, partner with Strategy& Middle East. “Wellness is increasingly connected to how people feel, perform and think about themselves. That makes trust much more important. Companies need to demonstrate that their wellness promise is credible, relevant and consistent with the experience they deliver.”

From marketing claims to measurable results

The research shows that wellness is influencing purchasing decisions across food and beverage, beauty, fitness, consumer health, hospitality, apparel, preventive care and longevity.

Consumers are increasingly seeking products and services that support everyday priorities, including healthier eating, physical activity, better sleep, stress management and long-term health.

This is changing the competitive landscape.

Rather than simply positioning products as wellness offerings, businesses must establish whether their claims are credible, whether they have the expertise to support them and whether their products deliver an experience that encourages repeat purchases.

The commercial opportunity remains significant.

The global wellness market is forecast to grow by 7.6% annually between 2024 and 2029, with the worldwide market for wellness products and services expected to exceed $9.75 trillion by the end of the decade.

Strategy& argues that successful wellness propositions must combine “proof with pull”. Proof involves scientific validation, credible expertise, transparent claims and measurable performance.

Pull encompasses brand appeal, convenience, customer experience, community and a sense of belonging.

Neither is sufficient on its own, the report suggests.

Products supported by evidence may struggle to attract consumers without an appealing experience, while brands built on aspiration without credible proof risk undermining trust.

“Walking the walk matters,” added Makram Debbas at Strategy& Middle East. “If wellness is becoming part of someone’s identity, consumers are likely to look much harder at whether a company’s claims match the product, the experience and the brand behind them.”

Turning trust into lasting engagement

Building credibility is only part of the challenge. Companies must also convert consumer interest into sustained behaviour and long-term relationships.

The research highlights business models that encourage repeat engagement through routines, memberships, subscriptions, communities, coaching and progress tracking.

These approaches can help brands become part of consumers’ everyday lives rather than relying on one-off transactions.

Consumer behaviour already reflects this emphasis on regular wellness activities.

Across the global survey, 84% of respondents said they engaged in healthy eating behaviours at least weekly, while 81% reported participating in fitness activities at least weekly.

Financial performance also suggests that wellness can offer opportunities for growth.

Strategy&’s benchmark wellness companies achieved compound annual revenue growth of 10% between 2022 and 2025, compared with 5% for the broader composite.

Their average earnings before interest and tax (EBIT) margins reached 12%, against 7% for the wider group.

The UAE’s wellness opportunity

For companies targeting the UAE market, the findings underline the need to move beyond wellness as a marketing claim and develop offerings consumers can trust and value.

Strategy& recommends focusing on needs businesses can credibly address, supporting product and performance claims with clear evidence, understanding consumers’ motivations and identities, and ensuring consistency across products, experiences and communications.

Creating services, experiences and communities that encourage ongoing engagement will also be important to building lasting consumer relationships.

As wellness becomes more personal, the report concludes, competitive advantage will increasingly depend on whether brands can deliver on their promises and earn a lasting place in consumers’ lives. -TradeArabia News Service