2026年健康与健身趋势

Wellness&FitnessTrends2026

Alookatwhatisshapingconsumers,healthandfitnesshabits

Methodology

DatafeaturedinthisreportcomesfromMorningConsuItInteIIigence’anaIways-onconsumerinteIIigencepIatformthatconductssurveysonIineona

continuousbasisamongrepresentativesampIesofU.S.aduIts.ResuItsareaggregatedonaroIIingmonthIybasisandweightedtoapproximatetheU.S.generaIpopuIation.

•TheweIInessaudiencefeaturedinSection1isdefinedasU.S.aduItswhoreportexercisingatIeastonceperweekandwhosaythatheaIthisaprimaryfactorinthefoodstheyeat.DataisbasedonsurveysconductedfromMay11’2025一May11’2026.ThesampIesizeis8’349

respondents.

•TheheaIthstatusdatainsection2drawsfromMorningConsuItIstrackingofthequestion:"HowwouIdyoudescribeyourownheaIth?"

ResponseoptionsincIudeExceIIent’VeryGood’Good’Fair’andPoor.AnaIysisfocusesonthecombinedshareofrespondentsseIecting

ExceIIentorVeryGoodasameasureofpositiveseIf-ratedheaIth.DatacoversJanuary2021throughApriI2026’withmonthIysampIesizesrangingfrom96’200to215’200.TheGLP-1usagedatacoversJuIy2025throughMay2026’withmonthIysampIesizesrangingfrom88’000to112’000.

•MonthIysampIesizesforthemostpopuIarformofexerciseinSection3rangefromapproximateIy11’200to21’500.Sportsparticipationdatainsection3isbasedonU.S.aduItswhoreportparticipatinginindividuaIorteamsports’representingapproximateIy16%ofU.S.aduIts.ThesampIesizeforthisanaIysisis16’489.

•Thedatainsection4isbasedonMorningConsuItReputationScoresfromMarch一ApriI2026avgandbenchmarkedagainstMarch一ApriI

2025.MoreinformationabouttheReputationScoreisavaiIabIeonsIide20.

Keytakeaways

Thecorewellnessaudienceskewsolder,moreeducated,and

moreaffluent—over-indexingonadvanceddegreesand

householdincomesabove$100K.Theyratetheirownhealth

highlyandaremotivatedbymaintenanceandoptimization,not

problem-fixing.Boomersaredisproportionatelyrepresented,likelybecauseretirementfreesuptimewhilehealthstakesfeelmore

urgent.

Self-ratedhealthnowtrackswithpartisanidentity.Republicansshowedasharppost-electionoptimismsurgeafterNovember

2024,hittinga5-yearhighof50%ratingtheirhealthas

excellent/verygoodbymid-2025.DemocratsandIndependentshavetrendedflatorslightlydownwardoverthesameperiod.

Fitnessbehaviorisshifting.Walkingremainsthedominantfitnessactivity,butstrengthtraininghassurged.Meanwhile,homefitnesshascrossedthe50%thresholdandisnowtheprimaryworkout

modeforamajorityofAmericans,drivenheavilybyGenZandMillennials.

Health-consciouseatingisarisingnorm.TheshareofAmericanssayinghealthisaprimaryfactorinfooddecisionshasclimbed

acrosseverygenerationsince2022,nowreachingroughlytwo-

thirdsofalladults.Thetrendisstrongestamonghigh-income

households,whereroughlythree-quartersprioritizehealthinfoodchoices.

GLP-1medicationsareseeinggrowingawarenessandgrowing

skepticism.Usagehasgrownmodestly(from~8%to~10%),andthe"neverheardofit"sharehasdroppedsignificantly.Butdisinterestisalsorising—nowat55%—suggestingthemarketispolarizing

ratherthanbroadlyexpanding.Futureintentremainsflatat10–11%.

Establishedbrandsarethemostreputableinthewellnessandfitnessspace.Thisistrueforfitnessvenues(YMCA),athletic

apparel(Adidas,NewBalance),andsportsdrinks(Gatorade).

Weightmanagementbrandsarenotablefortheirdownward

trajectory—Noom,Calibrate,StrongerU,andFasterWaytoFatLossalldeclinedmeaningfullyyear-over-year.

PART1

WhoPrioritizesWellness

Wellnessconsumersskewolder,moreeducated,andmoreaffluentthantheaverageAmerican

100%

75%

50%

25%

0%

DemographicprofileofU.S.adultswhoexerciseweeklyandsayhealthisaprimaryfactorinfoodchoicesvs.allU.S.adultsWellnessAudienceAllU.S.Adults

54%

52%

43%

33%

32%

34%

28%

24%

28%

20%

23%

12%

15%

$50K–

$100K

Lessthancollege

Bachelor'sdegree

Master's+

Fair/Poor

Good

Under$50K

$100K+GenZMillennialsGenXBoomersExcellent/

VeryGood

EducationIncomeGenerationHealthself-rating

Source:MorningConsultIntelligence.Last12months,n=8,349.

Dots=shareamongallU.S.adults.Bars=shareamongWellnessAudience.Bartallerthandot=over-index.

•Thewellnessconsumerisahigh-valueaudience:theyover-indexonadvanceddegrees(+7pp)andhouseholdincomesabove$100K(+7pp),makingthemsignificantlymorelikelythantheaverage

Americantohavediscretionaryspendingforpremiumproductsandservices.

•54%ofwellnessconsumersratetheirownhealthasExcellentorVeryGood—12pointsabovethegeneralpopulation.Thisaudienceisinvestinginmaintenanceandoptimization.Messagingbuilt

aroundfixingproblemsmayunderperformwiththem.

•Boomersover-indexinthisaudiencelikely

becausetime,stakes,andhabithaveconverged:retirementandflexibleschedulesremovethe

biggestbarriertoconsistentexercise,while

decadesofvisiblehealthconsequencesamongpeersmakefoodandfitnesschoicesfeelurgentratherthanaspirational

•Thisaudiencepaysapremiumforqualityandconvenience—pricingandfrictionmatterlessthansignalandtrust.

•Theyarefuture-plannersandgoal-setters,not

impulsebuyers.Long-termloyaltyprogramsandaspirationalmessagingoutperformurgency

tactics.

•Highcommunityconnectionandtrend-awarenessmakethemstrongcandidatesforword-of-mouthandsocialproofstrategies.

•Thesustainabilityandenvironmentalover-

indexes(+11–12ppeach)suggestthisaudience

respondstopurpose-drivenbrandpositioning—wellnessandenvironmentalvaluesappearto

traveltogether,whichisanopportunityforbrandsthatcancrediblyconnecthealthandsustainabilitymessaging.

Thewellnessconsumerisgoal-driven,quality-conscious,andfuture-oriented

Trait

AllAdults

Wellness

Difference

Feelsconnectedtocommunity

69%

84%

+15pp

Incontroloftheirfuture

66%

79%

+13pp

Setslotsofgoalstogetahead

61%

74%

+13pp

Earlytechadopter

34%

48%

+14pp

Willingtopaymoreforquality

64%

76%

+12pp

Seeksvarietyineverydaylife

68%

80%

+12pp

Willingtopaymoreforsustainability

57%

69%

+12pp

Plansforthefuture

84%

92%

+8pp

Trend-aware

36%

47%

+11pp

Premiumforease/speed

52%

63%

+11pp

Shopping&Commerce

28%

ShoppedatWholeFoods

41%+13pp

52%

Boughtgroceriesonline

58%+6pp

59%

UsesAmazonPrime

64%+5pp

Boughtathleticapparel2+times

38%

50%+12pp

Travel&Experiences

Traveledforleisure

54%

66%+12pp

46%

Flewonanairplane

57%+11pp

44%

Attendedaconcertorevent

54%+10pp

36%

Attendedasportingevent

45%+9pp

+14pp

+13pp

WatchesSportsLeagues

NCAAWomen'sBasketball

24%

38%

MLB

30%

43%

+13pp

NCAAFootball

31%

44%

Thewellnessconsumerisapremium,active,andhighlyengagedaudience

•WellnessconsumersaremeaningfullymorelikelytoshopatWholeFoods(+13pp)andbuyathleticapparelmultipletimesayear(+12pp),signalingawillingnesstospendonproductstheyassociatewiththeirhealthidentity—andastrongfitfor

premiumpositioning.

•Wellnessconsumersare12pointsmorelikelytohavetraveledforleisureand11pointsmorelikelytohaveflowninthepastyear,makingthema

high-valueaudienceforbrandsinhospitality,travel,andexperientialmarketing.

•Thesportsmediaover-indexes—particularlyinNCAAWomen'sBasketball(+14pp)andMLB

(+13pp)—suggestthisaudienceisdeeply

embeddedinlivesportsculture,pointingtosponsorshipandsports-adjacentmediaaseffectivechannelsforreachingthem.

42%

NFL

53%+11pp

●AllU.S.Adults●WellnessAudience

Source:MorningConsultIntelligence.Last12months,n=8,349.Activitiesreflectpast-yearengagementorfrequencyabove'none'.

PART2

HealthTrends

%ratingownhealthas"Excellent"or"VeryGood"|U.S.adultsbypartyID|Monthly,Jan2021–Apr2026

RepubIicanDemocratIndependent

Trumpwinsthe2024election

55

50

45

40

35

30

RepublicanshavebecomemorepositiveabouttheirownhealthsinceTrumpwaselected

It’sweII-estabIishedthatpoIiticsisakeydriverofconsumersentiment--partisanstendtoratetheeconomybetterwhentheirpartyisinpower.ThesamephenomenonappearstobemateriaIizingforconsumers’seIf-ratedheaIth,atIeastfor

RepubIicans.

RepubIicansshowaverycIearpost-eIectionheaIthoptimismsurge.

TheirscorewasstuckintheIow-to-mid40sthroughout2022—2024,

thenjumpedsharpIystartingin

November2024—themonth

Trumpwon—cIimbingfrom43%to47%byJanuary2025andhittinga5-yearhighof50%inJune2025

Jan'21Jan'22Jan'23Jan'24Jan'25Jan'26

GenZisgrowingmorepositiveabouttheirhealth–millennialslessso

%ratingownhealthas"Excellent"or"VeryGood"|U.S.adults|Quarterly,Q12021–Q12026

65

55

45

35

25

GenZMillennialsGenXBoomers

Q1

'21

Q1

'23

Q3

'22

Q3

'21

Q2

'21

Q4

'21

Q4

'22

Q1

'22

Q3

'23

Q2

'23

Q4

'23

Q1

'24

Q2

'24

Q3

'24

Q4

'24

Q3

'25

Q1

'25

Q2

'22

Q4

'25

Q1

'26

Q2

'25

AlladultsMenWomen

65

55

45

35

25

Q1

'21

Q1

'24

Q2

'21

Q3

'21

Q3

'24

Q4

'21

Q4

'24

Q1

'22

Q2

'24

Q1

'25

Q2

'22

Q3

'22

Q3

'25

Q4

'22

Q4

'25

Q1

'23

Q1

'26

Q2

'23

Q3

'23

Q4

'23

Q2

'25

Healthasaprimaryfoodfactorisrisingacrossallgenerations

%whosay“HealthisaprimaryfactorindecidingwhichfoodsIeat”|U.S.adultsbygeneration|Monthly,May2022–May2026

GenZMillennialsGenXBoomersAlladults

80%

70%

60%

50%

May'22Aug'22Nov'22Feb'23May'23Aug'23Nov'23Feb'24May'24Aug'24Nov'24Feb'25May'25Aug'25Nov'25Feb'26May'26

Roughlythreequartersofhigh-incomeadultsprioritizehealthinfooddecisions

%whosay“HealthisaprimaryfactorindecidingwhichfoodsIeat”|U.S.adultsbyhouseholdincome|Monthly,May2022–May2026

Under$50K$50K–$100K$100K+Alladults

80%

70%

60%

50%

May'22Aug'22Nov'22Feb'23May'23Aug'23Nov'23Feb'24May'24Aug'24Nov'24Feb'25May'25Aug'25Nov'25Feb'26May'26

GLP-1medicationusageisrisingslowly—butsoareskeptics

GLP-1medicationusageandawareness|U.S.adults|Monthly,Jul2025–May2026

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

CurrentlytakingTakeninpastIntendtouseNotinterestedNeverheardofthisPrefernottosay

0%

Jul'25Aug'25Sep'25Oct'25Nov'25Dec'25Jan'26Feb'26Mar'26Apr'26May'26

•IncreasedAwareness:Familiarity

improvedmarkedly,withthe“never

heardof”categorydecliningfrom21%to14%.

•RisingCurrentUsage:GLP-1

medicationusersincreasedmodestlyfromabout8%(July2025)toroughly10%(April2026).

•GrowingDisinterest:RespondentsnotinterestedinusingGLP-1sincreased

from51%to55%,remainingthelargestgroup.

•SteadyFutureIntentions:TheshareintendingtostartGLP-1usestayed

relativelyconstantaround10–11%.

PART3

Fitness&ExerciseTrends

Walkingisthemostpopularformofexercise,butstrengthtrainingisrising

%ofU.S.adultswhosayeachactivitydescribestheirprimaryapproachtofitness

75

65

55

45

35

25

15

2021

2022Walking

2023Homeworkout

2024Strengthtraining

2026

2025

Aerobicmachines

Strengthtrainingsurgedaftermid-2023—andskewstowardadistinct,high-valueconsumer

%sayingstrengthtrainingistheirprimaryfitnessactivity

40

35

30

25

20

202120222023202420252026

Whoarestrengthtrainers?

vs.U.S.generalpopulation,2025

vs.49%generalpopulation

65%Male

vs.28%genpop—#1generation

35%Millennial

vs.43%genpop

59%Excellent/verygoodhealth

vs.30%genpop

38%Havekidsathome

vs.33%genpop

44%Privatesectoremployed

vs.34%genpop

42%Four-yeardegreeorhigher

1in2Americanssayhomefitnessisnowtheirprimaryworkoutactivity

60

•Homefitnesshasbeendemocratized.It'snowamajoritybehavioramongyoungeradultsofbothgenders,acrossincomelevels,anditshowsnosignsofplateauing.

•Who'sdrivingthistrend?GenZandMillennialsarethe

clearengines—bothjumped12pointssince2022,morethandoublethepaceofGenXandBoomers.At57%,overhalfofyoungeradultsnowworkoutprimarilyathome.

•Whoistoday'shomefitnessadult:Slightlymoremale

(54%),Millennial-heavy(29%),morelikelytoowntheir

home(60%vs.54%genpop),incomedistributiontrackscloselytothegeneralpopulation—thisgroupisbroadlymiddle-class.Healthoutcomesaremodestlybetterthanaverage(52%ratetheirhealthasexcellent/verygoodvs.43%genpop)butnowherenearasskewedasstrengthtrainers

55

50

45

40

35

%sayinghomefitnessistheirprimaryactivity

51

50

49

47

4141

202120222023202420252026

Source:MorningConsultIntelligence.U.S.adults.Annualaverages.DatathroughApril2026.

BasketballandrunningarethemostcommonlyplayedsportsamongactiveAmericans

%whosaytheyparticipateineachsport|AmongU.S.adultswhosaytheyplayindividualorteamsports

0%

Basketball

Running

Football

Baseball/Softball

Cycling

Golf

Tennis

Soccer

Pickleball

16%ofAmericanssaythey

playindividualorteamsports.Thepercentagesonthisbar

chartaretheshareofthose

consumers,notallAmericans.

20%40%60%

17%

61%

53%

43%

40%

33%

30%

25%

23%

Source:MorningConsultIntelligence.AmongU.S.adultswhoparticipateinindividualorteamsports(15.7%ofU.S.adults).Q:Doyouparticipateinthefollowingsports?

PART4

Wellness&FitnessBrandReputation

AbouttheMorningConsultReputationScore™

Amodern,research-backedmetricdeliveringasingle,powerfulsignalforbrandreputation

WhatItMeasures

TheMorningConsultReputationScore™isaproprietarymetric

designedtoprovideaholistic,data-drivenviewofcorporatebrandreputation.Itcaptureseverydimensionthatmatterstotoday's

companies—goingbeyondtrustalonetomeasureethics,leadership,value,andimpact.

HowItWorks

Foreachmetric,MorningConsultcapturesbothpositiveand

negativeassociations—ensuringnegativeperceptionsare

acknowledgedandaddressed,notignored.Theresultisasinglescorethatiseasytounderstand,easytocommunicate,and

directlylinkedtotheleversthatcommunicationsandbrandteamscaninfluence.

Poweredby80M+surveyinterviewsacross5,000+brandsworldwide

The5Pillars

CorporateCredibility&Character

Trust

Reflectsthedegreetowhichstakeholdersbelieveacompanywillactreliably,ethically,andintheirbestinterests.

AdmiredEmployer

Measureshowacompanyisviewedasaplacetowork,includingitsworkplacecultureandcommitmenttoitspeople.

CommunityImpact

Assessesacompany'sperceivedcontributiontosociety,includingsocialresponsibilityandenvironmentalstewardship.

BrandAppeal

Favorability

Reflectsoverallpositivesentimenttowardabrand—itsemotionalresonance,relevance,andthedegreetowhichitislikedoradmired.

Value

Measurestheperceivedworthandbenefitsstakeholdersassociatewithacompany'sproducts,services,andbrandproposition.

MorningConsultBrandIntelligence|ReputationScore,U.S.Adults|Mar–Apr2026avgvs.Mar–Apr2025avg

MostReputableFitnessVenues&DigitalPlatforms

Gyms&FitnessClubsDigitalFitness&WellnessApps

YoYShift

BRAND

REP.SCORE

YMCA78.30.0

PlanetFitness71.90.0

24HourFitness69.9-1.2

LAFitness67.4+0.3

AnytimeFitness66.3-2.8

YoYShift

BRAND

REP.SCORE

AppleFitness+69.6+0.2

MyFitnessPal66.8-0.2

NordicTrack66.6+1.5

CrossFit65.0-1.8

Peloton63.1+0.1

MorningConsultBrandIntelligence|ReputationScore,U.S.Adults|Mar–Apr2026avgvs.Mar–Apr2025avg

MostReputableAthletic&OutdoorApparel

AthleticApparel&FootwearOutdoorswear

YoYShift

BRAND

REP.SCORE

Adidas80.2+0.5

NewBalance79.2+0.4

Nike78.1+0.3

UnderArmour77.5-0.5

Reebok76.7-0.1

YoYShift

BRAND

REP.SCORE

TheNorthFace78.1+2.8

Carhartt76.8