February 28, 2025 – The health and wellness market in Germany is growing as more consumers prioritize their physical and mental well-being. This shift is driven by various factors, including an aging population, increasing obesity rates, and a heightened focus on preventive health measures. Innova’s 360 research highlights the motivations behind these healthier lifestyle choices and health and wellness trends in Germany.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in Germany report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Drivers for Health & Wellness in Germany
German consumers are prioritizing a proactive approach to health and wellness, with 60% having taken steps to live healthier in the past year. A key motivation for this shift is the desire to feel well, which encompasses both mental and physical health.
Among various focus areas, mental health stands out, with emotional stability being the primary objective. Health and wellness trends reveal that weight management is another significant concern, with 68% of consumers identifying it as a top driver. There is also the health trend for German consumers seeking healthy options, with 47% of individuals opting for fresh and balanced food, particularly food with natural and unprocessed ingredients.
Other critical health drivers include preventing chronic conditions, enhancing sleep quality, boosting physical and mental energy, and maintaining a positive mindset. This proactive stance toward health reflects a growing preference among German consumers for preventing health issues, with 45% adopting a preventative approach to their healthcare.
German Consumer insights in Health & Wellness
German consumers are increasingly focused on healthy living. Their primary goals include mental and emotional stability, weight management, healthy aging, and overall physical well-being. Traditional approaches such as exercise, adequate sleep, and balanced diets remain popular, but there is a notable shift towards fresh, unprocessed foods and a preference for natural ingredients.
The interest in supplements in the health and wellness industry is on the rise, particularly in vitamins and multivitamins, as German consumers seek functional foods that enhance immunity, gut health, and energy levels. The demand for personalized nutrition is growing, with many looking for products tailored to their age, gender, and lifestyle. Digital technologies are becoming integral to health and wellness decisions, with consumers utilizing apps and AI for guidance.
While physical health is a key concern, there is an increasing emphasis on mental and emotional well-being among German consumers. To achieve their health and wellness goals, German consumers employ a range of strategies centered around physical activity, dietary choices, and mental well-being.
Mental & Emotional Wellbeing Trends
For German consumers, mental and emotional stability is the top goal for healthy living, ahead of disease prevention and loss of vitality/energy. Health trends show that consumers are actively seeking to improve their mental health in various ways, including pursuing leisure activities, simplifying their lives, and improving their sleep patterns. German consumers are also concerned about mental health issues like fatigue, sleeplessness, stress, anxiety, depression, and clarity of thinking.
Focus on Fresh and Natural Foods
German consumers are increasingly prioritizing fresh and natural foods, reflecting a significant shift in dietary preferences within the health and wellness market. A notable 47% of them focus on freshness, while 45% actively work to reduce unhealthy ingredients in their diets, particularly targeting sugar. This trend emphasizes a growing consumer demand for unprocessed foods, clean-label products, and organic ingredients, as consumers seek options free from additives and preservatives.
Despite the rising popularity of functional foods and supplements, their adoption in Germany remains below the global average. Nonetheless, there is a marked interest in nutrition solutions tailored to specific demographics and health needs. Health trends reveal that while many consumers still turn to ultra-processed foods for their convenience, taste, and affordability, awareness of the health risks associated with these products is increasing.
Growing Importance of Digital Tools and Personalized Nutrition
Digital tools are becoming increasingly vital for German consumers seeking healthier lifestyle choices. Although trust in social media remains low,16% of German consumers engage with healthy eating tips shared online, while 8% of Germans rely on AI assistants for health and wellness guidance. There is a significant interest in personalized nutrition in the health and wellness market, with 49% of German consumers actively creating their own nutrition plans.
The rising demand for personalized nutrition in the health market reflects a shift towards targeted solutions that consider individual age, gender, lifestyle, and health conditions. This trend is reflected in the popularity of performance-enhancing supplements, age-specific formulations, and products designed for individuals with chronic conditions or food allergies.
Technology is playing a prominent role in Germany’s health and wellness trends, enabling consumers to access information, track their progress, and make informed decisions. Social media is a key information source, particularly among younger demographics, like Gen Z and Millennials. Despite the potential benefits of apps and AI assistants in providing personalized nutrition plans and real-time guidance, skepticism regarding their trustworthiness continues.
Weight Management in Health & Wellness
In Germany, a health trend is emerging among consumers who are increasingly prioritizing weight management as a vital component of healthy living. A recent survey revealed that 68% of respondents view weight management as a key factor in their wellness journey. While over half (52%) aim to maintain their current weight, a noteworthy 39% are actively pursuing weight loss.
The motivations behind this focus include preventing or managing chronic conditions, boosting self-esteem, enhancing quality of life, and seeking greater longevity. To achieve their weight management goals, German consumers are increasing physical activity, following balanced diets, and using dietary supplements. However, 22% are also resorting to reductive diets that emphasize the reduction of sugars, fats, or carbohydrates.
What’s Next in Health & Wellness in Germany?
The German health and wellness market is evolving as consumers prioritize proactive health management, emphasizing emotional stability and mental well-being alongside physical health. While weight management remains crucial, the focus has shifted toward overall wellness, leading to the development of products that address various health motivations. Targeted nutrition tailored to age, gender, and lifestyle is also gaining popularity, particularly with the rise of plant-based and free-from diets.
The German health and wellness market offers opportunities for brands to innovate and connect with a diversity of consumers through a focus on mental well-being, sleep improvement, functional products, targeted nutrition, and technology-driven solutions.
This article is based on Innova’s Now & Next in Health & Wellness Drivers in Germany report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
