Just a few years ago, health and wellness were mostly buzzwords confined to boutique gyms and organic food aisles. Today? They’re a lifestyle—and one that’s thriving online.
In 2025, consumers across the US, UK, and Canada are rewriting the definition of “living well,” and they’re doing it from the convenience of their screens. From personalized vitamins to smart fitness gear, the wellness industry is now at the heart of the e-commerce boom.
So, what’s driving this shift? And more importantly, what products are reshaping how we care for our bodies and minds?
The Wellness Economy is Booming—Here’s the Breakdown
Let’s start with the numbers. According to Shopify’s 2025 wellness trend report, online wellness spending has surged far beyond niche status. It’s now one of the fastest-growing categories in digital retail.
Wellness E-Commerce in 2025
| Region | Market Value | Growth Rate | Leading Categories |
|---|---|---|---|
| USA | $97.3B | 9.5% | Supplements, Fitness Tech |
| UK | £11.2B | 8.2% | Clean Beauty, Functional Food |
| Canada | C$13.5B | 7.9% | Wellness Apps, Eco Products |
Health-focused purchases are outpacing many traditional sectors, and it’s not slowing down anytime soon.
Why We’re More Wellness-Conscious Than Ever
A few major factors have helped fast-track the wellness wave:
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Post-pandemic priorities: Immunity and mental well-being are top of mind.
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Remote work culture: More flexibility = more time for self-care.
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Social media influence: TikTok trends make new products viral overnight.
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Global access: E-commerce removes borders, unlocking new brands.
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AI-driven personalization: Tailored health experiences feel smarter—and more effective.
The Vitamin Revolution
Image alt: A set of custom daily vitamin packs next to a water bottle.
Gone are the days of one-size-fits-all multivitamins. Today’s wellness shoppers want supplements built just for them, and brands are answering with personalized nutrition.
What’s Trending:
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Care/of (US) – Packs made after a quick lifestyle quiz
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Vitl (UK) – DNA-based insights for custom nutrients
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Persona Nutrition (Canada) – Supplements matched to your health goals
With projections placing the personalized supplement market at $13.1B by 2027, it’s clear consumers are craving precision over general wellness.
Check out our full guide to Personalized Wellness Products to Watch in 2025.
Wearable Wellness
Fitness wearables have grown up. They now track everything from heart rate variability to menstrual cycles and sleep efficiency.
Top Gear This Year:
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Oura Ring Gen 4 – Great for sleep and recovery tracking
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Whoop Strap 5.0 – Loved by athletes for stress + recovery data
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Apple Watch Ultra 2 – Tracks everything from ECGs to meditation minutes
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Fitbit Sense 2 – A budget-friendly all-rounder
With over 63 million Americans using wearable wellness tech in 2025, it’s more than a trend—it’s a habit.
Clean Beauty is Mainstream—And Mostly Online
Toxins, parabens, and animal testing? Consumers are steering clear.
Today’s shoppers want products that are effective and ethical. Clean beauty now brings in over $20 billion globally, with most purchases happening online.
Customer Favorites:
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The Ordinary (UK/US) – Affordable, science-backed skincare
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Herbivore Botanicals (US) – Luxe feel, clean ingredients
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Graydon Skincare (Canada) – Plant-powered, dermatologist-tested
Read our in-depth review: Best Clean Beauty Buys for 2025.
Plant-Based & Functional Foods Go Viral
Forget “diet food”—today’s wellness shoppers are into functional food. That means snacks and drinks that do more than fill you up—they boost your immunity, gut health, and mood.
On Everyone’s Shelf:
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Adaptogenic coffee from Four Sigmatic
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Vegan protein powders from Orgain & Vega
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Collagen water for skin and joint support
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Prebiotic snacks for digestive balance
Retailers like Holland & Barrett in the UK have expanded their plant-based offerings by 40% in a single year.
Mindfulness Tools Are Now Essentials
Mental wellness has (finally) gone mainstream. E-commerce now features a whole subcategory dedicated to better sleep, stress relief, and daily calm.
Top Picks:
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Calm App – Meditation and bedtime stories
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Muse S Headband – Brainwave feedback for deeper meditation
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Weighted blankets – Shown to ease anxiety
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Essential oil diffusers – A favorite in UK and Canadian homes
These products aren’t gimmicks—they’re game-changers for people juggling modern life and mental wellness.
Fitness at Home
Home workouts are still hot, even with gyms open again. Smart equipment and app-based programs make fitness easier to fit into any lifestyle.
What’s Trending:
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Tonal – AI strength training in a sleek wall unit
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Peloton Tread+ – Cardio meets community
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Lululemon Mirror – A digital trainer that blends into your décor
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Smart resistance bands – Small, smart, and surprisingly effective
In North America, purchases of smart fitness gear are up 22% year-over-year.
Eco-Friendly Wellness Is the New Standard
Today’s consumers want products that are good for them and the planet.
Eco Wellness Staples:
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Refillable deodorants from Wild and By Humankind
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Bamboo toothbrushes
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Shampoo bars
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Biodegradable supplement pouches
Canadian stores like Well.ca are seeing a major uptick in subscriptions for zero-waste wellness bundles.
How the US, UK, and Canada Compare
| Category | USA | UK | Canada |
|---|---|---|---|
| Supplements | Personalized packs | Immunity boosters | DNA-based formulas |
| Wearables | Apple Watch | Oura Ring | Fitbit Sense |
| Beauty | The Ordinary | Neal’s Yard | Graydon Skincare |
| Fitness | Peloton gear | Lululemon Mirror | Resistance kits |
| Mindfulness | Calm & Muse | Aromatherapy kits | Weighted blankets |
Shopping Smart: Tips for Wellness Purchases Online
1. Stick with verified retailers
Platforms like Amazon, Thrive Market, and iHerb are trustworthy and return-friendly.
2. Read the labels
Especially for supplements—check for third-party certifications.
3. Check region-specific rules
CBD, vitamins, and functional foods are regulated differently across the US, UK, and Canada.
4. Don’t skip reviews
What real users say still matters. A lot.
What’s Next in Wellness E-Commerce?
Looking ahead, we can expect:
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AI-powered wellness coaches
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Smart supplements with biofeedback
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Wearables with diagnostic capabilities
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Carbon-neutral packaging
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Virtual reality fitness sessions
The fusion of tech, sustainability, and personalization is shaping a smarter, healthier future.
Wellness Isn’t a Trend—It’s a Lifestyle
Whether you’re stocking up on collagen powders, upgrading your home gym, or finally trying that meditation app, one thing is clear: wellness in 2025 is a deeply personal and highly digital journey.
And the best part? It’s all just a tap away.
