Australia is now one of the world’s leading wellness economies. New data from the Global Wellness Institute places Australia ninth globally, following several years of above-average growth and some of the highest per-capita wellness spending worldwide. The ranking reflects a broader change in how wellness is being prioritised nationally, with increasing emphasis on lifestyle, prevention and long-term wellbeing.
Alongside the rankings, the Institute’s 2026 trends forecast offers insight into where the global wellness economy is concentrating next, and how closely those priorities align with the way Australians are already choosing to invest in their health.
The Global Wellness Economy and Where Australia Sits
The global wellness economy has doubled in size over the past decade, reaching $6.8 trillion in 2024, and is forecast to grow to $9.8 trillion by 2029. Nearly 90% of global wellness spend is concentrated across North America, Asia-Pacific (including Australia), and Europe.
Within that context, Australia’s performance stands out.
Between 2019 and 2024, Australia recorded 7.5–8.5% annual growth, exceeding the global average of 6.2% and moving up three places in the global rankings, from twelfth to ninth. On a per-person basis, Australians now spend more than $5,000 per capita on wellness, compared to a global average of $831.
Taken together, the data points to a population investing heavily in health beyond traditional healthcare systems, with spending increasingly directed toward prevention, quality of life and sustained wellbeing.
What Makes Up Australia’s Wellness Economy
Australia’s wellness economy is shaped primarily by how people live, move, travel and recover, rather than by supplements or single-category solutions.
The largest sectors
Almost half of Australia’s entire wellness economy (approximately 46%) is concentrated across two experience-driven categories:
- Wellness tourism, spas & springs - 23%
- Wellness real estate - 23%
This concentration reflects the value placed on environments that support health including recovery-focused travel, thermal bathing, and residential spaces designed with wellbeing in mind.
Physical activity represents another significant share, accounting for 19% of total wellness spending. This aligns with Australia’s strong participation in sport, fitness and outdoor movement, as well as an ongoing focus on maintaining physical capacity across the lifespan.
Everyday lifestyle categories remain substantial contributors:
- Personal care & beauty - 13%
- Healthy eating, nutrition & weight management - 12%
These categories underscore the role of daily habits in Australia’s wellness economy, rather than episodic or reactive approaches to health.
Smaller sectors with growth potential
By comparison, several sectors currently represent a smaller portion of total spend:
- Public health, prevention & personalised medicine - 5%
- Traditional & complementary medicine - 4%
- Mental wellness 2%
- Workplace wellness -1%
Combined, these areas account for just 12% of Australia’s wellness economy. Rather than indicating low relevance, the gap highlights where future growth, policy focus and innovation may be concentrated particularly as mental health, chronic disease prevention and workplace wellbeing continue to rise in national importance.
(Percentages are approximate and based on visual analysis of Global Wellness Institute 2024 data.)
The 10 Wellness Trends Forecasted for 2026
1. Women Get Their Own Lane in Longevity
Longevity research and interventions are beginning to properly account for female biology. Rather than focusing solely on symptom management during menopause, attention is expanding toward ovarian aging and its role in systemic health. Clinics, diagnostics, wearables and wellness services are increasingly being designed around women’s healthspan across all life stages.
2. The Over-Optimization Backlash
As health data becomes more accessible, the psychological burden of constant tracking is becoming clearer. In response, wellness approaches are placing greater value on emotional regulation, nervous system safety and felt experience, rather than continuous measurement and performance metrics.
3. The Rise of Neurowellness
Neurowellness focuses on supporting nervous system resilience before breakdown occurs. Drawing on neuroscience, somatic practices and sensory design, this area is expanding into hospitality, real estate, corporate wellness and longevity-focused services, with growing use of AI-enabled personalisation.
4. Fragrance Layering
Scent is emerging as a form of personal expression and emotional regulation. Fragrance layering encourages experimentation and individual identity, extending beyond personal use into environments and experiences designed to influence mood and ritual through scent.
5. Ready Is the New Well
Disaster preparedness is increasingly being considered part of preventative wellness. This trend links physical readiness, mental resilience and community support, with implications for architecture, fitness spaces and wellness education as climate-related disruptions become more frequent.
6. Skin Longevity Redefines Beauty
Beauty is moving toward a longevity-led model that treats skin as an indicator of overall health. Advances in diagnostics, regenerative treatments and personalised skincare are reframing skin health as a long-term investment rather than a cosmetic concern.
7. The Festivalization of Wellness
Wellness experiences are becoming more social, participatory and culturally driven. Group movement, music-led events and immersive gatherings prioritise connection and emotional release, lowering barriers to entry and positioning wellbeing as something shared rather than optimised alone.
8. Women & Sports: The Revolution Continues
Women’s sports continue to expand economically and culturally. Increased visibility, participation and investment are reframing fitness around strength, capability and longevity, with benefits extending across physical and mental health at all ages.
9. Tackling Microplastics as a Human Health Issue
Microplastics are increasingly understood as a direct health concern, with early research linking exposure to inflammation and hormonal disruption. Wellness and healthcare sectors are beginning to address plastic exposure through diagnostics, consumer products and environmental design.
10. Longevity Residences
Longevity-focused residential developments integrate preventive healthcare, diagnostics and wellness infrastructure into everyday living environments. While currently concentrated in the luxury market, these models point toward a future where homes actively support healthspan over time.
What This Signals for Australia
Australia’s position in the global wellness economy points to a population increasingly investing in environments, habits and systems that support long-term health, and a market aligned with where global wellness is heading. As the sector continues to evolve, the most meaningful developments are likely to be those that integrate seamlessly into daily life, support resilience over time, and prioritise health before intervention becomes necessary.
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