Wellness reimagined

Although the global economy is in turbulent waters, one trend clearly stands out: health is at the very top, and wellness is becoming a guiding principle. This has long since ceased to be just about exercise, balanced nutrition, or digital fitness aids. Increasingly, the central question is: How healthy is the environment in which we live?

The reality, especially in urban areas, paints a sobering picture. Only 7.6 percent meet the WHO air quality standards^[1], and 2.2 billion people still do not have reliable access to clean drinking water ^[2]. In light of such figures, it becomes clear: environmental health is not only a societal concern, but an urgent market need.

Growth in this area is impressive: demand for devices that improve air quality is rising rapidly – air purifiers increased by 24 percent^[3], humidifiers by 13 percent. Air coolers, which are particularly widespread in Southeast Asia, recorded a decline in 2025 compared with the previous year, due to exceptionally high sales figures in 2024. Electric fans, on the other hand, made a comeback and achieved growth rates in some cases in the triple digits, especially in Europe, where record heatwaves caused demand to soar. A similarly dynamic picture is also emerging for water filters: both filter jugs and wall-mounted systems achieved double-digit growth rates. As a result, products such as air purifiers and water filters have, globally speaking, developed within a short period of time from “nice-to-have” items into indispensable everyday helpers.

For manufacturers, it has long no longer been enough to bring a device with an appealing design to market. Consumers expect proven performance – for example in filter efficiency and energy consumption. Or in sustainable components that promote reuse and reduce waste. Retailers are also called upon: products of this kind should not be presented as lifestyle add-ons, but as indispensable companions in everyday life.

The desire for a holistic lifestyle change does not stop at the kitchen either: air fryers remain bestsellers despite signs of market saturation. They promise a healthier cooking experience with less oil – and greater energy efficiency.

The message is clear: health works holistically. From nutrition and sleep to work – tech products close the gaps here.

Interest in health tech is growing rapidly, but for 54 percent^[4] of respondents in NIQ’s global health and wellness survey, cost is the real sticking point. Close behind are aspects such as availability, time required, and trust. This is exactly where it will be decided which manufacturers prevail. Affordable innovations that do not compromise on quality will set the tone in the future. Emerging markets in particular, where high demand meets limited financial resources, open up significant opportunities for brands that offer reliable and at the same time cost-efficient health solutions.

Nevin Francis, Senior Director, Global Strategic Insights at NIQ, sums it up: “Categories focused on health and well-being are no longer a passing phenomenon – they are developing into an established culture. Tech products are becoming central solutions and real game changers in this process. Brands that understand this connection while also delivering affordable, straightforward offerings will lead the next wave of growth.”

[1] https://waqi.info/
[2] Water pollution in the world: major causes and statistics DevelopmentAid
[3] Market Intelligence Sales Tracking Period: Jan-Sep 2025 vs PY. Global ex. North America, Russia
[4] https://nielseniq.com/global/en/insights/report/2025/global-state-of-health-wellness-2025/