From collagen shots to adaptogenic blends — and now the fizzy boom of prebiotic sodas — wellness has moved far beyond a fleeting trend. What once felt like a niche obsession has matured into a cultural mainstay with real momentum.
No longer confined to the authority of nutritionists or pharmaceutical gatekeepers, wellness has become radically accessible. Retail shelves are crowded with health-forward innovations designed for everyday consumers, not just experts. The result? A booming, democratized wellness economy where curiosity is high, choice is abundant, and demand shows no signs of slowing.
But every boom brings saturation. As competition intensifies, standing out — and truly connecting with the right consumer — has become increasingly challenging for wellness brands. The once-reliable path from awareness to interest, desire and action is no longer a straight line.
In an era shaped by AI and ever-smarter algorithms, the traditional funnel is beginning to fracture. Today’s wellness consumer can turn to ChatGPT for personalized health guidance in seconds, while effortlessly comparing prices, ingredients and reviews across countless brands and marketplaces. Power has shifted decisively into the hands of the consumer — and brands must now earn attention, not assume it.
As the path to purchase stretches longer, brands hoping to capitalise on the wellness wave must rethink how discovery really happens. While 73 per cent of shoppers regularly encounter new products on social media, just 10 per cent actually complete their purchase there, according to connected commerce agency Front Row.
Instead, discovery now unfolds in motion. A consumer might spot a collagen drink on TikTok, seek reassurance through reviews and expert opinions, then compare prices across marketplaces and brand websites before committing. The linear funnel has all but disappeared. In its place is a fluid loop — where social inspiration feeds validation, validation leads to omnichannel checkout, and each interaction builds toward lasting brand loyalty rather than a single transaction.
As the once-predictable customer journey continues to fracture, brands are finding it increasingly difficult to follow — let alone influence — the path to purchase. Today’s consumers weave through five to seven touchpoints before committing, blurring attribution and challenging brands to keep their messaging cohesive, explains Christopher Skinner, chief revenue officer at Front Row. With discovery now unfolding across a maze of platforms, another obstacle looms: content overload. In a landscape crowded with competing voices, Skinner notes, brands must work harder than ever to rise above the noise without sacrificing the authenticity consumers expect.
By spanning retail media, content creation and Amazon marketplace strategy, Front Row helps wellness brands close the gaps between fragmented consumer moments. When probiotics brand Seed Health launched on Amazon in February 2024—supported by Front Row—CEO Cathrin Bowtell saw the move as a natural extension of the brand’s mission. “You have to meet people where they already are—and for millions, that path runs through Amazon,” she says. With the platform now capturing roughly 60 per cent of US beauty and wellness e-commerce, the opportunity is clear. “It allows us to bring our science, education and rigour into a space where people are actively researching and making thoughtful decisions about their health,” Bowtell adds.
The truth ultimately reveals itself through the conversation.
Across most sectors, research now sits at the heart of the buying decision, as shoppers routinely compare prices and hunt for dupes before committing. Front Row reports that 98 per cent of consumers read reviews prior to purchase — but in wellness, that behaviour carries even greater weight.
“Trust is non-negotiable in this category,” says Skinner. “Consumers don’t just want reassurance; they need repeated proof points to feel confident in a product’s safety and effectiveness.” Unlike fashion or tech, where experimentation carries little risk, wellness products are tied directly to health outcomes — making the validation stage longer, deeper and far more influential in the path to purchase.
Medical voices are increasingly shaping the feedback loop. From nutritionists to surgeons, clinician-led content on platforms like TikTok is turning social media into a space for perceived credibility and reassurance. Surgeon-turned-creator Dr Karan Rajan has built a following by endorsing — or outright dismissing — health products, while author and life coach Roxie Nafousi regularly spotlights her edited selection of wellness and beauty favourites through partnerships with retailers such as Look Fantastic.
The influence of these platforms is hard to ignore. According to Front Row, TikTok engagement is more closely linked to Amazon searches than Google, underscoring how cultural conversations don’t just spark interest — they translate directly into buying behaviour.
