Wired for wellness

The imperative of environmental solutions and affordability

While the global economy navigates turbulence, one trend is cutting through the noise: Health is taking top priority, and wellness is emerging as a defining theme. The focus on health is no longer confined to gym routine, healthy eating and fitness trackers—it’s increasingly about the environment we live in. Let’s face it, many cities across the world are getting worse in terms of quality of life, the facts are sobering. Only 7.6% of cities meeting WHO air quality standards¹ and 2.2 billion people are still lacking safe water², environmental health is a market imperative. 

Harnessing health tech to combat environmental health challenges

The growth is significant: Air treatment categories are booming, with air cleaners up +24%³ and humidifiers up +13%³. Air coolers a segment dominant in southeast Asia declined in 2025 vs 2024 due to high previous year baselines. Electric fans, meanwhile, posted triple-digit gains—especially in Europe, where record-breaking heatwaves spurred demand. Water filters tell a similar story, with jug filters and wall-mounted systems growing double-digit growth. That’s why, on a global scale, products like air purifiers and water filters have moved from “nice-to-have” to “must-haves.”

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Beyond the aesthetics: Performance and price

For manufacturers, just making a sleek appliance isn’t enough anymore. Consumers demand proof of performance—filtration efficiency, energy savings, and relevant sustainability that either helps to reuse or reduce waste. Retailers, meanwhile, must position these products not as luxury but as everyday essentials.

The drive for a holistic lifestyle also keeps healthy cooking solutions relevant. Air fryers remain hot sellers—despite signs of saturation—because they promise healthier cooking with less oil and more energy efficiency. The message is clear: health is holistic. From what we eat to how we sleep, and work, tech and durables are stepping in to bridge gaps.

Affordability: The decisive factor

Here’s the sticking point: interest in health tech is soaring, yet 54%⁴ of consumers in NIQ’s Global Health and Wellness survey cite cost as the biggest barrier. Availability, time, and trust follow closely. This is where winning brands will pull ahead. Affordable innovation—without compromising quality—will define market leadership. Emerging markets, where health needs are high, but budgets are tight, present enormous potential for brands that can deliver credible, cost-effective solutions.

Nevin Francis, Senior Director, Global Strategic Insights at NIQ, summarizes the shifting landscape: “Categories focused on health and well-being are not just a momentary fad—it’s becoming a culture, and tech and durables products are the solutions and enablers. Brands that understand this interconnectedness and can deliver affordable, simplified solutions will lead the next wave of growth.“