Recovery is eating the supplement aisle

Health & wellness is the only consumer category where more people plan to spend more in 2026 than less — and nearly 30% of Gen Z and millennials say they prioritize wellness “a lot more” than a year ago. The cultural shift is clear: the story of 2026 isn’t harder workouts — it’s the business of resting better. Sleep tech is one of wellness’s fastest-growing subcategories (Spherical Insights).

For anyone building in wellness, recovery is the broadest, most accessible topic there is. It pulls in a wide audience and opens every adjacent conversation: sleep, nutrition, wearables, and the coaching that ties them together.