Recovery is eating the supplement aisle

Consumer recovery spend is up 22%, and 41% of trackers now monitor their sleep. The cultural shift is clear: the story of 2026 isn’t harder workouts — it’s the business of resting better.

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.