Health and wellness marketing statistics, 2026

NHE grew 7.2% to $5.3 trillion in 2024, or $15,474 per person, and accounted for 18.0% of Gross Domestic Product (GDP).

Scope: National Health Expenditure Accounts, all payers, calendar 2024.

U.S. health care and social assistance revenue for the second quarter of 2026, adjusted for seasonal variation but not for price changes, was $1,147.5 billion, [...] up 7.4 percent (± 0.6 percent) from the second quarter of 2025.

Scope: Census Quarterly Services Survey, NAICS 62, taxable and tax-exempt firms, seasonally adjusted, not adjusted for prices.

Average annual expenditures for all consumer units in 2024 were $78,535

Healthcare 5,856(b) 6,159 6,197 5.2* 0.6 [...] Health insurance 3,848(b) 4,049 4,055

Scope: Consumer Expenditure Surveys, all consumer units; the row reads 2022, 2023, 2024 and the percent changes.

Percent of adults who had a visit with a doctor or other health care professional in the past year: 84.7% (2025)

Scope: National Health Interview Survey 2025, US adults.

the prevalence of obesity in adults was 40.3%, with no significant differences between men and women.

The prevalence of severe obesity in adults was 9.4% and was higher in women than men for each age group.

Scope: National Health and Nutrition Examination Survey, measured height and weight, adults 20 and over.

In 2021, 37.0% of adults used telemedicine in the past 12 months.

Telemedicine use increased with age, and was higher among women (42.0%) compared with men (31.7%).

Scope: National Health Interview Survey 2021, US adults.

In 2024, 48.4 million people aged 12 or older (or [...] 16.8 percent of the population) had an SUD in the [...] past year

Scope: National Survey on Drug Use and Health 2024, civilian non-institutionalised population aged 12 or older.

Percent of adults age 18 and older with regular feelings of worry, nervousness, or anxiety: 12.5%

Percent of adults age 18 and older with regular feelings of depression: 4.5%

Scope: National Health Interview Survey 2025 early release, US adults.

Percent of adults age 18 and older with a dental exam or cleaning in the past year: 66.7%

Scope: National Health Interview Survey 2025 early release, US adults.

The global wellness economy grew by 7.9% from 2023-2024 and reached a new peak of $6.8 trillion in 2024. It has doubled in size since 2013.

We first defined and measured the wellness economy and its component sectors in 2014, these figures are now updated and released every year in the Global Wellness Economy Monitor.

Scope: GWI, eleven wellness sectors, worldwide, 2024, from its Global Wellness Economy Monitor 2025.

About 1.9 million openings are projected each year, on average, in these occupations due to employment growth and the need to replace workers who leave the occupations permanently.

The median annual wage for healthcare practitioners and technical occupations (such as dental hygienists, physicians and surgeons, and registered nurses) was $86,530 in May 2025

Scope: BLS employment projections 2025 to 2035 and Occupational Employment and Wage Statistics, May 2025.

The median annual wage for registered nurses was $97,550 in May 2025.

Employment of registered nurses is projected to grow 6 percent from 2025 to 2035, faster than the average for all occupations.

Scope: BLS OES May 2025 and employment projections 2025 to 2035.

The median annual wage for dentists was $176,110 in May 2025.

Overall employment of dentists is projected to grow 6 percent from 2025 to 2035, faster than the average for all occupations.

Scope: BLS OES May 2025 and employment projections 2025 to 2035.

| 18-64 | $831 | $797 | $846

| 18-64 | 2.1 | 1.9 | 2.1

Scope: Medical Expenditure Panel Survey, 2019 to 2021, constant 2021 dollars; adults 18 to 64 with at least one visit.

Table 5: Gross Billings Per Dentist for Owner Dentists in Private Practice, 2025

A6=General Practitioners A7=All owners B7=965660 C7=583410 D7=893510 E7=1198710 F7=32870 G7=423

Scope: ADA HPI Survey of Dental Practice 2025, Table 5; the columns are average, first quartile, median, third quartile, standard error and number of responses.

The average income for GP dentists was $215,320 in 2025. Dentist inflation-adjusted earnings have been decreasing due to an ongoing "fiscal squeeze" brought on by dental practice expenses growing faster than reimbursement.

Scope: ADA HPI Survey of Dental Practice, 2025 results.

Takeaways from the top 10% 1-7 location practices

the benchmark average for practices with 1-7 locations is 80%

See how your practice compares to thousands of dental offices nationwide

Average patient retention is 70%. Top 10% practices have retention rates of 94%, showing much stronger continuity and reappointment execution.

| No-show rate | 4% | <1%

Scope: Henry Schein One's own data ("Our data shows") from thousands of dental offices nationwide, in its 2026 Catalyst Index takeaways for practices with 1 to 7 locations; the no-show row reads average then top 10 percent.

The total number of medical spas increased from 8,899 to 10,488

The average annual medical spa revenue increased from $1,307,587 to $1,398,833

Patients spend an average of $527 during a medical spa visit

Scope: AmSpa 2024 State of the Industry survey of medical spas; sample size not stated in the recap.

Skilled Nursing In The Home Hourly | $90

Non-Medical Caregiver Hourly | $35 | $34 | 3%

Scope: CareScout Cost of Care Survey 2025, about 16,000 provider surveys, national medians.

PDS [...] Gross margin percentage | | 28.9 | % | | 32.5 | % [...] Hours | | 12,413 | | | 11,053 [...] Revenue rate | $ | 44.62 | | $ | 43.97

Scope: Aveanna Healthcare Q2 2026 results, Private Duty Services segment.

The mean ± SD cost of a PRP injection was $707 ± $388 (range, $175-$4973), and the mean cost of an SC injection was $2728 ± $1584 (range, $300-$12,000).

There were 725 (88.6%) offices that disclosed prices of PRP injections and 224 (77.8%) offices that disclosed prices of SC injections.

| Platelet-Rich Plasma, n = 818

Scope: Scripted telephone calls to 1,345 US orthopaedic sports medicine practices; 725 offices disclosed PRP prices; Table 1 gives n = 818 for PRP and the paper is titled The Cost Variability of Orthobiologics.

Among 2306 patients (median age 46.0 years, Interquartile Ratio [IQR] 38.0-55.0; 85% female; 68% White, 28% Black, 4% Hispanic), with median persistence 10.7 months (IQR 5.4-16.3).

enrolled in a 'no cost to patient' Medical Weight Loss Bundle program who received ≥1 prescription fill of semaglutide or tirzepatide.

persistence with GLP1RA therapy (continuous prescription fills without a gap ≥84 days)

Scope: 2,306 patients in a single-centre retrospective cohort, January 2022 to December 2024; persistence is continuous prescription fills without a gap of 84 days or more.

Offer for 2 monthly fills through December 31, 2026, then $349 per month for Wegovy® 0.25 mg, 0.5 mg, 1 mg, 1.7 mg, or 2.4 mg and $399 per month for Wegovy® HD 7.2 mg.

Scope: NovoCare pharmacy price page, read 2 October 2026.

Average $749,904 Gross Sales $496,504 Gross Profit [...] *Based on the 2025 average sales numbers of franchise and affiliate owned locations from Item 19 of the 2026 FDD

Scope: Franchise and affiliate owned locations in the franchisor's 2026 FDD, 2025 results; location count not stated on the page.

Subscribers grew 13% to approximately 2,511,000 as of December 31, 2025 as compared to approximately 2,229,000 Subscribers as of December 31, 2024.

| Total revenue | | $ | 2,347,637

Scope: Hims and Hers Health 10-K, fiscal 2025; subscribers in thousands in the filing's table.

The average cost per lead for healthcare search ads is currently $66.02.

“Averages” are technically median figures to account for outliers.

This report is based on a sample of 3,542 US-based search advertising campaigns running between October 1, 2024, and September 30, 2025.

Scope: LocaliQ, 3,542 US search campaigns, 1 October 2024 to 30 September 2025; each subcategory has at least 43 campaigns; the report calls its figures averages and says they are technically medians.

Conversely, Mental Health had the highest average cost per lead this year at $141.17, followed by Addiction Recovery at $120.30, and Plastic & Cosmetic Surgery at $102.51.

General Dentistry | $84.77 | General Practice & Family Medicine | $62.80

Scope: LocaliQ healthcare search benchmarks, subcategories with at least 43 campaigns each; the report calls its figures averages and says they are technically medians.

The industries with the highest cost per lead for Facebook ads lead campaigns were Dental Services at $61.56, Beauty & Personal Care at $50.91, and Home & Home Improvement at $42.95.

Scope: LocaliQ and WordStream Facebook lead campaign benchmarks, 20 industries, sample size not stated.

The average CPL for search advertising in 2026 is $66.69.

Scope: LocaliQ and WordStream, Google Ads and Microsoft Ads campaigns, 2026.

Ads promoting or marketing dietary, health, or weight loss or weight gain products and services must be targeted to people at least 18 years or older.

Ads promoting or marketing cosmetic products, procedures or surgeries, must be targeted to people at least 18 years or older.

Scope: Meta Advertising Standards, Health and Wellness, as read 1 October 2026 Pacific.

While you don’t need to be certified in order to use prescription drug terms in ads and landing pages, you must be certified in order to keyword-target these terms.

Scope: Google Ads Restricted drug terms policy, as read 1 October 2026 Pacific.

Except as provided below in relation to the promotion of cell or gene therapies in the United States, the following is not allowed: [...] Stem cell therapy [...] Platelet rich plasma, also referred to as PRP therapies

In October 2019, the Google Ads Healthcare and medicines policy will be updated to prohibit advertising for speculative and experimental medical treatments.

Scope: Google Ads Speculative and experimental medical treatment policy and its October 2019 change-log entry.

"effective_on":"2024-10-21"

a violation of this part for a business to write, create, or sell a consumer review, consumer testimonial, or celebrity testimonial that materially misrepresents, expressly or by implication: (1) That the reviewer or testimonialist exists

a violation of this part for a business to provide compensation or other incentives in exchange for, or conditioned expressly or by implication on, the writing or creation of consumer reviews expressing a particular sentiment

Scope: 16 CFR Part 465, as published in the Federal Register and codified in the eCFR.

Because search clicks and purchase behavior are correlated, we show that returns from paid search are a fraction of conventional non-experimental estimates. As an extreme case, we show that brand-keyword ads have no measurable short-term benefits.

Scope: NBER Working Paper 20171, controlled experiments at eBay, published May 2014.

Ad impressions delivered across our Family of Apps in the second quarter of 2026 increased by 14% year-over-year.

Average price per ad in the second quarter of 2026 increased by 12% year-over-year.

Total revenue for the second quarter of 2026 was $60.80 billion, an increase of 28% compared to the second quarter of 2025, due to an increase in advertising revenue.

Scope: Meta Platforms 10-Q, three months ended 30 June 2026, Family of Apps.

| Google Search & other | $ | 54,190 | | | $ | 63,271 |

Scope: Alphabet 10-Q, three months ended 30 June 2026 and 2025, in millions.

About half of U.S. adults now report using AI chatbots, up substantially from the summer of 2024. [...] This includes roughly one-in-four who use these tools on daily basis.

We surveyed 5,119 U.S. adults from Feb. 17 to 23, 2026.

Prior to 2026, the question was “Have you ever used an artificial intelligence (AI) chatbot like ChatGPT, Gemini, or Copilot?” and was asked of those who had heard at least a little about chatbots.

Scope: Pew American Trends Panel, 5,119 US adults, 17 to 23 February 2026.

| To search for information | 42%

| To get medical advice | 20%

| To get diet and fitness information | 20%

Scope: Pew American Trends Panel, 5,119 US adults, February 2026; shares based on all adults.

Our survey shows that six-in-ten U.S. adults say they read AI search engine summaries. Three-in-ten say they do not.

| U.S. adults | 60% | 30% | 10%

Scope: Pew American Trends Panel, 5,119 US adults, February 2026.

Users who encountered an AI summary clicked on a traditional search result link in 8% of all visits. Those who did not encounter an AI summary clicked on a search result nearly twice as often (15% of visits).

Google users who encountered an AI summary also rarely clicked on a link in the summary itself. This occurred in just 1% of all visits to pages with such a summary.

Scope: Pew analysis of 68,879 Google searches by 900 consenting US adults, March 2025.

Some 18% of all the Google searches in our study generated an AI summary as part of the search results.

Google searches that contain more words, ask questions or use full sentences tend to produce AI summaries more often.

Just 8% of one- or two-word searches resulted in an AI summary. But that share rose to 53% for searches with 10 words or

Scope: Same Pew panel: 68,879 Google searches, 900 adults, March 2025.

In all, 34% of Americans ever use AI chatbots for at least one of the eight health and medical reasons we asked about.

A quarter of Americans say they use AI chatbots to diagnose symptoms.

Scope: Pew American Trends Panel, 3,488 US adults, 22 to 28 June 2026.

About seven-in-ten U.S. adults (72%) say it’s extremely or very important that a doctor or other healthcare provider tells them if they’re using AI in their healthcare.

Scope: Pew American Trends Panel, 3,488 US adults, June 2026.

the West Health-Gallup Center on Healthcare in America reports that 25% of Americans have used an AI tool or chatbot for health information or advice, mainly as a supplemental tool for their care.

However, only 4% say they strongly trust the accuracy of AI-generated health information

Scope: Gallup Panel for West Health, more than 5,500 US adults, 27 October to 22 December 2025.

In the first four months of 2026, a whopping 68.01% of Google searches ended without a click.

In 2024, US zero click searches on Google stood at 60.45%.

Those from 2024 were provided by Datos, now a Semrush company. And 2026’s are from Similarweb [...] Thus, the graph below compares a bit of apples and oranges

Only 0.34% of searches made their way to AI Mode

Scope: Similarweb US desktop and mobile web panel, January to April 2026, excluding the Google mobile app; the 2024 figure is from a Datos panel.

Among U.S. adults aged 20 and over, 57.6% used any dietary supplement in the past 30 days, and use was higher among women (63.8%) than men (50.8%).

Scope: National Health and Nutrition Examination Survey 2017 to 2018, adults 20 and over.

Three-quarters of Americans Take Dietary Supplements; Most Users Agree They are Essential to Maintaining Health, CRN Consumer Survey Finds

In 2023, the survey was conducted online [...] among a nationally representative sample of 3,192 U.S. adults age 18+

Scope: CRN Consumer Survey 2023, 3,192 US adults 18 and over, 9 to 14 August 2023, online.

Under DSHEA, FDA does not have the authority to approve dietary supplements before they are marketed.

Under the FD&C Act, a firm is responsible for ensuring that the dietary supplements it manufactures or distributes are not adulterated, misbranded, or otherwise in violation of federal law.

Scope: FDA Questions and Answers on Dietary Supplements, content current as of 27 August 2026.

These figures come from Recharge platform data covering roughly 1,800 supplement brands over the trailing 12 months. The retention curves follow acquisition cohorts from July 2025 to June 2026 by reorder sequence

Supplements have the leakiest first reorder of any consumable category we measured. Only 86.6% of first-time buyers come back for a second order.

| Supplements & Vitamins | 86.6% | 9.8% | 1.4%

Scope: Recharge platform data, roughly 1,800 supplement brands, acquisition cohorts July 2025 to June 2026 followed by reorder sequence; five wellness and replenishment consumable verticals compared.

Gross profit margin increased to 50.4% for the year ended December 31, 2025 from 50.2% for the year ended December 31, 2024.

The Company incurred advertising expenses of approximately $318.9 million, $221.6 million and $160.0 million during the years ended December 31, 2025, 2024 and 2023, respectively.

For the year ended December 31, 2025, revenue was approximately $2,515.3 million, an increase of $1,159.6 million or 85.5%, from $1,355.6 million for the year ended December 31, 2024.

Scope: Celsius Holdings 10-K, fiscal 2025.

For our consumer products segment, sales and marketing expenses increased by $6.2 million to $34.9 million in 2025 [...] As a percentage of net sales, these expenses decreased to 36% of net sales in 2025 from 37% in 2024.

As a percentage of net sales, total sales and marketing expenses improved to 27% in 2025 from 30% in 2024

For the years ended December 31, 2025 and 2024, our net sales were approximately $129.4 million and $99.6 million, respectively.

Scope: Niagen Bioscience 10-K, fiscal 2025.

our revenue was reduced by approximately $2.7 million and $4.3 million, respectively, for slotting fees and promotion allowances.

advertising costs of $0.7 million and $1.2 million, respectively.

Scope: Jones Soda 10-K/A, fiscal 2025.

Gross margin decreased approximately 50 basis points to 71%, primarily driven by higher tariff costs, partially offset by benefits from pricing.

Net sales increased 25% to $1,636.5 million, primarily driven by growth in both our retailer and e-commerce channels, in the US and internationally.

Scope: e.l.f. Beauty fiscal 2026 results press release.

Beauty & Personal Care | 2.74% | 2.21x | $44.29 | $66 | 18.18% | 18.6%

All metrics shown are medians (not averages) to avoid skew from outliers.

Scope: Polar Analytics, 4,000+ Shopify brands, medians; the row reads CVR, ROAS, CAC, AOV, add-to-cart rate, cart-to-purchase.

Last year, median gross margin was significantly higher for 8-figure brands (56%) versus 7-figure brands (52%).

This data is based on hundreds of 7 and 8-figure brands with Finaloop financials.

Scope: Finaloop, hundreds of 7 and 8-figure brands, $3.16 billion of annual sales, 2023 to 2025.

Beauty, Health, and Personal Care · 8% for products with a total sales price of $10.00 or less, and · 15% for items with a total sales price greater than $10.00

Scope: Amazon seller pricing page, read 2 October 2026.

The median sales price of new houses sold in August 2026 was $393,700. This is 0.4 percent (±7.4 percent)* above the July 2026 price of $392,200, and is 5.8 percent (±8.2 percent)* below the August 2025 price of $417,900.

Scope: Census Bureau and HUD New Residential Sales, August 2026; sales at a seasonally adjusted annual rate of 684,000.

Construction costs account for 64.4% of the average price of a home, according to NAHB’s most recent Cost of Construction Survey.

The average builder profit margin was 11.0% in 2024, up less than a percentage point from 10.1% in 2022.

sales commission (2.8%), financing costs (1.5%), and marketing costs (0.8%)

Scope: NAHB Cost of Construction Survey 2024, national averages; NAHB says the sample is not large enough for a regional breakdown.

Of that, about $9.0 million (79.3%) was spent on cost of sales (i.e., land, direct and indirect construction costs), which translates into an average gross profit margin of 20.7%.

Scope: NAHB Builders' Cost of Doing Business Study, fiscal 2023.

Of that, about $1.9 million (70.1%) was spent on cost of sales (i.e., labor, materials, contractors), which translates into an average gross profit margin of 29.9%.

Scope: NAHB Remodelers' Cost of Doing Business Study, fiscal 2024.

Since peaking at $611 billion in [...] 2022, the remodeling market has contracted slightly

Yet spending is ultimately expected to [...] remain near its peak through 2025

Scope: Harvard Joint Center for Housing Studies, Improving America's Housing 2025.

median net worth surged 37 percent to [...] $192,900, and real mean net worth increased [...] 23 percent to $1,063,700

Scope: Federal Reserve Survey of Consumer Finances, 2022, all families.

Median household income was $83,730 in 2024, not statistically different from the 2023 estimate of $82,690

Scope: Current Population Survey Annual Social and Economic Supplement, 2024 income.

The typical Client Acquisition Cost (CAC) was $2,551 in 2026, down from $3,800 in 2024

Client acquisition costs (CACs) via advertising ($8,406 per new client) are roughly half the average across all marketing tactics ($16,925).

Scope: Kitces Research marketing survey, 506 qualified practices, 6 March to 13 April 2026, on 2025 marketing.

Main Street transactions averaged six to 10 months from engagement to close, while lower middle market deals averaged 11 to 12 months.

completed by 255 Business Brokers and M&A Advisors. Respondents completed 181 transactions this quarter.

Scope: IBBA and M&A Source Market Pulse, 255 brokers and advisors, surveyed 1 to 15 July 2026.

2 of 16 keyword rows flagged. 14 passed. Same page, same copy, same ad group, same submission.

Scope: PELORA Research Study 01: two unrelated clinic Google Ads accounts, verdicts transcribed from the Google Ads interface, September 2026.

2 accounts unrelated, in different states, same refusal word for word

0 audience segments configured on either account

Scope: PELORA Research Study 01, September 2026.

| concierge nursing | 3,121 | 1.7% | 6.8

Scope: PELORA Research Study 02: one in-home nursing practice's Search Console data in a large US metro, September 2026.

Position 12.4 on the phrase that does not hire. Positions 31.8, 42.7 and 60.3 on the three that do. That is the whole finding in four rows.

Scope: PELORA Research Study 02, traced results pages for one metro, September 2026.