Most practitioners I've spoken to this year believe they're operating in a contracting market.

The research says close to the opposite, and the gap between the mood and the data is wide enough that I found it genuinely disorienting.

In this episode I go through the five numbers that describe what is actually happening in health and wellness spending in 2026, where the growth is concentrating by segment, what believing the wrong thing is quietly doing to your pricing and your messaging, and a four-part diagnostic you can run on any quiet month so you can tell the difference between the buying climate and your own offer architecture.

Take the practitioner diagnostic: practitioner-diagnostic.lovable.app

It tells you which part of your practice is producing the quiet months, and that changes what you do next.

What's covered:

- Why health and wellness was the only category in the CivicScience survey where more people planned to spend more than pull back

- The McKinsey number I'd sit with: 51% will maintain or increase wellness spending even if their discretionary income drops

- Where the dollars are concentrating, from mental wellness and sleep through to personalised medicine and functional nutrition

- The two segments that are actually contracting, and what that means if your practice sits in either of them

- The credibility shift: why consumers now rate clinical effectiveness over clean ingredients by more than two to one

- The Quiet Month Diagnostic: the four things to check before you blame the economy

- The practitioner who raised her programme price during the climate she was worried about, and what changed first

Sources: CivicScience 2026 spending intentions survey (December 2025), McKinsey Future of Wellness 2026, Global Wellness Institute, Global Wellness Summit 2026 Future of Wellness Trends.

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