McKinsey Maps 5 Wellness Archetypes

McKinsey just handed supplement and functional food brands a data-backed targeting framework for a $2.7 trillion market — and new neuroscience on menopause is opening a cognitive health opportunity that's barely been touched. In this episode: McKinsey partner Anna Pione co-authored a new report identifying five distinct wellness consumer archetypes — from proactive health optimisers to cost-conscious well-being seekers — across the $2.7 trillion global wellness industry, giving European marketers a rare, validated segmentation tool. New neuroscience research shows hormonal changes during menopause trigger structural brain reorganisation more significant than previously understood, strengthening the scientific case for cognitive health supplement positioning targeted at women over 45. Tech EU's H1 2026 ranking shows European healthtech investment concentrating in biotech, medical devices and AI health applications, with capital bifurcating sharply toward a small number of high-conviction companies as broader venture markets stay cautious. Updated German clinical guidance published in Ernaehrungs Umschau positions nutritional intervention as a foundational — not supplementary — pillar of Type 2 diabetes management, reinforcing the evidence base for functional food and nutraceutical brands in the metabolic health space. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily