Fitt Insider Danone Buys Huel, Nutrafol Nears $1B, The Wellness Gap Widens
Mar 24, 2026
A quick rundown of the widening wellness spending paradox and how Americans are reallocating budgets toward health. Coverage of Nutrafol's rapid growth, repeat-purchase strength, and expansion into men's 50-plus products. Report on Danone's billion-dollar acquisition of a plant-based meal-replacement brand and Big Food's push into functional nutrition.
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Consumers Prioritize Wellness Over Other Spending
- Americans plan to increase spending only in health and wellness while cutting elsewhere.
- CivicScience shows healthy groceries, mental health, beauty, longevity, and gym memberships lead planned increases, amid Gallup reporting one in three cutting essentials for healthcare.
Wellness Optimization Clashes With Healthcare Affordability
- The wellness gap is widening as willingness to spend on optimization clashes with affordability of basic care.
- Gallup finds one in three Americans cutting utilities, gas, or prescriptions to cover healthcare, highlighting access disparities.
Nutrafol Scales With Science Backed Loyalty
- Nutrafol grew 23% in 2025 and neared $1 billion in annual sales under Unilever's reporting.
- The brand drives loyalty via an app, clinicians (7,000+ pros), repeat purchases (80%+ revenue), and new men's 50+ products.