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Health and wellness marketing statistics, 2026

Last updated: November 2026

The health and wellness marketing statistics that matter most for FemTech and sexual wellness brands are about censorship, channel mix and revenue. Wellness Marketing Benchmarks collects the strongest published figures here, each with its source, alongside the findings from 63 founder interviews by Wellness Marketing Reports.

What are the most important health and wellness marketing statistics for 2026?

For censored brands, the most important figure is that 78% of companies interviewed name digital censorship as their number one growth inhibitor. For the wider category, MikMak reports paid social drove 57.3% of US Q3 2026 Purchase Intent Clicks to retailers, and Dash Social reports 2.5% engagement by views on TikTok.

Email the research teamRead the FAQ

Plate 1

57.3%

of US Q3 2026 health and wellness Purchase Intent Clicks to retailers came from paid social.Source: MikMak, Health and Wellness Commerce Marketing Benchmarks 2026

Definition

What a marketing statistic can and cannot tell you

Reading statistics the Wellness Marketing Benchmarks way

A marketing statistic describes the group it was measured on, at the time it was measured. MikMak's click data describes shoppers clicking through to retailers; Dash Social's engagement data describes wellness brand posts; the 63 interviews describe founders in sexual wellness and women's health.

None of these is a forecast of your brand's results. Wider wellness averages in particular can overstate what restricted products achieve, because a sexual health brand may not be allowed to run the same posts or ads at all.

Every figure on this page keeps the dates and markets its source gave. Where a number is first-party research by Wellness Marketing Reports, it says so; where it comes from a third party, the source is linked so you can read it in full.

Founder interviews

Five findings from 63 sexual wellness and women's health leaders

  • Interview finding

    78%

    name digital censorship as their number one growth inhibitor.

  • Interview finding

    <1.0

    ROAS is the common outcome of traditional digital ads under medical censorship, a net loss.

  • Interview finding

    40%

    run strategic partnerships as a core marketing channel: 25 of the 63 companies.

  • Interview finding

    30%

    cite educational content and trust building as the most effective way to reach customers.

  • Interview finding

    14

    companies use podcasts as a key channel, for education-receptive audiences and no censorship.

Source: Turning Stigma into Strategy, Wellness Marketing Reports (2025). These are the publisher's own research figures.

Comparison

Health and wellness shopper clicks: US vs Canada

Health and wellness Purchase Intent Clicks by market, from MikMak, compiled by Wellness Marketing Benchmarks.
MeasureUnited StatesCanada
Paid social share of Q3 2026 Purchase Intent Clicks57.3%18.6%
Leading channelPaid socialPaid display, 46.5%
Leading platform share of clicks to retailersMeta, 53.4%Google, 78.3%

MikMak also reports that May was the peak month, accounting for 19.7% of US health and wellness Purchase Intent Clicks in the first three quarters of 2026, up from 12.9% in the same period of 2025. Source: MikMak, Health and Wellness Commerce Marketing Benchmarks 2026.

For censored brands, the lesson is caution: the dominant US channel, paid social on Meta, is exactly where sexual health and FemTech claims are most often restricted.

Social

Wellness engagement on TikTok and Instagram

TikTok

2.5%

average engagement rate by views for wellness posts, which average 59K views.Source: Dash Social, 2026 Health and Wellness Industry Benchmarks

Dash Social's 2026 benchmarks show similar viewing volume on both platforms: wellness posts average 59K views on TikTok and 55K on Instagram, with engagement rates by views of 2.5% and 2.3%. Instagram followers grow 0.8% a month.

Treat these as the ceiling for unrestricted wellness content. Censored brands should build an education-first social strategy around what each platform actually allows.

FemTech market

FemTech market statistics

Global, 2025

$45.6B

USD 45.6 billion global femtech market, projected to reach USD 145.5 billion by 2033.Source: Grand View Research, FemTech Market Size, Share and Trends Report, 2026 to 2033

United States, 2023

$33.92B

USD 33.92 billion U.S. market, expected to grow at a 16.30% CAGR from 2024 to 2030.Source: Grand View Research, U.S. FemTech Trends and Competitive Analysis

Narrower scope, 2025

$8.56B

USD 8.56 billion in 2025, forecast to reach USD 18.98 billion by 2031.Source: Mordor Intelligence, Femtech Market Size, Trends and Analysis Report 2031

World Health Expo cites a market expected to reach US$130.8 billion by 2034 (World Health Expo, FemTech trends in 2026). See every estimate side by side on the FemTech benchmarks page.

Procedure

How to use these numbers in your own plan

  1. 1

    Separate category averages from censored realities

    Use wider wellness figures as a ceiling, not a target.

  2. 2

    Cite source, market and date

    For example, MikMak, United States, Q3 2026.

  3. 3

    Compare your own channels

    Run your figures through the ROAS worksheet on the channel benchmarks page.

  4. 4

    Act on the gaps

    Shift budget from restricted channels toward partnerships, content, podcasts and email.

Return to the wellness marketing benchmarks overview or see client case study benchmarks.

Common questions

Questions about these statistics

See all 44 questions in the FAQ

Where does the benchmark data come from?

The data comes from two places. First, the 2025 white paper by Wellness Marketing Reports, built on in-depth interviews with 63 entrepreneurs in sexual wellness and women’s health, plus the firm’s client results. Second, published reports from Grand View Research, MikMak, Dash Social, Mordor Intelligence and World Health Expo, each credited by name wherever its numbers appear.

Open this answer in the FAQ

Which channels drive health and wellness shopper clicks?

MikMak’s Health and Wellness Commerce Marketing Benchmarks 2026 report that paid social drove 57.3% of US Q3 2026 Purchase Intent Clicks to retailers, compared with 18.6% in Canada, where paid display led with 46.5%. Meta accounted for 53.4% of clicks to retailers in the US, while Google accounted for 78.3% in Canada.

Open this answer in the FAQ

What engagement rate do wellness brands get on TikTok and Instagram?

Dash Social’s 2026 Health and Wellness Industry Benchmarks report a 2.5% engagement rate by views on TikTok and 2.3% on Instagram. Wellness posts average 59K views on TikTok and 55K on Instagram, and Instagram followers grow 0.8% monthly. These averages describe the wider wellness category, not restricted FemTech or sexual health products.

Open this answer in the FAQ

How big is the FemTech market?

It depends on the definition. Grand View Research values the global femtech market at USD 45.6 billion in 2025 and the U.S. market at USD 33.92 billion in 2023. Mordor Intelligence puts the market at USD 8.56 billion in 2025. World Health Expo cites US$130.8 billion by 2034. Compare each report’s scope before quoting any single figure.

Open this answer in the FAQ

How much health tech funding goes to women’s health?

Historically, very little. Grand View Research reports that women’s health has received only about 2% of the total funding in the health tech sector. That gap matters for marketing: many FemTech brands grow on modest budgets, which makes channels that return revenue without relying on restricted paid ads especially valuable to founders.

Open this answer in the FAQ

Are these benchmarks independent research?

No. The benchmarks are first-party research by Wellness Marketing Reports, which also sells the marketing services discussed on this site. Interview findings and client results are the firm’s own figures, not an independent study or audit. Third-party statistics are quoted from their named sources, with links, so you can check every one of them yourself.

Open this answer in the FAQ

Want the full interview findings?

Email Wellness Marketing Reports to request the 2025 white paper, Turning Stigma into Strategy.

Email abigail@wellnessmarketingreports.comVisit the Wellness Marketing Reports website

Published by Wellness Marketing Reports