Although the concept of Health & Wellbeing has been around for a long time, it is now being viewed through a much broader lens, with reports estimating the value of the market to be more than $1.5 trillion globally. With 79% of consumers believing that wellness is important, and a further 42% considering it a top priority, the market has increased substantially as more consumers have taken health into their own hands. We explore why consumers are the main driver behind this change, how the expansion of the market has led to a digitisation of services, and the growing importance of mental wellbeing.