Quora Insights

Health & Wellness Market Trends & Quora Audience Insights

The rise of personalized health solutions is transforming the health and wellness industry—and with it, the way brands connect with consumers. Today’s health-conscious individuals are no longer content with one-size-fits-all approaches. They seek tailored solutions that meet their specific goals, lifestyles, and preferences. This shift is driven by the growing accessibility of health data through at-home testing kits, wearables, and mobile apps, empowering people to take control of their well-being like never before.

As consumers become more informed and proactive, brands in the health and wellness space must rethink their strategies. It’s not just about offering great products—it’s about delivering personalized experiences that resonate with an audience expecting more relevance and value. In this new landscape, advertisers are faced with the challenge of reaching a highly informed, and health-aware consumer base. The brands that succeed will be those who can align their marketing efforts with this evolving trend, using precision and personalization to stand out.

Global health & wellness market statistics and trends

The global healthcare services sector has been on an upward trajectory due to constant technological innovations. The global market is expected to grow from $8.9 trillion in 2024 to $10.9 trillion by 2028, according to Research and Markets. The growth is driven by advancements in medical technology, increasing insurance coverage, government healthcare programs, and regulations. Due to these efforts, there has been great improvement in survival rates and the quality of life for patients in the past decade. Going forward, the industry is expected to see significant trends like the growing adoption of telemedicine, a stronger emphasis on patient-focused care, increased efforts to promote preventive health and wellness programs, and further advancements in personalized medicine.

The pharmaceutical sector is also growing rapidly. According to Research and Markets, the global pharmaceutical drugs market size is expected to grow from $1.2 trillion in 2024 to more than $2 trillion in 2028, growing at a CAGR of 13.4%. Increased government support, improved access to healthcare services, rising investments, higher healthcare spending, and greater awareness around immunization and vaccination programs are driving the projected growth in this market.

The global wellness market is valued at $1.8 trillion as of 2024, according to a McKinsey report. The market is driven by health-aware consumers demanding effective, science-backed solutions for their health and wellness needs​. Millennials and Gen Z are contributing significantly to this growth, spending more on subcategories like fitness, nutrition, mindfulness, and skincare. This indicates a generational shift toward holistic well-being and prioritizing personal health.

In addition, the McKinsey report also calls out a new era for biomonitoring and wearable technology. Roughly half of the people surveyed had purchased a wearable fitness device and one-third of the surveyed wearable users reported using their devices more frequently than the previous year. A significant majority of over 75% of respondents expressed openness to adopting wearable technology in the future.

$179 Billion

Estimated revenue of the global digital health sector in 2024

$58.64 Billion

Digital Fitness and Well-Being market size in 2024

$554 Billion

Estimated market size for the global health and wellness food market in 2024

Health & wellness advertising market

The growing digital presence of healthcare and pharmaceutical brands is reshaping the health and wellness industry’s advertising strategies. Global digital ad spending in these sectors has significantly increased, driven by the shift toward digital platforms and the growing use of technology in healthcare services. 

The global health and wellness advertising market is projected to experience significant growth in 2024, driven by increasing consumer demand for health-related products and services. The global healthcare advertising market size is expected to reach $42.28 billion in 2024. The market is anticipated to be valued at $54.99 billion by 2029, growing at a CAGR of 5.4%, according to Market Data Forecast.

Mobile advertising is crucial for healthcare brands, with 58% of smartphone users downloading health apps, 62% researching health conditions, and 85% contacting healthcare providers on their smartphones, according to Invoca. As mobile usage grows, healthcare marketers must prioritize this channel to reach patients effectively. Advertising on relevant platforms like Quora, where 77% of users access via mobile, is essential for maximizing impact.

$42.28 Billion

Global Healthcare Advertising market size in 2024

80%

of internet users aged 18-49 seek health information on social media

91%

of healthcare professionals use social media for professional purposes

Digital platforms have emerged as focal points for advertisers due to their widespread reach and adaptability in catering to shifting consumer behaviors and preferences. However, the foundation of effective health and wellness advertising extends beyond numbers; it hinges on building trust. 

As consumers become increasingly discerning, transparency and credibility have become crucial to any digital campaigns. Brands that prioritize these aspects in their marketing stand to establish strong, enduring relationships with their target audience. By clearly communicating how products and services can personally benefit consumers, advertisers can forge connections that resonate with health-conscious individuals.

Health & wellness advertising – digital trends & examples

Digital advertising is a crucial aspect of earning brand trust for modern health advertisers, especially post-pandemic, as consumers rely on information from online sources for making purchase decisions. 

Incorporating visual and aspirational content is a potent strategy to inspire and educate audiences about various health and wellness topics. Engaging images or immersive videos such as how-to guides, product explainers, and user-generated content showcasing real-life experiences, can help health and wellness brands captivate viewers and provide value-driven information.

Native advertising is another efficient form of advertising to grab consumers attention and promote products and services without overtly pitching. By seamlessly integrating brand messaging into valuable health content, native ads can influence audiences in a subtle, engaging way.

A pertinent illustration of native advertising’s effectiveness can be seen in Quora Promoted Answers. By integrating within organic Quora conversations, brands can deliver tailored solutions precisely when consumers are seeking answers. This contextually relevant format fosters trust and reinforces brands’ expertise in the health and wellness domain.

Quora’s resonance with health-conscious users, coupled with its capacity to nurture brand awareness and offer tailored engagement, makes it an exceptional space for Health & Wellness advertising. Many health and wellness brands have found success in building brand awareness, thought leadership and eventually influencing purchase decisions with Quora Ads.

Circles Up

Gaining loyal, engaged users at a lower CPA than other platforms

Circles Up, a mental health technology company was looking to promote their app offering audio-based support groups. They turned to Quora, knowing it’s where curious, thoughtful users go to seek solutions. The results were incredible—127M Answer views and a CTR of 5.59%, three times the industry standard. They also found that Quora users engaged more deeply, with a 50% higher retention rate and 30% stronger engagement and long-term app usage compared to users from other platforms like Google and Facebook. Plus, with a 15% lower CPA than these platforms, Quora proved to be both impactful and cost-effective for Circles Up’s campaign.

Circles Up Ad Example

GenoPalate

Heightened engagement, superior conversion rates, and impressive cost-efficiency

GenoPalate, a data-driven, nutrition company, harnessed Quora’s potential to reach their target audience. They had a strategic approach that included a prospecting campaign, a retargeting campaign and constantly testing different creatives. They were also able to leverage user generated content and influencer created answers to add authenticity. Quora emerged as GenoPalate’s standout platform, surpassing industry giants like Google and Facebook by up to 40% in scale and cost-effectiveness. They consistently received higher-quality traffic from their Quora campaign, marked by longer on-site engagement, increased average order values (AOVs), and robust conversion rates.

GSK

Spread vaccine awareness with great CTRs and CTVs

During the COVID-19 pandemic, GlaxoSmithKline (GSK) recognized the need to address concerns surrounding routine vaccinations. Amidst the ongoing uncertainty of whether to continue vaccinations or delay them, GSK seized the opportunity to disseminate vital information on the significance of timely immunizations. The campaign achieved remarkable success, not only spreading awareness about vaccinations but also enhancing brand recognition. With 52M+ impressions and 500K+ clicks from a highly engaged and health-conscious community on Quora, GSK witnessed a high click-through rate (CTR) and an impressive click-to-visit rate (CTV).

Apollo Hospitals Group

Increased brand awareness and trust by eradicating misinformation at lower CPCs

Apollo Hospitals Group embarked on a mission to eradicate misinformation and drive health awareness. Recognizing Quora’s vibrant discussions around health, Apollo saw the platform as an ideal medium to engage with their target audience. They utilized their Business Profile to share medical information, including videos with medical experts to add more authority. To accelerate engagement, Apollo promoted their answers, which not only increased brand awareness but it also positioned Apollo as a trusted source of accurate medical information.

HealthifyMe

Appealed to health and wellness enthusiasts with Video Ads

HealthifyMe, a leading health and wellness app, achieved remarkable success by effectively utilizing different ad formats on Quora. HealthifyMe adopted a multi-faceted approach to engage a high-intent audience interested in health and wellness. On the one hand, they began answering questions about diet, nutrition, weight loss, and healthy lifestyles with their Business Profile. Simultaneously, they leveraged existing customer reviews from HealthifyMe, and promoted these testimonials on Quora to an audience interested in health and wellness. With this strategy, they achieved a Promoted Answers CTR that is 3 times higher than the industry benchmark and an Image Ads CTR that is 40% higher. Their Video Ads were also highly engaged with a view-through rate (VTR) of 60%.

Health & wellness advertising on Quora 

Quora offers health and wellness brands a unique platform to engage with informed, curious audiences through personalized responses and innovative ad formats. Here’s how brands can make the most of it:

quora ads Tribe icon

Audience engagement

Quora’s Q&A format allows brands to provide in-depth, credible answers to user questions, building trust and authority. By participating in relevant discussions, brands can foster loyalty and a sense of community around their expertise.

quora ads draft icon

Personalized responses

Tailoring content to specific user questions helps brands demonstrate expertise and address individual needs. This personalized approach enhances user experience and drives ongoing engagement.

quora ads rocket icon

Innovative ad formats

Quora Ads allow brands to target audiences based on interests and behaviors and engage with them using the innovative ad formats available on the platform. With advanced analytics tools, campaigns can be fine-tuned for higher performance and engagement.

Popular health and wellness topics on Quora globally

Health

126.4M Followers

2.8M Questions

Medicine & Healthcare

187M Followers

5.1M Questions

Fitness

13.9M Followers

1.2M Questions

Mental Health

10.7M Followers

1.3M Questions

Healthy Living

9.5M Followers

180.2K Questions

Nutrition

15.3M Followers

772.3K Questions

Healthy Eating

17.6M Followers

738.6K Questions

Pharmaceuticals

4.6M Followers

1.1M Questions

Trending health and wellness topics on Quora

These topics saw a spike in content views over the last year.

Trending health & wellness topics on Quora globally

Quora’s global health & wellness audience stats

54%

describe themselves as “health-conscious”

51%

are interested in fitness and exercise

55%

are interested in health foods and drinks

47%

are interested in nutrition

55%

 are interested in personal healthcare

49%

use the internet for researching health issues and healthcare products

33%

checked health symptoms online in the last week

46%

are comfortable talking about their mental health

41%

trust new technology to improve their health

37%

use health and fitness websites and apps

27%

purchased health insurance in the last 3-6 months

21%

are planning to purchase health insurance in the next 3-6 months

Get your brand’s message in front of over 400 million monthly unique visitors on Quora.

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US

Popular health and wellness topics on Quora in the US

Health

39.5M Followers

Medicine & Healthcare

6.4M Followers

Fitness

4.1M Followers

Mental Health

3.8M Followers

Healthy Eating

5.7M Followers

Exercise

2.4M Followers

Nutrition

4.8M Followers

Pharmaceuticals

1.5M Followers

Quora’s US health & wellness audience stats

48%

describe themselves as “health-conscious”

54%

are interested in fitness and exercise

47%

are interested in health foods and drinks

51%

are interested in nutrition

32%

use health and fitness websites and apps

56%

use the internet for researching health issues and healthcare products

60%

 are interested in personal healthcare

36%

checked health symptoms online in the last week

57%

are comfortable talking about their mental health

Get your brand’s message in front of 147 million monthly unique visitors on Quora in the US.

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Europe

Popular health and wellness topics on Quora in Europe

Health

3.8M Followers

Medicine & Healthcare

453.7K Followers

Fitness

366.4K Followers

Mental Health

403.4K Followers

Healthy Eating

462.8K Followers

Healthy Living

245.7K Followers

Nutrition

402.7K Followers

Pharmaceuticals

109.1K Followers

Quora’s Europe health & wellness audience stats

46%

describe themselves as “health-conscious”

44%

are interested in fitness and exercise

46%

are interested in health foods and drinks

50%

 are interested in personal healthcare

31%

checked health symptoms online in the last week

42%

are comfortable talking about their mental health

35%

trust new technology to improve their health

42%

are interested in nutrition

34%

use health and fitness websites and apps

47%

use the internet for researching health issues and healthcare products

Get your brand’s message in front of 39 million monthly unique visitors on Quora in Europe.

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UK & Ireland

Popular health and wellness topics on Quora in the UK & Ireland

Health

6.9M Followers

Medicine & Healthcare

1.1M Followers

Fitness

751.4K Followers

Mental Health

669.8K Followers

Healthy Eating

1M Followers

Healthy Living

505.5K Followers

Nutrition

777.8K Followers

Pharmaceuticals

221.3K Followers

Quora’s UK & Ireland health & wellness audience stats

49%

describe themselves as “health-conscious”

51%

are interested in fitness and exercise

44%

are interested in health foods and drinks

43%

are interested in nutrition

35%

use health and fitness websites and apps

51%

use the internet for researching health issues and healthcare products

54%

 are interested in personal healthcare

34%

checked health symptoms online in the last week

51%

are comfortable talking about their mental health

Get your brand’s message in front of 33 million monthly unique visitors on Quora in the UK & Ireland.

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APAC

India

Popular health and wellness topics on Quora in India

Health

31.2M Followers

Medicine & Healthcare

4.6M Followers

Fitness

3.9M Followers

Mental Health

2.2M Followers

Healthy Eating

4.6M Followers

Medical Doctors

1.4M Followers

Nutrition

4.3M Followers

Pharmaceuticals

1.2M Followers

Quora’s India health & wellness audience stats

56%

describe themselves as “health-conscious”

57%

are interested in fitness and exercise

59%

are interested in health foods and drinks

51%

are interested in nutrition

42%

use health and fitness websites and apps

49%

use the internet for researching health issues and healthcare products

56%

 are interested in personal healthcare

33%

checked health symptoms online in the last week

51%

are comfortable talking about their mental health

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

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Southeast Asia

Popular health and wellness topics on Quora in Southeast Asia

Health

8.1M Followers

Medicine & Healthcare

1.1M Followers

Fitness

751.1K Followers

Mental Health

631.8K Followers

Healthy Eating

1M Followers

Healthy Living

573.2K Followers

Nutrition

870.6K Followers

Pharmaceuticals

239.4K Followers

Quora’s Southeast Asia health & wellness audience stats

61%

describe themselves as “health-conscious”

55%

are interested in fitness and exercise

66%

are interested in health foods and drinks

48%

are interested in nutrition

32%

use health and fitness websites and apps

60%

use the internet for researching health issues and healthcare products

61%

 are interested in personal healthcare

31%

checked health symptoms online in the last week

37%

are comfortable talking about their mental health

Get your brand’s message in front of 37 million monthly unique visitors on Quora in Southeast Asia.

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Australia & New Zealand

Popular health and wellness topics on Quora in Australia & New Zealand

Health

2.9M Followers

Medicine & Healthcare

427.7K Followers

Fitness

351.4K Followers

Mental Health

303.2K Followers

Healthy Eating

452.1K Followers

Healthy Living

236.5K Followers

Nutrition

377K Followers

Pharmaceuticals

107K Followers

Quora’s Australia & New Zealand health & wellness audience stats

44%

describe themselves as “health-conscious”

49%

are interested in fitness and exercise

44%

are interested in health foods and drinks

43%

are interested in nutrition

30%

use health and fitness websites and apps

53%

use the internet for researching health issues and healthcare products

54%

 are interested in personal healthcare

37%

checked health symptoms online in the last week

51%

are comfortable talking about their mental health

Get your brand’s message in front of 15 million monthly unique visitors on Quora in Australia & New Zealand.

Q

Middle East

Popular health and wellness topics on Quora in the Middle East

Health

1.3M Followers

Medicine & Healthcare

188.8K Followers

Fitness

163K Followers

Mental Health

96K Followers

Healthy Eating

200.8K Followers

Healthy Living

115K Followers

Nutrition

168.3K Followers

Pharmaceuticals

43.3K Followers

Quora’s Middle East health & wellness audience stats

59%

describe themselves as “health-conscious”

47%

are interested in fitness and exercise

55%

are interested in health foods and drinks

40%

are interested in nutrition

35%

use health and fitness websites and apps

41%

use the internet for researching health issues and healthcare products

52%

 are interested in personal healthcare

32%

checked health symptoms online in the last week

40%

are comfortable talking about their mental health

Get your brand’s message in front of 10 million monthly unique visitors on Quora in the Middle East.

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