A Natural Fit Merch That Keeps The Wellness Going Natural health providers can use branded merchandise to reinforce healthy habits and keep wellness top of mind. By Audrey Sellers People don’t just want to feel better anymore – they want to live better. And they’re investing in that goal. The global wellness economy has doubled in size since 2013 and continues to outpace the growth of the global economy, according to the Global Wellness Institute. Natural health providers are benefiting from this momentum. The U.S. complementary and alternative medicine market is projected to surpass $375 billion by 2033. The sector encompasses a diverse range of practitioners and services, from naturopathic doctors and acupuncturists to functional nutritionists, herbalists and holistic wellness coaches. As consumers take a more proactive approach to their well-being, they’re turning to these providers for guidance on everything from nutrition and sleep to stress management and emotional wellness. An AYTM survey of nearly 3,000 U.S. adults found that most consumers (91%) say mental and emotional health is very or extremely important, while 89% say the same about physical health. For many consumers, natural health care isn’t an either-or decision. It’s an addition to the care they already receive. People may see their primary-care physician for conventional medical needs while also working with an acupuncturist for pain 22 • OCTOBER 2026 • Must Read | A Natural Fit
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