Ogilvy Malaysia reveals new report on ‘The Future of Health & Wellness’ in 2026

Ogilvy Malaysia is kicking off the new year with a new insight into the evolving landscape of well-being across Malaysia with its ‘The Future of Health & Wellness’ report. The report challenged conventional notions of health, revealing a significant shift from rigid, individualistic pursuits to a more social, communal, joyful, and distinctly Malaysian approach to wellness.

Covering 15 trends identified throughout 2025, the report asserted that the era of intense, solitary wellness is giving way to a more authentic and enjoyable paradigm. Malaysians are moving beyond the mere ‘performance’ of wellness, to seeking experiences where ‘recovery is a flex, strength beats skinny, and wellness is becoming something people actually enjoy’.

A key feature of the report is the behavioral and cultural shifts amongst millennials and Gen Zs, who see fitness and health as one and the same, and who believe that habits, routines and discipline are the core tenets of their wellness and identity.

Other key trends identified in the report include:
• 12 PM is the New 12 AM where the younger generation are partaking in more mindful daytime socialising, with “coffee raves” and wellness rituals replacing late-night clubbing.
• Fitness Events are the New Coachella where fitness events have blurred the lines between workouts and social gatherings, becoming new cultural stages for self-expression.
• Same Same but Healthier where Malaysians are embracing a balanced approach to food, reinventing beloved local dishes like nasi lemak with healthier tweaks rather than refraining from them altogether.
• #HealthTok and Self-Diagnosis as Culture where TikTok has emerged as an unofficial health and wellness information hub, shaping health behaviours around micro-trends that cover everything from gut health to hormone balance.

For brands aiming to connect with Malaysian millennials and Gen Z, the report underscores the critical need to embrace authenticity, foster community, and understand hyper-local nuances, all while providing accurate and verifiable wellness information that meet their multifaceted needs.

Sarthak Ranka, Strategy Director at Ogilvy Malaysia and co-author of the report, said: “Wellness in Malaysia is becoming a cultural force. People are blending health, community, and self-expression in ways we’ve never seen before. They want real connection, sustainable rituals, and practices that bring genuine joy and a sense of belonging. This creates a huge opportunity for brands to go beyond the functional promises of their products and services to tapping into the values shaping this new wellness movement. Our report isn’t just about trends; it’s a playbook for brands to truly understand and connect with this evolving Malaysian mindset,”

“We’re seeing young Malaysians turn past health and wellness trends on its head and doing things on their own terms. Instead of being skinny and beautiful, they want to be strong and muscular. Instead of fearing ageing, they look forward to it, preparing for its advent with healthier habits that create enduring vitality. Instead of trusting each and every health and fitness fad, they are filtering through the noise and using AI as their dedicated, personal wellness companion. This is the wellness mindset they are proud to live by. The future belongs to brands that understand this shift and can join them on this journey,” added Wei Qing Lim, Strategist at Ogilvy Malaysia and co-author of the report.

The full Future of Health & Wellness report can be downloaded here. The report is part of Ogilvy Malaysia’s efforts to provide more insights on the challenges and realities of the modern world and how they affect market trends and consumer behaviour in the country.