The Modern Man’s Wishlist: Wellbeing, Ritual, and the Rise of Meaningful Gifting

How Retailers Can Tap into the Growing Demand for Thoughtful, Wellness-Oriented Gifts for Men

In recent years, the wellness industry has seen steady growth—but what’s especially interesting is who’s driving it. More than ever, men are embracing self-care, personal rituals, and lifestyle products that support their mental and emotional wellbeing. This shift in behaviour is reshaping not just how men take care of themselves, but also how they want to be gifted—and how people choose gifts for them.

For retailers, this marks an important opportunity. The outdated idea that men’s gifts should be limited to joke mugs, novelty socks or bottle openers is giving way to a new wave of demand: one that values purpose, calm, and quality. And this is where a well-curated selection of wellness products can make a real impact on your sales strategy.

Men Are Investing in Their Wellbeing

Men are increasingly taking active steps to manage stress, improve sleep, and prioritise their mental health. According to a 2023 report from the Global Wellness Institute, almost 40% of men in Europe and North America have added some kind of wellbeing ritual to their weekly routines—whether it’s breathwork, journaling, aromatherapy, or mindful movement.

This trend is directly influencing what people buy for them. Products such as singing bowls, incense sets, massage tools, and meditation accessories are no longer niche or "new age"—they're becoming mainstream choices for men who want to create calm spaces at home.

For retailers, it makes sense to treat these items as essentials in a modern men's gift section. They’re not only thoughtful but also practical—making them ideal for Father’s Day, birthdays, Christmas, or even everyday gifting.

Wellness Doesn’t Mean Feminine

For a long time, wellness products were branded with soft colours, floral scents, and decorative packaging that didn’t appeal to male shoppers. But that’s changed. Today’s male consumers are increasingly drawn to neutral, earthy, and minimalist aesthetics—elements that feel calming but not overly stylised or floral.

This opens up new creative opportunities for your product displays. Stocking items in matte black, natural stone, metal, and wood finishes can make a huge difference in how a man engages with wellness products. Incense burners shaped like cauldrons or backflow holders in charcoal tones, or oil burners with stone-effect texture, tend to resonate far more than colourful or heavily scented versions.

By presenting wellness as something practical and grounded, not ornamental or “fluffy,” retailers can appeal to men who are interested in self-care but may feel alienated by traditional wellness branding.

Practicality Still Matters—But With Style

While wellbeing is now a major focus for many men, that doesn’t mean they want unnecessary items. Functionality remains key—but it must be paired with good design.

Men tend to prefer products they can use regularly: things that integrate into their daily routines or personal spaces. This includes USB-powered diffusers, handcrafted notebooks, beard care kits, or travel-friendly wellness sets. Items like these offer both practicality and a sense of luxury, without feeling indulgent or excessive.

Giftable doesn’t have to mean ornamental. A product that’s functional, well-made, and beautifully presented is far more likely to appeal—and to result in repeat purchases from satisfied customers.

Shoppers Want Gifting with Depth

Another notable trend is the growing rejection of novelty gifting, especially around occasions like Father’s Day or Christmas. Today’s shoppers are actively seeking gifts that honour the recipient with sincerity, not sarcasm. Instead of joke gifts or cheap gimmicks, they want something that encourages men to relax, reflect, or recharge.

Retailers who stock products with emotional or spiritual value—such as affirmation stones, incense rituals, or grounding accessories like chakra kits or wellness journals—can offer an alternative that’s both unique and meaningful. These gifts not only feel personal but show care and thought behind the purchase.

Recent data backs this up: in 2024, Retail Dive reported a 25% year-on-year growth in emotional wellness product sales, with male customers accounting for nearly half of those purchases. That’s a signal worth paying attention to.

Meaningful Gifting Is the New Standard

Ultimately, the modern man’s wishlist reflects a wider cultural shift. Gifting isn’t just about giving something—it’s about giving something that matters. Whether it’s a carefully chosen wellness tool, a practical journal, or a stylish incense holder, customers are increasingly looking for gifts that feel genuine, grounding, and useful.

As a B2B wholesaler, we at Ancient Wisdom offer an extensive range of male-friendly wellness products, many of which are handmade, ethically sourced, and packaged with simplicity in mind. Our goal is to help you curate a collection that speaks to your customers' changing needs—because meaningful gifting is not just a trend. It’s the future.