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CONSUMER BEHAVIOR IN THE WELLNESS INDUSTRY

The subject of the study is consumer behavior in the wellness services market as a segment of the healthy lifestyle industry. The purpose of the study is to analyze the behavior of consumers in the wellness industry during the COVID-19 pandemic and identify priority areas for its development in the future. The objectives of the study are to study the role of the wellness services market in changing consumer behavior, modern trends in the wellness industry. The novelty of the study: current trends are identified that cause changes in consumer behavior and reorientation towards online consumption of wellness industry services; trends of its development are revealed. Conclusions: the coronavirus pandemic has caused a gradual reorientation to online consumption [1] (including wellness industry services) due to the introduction of modern technologies in the context of digitalization.