McKinsey’s latest wellness research reveals an unexpected shift: Baby boomers are becoming more invested in healthy aging, and they’re expanding what they buy to pursue it.

In its November 3 report , McKinsey found that 49 percent of baby boomers now prioritize wellness, up 11 percentage points from the previous survey. The shift comes as America’s wellness market exceeds $700 billion, with older consumers exploring everything from home fitness equipment to electrolyte drinks.

Related: Protein Before or After Lifting? Research Challenges a Common Muscle-Building Rule

Next: 3 Daily Habits With the Biggest Longevity Payoff After 40, According to a Doctor

Baby Boomers Are Buying More Than Supplements

For years, younger consumers dominated the conversation around fitness trackers, recovery treatments, and longevity products. That’s changing.

McKinsey surveyed more than 10,000 consumers across the United States, United Kingdom, Germany, and China.…