The article actualizes the need to study the behavioral characteristics and psycho-emotional portrait of consumers of the market of physical education and wellness services. The main attention is paid to the study of the formation of consumer preferences when choosing services, their needs and expectations from the services provided, as well as the infl uence of various factors on the decision to receive services from this market segment. The author conducted a sociological survey using the questionnaire method and presented the results obtained at the Saratov State University in order to develop methodological approaches to the analysis of the problem of lifestyle, health and attitude to health. The survey was attended by undergraduate students (N = 213) aged 17 to 25 years (target sample; selection criteria – occupation, age, region of residence). During the analysis of the survey data, it was suggested that the self-assessment of the health status of modern youth can be defi ned as low. It was revealed that, despite the awareness of the impact of bad habits on human health, almost half of the surveyed youth have harmful habits. The analysis of the obtained data confi rms that pricing in the market of physical education and health products and services mostly belongs to the premium sector, which limits the audience of this market.