The global wellness market in 2024 is estimated to be $1.8 trillion but is limited in clinical research or credibility. The modern consumer is looking for science-backed evidence for gauging the decision-making regarding the effectiveness of wellness products and services. Gone are the days when people passively relied on the results after trying wellness services. Today, they want to make more well-informed choices and wellness trends 2024, this year, are all about this.
Based on McKinsey’s latest Future of Wellness research—which surveyed more than 5,000 consumers across China, the United Kingdom, and the United States—certain trends are going to shape consumer wellness choices.
On the whole, the new wellness wave may be termed as Science-Powered and Data-Driven Wellness Revolution
In the United States alone, the wellness market currently is $480 billion. The youth to the middle-aged are looking forward to leveraging wellness products and services for health and fitness, nutrition, sleep, appearance, and mindfulness. With increasing awareness of wellness products, it is expected that there will be a huge upsurge in the number of people choosing wellness products and services now than earlier times. Also, consumers are looking for more innovations in areas such as women’s health, hormonal health, somatic health, gut health, personalized fitness, and weight management.
Here are a few important trends that are set to take on and go a long way.
Science-Powered and Data-Driven Wellness Revolution Trends
At-Home Diagnostic Kits
The advent of COVID pushed many people to get home testing kits for COVID. After this, people are now seeing the comfort of various kinds of at-home kits. Home kits also help in testing frequently and consumers like the convenience and less time of tests in clinical labs. Research on US consumers indicated that:
- 26 percent preferred testing of vitamin and mineral deficiencies at home,
- 24 percent wanted cold and flu symptoms,
- 23 percent wanted home screening of cholesterol levels.
However, some consumers may not prefer at-home tests as they may want to consult the doctor before the test and ensure that they need it or not. Secondly, people may also consider at-home test kits less accurate and less reliable. 30 percent of Customers in China expressed hesitancy to at-home tests for the latter reason.
Companies offering such kits should ensure that they offer the right price value equation and get customer feedback to assess how they find their product, its accuracy, and safety. Also, companies must help consumers understand the results of the at-home test using generative AI or telehealth services. This can help deliver personalized results making customers prefer the product.
New-level Demand for Biomonitoring and Wearables
Nearly 50 % of the prospective wellness consumers surveyed utilized or would shortly utilize a wearable device like a watch. Moreover, there are different wearable devices for new modalities equipped with breakthrough technologies allowing biomonitoring. For example, wearable biometric rings, with sensors to analyze sleep quality and give insights through paired apps to wearers about the same.
Continuous glucose monitors are applied to the back of the user’s arm and they give data and insights about the wearer’s blood sugar levels. This kind of data helps in effective treatment monitoring and modulation for personalized nutritional or natural healthcare treatments as well.
Three-fourths of surveyed consumers expressed a willingness to use a wearable health-tracking device in the future.
There are so many effective wearable solutions in the present-day market for fitness and sleep. Many wearable gadgets are being developed to give solutions to gauge nutrition, weight management, and mindfulness.
In general, it may be said that the best wearable devices are those that not only give accurate insights but also help bring beneficial behavioral changes among consumers. For example, if a device helps gauge Vitamin D levels, then it could also use this data to give personalized recommendations for increasing Vitamin D levels through a routine or exercise regimen for greater exposure to natural sunlight, or certain foods based on dietary choices.
Companies manufacturing wearable devices need to place special emphasis on ensuring the privacy of the data of the consumers or wearers. Moreover, data collection should be transparent and aimed at enhancing the effectiveness of programs to achieve the health goals of potential customers.
AI/Smart Tech is All Over the Place
Millions of people across the globe have been wearing smartwatches for tracking important health metrics like sleep and heartbeat, blood sugar for quite some time now. According to McKinsey research, 2024 will see another level of wearable health tech.
Innovations in wearable devices feature disease-screening functionalities, warning us of health issues that may turn into bigger problems.
Experts further predict that the devices’ functionality will further transform from passive to proactive. Additionally, it is believed that artificial intelligence is becoming an integral part of many healthcare settings and is set to take on the field in a big way. With the devices having the ability to analyze datasets, it may become a pertinent source of ‘second opinion’.
Furthermore, there is expected to be an increase in the manufacturing and availability of personalized wellness products and services. Nearly 33.3 % of US millennials in a survey wanted to go for personalized wellness products and services.
Technological advancements are presenting a fairground for the pairing of the devices with gen AI for achieving more customization for higher precision. For example, a few wearables equipped with gen AI help create customized workouts for users according to their fitness data.
Consumers Want Clinical Proofs for Wellness Products
Consumers do not only want clean wellness products, but they are also more inclined to make more informed choices by choosing clinically proven ingredients. In the McKinsey research, 50% of UK and US consumers said that clinical effectiveness was their top priority as a purchasing factor. At the same time, only about 20 percent said that they would go for natural or clean ingredients.
Consumers value clinical proofs most in categories like over-the-counter medications, vitamins and supplements, digestive medication, topical treatments, and eye care products. Furthermore, consumers prefer clean ingredients proof for superfoods, supplements, and personal-care products.
This is why healthcare wellness products companies are rethinking product formulation to meet the demand for clinically proven products. Many wellness companies earlier emphasized building a brand around clean natural products. Several of them built a dedicated customer base with their existing value proposition. However, such companies can now also think of seeking third-party certifications for substantiating their claims and spreading outreach.
Experts emphasize that wellness companies can increase the clinical credibility of their products by using clinically-tested ingredients in the manufacturing process. Furthermore, wellness product companies should run third-party research studies on their products to secure recommendations from healthcare providers and scientists.
More Reliability on Doctor Recommendations: What Do Healthcare Experts Say?
Consumers now want to make more informed choices more than ever. This is the reason why influencer marketing is gaining more importance and having different levels of credibility. Moreover, consumers are increasingly cautious of deceptive marketing involving false claims that products are healthier than they are. People are relying more and more on healthcare provider recommendations as a compass to making the right choice.
Doctor recommendations are an important influence on consumer health and wellness purchase decisions for products related to sleep, mindfulness, and overall health (including the usage of vitamins, over-the-counter medications, and personal- and home-care products).
Consumers are looking for brand messages on different platforms that resonate with what they can trust. A company selling products of mindfulness relies on social media advertising, doctor recommendations, and other things. Customers looking for fitness products achieve higher trust for products with recommendations from friends and family and endorsements from personal trainers.
Wellness Needs More Attention in Certain Areas
In comparison to the “wellness trends” of last year, this year, it’s deeper than fads.
Here’s what’s driving the wave.
Consumers are actively seeking solutions for specific concerns, not just trendy fixes. Tech Breakthroughs in the form of wearables, AI-powered coaching, and personalized apps are powering insights and action, not just collecting data. Product Innovation: for cutting-edge solutions that cater to diverse needs and preferences.
As chronic conditions rise, the focus shifts to preventative measures and personalized management, creating new market opportunities.
Wellness is now more about empowering individuals to take charge of their health with science-backed tools and solutions for the future of well-being.
Women’s Health Needs More Focus
For too long, women’s health has been shrouded in silence and neglected by research and funding. But the tide is turning! Women are saying ENOUGH, fueling a surge in purchases of women’s wellness products across various areas of healthcare. While periods and intimacy top the shopping list, wallets open widest for menopause and pregnancy needs. It’s clear: women demand and deserve better options.
The wellness market needs to provide more quality products for menstrual care fertility support, pregnancy essentials, and dedicated clinics. The women’s health market requires more innovation. Time for brands to listen and deliver – the future of health is female-focused and thriving.
Hormonal Balance is Key to Vitality
In our busy world, and a disturbed routine, losing hormonal balance is no surprise. It is understandable that the answer lies in finding your rhythm with Nature.
Dinacharya, an ancient practice of following a balanced lifestyle in daily routine is rooted in imbibing mindful habits. Imagine personalized programs designed to guide you toward inner harmony.
Experts in communication with Vogue India suggest gentle movement, mindfulness practices, and wholesome nourishing diets can all play a role. Additionally, focusing on healthy sleep, emotional well-being, and holistic practices can help the body regain hormonal balance and vitality.
Ready to explore your unique path to balance? Discover how Dinacharya can guide you on your journey!
Somatic Therapies Could Be the Answer
There needs to be a higher focus on somatic therapy in research areas. Tapping into your body mindfully and giving the right physical pressure can unlock deeper well-being. That’s what somatic therapy offers, says psychotherapist Sophia Ali. By connecting physical sensations, thoughts, and feelings, you can release tension, anxiety, and even pain.
Think of it like letting go of bottled-up emotions through movement and breath. Think dance, breathwork, and even gentle stroking with positive affirmations. Experts say it works to release anxiety and distress linked to past experiences.
Somatic therapy could be your key to unlocking a calmer, more connected you.
Aging Healthily is Important
Forget anti-aging creams, the future is proactive health! Demand for products and services that help us live longer, better lives is exploding. Why?
- Prevention beats cure: People are shifting towards preventative medicine, avoiding problems before they start.
- Tech to the rescue: Telehealth, health monitoring apps – technology empowers healthy choices.
- Science-backed solutions: Anti-aging research unlocks new possibilities, fueling excitement.
Here are consumer trends for the same (Mckinsey report)
- 70% in the UK and the US, and 85% in China increased their healthy aging purchases in the past year.
- Over 60% consider it essential to invest in healthy aging solutions.
- All ages are on board: Youngsters seek prevention, and older generations want longevity.
With one in six people globally projected to be over 60 by 2030, the market is primed for growth.
Consumer focus is not about defying age, it’s about empowering healthy living. They are looking forward to holistic solutions that address mental well-being, social connections, and specific needs, not just age itself. This can be in the form of personalized fitness plans
Ayurveda For Healthy Aging
Remember “biohacking,” the headline-grabbing $2 million anti-aging experiment? While fascinating, the future of wellness might lie in personalized data, not just high-tech solutions.
At Six Senses Fort Barwara, they’re blending ancient Ayurvedic wisdom with modern technology. Guests receive an in-depth biomarker analysis combined with a traditional pulse diagnosis. This unique East-West approach empowers individuals with personalized insights into their well-being.
Dr. Neeru Jain, the wellness director, shares, “Guests are fascinated by this data-driven approach.” It’s a trend we might see more of, where ancient practices like nadi (pulse) reading and neuroplasticity (brain’s ability to adapt) come together to create a deeper understanding of personal health.
Instead of chasing the latest fad, imagine a future where technology amplifies, not replaces, age-old traditions. Who knows, we might even be discussing “nadi” readings and neuroplasticity in the same breath!
Weight Management is Still Important
In the US, where obesity affects nearly 1 in 3 adults, the battle of the bulge burns bright. A whopping 60% of Americans surveyed are actively trying to shed pounds, with exercise reigning supreme as the weapon of choice.
But a new contender has entered the ring: prescription weight loss drugs, especially GLP-1 medications. Over 50% of US consumers see them as highly effective, compared to less than 30% in the UK and China.
This “magic pill” trend is still young, and its broader impact remains an enigma. Companies aren’t ignoring it yet.
Will exercise maintain its throne, or will the “magic pill” reshape the health and wellness landscape? It remains to be seen if healthcare provider recommendations and science-backed proofs for healthy weight loss rule consumer choices.
Personalized Fitness Programs
Fitness is becoming a cornerstone of identity for many, especially younger generations rather than fleeting gym resolutions. A whopping 56% of US Gen Z considers fitness “high priority,” compared to 40% overall.
In-person classes and personal training top the spending list, while gym memberships and fitness apps hold steady.
For fitness businesses, the challenge is standing out. Basic amenities like top-notch facilities and convenient hours are no longer enough. Building community is key, offering unique experiences like retreats and personalized solutions like AI-powered workout plans.
Gym-goers may prefer facilities that:
- Foster connections: A tribe-like atmosphere where people feel supported is motivating.
- Think beyond the workout: Gyms that offer nutritional coaching, mindfulness workshops, or social events will be preferred.
- Embrace personalization: Gyms can leverage AI to craft individual workout plans and cater to diverse needs.
- Reward loyalty: Gyms now focus on implementing referral programs and incentives to keep members engaged.
Gut Health Rules: It’s the Body’s Second Brain
A happy gut is the new status symbol. That’s right, gut health is taking the world by storm, with over 80% of consumers in China, the UK, and the US prioritizing their digestive well-being.
- Half the Chinese already prioritize gut health and 50% plan to make it a top concern in the next few years.
- In the US and UK, a third of consumers crave more gut-friendly options, but probiotic supplements reign supreme.
- Brits go beyond supplements, incorporating probiotic-rich foods like kimchi and kombucha into their diets.
50% of Chinese and a third of US/UK consumers yearn for a wider range of gut-supporting products. This opens exciting doors for companies!
Two hot trends to tap into:
- At-home microbiome testing: Empower individuals to understand their unique gut needs.
- Personalized nutrition: Craft gut-friendly meal plans and recommendations based on individual microbiomes.
Companies are providing newer clinical-research-backed products and consumers are exploring diverse ingredients, formats, and approaches per their preferences and cultural nuances.
Sleep-A Top Health Priority
While consistently topping health and wellness priorities, sleep remains a frustrating enigma for many. Despite 37% of US consumers yearning for solutions, a year later, unmet needs persist. Why?
The answer lies in the complexity of sleep: a symphony disrupted by diet, exercise, caffeine, screens, stress, and more. This complexity has stumped tech players and new brands, struggling to create a truly holistic sleep ecosystem.
Consumer data underlines specific pain points – falling asleep, staying asleep, and improving quality. Sleep Wellness Companies need to come up with solutions for specific needs, not one-size-fits-all fixes.
Beyond tech, ancient wisdom is finding its place. From Ayurvedic therapies to hypnotherapists, diverse approaches tackle both physical and emotional barriers to sleep. Dr. Jitendra Varshney of Six Senses Vana, offering sleep programs, highlights the growing demand for such well-being offerings in India.
Sleep is not a luxury, it’s a necessity in a crisis. By understanding the individual, untangling the complexity, and integrating innovative solutions with timeless traditions, we can finally conquer our restless nights and unlock a world of well-rested wellness.
In The End: Wellness Trends This Year
Gone are the days of passive patients blindly accepting medical advice. Today, consumers are taking charge of their health, fueled by a desire to understand their bodies, optimize their well-being, and actively participate in their healthcare journey. This shift presents a lucrative opportunity for companies that can cater to this growing demand for data-backed, accessible products and services.
Individuals want to get health solutions with personalized health data. Companies can rise to the challenge by providing user-friendly tools and interfaces that translate complex data into actionable insights. Think of intuitive apps that explain individual trends, identify potential health risks, and recommend solutions tailored to specific needs and preferences.
Personalization goes beyond data analysis. Consumers are looking forward to solutions that resonate with their unique lifestyles and goals. This means offering a diverse range of options, from cutting-edge wearables and AI-powered health coaches to traditional therapies and personalized fitness plans. By catering to individual preferences and respecting cultural nuances, companies can build trust and loyalty with their audience.
Of course, scientific evidence is paramount. Consumers are savvy and discerning. They seek solutions grounded in research and clinical trials, not just trendy fads or unsubstantiated claims. Companies that prioritize transparency and evidence-based approaches will win the trust of this discerning audience.
By embracing this empowered patient movement, companies can unlock a future where healthcare is truly collaborative and personalized. Imagine a world where individuals are equipped with the knowledge and tools to proactively manage their health, prevent disease, and achieve optimal well-being. This isn’t just good business; it’s a chance to positively impact lives and empower individuals to reach their full health potential.
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Takeaway in Wellness Trends This Year
The wellness market is going to be:
- Data-driven, but user-friendly. Make complex information understandable and actionable.
- With Personalized experience. Offer diverse options and cater to individual needs and preferences.
- With Solutions grounded in science. Build trust with transparency and evidence-based approaches.
- Empower consumers through partnering with individuals on their health journey. The instructional days are farther away.