If you aren’t feeling any FOMO yet, you may after learning about the latest health trends in wellness. Even though I’m committed to finding ways of maintaining wellbeing without unnecessary investment, it’s good to know what’s happening in the world of wellness. That’s why this week we are devoting the blog to unpacking the McKinsey 2024 report on the latest health trends in wellness.
That’s Trillion with a “T”
It’s stunning to realize the global wellness market is now valued at $1.8 trillion. That’s trillion, with a “T.” It’s a number so big, that anyone worried about space in the health and wellness market can exhale a deep sigh of relief, because there is room for all of us. The survey surfaced 5 major areas trending in 2024. Don’t worry, Gen AI made the list and I will explain the role it has to play in future health and wellness, beyond the obvious wearable data. One surprise? Consumers are increasingly demanding evidence-based solutions over fleeting fads, which is great news for companies like Pomona Wellness, because we love data-driven results. The new mantra of “What does the science say?” is heralding a shift towards more rigorous health and wellness practices. Again, this is great news because consumers are getting smarter, as some offerings in the health and wellness space continue to get “more creative,” shall we say. Looking at you, Goop.
The 5 latest trends in wellness
So what did the data show? This comprehensive study looked at responses from over 5,000 consumers across China, the United Kingdom, and the United States. One of the biggest shifts was the move towards science-backed wellness solutions. The catch phrase of 2024 is now “Show me the data! Show me the data!” Information is more available, the barriers to entry for science backed solutions are lower, and consumer knowledge continues to increase. Buyers are most interested in products with proven effectiveness, driving a market ripe for innovation in several key areas. Even more importantly, of folks surveyed, “82% of those in the US consider wellness a top or important priority in their lives.”
1. Health at Home
Likely cemented in the pandemic, the dependency and appetite for home options increased significantly. Besides not being able to leave their homes, consumers needed ways to check their viral status before hopping on a plane, or hosting holidays with Grandma. Welcome the home test kit. This was the “gateway drug,” that opened the door for a flurry of new ways of managing health care at home. From the CUE reader for at home COVID screening to mandatory tele-health visits, healthcare in the home because ubiquitous in ways we haven’t seen before. Where we used to head to Lab Corp, we could now order home screening kits for everything from vitamin deficiencies, to cholesterol levels, and hormone health. This shift has persisted, and continued to grow, demonstrating a broader desire for convenient and accessible health monitoring tests and tools.
Despite the popularity of home kits, challenges remain. Many consumers express concerns about the accuracy, along with the large price tag. For instance, in the US and UK, the preference for in-person doctor visits remains an obstacle, while in China, test accuracy is a significant concern. As companies look to expand in this space, they must improve reliability and cost.
2. A New Age for Biomonitoring and Wearables
Remember when the Fit Bit was one of the few wearables we could get? Wearable technology has come a long way. It’s transformed from a fitness accessory into a comprehensive health monitoring tool. Devices like Apple watches and Oura rings now offer detailed insights into various metrics, including sleep patterns, heart rate, and blood sugar levels. These advancements allow users to take a proactive approach to their health, making informed adjustments based on real-time data.
I never imagined myself looking at reviews for continuous glucose monitors (CGMs), yet here I am. For example, these can be applied to the back of the user’s arm, providing insights about blood sugar levels. This data can then be interpreted by a nutritionist to offer personalized health guidance and you can see how different foods impact your blood sugar and energy. Similarly, biometric rings, like the Oura ring, equipped with sensors to track sleep quality, provide data through paired mobile apps. Such innovations exemplify the shift towards personalized health monitoring.
3. Personalization Powered by Generative AI
We wouldn’t be discussing trends if we didn’t talk about Generative Artificial Intelligence, or “Gen AI.” It’s revolutionizing the customization of health products, allowing for specifically tailored solutions, to individual health profiles. This trend is gaining traction particularly among younger consumers, who value personalized health strategies over one-size-fits-all solutions. Think of that CGM and the Gen AI creating a report for you of what types of foods you should eat and when, along with how to combine them for optimized blood sugar levels. This is the kind of technology we’re talking about.
These days, nearly one in five US consumers, and one in three US millennials, prefer personalized products and services. Advances in technology and the rise of first-party data are giving personalization a new edge. For instance, some wearables now use generative AI to design customized workouts based on users’ fitness data. This capability allows for highly personalized health recommendations, enhancing the user experience and effectiveness of health interventions.
4. From Clean to Clinical: The Shift in Consumer Preferences
There is a noticeable market shift from products labeled as ‘clean’ and ‘natural’ to those that are clinically proven to be effective. This trend reflects a broader consumer demand for transparency and proven efficacy in wellness products. Consumers are increasingly scrutinizing the clinical effectiveness of health and wellness products, favoring those that offer tangible health benefits backed by science.
For example, roughly half of UK and US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent prioritized natural or clean ingredients. This trend is most pronounced in categories such as over-the-counter medications and vitamins and supplements, and is a shift from only a few short years ago. To meet this demand, companies are focusing on incorporating clinically tested ingredients, conducting third-party research studies, and securing endorsements from healthcare professionals.
5. The Resurgence of Doctor Recommendations
In a marketplace crowded with influencer endorsements, there is a renewed emphasis on professional healthcare recommendations. While not exactly back to the days of Doctors recommending cigarettes, it’s a cyclical behavior among buyers. Consumers increasingly prefer the credibility and reliability of advice from healthcare providers, emphasizing a return to expert-based endorsements in wellness decisions.
Doctor recommendations are particularly influential in areas related to mindfulness, sleep, and overall health. For example, consumers are most influenced by doctors’ recommendations when seeking care related to vitamins, over-the-counter medications, personal, and home-care products. This trend underscores a broader desire for trustworthy, evidence-based health advice. This aligns with the trend around consumers wanting more science and research backed information. When it comes to our wellbeing, we want to trust what we are being sold.
Detailed Exploration of Key Wellness Trends
So what else did the survey uncover for 2024? There were several specific topics that have really increased in popularity.
Healthy Aging
As populations age, there is an increasing focus on products and interventions that support healthy aging. This goes beyond the “stay youthful,” marketing campaigns targeting women, too. Consumers are interested in both preventive measures and treatments that address age-related conditions. For instance, products like CoQ10, geared towards older adults, are gaining popularity among a broader swath of people. Younger consumers, on the other hand, are looking at longevity supplements that emphasize prevention. This trend highlights the need for a holistic approach to aging that considers both mental and physical health.
Weight Management
Addressing weight management remains a high priority for many consumers. Unfortunately not much has changed here, but the approach has shifted. The approach has evolved from traditional diet and exercise to include medical interventions such as prescription medications, which are perceived as highly effective in the U.S. market. For example, more than 50 percent of US consumers consider prescription medications, including GLP-1 drugs, to be very effective interventions.
This shift reflects a broader trend of consumers seeking more reliable, medically supported weight management solutions. As a personal aside, I believe the GLP-1 drugs are incredibly effective and necessary drugs for people with diabetes and other insulin complications. However, I’m more curious about the long term effects. For example, they may be extremely effective in the short term, but how about long term health impacts? Additionally, what happens if you try to come off these drugs, when you have been relying on it for weight loss, exclusively. I think the next decade will be extremely interesting in this space.
Gut Health
As a growing trend, this is near and dear to my heart, having spent years working on my own gut health. The importance of gut health is becoming more recognized, with consumers increasingly turning to probiotic supplements and nutrition-based approaches like kombucha and yogurt. For instance, in the US and China, probiotic supplements in the form of vitamins or pills are the most popular, while UK consumers prefer probiotic-rich foods. This trend underscores a growing awareness of the gut’s role in overall health and the desire for products that support digestive wellness. I’m here for this one and this is a place where Pomona Wellness can really support your work.
Sleep
Achieving quality sleep is a common challenge, influenced by numerous factors including diet, lifestyle, and environment. While the market for sleep aids like melatonin supplements and specialized mattresses is well-established, there is significant demand for innovations that provide more holistic solutions to improve sleep quality. For example, products that create an optimal sleep environment, such as blackout curtains, sound machines, and adjustable lighting. These all continue to grow in popularity. Even “sleep divorce,” is more common as people seek the holy grail of a full and restful night’s sleep. This trend highlights the need for comprehensive approaches to sleep that address the multifaceted nature of sleep issues. After all, sleep is about so much more than your pillow.
The intersection of trends and your wellbeing
You may have already considered many of these things on your health journey. If you’re interested in learning more how any of these trends could accelerate your wellbeing, let’s chat. Engage with Pomona Wellness to discover how the latest health trends could be exactly what you need to feel your best. Our commitment to providing credible, science-backed solutions ensures you receive the most effective and personalized wellbeing experiences possible. If you’re ready to take your wellbeing to the next level, book a complimentary breakthrough session here. If not, that’s OK too and you can still follow Wellspiration for the latest health, wellness, and wellbeing insights. Check out the Pomona Wellness Substack too, for personal stories and more! We have something for everyone and I’m so glad you’re here!