Top 6 Wellness Trends for 2024
Sis, the future of wellness is looking brighter, more intentional, and more aligned with our ancestral wisdom than ever before. As the world leans deeper into holistic healing, Black women are reclaiming space at the center of the conversation—mind, body, spirit, and even bank account.
Here are some facts based on McKinsey and Company’s research.
Gen Z and millennial consumers are now purchasing more wellness products and services than older generations
Consumers want effective, data-driven, science-backed health and wellness solutions.
Now that we have the facts, here’s what’s defining the $1.8 trillion global wellness market in 2024:
1. At-home diagnostic tests are appealing to consumers
The shift is real: we’re moving from treating issues after they flare up to nurturing our well-being daily. Gut health, stress management, and personalized nutrition are at the forefront. Expanding beyond COVID-19 include kits for vitamins, mineral deficiencies, cold and flu, and cholesterol. Consumers love the convenience, fast results, and ability to test regularly without visiting a doctor. In China, 35% of people are even replacing some doctor visits with at-home tests. However, adoption is slowed by cost, concerns over test accuracy (especially in China), and a preference for in-person care in the US and UK.
Companies like Everlywell, HealthLabs, and LetsGetChecked offer at-home testing for a variety of health conditions.
2. It’s a New Era for Biomonitoring & Wearables
Wearable health tech is evolving fast. Beyond fitness trackers, new devices like biometric rings and continuous glucose monitors now track sleep quality, blood sugar, and more. Paired with apps and expert insights, these tools offer personalized health guidance. Wearable use is on the rise: about one-third of users are using their devices more than last year, and over 75% of consumers are open to adopting them. As technology advances, wearables are expected to monitor an even wider range of health indicators.
3. Personalization Gets a Gen AI Boost
Consumers, especially millennials, are increasingly drawn to personalized wellness products, though they're becoming more selective. New tech and better data are making personalization smarter—about 20% of US and UK consumers (and 30% in China) want products that use biometric data for tailored recommendations. Gen AI is elevating this trend, helping wearables and apps create hyper-customized experiences like personalized workouts based on real-time fitness data.
4. Clinical Over Clean
Consumers are shifting from prioritizing "clean" or natural ingredients to focusing on clinically proven effectiveness, especially in the US and UK, where about half value clinical results most in their purchases. In China, preferences vary by category: clinical products are preferred for medicines and treatments, while natural ingredients are still favored for supplements and personal care. Overall, the demand for proven, effective wellness products is on the rise.
Here are the Seven Growth Areas in Wellness
In the event you plan on starting a business or you’re expanding currently in the wellness space, here are seven areas of growth where their are opportunities for you to explore.
1. Women’s Health Women’s health is expanding rapidly, with growing demand for products across menstrual care, fertility, pregnancy, and especially menopause. Digital tools like wearables are helping track fertility and health markers. Despite progress, gaps remain—only 5% of FemTech startups focus on menopause, signaling big opportunities for innovation.
2. Healthy Aging Consumers of all ages are embracing healthy-aging solutions, driven by interest in longevity, preventive care, and holistic well-being. Over 60% consider healthy aging a top priority, and purchases are rising globally. The focus is shifting from “anti-aging” to proactive, positive health maintenance.
3. Weight Management Weight management remains a high priority, especially in the US, where 60% of consumers are actively trying to lose weight. Exercise is still the go-to method, but there’s growing curiosity around prescription weight loss drugs (GLP-1). The market is still evolving, with potential impacts on broader wellness trends.
4. In-Person Fitness Fitness is becoming core to identity, especially for Gen Z. Consumers plan to spend more on classes, personal training, and fitness memberships. Top priorities include community experiences, personalized coaching, and best-in-class facilities to stay competitive.
5. Gut Health Interest in gut health is surging, with over 80% of consumers rating it as important. Demand for probiotics, fermented foods, and microbiome testing is growing, but many consumers still feel there are not enough gut health solutions in the market. Personalized nutrition is a key growth opportunity.
6. Sexual Health Sexual wellness is gaining mainstream attention, fueled by open conversations, better education, and new products. Spending has increased on lubricants, contraceptives, and pleasure products. Retailers are expanding their offerings, giving disruptive brands room to reach new audiences.
7. Sleep Sleep remains a high wellness priority but an area of unmet needs. Consumers struggle with factors like stress, diet, and screen time. There's room for brands to create holistic, data-informed solutions that help with sleep quality, minimize interruptions, and ease wakefulness.
