What We're Seeing in Wellness 2024

April 2nd, 2024

This year, wellness is no longer a trend, but instead the $5.6 trillion industry is embracing its role as a cultural mainstay. With reach across consumer products, travel, beauty, tech and more, the world of wellness continues to evolve, and this year’s emerging topics prove there are few places it doesn’t influence. ​

Golin has identified five main themes for the year. As these themes illustrate, consumers are simultaneously getting serious about the evidence and technology behind wellness, while also looking for levity and a more realistic approach to their practices.​

1. Artificial Intelligence: Helping Us Learn More About Ourselves

With AI becoming more prevalent, users are turning to it to develop wellness routines, while also helping them recognize when to take a break. This can be applicable for the consumer who might need easier access to more effective, goal-oriented workouts. These programs also draw on factors like users’ stress, sleep, strain, and recovery scores to then make a personalized routine based on statistics.

In addition, its gives users “reasons” for their days, which can help with motivation and understanding the “why” behind a healthier fitness routine. These programs can become hyper personalized, even down to an understanding of when to notify you and when you may prefer to skip recommendations.

2. Discerning Consumers: Seeking Less Processed Plants and HCP-Approval

Wellness consumers are becoming more aware of the efficacy behind their favorite better-for-you products and practices, including turning a more discerning eye to ingredient lists and evidence-based recommendations.

The ultra processed food debate has consumers rethinking plant-based products. Whole plant and simpler ingredient lists are the preference, and brands are taking note with reformulations and products with nut or legume bases over meat alternative products.

In an age of influencer-approved products, wellness seekers are opting for healthcare professional recommendations instead. Consumers believe the credibility of HCP advice helps avoid “healthwashing” and is ranked the third highest source of influence when making wellness purchasing decisions. Brands should consider their products’ purpose when choosing which type of HCP to engage for consumer campaigns, including registered dietitians, fitness professionals, mental health experts and dermatologists.

3. Evaluating Hormone Health and Prioritizing Women’s Health

In 2024, take consumers back to the basics and promote achievable, personalized ways to live well every day by distinguishing fad from fact.

#Hormonebalance may have more than 306 million views on TikTok, but this idea is relatively new and not supported by research. Generally, your body does a good job of naturally supporting hormone health and finding a healthy lifestyle that works for you can be more realistic and have overall positive effects inside and out. Watching out for consumer interest but avoiding trends that lack evidence is key to sustained brand equity in wellness.

On the other end of the spectrum, the importance of evidence-based women’s healthcare is needed more than ever. Despite making up more than half the population, women have historically been understudied and underrepresented in health research. From vaginal health and pre-natal and postpartum care to menopause, there’s an increase in women’s health conversations. The White House even launched the first-ever Initiative on Women’s Health Research in November 2023.

4. Soft Fitness and Fun Workouts

In a post-pandemic world, we are reclaiming fitness in ways that are kinder to our bodies and include fun, social elements to make the most of time spent focusing on holistic health.

The two hot “R”s on the scene this year: Racquets and reformers! People are gravitating toward exercise that allows them to have fun. In peak pandemic times, exercise was confined to things you could do at home, alone. The rise in popularity of Pickleball, Badminton, and Pilates classes using Reformers is a natural response to that. The opposite of at home and alone – outside with friends. This search for fun, social movement reflects the consumers’ desire to infuse more of these ideas into their lifestyle outside of wellness as well.

5. Protecting Your Peace: Less is More

This theme emphasizes the importance of taking a step back from the hustle and bustle of daily life to focus on practices to support mental well-being. We have seen this idea evolve over the years and it continues to be top of mind for teens and young adults, and includes decluttering, setting boundaries, and prioritizing self-care. Trends like cocooning, crafting, screen-free time and prioritizing “loud budgeting” are signaling prioritizing a simpler approach to health and happiness.

For more information about Golin’s nutrition and wellness offerings, feel free to reach out to Amanda Baker Lemein, MS, RD, Registered Dietitian and Golin Vice President at