group of women doing exercises with a barbell, photo shot from looking down on the from a distance

As we stride into the promising first few months of 2024, the fitness and nutrition industries are teeming with transformative trends and opportunities. These dynamic shifts are not only a response to post-pandemic realities but also reflective of evolving consumer preferences and an ever-growing emphasis on holistic well-being. 

The February 22nd announcement by Jill Biden of $100m in federal funding to fuel research into women’s health shows that in 2024 women’s health is an essential investment for the government and individuals. Here, we unravel five pivotal trends that are poised to dominate the fitness and nutrition landscape, offering invaluable insights for businesses and entrepreneurs alike.


Plant-Powered Nutrition Takes Center Stage

In the ever-evolving landscape of nutrition, plants continue to reign supreme. In 2023 and into this year, the surge in popularity of plant-based diets was unmistakable, with hashtags like #plantbased gathering over 750K videos and 9.5 billion views on TikTok alone. Looking ahead to 2024, experts anticipate a refinement of this trend, with a shift towards “real” plant-based items that spotlight wholesome ingredients like vegetables, pulses, nuts, and seeds and away from highly processed GMO-based alternative meats and dairy products.

Bid farewell to stringent dietary regimens like keto and intermittent fasting, as 2024 heralds the rise of more flexible and sustainable eating plans. The Mediterranean diet, renowned for its heart-healthy benefits and culinary delights, takes center stage. Its emphasis on whole foods, vibrant produce, and indulgent flavors resonates with a growing cohort of health-conscious individuals seeking a balanced approach to nutrition.

Expect growth in mentions of “flexitarian” diets as people make small adjustments to their daily eating habits instead of wholesale dramatic changes that are unlikely to stick.


group doing yoga together for exercise

The Renaissance of Group Exercise 

In a post-pandemic landscape yearning for human connection, group workouts emerge as a beacon of communal camaraderie. Whether it’s tennis, pickleball, or golf, social sports gain traction as individuals seek not only physical fitness but also the enriching bonds forged through shared experiences. In 2023 Pickleball was the fastest growing sport in the US for the fifth year in a row. The resurgence of group exercise underscores the profound role of community in fostering holistic well-being. It’s no longer the “me” but the “we” for workouts!


Stress Management Through Exercise

As we discussed in our breakdown of health and wellness trends in 2024, mental wellness is predicted to come back into focus this year. Stress management, especially through exercise, is a big part of the health and fitness industry’s focus. With the traditional body image fitness marketing becoming outdated, expect to see a shift towards marketing the mental benefits of exercise.


supplements and leaves on a plate

The Supplement Surge

Supplements continue to soar in popularity, with consumers gravitating towards a diverse array of offerings aimed at enhancing vitality and addressing specific health concerns. From familiar favorites like vitamin D to emerging superstars like ashwagandha and marine collagen, the supplement market is a flourishing landscape of innovation and wellness optimization.


fitness pr professionals shaking hands

Navigate 2024 With Expert Fitness PR

Navigating the ever-evolving terrain of nutrition and fitness PR can be a labyrinthine journey fraught with trends and fads. As we traverse the corridors of 2024, it’s imperative to remain discerning, anchoring our choices in evidence-based practices and personalized guidance. At Dunn Pellier Media, we’re committed to empowering individuals and businesses to navigate this dynamic landscape with confidence and clarity. Together, let’s embark on a journey of holistic well-being, embracing the transformative trends that shape our collective pursuit of vitality and fulfillment. Contact us today.