health, wellness and fitness trends for 2024

*Updated: 2/27/2024*

Entering the realm of 2024, the lifestyle and wellness sector is undergoing a transformative phase influenced by post-pandemic repercussions and shifting consumer preferences. This blog delves into eight significant trends that will dominate the landscape, providing essential insights for lifestyle and wellness business owners to stay ahead in these dynamic markets. Great insight provided by GWI.


*Updated* 1. The Year of Women’s Health

The 2/22 announcement by Jill Biden of $100m in federal funding to fuel research into women’s health shows that in 2024 health is an essential investment for the government and individuals. Expect this news to fuel a renewed surge in women’s health including, workout classes, nutrition and so much more.


2. The Fast Food Revolution: Convenience Takes Center Stage

In a surprising turn for us here at Dunn Pellier Media, fast food has become a new norm, with consumers increasingly opting for convenience and on-the-go meals. According to consumer research firm GWI, 76% of people said they had eaten fast food in the past month while 72% said they had eaten in a restaurant. This carries on a precedent of preferring fast food set in 2020. This shift presents a golden opportunity for brands to understand the preferences of fast-food enthusiasts, ensuring a seamless experience both online and offline. 


3. Declining Consumer Health: A Call to Action

The state of consumer health is undergoing a transformation, with a decline in overall well-being. The top two most common causes of all deaths in the U.S. are heart disease and cancer with the third being accidents according to the National Vital Statistics System.

External factors such as additional restricting laws on public health authorities in the wake of the COVID-19 crisis and a decline in public health workers, including “44% of state and local public health workers said they planned to retire in the next five years, according to recent research from the University of Southern California, are also contributing to declining public health.

Proactive businesses should be attuned to this change and recognize the growing demand for health-centric more tailored to health needs products and services that are convenient, non-judgmental, and inclusive.


4. Rise of Proactive Health Managers

2024 will witness the rise of a new consumer segment – the proactive health manager. Consumers are looking for solutions on how they can take more preventative measures to better protect their health. 

Businesses can cater to this audience by providing personalized solutions and tools that empower individuals to take these preventative measures for their well-being. Some great examples of businesses targeting this segment include high-quality specialized vitamins like those made by Tropical Oasis and at-home genetic testing kits.


5. Data Tracking: Beyond Step Counts

Consumers are increasingly becoming data-driven when it comes to their health, tracking not only physical activity but also digital and mental well-being. The popularity of smartwatches and wearables is skyrocketing, in 2023 it’s estimated that 219 million people worldwide wear smartwatches. This offers businesses an opportunity to integrate health-focused features onto these devices via apps and downloads, like Future did, or create their own wearable product.


6. Probiotics in Demand: A Gut Feeling

The focus on gut health is expanding, with consumers seeking food and drinks rich in probiotics. Brands can capitalize on this trend by promoting products containing probiotic ingredients like yogurt, kefir, miso, and kimchi or by inserting probiotics into an existing product, creating a new line altogether.  The probiotics market size is predicted to grow at a CAGR of 8.1% between 2022 and 2027, reaching a value of $85.4 billion by 2027 from a projection of $57.8 billion in 2022.


7. Flexitarianism on the Rise

While restrictive diets lose traction due to negative press and the discipline level required, flexitarianism is gaining popularity as consumers seek a balanced approach to their food choices. Defined as “one that focuses on whole, plant-based proteins and other minimally processed foods, while enjoying meat, dairy, eggs, and fish in moderation” food brands can seize the opportunity by highlighting the nutritional benefits of certain foods and the difference in quality dependent on where they are grown, just like we did for Farmer Lee Jones.


8. Mental Wellness: Every Brand’s Responsibility

Mental health awareness continues to be on the rise, and brands are uniquely positioned to contribute to the conversation. According to the 2023 Mental Health Report from Mental Health America over 21% of Americans, 50 million people, are experiencing some form of mental illness. 

Mental health businesses and services can use these statistics as a public relations call to action to generate awareness and demand. Businesses in the wellness industry should go beyond products and services to share tips and tools for managing mental health and consider partnering with nonprofits in the mental health space to encourage real progress and positive brand awareness.


How Health, Wellness and Lifestyle Brands Can Succeed in 2024

As we navigate through 2024, the health, lifestyle, and wellness landscape presents immense business opportunities to thrive. By staying informed about current trends, business owners can position themselves as leaders in the industry. Embrace the changing consumer dynamics, prioritize convenience, and foster a holistic approach to well-being to ensure your business remains at the forefront of the evolving wellness landscape.

As a health and wellness PR agency, Dunn Pellier is perfectly positioned to enable your business to flourish in 2024. Speak to our team today, and stay up to date with health and wellness trends via our newsletter.