According to the The Future of Wellness survey by Mckinsey consumers are increasingly taking control of their health and expecting businesses to provide effective, science-backed solutions. The $1.8 trillion global wellness market has experienced significant changes in 2024, driven by evolving consumer demands. As more individuals seek a holistic approach to their health, companies that align with these emerging trends have a real opportunity to thrive.

The survey, based on responses from over 5,000 consumers across China, the UK, and the US, highlights the trends that are shaping the wellness landscape.

Here are some key trends that caught our attention

Health at Home

The COVID-19 pandemic made at-home testing kits widely accessible, and now consumers are increasingly interested in testing for a variety of health concerns from home. In the US, 26% of consumers are interested in testing for vitamin and mineral deficiencies, 24% for cold and flu symptoms, and 23% for cholesterol levels.

What does it mean for brands?

To succeed in this category, businesses can consider three critical factors. First, pricing is a major consideration, as cost remains a barrier for many consumers. Second, companies should create feedback loops, encouraging users to take action based on their test results and retest to assess the effectiveness of their interventions. Lastly, businesses need to ensure that their offerings are both accessible and user-friendly to encourage widespread adoption.

A New Era for Biomonitoring and Wearables

Wearable devices, especially fitness trackers, have become mainstream, but the next generation of biomonitoring devices powered by advanced technologies is opening up new opportunities. About one-third of wearable users report using their devices more frequently than last year, and more than 75% of consumers express an openness to using wearables in the future.

What does it mean for brands?

Wearable manufacturers and health service providers in areas like fitness, nutrition, and sleep can partner to create actionable insights from the data generated by these devices. For example, a consumer interested in managing stress levels might wear a device that tracks cortisol spikes, allowing companies to offer personalised recommendations for stress-relief products or mindfulness exercises.

Clinical Over Clean

A shift in consumer preferences has become increasingly evident: many are moving away from wellness products made with clean or natural ingredients towards those with clinically proven effectiveness. In the UK and US, approximately 50% of consumers list clinical effectiveness as a key factor when purchasing wellness products, while only 20% are drawn to products with natural or clean ingredients. This shift is most pronounced in categories like over-the-counter medications and vitamins and supplements.

What does it mean for brands?

In response to this trend, businesses can capitalise on their existing products by emphasising their clinical effectiveness. Companies that have built brands around clean or natural products may not want to abandon their value proposition entirely but could benefit from certifications to substantiate their claims. Additionally, businesses can build credibility by using clinically tested ingredients, conducting third-party research studies, securing recommendations from healthcare professionals, and establishing a medical advisory board to guide product development.

As these trends unfold, companies that adapt to these evolving consumer needs whether through health-conscious innovations at home, enhanced wearable technology, or clinically validated products stand to benefit in the expanding wellness market.

By meeting these growing expectations, businesses can not only grow but also foster stronger connections with today’s health-conscious consumers.