The Wellness Trends Report

Get ready for 2024’s hottest ingredients, products, services and behaviours. From hydro hacking to knowing your energy IQ, this year’s report is brimming with fascinating forecasts.

Trends in the spotlight

Menstrual Health

We're gearing up for a period positive 2024. Increased conversation around the female cycle will see businesses soar, with e-fem-care and hormone balancing foods leading the way.

Raising Energy

Natural rituals and ingredients are set to rise in popularity over the next year, as consumers look for alternative ways to balance their energy levels and fight digital fatigue.

Beauty From Within

Inside-out skincare solutions will be big business. Microbiome balancing skincare and bone broth are set to surge as consumers take more control of their skin health.

Brain Health

Cognitive-supporting ingredients will dominate the wellness market. More consumers are exploring ways to support their minds and regain focus to meet the demands of their busy, fast-paced lifestyles.

A word from April Preston, Global Product Director

“Undoubtedly, this has been ‘The Year of the Wellness Warrior'."

"The pressures of modern life have given rise to a more holistic approach to wellness. While brain training and tuning in to your energy levels have earned their place as mainstays of a healthy lifestyle, the conversations around the power of the humble H20 and period positivity are only just getting started.

As a leading voice in the health and wellness space, we’re committed to listening to customers’ needs and championing the trends that will support them. We have 150 years of expertise in this space. It’s through this lens that we have carefully analysed today’s landscape to bring you the top trends for the year ahead."