The new year means new opportunities for wellness trends. After a year dominated by mental health discussions, COVID variants and weight-loss drugs hitting the market, we're looking toward 2024 and what health topics will capture consumers most.
To get an idea of what we might see, we asked experts in different corners of the health and wellness space what they expect to make waves in the year ahead.
The Ozempic "ripple effect"
Experts expect to see a resurgence in weight loss-focused trends in 2024 prompted by drugs like Ozempic becoming more mainstream.
After a few years of chipping away at diet culture and leaning into movements like body positivity, celebrity endorsements helped the new weight-loss drugs gain traction. Their popularity also appears to have spurred interest in supplements making weight-loss claims, like berberine, touted online as "nature's Ozempic" — even though the evidence doesn't really back it up.
"Ozempic will create even more ripple effects throughout food, beverage and dietary supplement markets in 2024," says Frank Jaksch, CEO at bioactive ingredient company Ayana Bio. "I expect that we'll see an increase in products that contain berberine."
According to experts, the rise of a new diabetes drug called Ozempic is expected to have a ripple effect on the food industry. Dr. Robert Lustig, a pediatric endocrinologist, believes that the drug's success in helping patients lose weight and improve their health will lead to a shift in consumer preferences for healthier food options. He predicts that snack-makers and fast-food chains will start offering smaller portions and more nutritious ingredients to cater to this growing wave of health-conscious consumers.
After years of promoting diet culture and body negativity, attitudes seem to be changing. A recent survey by Forbes Health/OnePoll found that the top New Year's resolution for 2024 is focused on physical health, with the majority of respondents prioritizing fitness. This marks a shift from previous years where mental health was the top resolution.
Advancements in wearable health tech
In the coming year, experts predict that wearable health technology will continue to evolve and offer more advanced features. While smartwatches have been popular for tracking exercise, sleep, and other health metrics, 2024 will bring a new level of functionality to these devices.
"Wearable devices and smartwatches will go beyond monitoring and incorporate more screening features to alert us about potential health issues before they become serious," says Christine Lemke, CEO of health data company Evidation. She believes that these devices will transition from being passive trackers to proactive health tools.
Artificial intelligence (AI) is also expected to play a larger role in healthcare in 2024. It is already being integrated into some health settings, and experts predict that AI will provide second opinions and assist in analyzing vast datasets to improve medical diagnoses.
Shift to Science
Misinformation will no doubt persist in 2024, but experts say consumers will look more consciously toward wellness strategies backed by clinical studies and research.
"Consumers will expect science-based, performance-proven products and services," according to
Forecasters believe the same goes for wellness-focused social media.
"The increasing awareness of social media's negative effects on the mental health of young people is likely to lead to a more discerning approach to consuming mental health content online," says Nicholette Leanza, a licensed professional clinical counselor with mental health care company LifeStance Health. "As a result, young people will likely shift their reliance on online content from non-credentialed influencers to licensed professionals for accurate diagnoses and effective counseling."
Increased focus on social connections
Whether it's in-person therapy sessions or participating in group sports, experts are seeing an increased desire for connection in the new year following years of pandemic-induced isolation that has taken a toll on our mental health.
"Social activities are appreciated on a greater level than before," says a lifestyle education director. "Isolating increases baseline stress, and therefore baseline inflammation. It can also increase risk for anxiety, depression and other mental health related challenges. Many people got a dose of these isolating symptoms over recent years and are craving more opportunities for healthy socializing."
The huge popularity of pickleball is the perfect example of the desire for more social fitness, says a national lead trainer.
"(It) brings people together in social settings that allow them to have fun while getting a full body workout," he says. "It's the connection between exercise and functional movement and the desire to connect socially in community settings that make this one so magnetic."
There has also been an increasing demand for in-person therapy sessions, especially among Gen Z patients.
"This shift reflects a desire for more authentic and engaging therapeutic experiences, leveraging the benefits of face-to-face interactions — I expect to see a continued uptick in this in 2024," she says.
Looking toward longevity
Health trends with staying power — like a focus on plant-based eating, sleep health and gut health — point to a continued desire to live better for longer, which experts say will remain a priority in 2024.
"According to David Chesworth, program director and exercise physiologist at Hilton Head Health, the upcoming trends will revolve around longevity and self-care. Chesworth believes that longevity has been a popular topic for some time now, and it continues to influence the emergence of new trends. In addition to longevity, Chesworth also emphasizes the importance of rest and recovery in self-care. He mentions that the focus on rest and recovery has increased, and people are exploring innovative ways to take care of their bodies after workouts, such as through cold therapy and restorative techniques. This emphasis on rest and recovery has even extended to the travel industry, with the rise of wellness tourism. Chesworth notes that more people are seeking out trips that prioritize activities like yoga, breathing techniques, skill development, recreation, self-care, aging gracefully, and stress-free activities."
