Ecotrend Blog

Wellness is more than a trend; the name itself calls for a more diversified understanding of what “it” is. Wellness not only mirrors the attributes of so-called ‘health warriors’, but it also captures the deep yearning for a sense of intrinsic harmony, and that can mean mental and psychological well-being. In 2023, the global wellness market is valued at $1.5 trillion, and it’s been growing at a steady 5 - 10% a year. Younger populations are influencing and shifting consumer trends, and importantly, redefining what wellness means; away from restrictive diets, and towards joy, body positivity and social connection. Technology inevitably will play a larger role in the wellness market, optimizing everything from our sleep to our environmental conditions (air quality), to telehealth. Scott Melville, CEO of the Consumer Healthcare Products Association mentioned in a recent McKinsey interview that “…Consumers have been empowered with technology, they’re accessing more information than ever before, and they’re able to make choices about their own healthcare, whereas in the past perhaps they would have relied upon their doctor to make choices for them.”

On the contrary, technology products can often require a large investment that’s not accessible to everyone. With the past year of sky-high inflation, more people may turn toward “small luxuries”, products like body care, home fragrances, snackable healthy bites, zero-proof drinks and clean beauty products. Looking forward to 2024, we put together some of the top wellness trends the internet is buzzing over.

Go Skin Deep… for the Entire Body

For the past few years, we’ve seen clean skincare brands take center stage. Peptides, niacinamide, hyaluronic acid, and retinol, these chemical compounds have become heroes in the skincare industry, even making their way into makeup staples like foundation (makeup-as-skincare, anyone?)

In 2024, we will see skincare routines extend below the neck. Self-care is here to stay, and according to the 2024 Pinterest Predicts Report, both “Boomers and Gen Z will double down on luxury lotions, in-home spa experiences and some serious SPF.” Searches on Pinterest for the term “body skincare routine” rose by a whopping +1,025% and body care is up +845%.

The Kool-Aid these Days Isn’t Alcohol

The days of hangovers and regret are almost behind us. Consumer preferences are shifting towards feeling well after a night out and throughout the week. That means, switching between alcoholic beverages and zero-proof drinks. The list of companies coming out with zero-proof selections is lengthy—and many of them have found a way to make them just as creative, or tastier than their alcoholic counterparts. We’ll continue to see unique mocktail experiences with botanical spirits, florals, citrus and other funky, tropical flavours. Take a healthy spin on celebration season, with a refreshing matcha mocktail recipe from DoMatcha, for example.

DoMatcha Yuzu Matcha Mocktail

Canned mocktails, something you can easily bring to a party will continue to flourish on the market. Google searches for mocktails hit a record high in January 2023, jumping 217% compared to January 2022. Dealcoholized, premium wines will also become attractive to the more bougie crowds. In addition, herbal-based supplements that help with recovery time after a ‘wild night out’ continue to show promising growth. According to Global Market Insights, the Hangover Cure category is valued at around $1.9 billion with the potential to reach $6.8 billion by 2032.

Wellness by Design

Imagine if access to wellness amenities was right at your doorstep. We’ve all seen the trend of more greenspaces being built into offices and apartment complexes, but some real estate developers are taking it a step further and adding more luxurious amenities that target wellness. We’re talking built-in spas, cold plunge pools, rain showers, and better ventilation systems. No longer do you need to traverse to a 5-star hotel to access these amenities. According to Zillow’s 2024 hottest home trends report, the presence of at-home cold plunge pools on listings surged by 130% compared to the previous year. Amenities once reserved for high-end spa establishments, may become more accessible to renters and homeowners.

With increasing concern over air pollution, home prospectors will demand better ventilation systems and air conditioning. The HVAC market is expected to grow by $8.62 billion between 2023-2028.

Care for your Hair: Preventative Haircare

The scalp is the fastest aging part of the body, yet not as much focus has been given to the important crown. Pandemic-induced hair loss prompted more people to look for products that help vitalize the scalp and hair. The scalp health trend is likely to persist into 2024, with products spanning four major categories: scalp clarifying/cleansing solutions, bond technology, supplements, and high-tech shower heads.

Chemical residue, hard water, and heavy metals can get trapped in the scalp, which can cause hair to thin or shed faster. This is where clarifying shampoos come into play, which contain ingredients that can draw out these impurities from the scalp, allowing hair to grow out of the follicles faster and stronger. Japanese head spas are popping up all over the US, which is a hair treatment that prioritizes the scalp, often including deep scalp analysis, intensive cleansing routine, and head massage, followed by nourishing scalp oils.

Heat and chemical hair damage is exacerbated by services like bleaching, hair dying, and chemical straightening. Bond technologies, pioneered by Olaplex, restore damaged hair by repairing broken polypeptide chains within the strand. While this has traditionally been reserved by professional hair salons, more bond technologies are bound to hit drug stores and are already in makeup retailers like Sephora, making it an accessible choice for people who suffer from frizzy, thinning, and damaged hair.

Peter Lamas Baobob Oil Shampoo for dry and damaged hair

Our hair follicles decrease in size as we age, resulting in hair with less density and more proneness to breakage. This is why it’s common for people to experience dryer and brittle hair with age and graying due to pigment loss. Hair supplements, like gummies, are nothing new – but we may see more advancements in the procurement of hair supplements aimed at maintaining the pigment of the strands.

High-tech shower heads are another trend to watch, with several companies emerging on the market. These shower heads filter out things like heavy metals and chemicals from your tap water, which over time can compromise your hair stands.

Smell your way to… Happiness

Nellie's Dishwasher Nuggets

Most people have used home fresheners and scents, like wick candles or Febreeze. But the trend nowadays is moving more towards luxury home scent products, which are meant to invoke certain emotions or states like calmness, energy, and even happiness. Think lavender and bergamot for calmness and citrus for energy. There’s also an increased desirability for clean home products comprised of natural ingredients. Home scents are no longer limited to candles and diffusers and moving on to laundry sheets and cleaning products. With increased time spent at home during the pandemic years, there’s more desire to make daily chores an act of self-care, through diffusing amazing scents into our every day. According to this 2023 report, the global home fragrance market could reach $19.4 billion by 2030, rising at a compound annual growth rate of 8.6%. Several neuroscientists who specialize in scent psychology, have nodded towards the idea that fragrance has the power to trigger emotions and positively affect our moods. Especially, when those scents are tied to a specific memory.

Goodbye Restrictive Eating, Hello Snacks (aka #Girl Dinners)

Roasted Hemp Almond Butter from GluteNull

Niche diets like keto and veganism will take more of a backseat this year, as consumers take a more celebratory approach to food. This might mean an emphasis on simple flavors and comfort, or unique ethnic foods that draw on a rich cultural history. One of Well+ Good’s trend predictions is the comeback of nixtamalized corn, an ancient processing method where the corn is soaked in an alkaline solution for half a day, before being ground into corn flour for tortillas and chips. This process not only draws on the rich Mexican culinary tradition but unlocks the full nutrient capacity of corn, which is often lost without nixtamalization. Several companies have already started to make headway on the market including Tia Lupita Foods which makes ready-to-tortillas with a mix of cactus and nixtamalized corn. The brand closed a $2.6 million seed round in October 2023, being entirely raised by Mexican investors. The global nixtamalized market is poised to reach $5.3 million over the next decade.

Gen Zs report different eating habits than their predecessors, more likely snacking on charcuterie, a smoked salmon tartine, or cereal throughout the day as opposed to full meals, hence the trend #girldinner. Ypulse magazine stated that “Young people are redefining wellness to be more inclusive of their imperfect lifestyles.”

Ketchum Food Consultancy predicts that young people will be prioritizing food products that help them feel “happy, relaxed, healthy and confident above all else in 2024.” This is due to research that suggests that Gen Zs are more preoccupied with food than other generations, and more likely to experience feelings like anxiety, guilt, and overwhelm. The research also points out that 61% of Gen Z consumers believe they need to eat a certain way to communicate their identity and beliefs, which can cause further anxiety.

“Gen Z snack aesthetics are more about permissible indulgence. That is, indulging in something that tastes good and feels good without an overwhelming sense of guilt,” says Andrea Hernandez, writer of Snaxshot.

Considering Gen Zs hold 40% of the buying power in the US, and with food being the number one spending category, it would be remiss for brands not to find ways to connect with them, whether that be through social media, branding or messaging.

In conclusion, the wellness landscape for 2024 is diverse, dynamic, and deeply rooted in the evolving needs and preferences of consumers. From self-care routines to wellness-infused home designs, the trends forecast a holistic approach to well-being that goes beyond the physical, encompassing mental and emotional aspects. As the industry continues to expand, adaptability and inclusivity will be key factors in shaping the future of wellness.

At Ecotrend, we’re optimistic about the future of wellness and glad we’re able to play an integral part in shaping the buying ecosystem while bringing ethical and environmental choices to the end consumer.

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