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Top 5 Trends Shaping the Wellness Industry in 2024



The wellness industry continues to evolve at a breakneck pace, with 2024 shaping up to be a year of significant innovation, consumer-driven shifts, and technological advancements. As wellness brand professionals, staying ahead of these trends can mean the difference between leading the market or playing catch-up. From the integration of clinical research to the rise of personalized wellness, let's explore the top five trends set to reshape the wellness landscape in 2024.


1. Clinical Research Takes Center Stage

As consumers become more discerning about the products they use, the demand for evidence-backed claims is skyrocketing. This isn’t just a trend in human wellness but extends into the pet wellness sector as well. CPG brands are increasingly investing in clinical research to validate the efficacy of their products to counter worn-out messaging that consumers see right through (enter “clean” or greenwashing terms).


For example, within the pet wellness market, the emphasis on clinically tested claims is growing, as seen with companies like Equine74. Pet brands are leading the charge in innovation and product validation. Our recent report highlights this shift in the market. This trend underscores the need for wellness brands to adopt a more scientific approach to product development and marketing.


2. Sustainability and Clean Ingredients

The clean beauty movement has laid the groundwork for a broader shift towards sustainability and transparency across all wellness categories. Consumers are now expecting brands to not only disclose their ingredient lists but also adopt sustainable sourcing and production practices. This extends to the pet wellness industry, where pet owners are seeking out products with natural, non-toxic ingredients for their furry friends.


However, there is some caution to be exercised here: sustainability and “natural” can be interpreted as a buzzword when used too heavily in marketing. When we surveyed over 1,000 consumers, we found that trust is on the decline for the term “clean.” Only 66% of Baby Boomers trust the term, with the strongest group being women–78% trust the term “clean.”


Compare that to 92% of consumers prioritizing clinically tested products and 91% of consumers more likely to try a new wellness product if it makes specific claims about its benefits. The data is clear–use specific, clinically-backed claims in your marketing and leave the “clean” and natural terms as part of your brand identity. 


3. Personalization Through Technology

The rise of AI and machine learning has paved the way for unprecedented levels of personalization in wellness. From customized skincare routines to tailored pet food subscriptions, technology is enabling brands to meet individual consumer needs like never before. This trend is driven by the wealth of data now available to companies, allowing them to offer personalized wellness solutions that can adapt to changing consumer preferences and health requirements.


4. Mental Health and Well-being


Mental health has taken center stage in the wellness conversation, with a growing recognition of its importance to overall well-being. Wellness brands are responding by integrating mental health into their offerings, whether through stress-relief products, mindfulness apps, or support services. In the pet wellness sector, products aimed at reducing anxiety and improving mental well-being for pets are gaining traction, highlighting the holistic approach to wellness that consumers are now demanding.


5. The Rise of Wellness Communities

Finally, the concept of wellness is expanding beyond individual products and services to encompass communities and experiences. Brands are building platforms that not only sell wellness products but also offer spaces for consumers to connect, share experiences, and learn. This is easy to do with channels like TikTok and YouTube or with educational, conversational chats on a podcast. One of our favorite women’s health communities is Rescripted. Have you considered how you can build a community with your customers?



As the wellness industry continues to change based on consumer preferences, it's clear that the future will be shaped by brands that prioritize authenticity, scientific validation, and a holistic approach to well-being. Whether you're in the business of human or pet wellness, these trends offer a roadmap for innovation and growth in 2024. Stay ahead of the curve by embracing these shifts, and you'll not only capture the attention of wellness-conscious consumers but also build a brand that stands the test of time in this dynamic industry.


Are you ready to lead the way by testing your product in a clinical trial?

Talk with our team today and find out how to get started. 

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