“After 15-plus years helping oversee this report, I’ve seen more shakeups in wellness in the last year than I have in the last decade,” Beth McGroarty, VP Research and Forecasting declares, in the opening remarks of the Global Wellness Institute’s (GWI) The Future of Wellness 2024 report.
A worldwide opportunity set to reach $8.5 trillion by 2027, gaps in gender, income, and generations will create a market with at times contradictory mindsets and markets. The first is “hardcare” focused on medical and tech-driven innovation at a high price tag. The second, “softcare,” focuses on more accessible forms of wellness that proritize social and emotional well-being.
BeautyMatter dove into the ten wellness trends the GWI has outlined for the coming twelve months.
Climate-Adaptive Wellness
As the mental and physical effects of global warming take hold, a new approach to air conditioning and cooling will emerge, from heat-reflective paints to a resurgence of wild swimming enabled through cleaned up waterways. Singapore’s Supertrees and New York City’s 30% increase in tree canopies by 2035 are two examples of city infrastructure being adjusted to accommodate these circumstances. Smart-tech cooling clothing (Facekini’s and Uniqlo’s AIRism line are two examples) and body heat tracking wearables like sweat patches, which measure electrolyte losses, will provide solutions on an individual front. Travel destinations will shift towards cooler travel times and destinations like Scandinavia, while cosmetics will adapt their formulations for skin impacted by climate change.
Topline Stats
- 2023 was the hottest year on record.
- 70,000 people died from excessive heat across Europe last summer.
- Americans could see an average of 53 more days of extreme heat by 2050.
- Heat-related deaths for people over 65 have increased by 85% since the 1990s.
- Extreme heat is the number one weather-related cause of death in the US.
- Cooling energy demand is expected to triple by 2050.
- 42% of UK travelers say that climate change will impact their travel plans in 2024.
- The antipollution ingredients market is estimated to be worth $918 million and is expected to reach $2 billion by 2033.
Companies to Watch
- Gensler
- SolCold
- +POOL
- Qore Performance
- TechNiche
- Otherlab
- Eztia
- Epicore Biosystems
- Embr Wave
- Mii amo
- Zulal Wellness Resort
- Four Seasons Bali
- The Springs Resort
- Prada (Augmented Skin collection)
- Comfort Zone (Hydramemory collection)
- Pour Moi (Weather Proof collection)
- Imprudence
The Power of the Pilgrimage
Amid acknowledgment of the importance of reconnecting with nature, outdoor treks are continuing to rise in popularity, specifically ancient pilgrimage trails such as Camino de Santiago in Spain in 2023, which almost 500,000 individuals completed in the last year. Japan’s Michinoku Coastal and Shikoku 88 trails, as well as destinations like India, Italy, Sri Lanka, and Bhutan are also proving popular. Expect resorts to participate in the journey (pun intended), with trekking and wellness programs to match.
Topline Stats
- The global wellness tourism market was valued at $651 billion in 2023 and is expected to grow at a compound annual growth rate of 16.6% from 2022 to 2027 (to reach $1.4 trillion).
- The “slow travel” movement has been growing at a compound annual rate of 10%.
- 21% of global travelers did so for health and wellness reasons in 2022.
Companies to Watch
- Rosewood Luang Prabang
- Rancho La Puerta
- Responsible Travel
From Manning Up to Opening Up
The gender gap in wellness is undeniable, with brands campaigning for female inclusion (when not being struck down by censorship issues). But the male population shouldn’t be left unseen either. With a general societal rethink around what constitutes modern-day masculinity, so too are the wellness codes for them shifting—away from the extreme “tough-guy biohacks” to solutions addressing the loneliness epidemic (according to a recent Meta-Gallup survey across 140 countires, one in four adults feel lonely, with the results equally weighted between men and women) and emotional health. Tools for this will be men’s retreats, educational inititiatives, and male-focused mental fitness apps.
Topline Stats
- In 2021, 15% of men in the US stated they have zero close friends, compared to only 3% in 1990.
- Men are more than twice as likely to die from suicide than females.
- Searches for male-only retreats are up 200% in 2023.
- Men in India (40%), South Africa (29%), Brazil (29%), and China (26%) are the most willing to spend on wellness solutions that help them build relationships.
Companies to Watch
- Men Without Masks
- Both Sides Retreats
- F3
- Menspedition
- Rewilding Surf Retreats
- RainbowMen
- Young Men Movement
- EVRYMAN
- Junto
- Unbreakable Man
- Modern Day Knight Project
The Rise of Postpartum Wellness
If menopause was the women’s wellness focus of 2023, the new year will usher in a spotlight on life postpartum, with wellness retreats, apps, and femcare products to match. Traditional practices like the Korean Sanhujori, Latin American la cuarentena, Chinese zuo yue zi, and Japanese Satogaeri bunben are intertwining with Western medicine and gaining traction. Consumer brands are launching postpartum specific products, from Nutrafol’s hair supplement and Abel’s Nurture perfume to specially designed vibrators by Dame and Smile Makers x Mumsnet. The impact of postpartum on men is also being addressed, with additional mental health support services on offer.
Topline Stats
- 1,205 US women died of maternal causes in 2021, compared with 861 in 2020 and 754 in 2019.
- Almost 800 women died from preventable causes related to pregnancy and childbirth across the globe every day in 2020.
- The maternal mortality ratio in Kenya was 530 deaths per 100,000 live births.
- 1 in 10 fathers experience postpartum depression or anxiety.
- In the US, the risk of postpartum depression is 1.6 times higher in Black women.
- US childcare costs have increased over 220% in the past three decades.
- Between the beginning of 2018 and the beginning of 2023, investment in women’s health in the EU, UK, and US increased 349%.
- Fertility, contraception, and maternal health are the only three verticals that have surpassed $1 billion in funding in 2022.
- The postpartum recovery market in China alone is expected to be worth 14.48 billion yuan, or $2.2 billion, by 2023.
- A 14-day course of Zurzuvae, the first postpartum depression-specific medication approved by the FDA, costs $15,900 before insurance.
- The global pelvic floor diagnostics market size is projected to reach $289.9 million by the end of 2032.
Companies to Watch
- Coyote Ventures
- Amboy Street Ventures
- RH Capital
- Qi Alchemy
- Boram Postnatal Retreat
- Kai Singapore
- &Breathe
- DadBooster
- Ruth Health
- Motherocity
- MamaMend
- LactApp
- Elephant Baby
- Annabella
- Kindbody Pregnancy
- Origin Clinic
- Hinge Health
- Joylux
- Tabu
- Mommy Matters
- NeoHeat
- MAYA
- Kayo Body Care
- Maëlys
- Perelel
- BabyRx
- Nyssa
Longevity Has Longevity
The Future Laboratory had declared Longevity Lifestyles one of its macrotrends in 2023, and the movement shows no signs of slowing down in the new year. Longevity clinics; senolytics (medication that target and remove senescent cells); nutrigenomics, which researches into how diets interact with genetics; telomere regeneration; genomics; AI-driven healthcare; and biohacking present the medical side of the equation. A leaning on Blue Zone diets and lifetsyles will provide a tried and trusted route for others. Wellness resorts like Clinique La Prairie, SHA Wellness Clinic, Chenot Palace Weggis, Six Senses, Soneva Soul, and the ZOE Bio Regenerative Wellness Clinic are bringing high-tech luxury offerings of the genre to its visitors.
Topline Stats
- The global longevity industry is poised to be worth $610 billion by 2025.
- Between 2022 and 2032, the global proactive services market is expected to grow from $4 billion to $20 billion.
- According to Longevity Technology’s investment Reports, the sector raised almost $1 billion in capital during the first three quarters of 2023.
- Global VC investment in longevity clinics more than doubled from 2021 to 2022—from $27 million to $57 million.
Companies to Watch
- Longevity Science Foundation
- Unity Biotechnology
- Altos Labs
- Retro Biosciences
- Calico
- Blueprint
- Rejuvenation Technologies
- Clock.bio
- Illumina
- Agilent
- Danaher
- Rejuvenate Bio
- SENS Research Foundation
- Fountain Life
- HOOKE
- Human Longevity
- Healthy Longevity Clinc
- Liv Lounge
- Ani Biome
- Femgevity
- JOI
- Groq Health
- BellSant
- Lindora
A Wellness Check for Weight Loss Drugs
Ozempic and Wegovy have had the world achatter for the last year. The roaring success of the treatments means that not only are over 70 similar drugs in development and amid approval trials to meet the demand started by these two, but other enterprises will look to cash in on the momentum as well. However, with these medications becoming increasingly popular among even those without direct obesity concerns, and being prescribed by private providers—in some cases individuals even purchasing counterfeit medications—there are mental and medical implications to be addressed as well.
Topline Stats
- 51% of the world population, equal to about 4 billion people, will have obesity by 2035.
- $4 trillion in healthcare will be spent per year related to treating obesity.
- Obesity-related deaths climbed by 8.5% in 2017, an increase from 4.5% in 1990.
- Nearly half of Americans are interested in trying a weight loss drug.
- US individuals being prescribed weight loss drugs quadrupled from 2020 to 2022.
- The market for weight loss drugs is tracking toward $200 billion by 2030.
- The weight loss drug market will grow 16% by 2030.
- Eating disorders globally have risen from 3.6% to 7.8% over roughly a 20-year period.
Companies to Watch
- Noom Med
- Lindora
- obé Fitness
- Found
- LillyDirect
Sports Finds Its Footing in Hospitality
Fitness is receiving an upgrade for ambitious athletes and wellness-focused travelers, while a community focus is also being emphasized.
Topline Stats
- The global sports hospitality market was valued at $4.75 billion in 2020 and is expected to reach a market value of $20.24 billion in 2027.
- Sports-related travel amounted to $39.7 billion in 2021.
- The athleisure market, comprising athletic and workout clothing, is expected to grow from $411.02 billion in 2021 to $793.46 billion by 2028.
Companies to Watch
- Aman Resort
- BackRoads
- BodyHoliday
- Rafa Nadal Academy
- Elite Athlete Centre and Hotel
- SIRO
The Home as High-Tech-Health-Hub
Goodbye couch potato life, hello medical-grade health oasis. From fully integrated telehealth to diagnostic technology with smartphone sensors, more healthcare is available from inside the home than ever before. Saudi Arabia’s new smart city NEOM (unveiling in 2025) constantly collects health data from its residents to customize health and wellness interventions, as well as predict health issues before they happen. Developments like KL Wellness City, Green Valley, UrbanLab, and The Forestias are building entire buildings and even city neighborhoods on the premise of wellness-first.
Topline Stats
- Two- thirds of Americans are spending more time at home now than before the pandemic.
- In the next five years, 45% of healthcare services are expected to be delivered at home.
- The wellness real estate sector is valued at $398 billion and is expected reach $887.5 billion by 2027.
- 95% of consumers believe their home affects their health.
- 73% consider their health a decisive factor when choosing their next home.
- The global smart-home healthcare market size was valued at $4.95 billion in 2022, with an expected value of $10.71 billion by 2031.
- Over $250 billion worth of care services could move from traditional facilities to virtual settings by 2025.
Companies to Watch
- GetSound.ai
- Endel
- MIORA
- electronRx
- Withings
- Eight Sleep
- DeRUCCI
- Getsound.ai
- Moodsonic
- Living LAB 040
A New Multisensory, Immersive Art for Wellness
Artists employing generative AI, spatial sound technologies, and projection mapping are pushing immersive experiences forward, while also reaping their wellness benefits with multisensory experiences— such as the Mandala Lab at the Rubin Museum in New York City, which marries scent, sound, sculpture, and video with Budhhist principles.
Topline Stats
- Immersive entertainment is growing in the US by 15 to 20%.
- Gen AI could add an additional $2.6 trillion in value annually across varying industries.
Companies to Watch
- Termemilano Spa
- Superblue
- NeuroArts
- TouchDesigner
- Kaleidoscope Kavern Lazy River
Under the Radar
GWS chair and CEO, Susie Ellis revealed some upcoming trends that emerged at the most recent Global Wellness Summit. These included:
• Helmet on My Head
The need to destigmatize mental illness.
• Time to Lower Age Limits
Allowing children of all ages access to wellness facilities.
• Slow Looking
Taking the time to absorb the imagery around us for increased wellness benefits.
• UnGDP
Prioritizing quality-of-life measurements over money-oriented metrics in government conversations.
• Wellness Is the New Why
After proliferating the real estate category, wellness becoming a main motivator for travelers.
• Blue Zones 2.0
More cities, regions, and countries creating healthy environments for their citizens.
• Wellness Diplomacy
Disease prevention and wellness becoming uniting factors among nations on a policy level.
• Sports Inclusive
Inspiring sports participation at all levels in unique ways,
