Recent studies show that the wellness industry will hit $1.8 trillion this year.

Meaning…

From corner juice bars to high-tech health apps, customers want more ways to stay healthy.

They're spending more money on it, too.

And running a health business means spotting what's next before everyone else does.

Your customers are changing how they think about health—they're doing more research, trying new things, and expecting better results.

The brands that understand these shifts are the ones that will stand out.

Let's look at the top 8 trends shaping health and wellness this year, what your customers are actually looking for, and where the real business opportunities lie.

1. Custom Nutrition Plans Take Off

People are tired of one-size-fits-all solutions that don't work. They've seen how different foods affect their energy, sleep, and overall health. Now they're willing to pay more for nutrition plans that actually deliver results.

This market will hit $60.94 billion by 2034.

Big brands are jumping in, offering everything from personalised vitamin subscriptions to custom meal planning apps.

Smaller companies are finding success too, especially those focusing on specific health needs like food sensitivities or athletic performance.

Business Opportunity: Consider adding personalisation to your existing products or services. Even small changes, like offering modified meal plans or targeted supplements, can tap into this growing demand.

2. Health Tech You Can Wear

Fitness trackers have grown up. Today's wearables do more than count steps—they spot health issues before symptoms show up.

These devices now track:

● Heart patterns

● Sleep quality

● And even stress levels

…In real-time.

The market speaks for itself: wearable tech will reach $173 billion by 2030.

People want these devices because they can see how their daily habits affect their health, and they make better choices.

Business Opportunity: Partner with wearable brands to offer connected services, or use wearable data to enhance your existing programs. Health coaches, gyms, and wellness centers are finding success by adding this technology into their services.

3. The Gut Health Revolution

Your gut affects everything—from your mood to your immune system.

The gut health market has hit $51.62 billion and keeps growing.

● Food brands are launching probiotic-rich products.

● Supplement companies are creating targeted gut health formulas.

● Testing companies now offer at-home microbiome analysis.

Business Opportunity: Look for ways to add gut-healthy options to your product line. Even better, educate your customers about the gut health benefits your products already offer. People want to know how what they buy affects their overall well-being.

4. Mental Wellness Goes Mainstream

Stress relief isn't just about meditation apps anymore.

People want practical tools to manage their mental health, from mood-tracking devices to stress-management programs.

The digital mental health market keeps expanding because people are seeking accessible ways to take care of their mental health.

Business Opportunity: Consider how your products or services support mental well-being. Could you add stress-relief elements to your offerings? Or partner with mental health professionals?

5. Performance Optimisation

Weekend warriors and office workers alike want to perform their best.

They're trying cold plunges, breath work, and fasting—things that used to be just for athletes. Why? Because they feel the difference.

More and more brands are making these practices more accessible.

Business Opportunity: Look at how you can help customers optimise their daily performance. Could you add recovery services? Or create products that help people feel more energised?

6. Plants Get an Upgrade

Making plant-based options that appeal to everyone, not just vegans. Plant-based isn't just about veggie burgers anymore.

Europe's plant-based market jumped 49% in two years because companies are making products that actually taste good and work well.

The brands that are growing are focusing on whole food ingredients and clear benefits.

They're creating everything from performance-focused protein powders to gut-healthy snacks.

Business Opportunity: Consider adding plant-based options to your line or highlighting the plant-based ingredients you already use. Focus on taste and benefits, not just being plant-based.

7. Fitness That Fits Life

People want workouts that help them move better in real life.

Think about carrying groceries, playing with kids, or staying active while traveling.

Functional fitness isn't new, but it's hitting the mainstream.

Gyms are updating their programs. Equipment companies are creating versatile tools. Apps are offering adaptive workouts. Success comes from making fitness feel practical and doable.

Business Opportunity: Make your fitness offerings more functional. Could you create programs that help people move better in daily life? Or tools that support real-world strength?

8. Sleep Takes Center Stage

Good sleep sells.

People understand that rest affects everything from weight to work performance.

They're investing in products and services that help them sleep better.

The sleep market spans everything from tracking devices to bedtime supplements.

Business Opportunity: Think about how your products affect sleep. Could you create nighttime versions of your offerings? Or educate customers about how better sleep enhances your product's benefits?

The Bottom Line

These trends point to one clear message: customers want health solutions that work for their real lives.

They're smart about where they spend their wellness dollars and expect real results.

The biggest opportunities?

They're in making complex health ideas simple, showing clear benefits, and helping people feel better every day.

The brands that win in 2025 won't just sell products—they'll sell better ways to live.

Ready to use these trends to keep your business ahead of the curve?

Let's talk about positioning and marketing your business for growth in 2025 at Behind Wellness.

Thank you for reading Behind Wellness’s newsletter. I hope you found this week’s edition valuable.

Until next week,

Samara

P.S. If you have any questions, shoot me an email at [email protected], and I’d be happy to help.

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