Each year, new trends enter the market and others exit as consumer preferences shift. This year, some existing trends are evolving into newer and more innovative versions of their former selves. SPINS looked at data across its channels and at the outside forces affecting the health and wellness industry to identify the trends to keep an eye on for the rest of 2024 and even into 2025.

Women’s Health Is On the Rise

Women’s health hasn’t always received adequate attention, but businesses are realizing what an important consumer base they’ve been ignoring and how much unmet demand exists. Many of these products are created for women by women. For example, sport nutrition has long been targeted only at men, but now we’re seeing supplements and other products, such as pre- and post-workout, being formulated with whole foods and functional ingredients related to women’s health.

Additionally, we expect more offerings for specific life stages from teen to mature ages and specific-use cases of female consumers, such as:

• PCOS support and cycle syncing
  • Inositol: +57.5% for PCOS support
  • Magnesium: +41.5% for mood support
  • Dong Quai: +25.9% for menstrual support
• Pre-natal and post-natal products
• Menopause-specific products

Sustainability Extends Its Reach

While sustainability has been a growing trend, it’s garnering even more attention as consumers expand the definition to include three facets: animals (e.g., wildlife biodiversity, animal welfare), planet (e.g., environmental, production practices), and people (e.g., corporate responsibility; labor practices; equity, belonging, inclusivity and accessibility (EBIA). Many products with sustainability certifications are seeing unit growth:

• Certified Regenerative Organic +39%
• Certified Greener World — Animal Welfare +13%
• Labeled Pasture Raised +11%
• Labeled Grass Fed +10%

Functional Ingredients Continue to Evolve

Functional ingredients are important staples for health and wellness shoppers, as we’ve seen them popping up in new products throughout categories over the last few years. Their longevity can be attributed to meeting evolving diets and preferences. What to watch for:

• Continued interest and demand for products that reinforce an active lifestyle, such as pre-workouts, recovery and joint support
• Wellness-formulated, non-alcoholic beverages and greater interest in euphorics, mood enhancers, adaptogens and nootropics (e.g., theanine, cannabis, kava)
• Superfoods and whole food sources plus fewer additives and artificial ingredients (matcha, digestive support teas)
• Continued interest in energy support and “clean” stimulants (green tea, acetyl l carnitine)

Allergens Remain Hot Topics

With a surge in sensitivities, food allergies are on the rise. The effects of many food allergens are showing up more in baby and toddler products.

• 8% of children under 18 and 11% of adults have food allergies.
• Only 56% of baby and toddler food sales are free of the major nine allergens.
• Over half of new items this year contained tree nuts and/or soy.
• Peanut allergen sales are up +12%, as several brands offer peanut butter puffs as an early way to introduce peanuts in a palatable form. This snack segment is up 8% this year. 

Lifespan Evolves Into Health Span

Individuals are redefining daily routines and consumption rituals to increase physical longevity and decrease the rate of aging via beauty regimens and foods.

• There is an increase in blood glucose regulation and a desire to minimize blood sugar spikes to maintain energy and sustained focus, and to reduce blood sugar crashes.
  • Taking vinegar before or after sugar can help maintain consistent glucose levels (apple cider vinegar sales grew 11% last year).
• Beauty regimes are incorporating more elements that focus on how food, beverages and supplements can support an outward appearance and youthfulness.
  • Key products are collagen and colostrum, hydration products and supplements with metabolism enhancing properties.

Influencers Gain Power

Celebrity brands are not new to the culinary world, but they are making way for internet influencers whose reach is moving from the apps into the food aisles. Younger consumers, who are gaining buying power, are learning from their favorite social media personalities. More than 70% of Gen Z consumers watch cooking videos. Internet influencers have some of the fastest growing brands in the market. Be aware of trending influencers and leverage the appeal of influencer brands in grab-and-go categories with accessible price points.