A Nutritional Therapist Predicts the Biggest Wellness Trends of 2024

Wellness Trends

As the wellness world continues to evolve, we see certain trends come and go. 2023 was the year of the oversized Stanley cup and the launch of Mango Greens.

So, what health and wellness trends should we expect to see this year? We are always looking to hear fresh perspectives and new approaches to nurturing our bodies and minds. And who better to guide us through the trends that will shape our wellness journeys, than our resident Nutritional Therapist, Marilia Chamon. 

Based on recent research and market analysis, here are some of the most significant wellness trends we can expect to see this year.

Clinical Effectiveness Over Clean Ingredients 

In recent years, there's been a noticeable shift in consumer preferences from products with clean or natural ingredients to those with clinically proven ingredients. People are increasingly prioritising clinical effectiveness, particularly in categories like over-the-counter medications, vitamins, and supplements. This trend emphasises the importance of third-party research studies, healthcare provider recommendations, and certifications to validate the efficacy of wellness products​​.

The Growing Impact of Expert Advice

Expert recommendations are becoming a crucial factor in consumers' health and wellness purchase decisions. This trend is especially evident in areas related to hormones, sleep, gut health and overall health, including the use of vitamins and personal care products. Brands in the wellness space are encouraged to leverage expert endorsements and scientific evidence to enhance their credibility​​.

Focus on Women's Health 

Women's health products are experiencing a surge in demand, spanning a wide range of care needs. The market is witnessing growth in products related to menstrual care, sexual health, menopause, and pregnancy. There's also an increase in digital tools like wearable devices for tracking fertility and other women-specific health metrics. This trend underscores the unmet demand in women's health and presents opportunities for expansion in this sector​​.

The Rise of Mindfulness Apps 

Meditation and mindfulness apps are gaining popularity as effective tools for stress reduction and mental wellness. Apps like Headspace, Calm, Insight Timer, and 10% Happier offer a range of features, including guided meditations, sleep stories, and community connectivity, catering to various user preferences and enhancing the accessibility of mindfulness practices​​.

Probiotics and Prebiotics in Gut Health 

The connection between gut health and overall wellness is becoming increasingly recognised. Probiotics and prebiotics play a vital role in maintaining a healthy gut microbiome, which is crucial for nutrient absorption, immune function, and mental health. Advancements in gut health research have led to the development of functional products containing symbiotics, such as snack bars and yoghurts, along with targeted supplements to support gut health​​.

Hydration and Functional Beverages 

Innovative hydration solutions are on the rise, with a growing interest in adaptogen-enriched kombuchas, collagen-infused water, electrolytes, and micro-drinking options like sachets. These products aim to provide hydration with added health benefits, reflecting the increasing awareness of the importance of staying hydrated for overall well-being​​

Mushroom Nootropics 

Mushroom nootropics, particularly Lion's mane, are gaining attention for their benefits on mental and physical health, including their impact on the gut-brain axis. Mushroom blends are a powerful natural supplement and are growing in popularity. 

Blood Sugar Balance 

There's a growing focus on blood sugar balance and its influence on overall health and mental wellbeing, with consumers seeking supplements and lifestyle strategies to manage blood sugar levels for optimum health​​.


Free Soul's Take on Wellness Trends

These trends reflect a more holistic shift towards wellness, emphasising the importance of clinically proven products, personalised health solutions, and the integration of technology in our pursuit of wellbeing.

It's an exciting time to be part of the Wellness Industry, with more and more people understanding the importance of physical, mental and emotional wellbeing and prioritising time in their daily routines to nurture this. We have some exciting things coming your way this year, and we can't wait to introduce you to them.


Marilia Chamon
Written by Marilia Chamon
Registered Nutritional Therapist, Gut Health, IBS & SIBO Expert
Founder of Gutfulness Nutrition
   **At Free Soul, your well-being is our priority, and although we pride ourselves on our expertise in women's health and wellbeing, it is important to acknowledge the individuality of each person. Features published by Free Soul are not intended to treat, diagnose, cure or prevent any disease, or replace the advice of your GP. We always recommend consulting with a healthcare provider if you encounter any health concerns, and we’ll always be here to support you so you’re never alone on your journey.