In search of well-being
Editor’s note: Alicia Ierardi is executive vice president at Canadian research firm Leger.
In the ever-evolving landscape of health and wellness, 2024 marks a significant shift toward a more holistic and integrative lifestyle. As individuals become more aware of the interconnectedness of physical, mental, emotional and social health, their wellness goals are becoming more comprehensive and nuanced. This year's health and wellness trends, as highlighted by the 2024 Health and Wellness Toolkit, offer a fascinating glimpse into the future of self-care and personal health management.
The insights in the toolkit are based on an online survey conducted among 1,310 respondents aged 18 and older from Leger’s U.S. Health and Wellness Community. It explores various themes, including health goals, wearable tech, gut health, sleep health, holistic wellness services and weight management.
Defining the health and wellness community
The health and wellness community is comprised of individuals who actively engage in behaviors and make choices that enhance their physical, mental and emotional well-being. This group includes various personas that reflect different priorities and levels of engagement with health-related activities. Understanding nuances among each persona is crucial for brand teams and researchers aiming to connect with these consumers effectively.
The rise of holistic wellness
Gone are the days when health was solely about physical fitness. Today, people recognize that true wellness encompasses much more. The Leger research study shows there is a strong emphasis on maintaining not just physical health (81%), but also mental (74%), emotional (71%), spiritual (52%) and social health (46%). This shift toward holistic health indicates a broader interest in balancing various aspects of well-being. Self-care routines and methods to tackle mental health challenges, such as anxiety and depression, are also gaining prominence.
Wearable tech: Beyond fitness tracking
One of the standout trends for 2024 is the evolution of wearable technology. Forty-one percent of respondents intend to use wearable tech to meet their health goals in 2024. No longer limited to counting steps, wearable devices have become indispensable tools for health monitoring and personal well-being. From tracking heart rates and sleep quality to monitoring stress levels and even menstrual cycles, these devices offer a wealth of data that users find invaluable.
Interestingly, 56% of respondents expressed interest in receiving personalized product and service recommendations based on their wearable device data. This highlights a growing trend toward personalized wellness solutions. Moreover, many users view their wearable devices as fashion accessories, blending style with functionality.
Despite their popularity, concerns about data privacy and accuracy remain. About one-third of respondents feel their data is not secure, and 30% doubt the accuracy of their devices. Yet, the benefits seem to outweigh the drawbacks, with many willing to invest in these technologies for their health benefits.
Gut health: The new frontier
Leger's 2024 Health and Wellness Toolkit also highlights a growing focus on gut health. With more than one-third of respondents experiencing gut health issues in the past year and 62% prioritizing it, gut health is emerging as a key component of overall wellness. However, there are significant knowledge gaps, with only 42% feeling well-informed about their gut health. Brands have a unique opportunity to bridge this gap through educational campaigns that emphasize the importance of gut health and the benefits of related products.
Regular exercise, dietary modifications and supplements like prebiotics and probiotics are among the top strategies individuals are adopting to improve their gut health. This focus on the gut microbiome underscores a broader understanding of how gut health impacts physical, mental and emotional well-being.
Prioritizing sleep health
Sleep health is another crucial aspect of the wellness puzzle. Quality sleep is essential for maintaining overall health, yet many struggle with poor sleep habits. The survey reveals that while 73% of respondents consider improving their sleep health important, only 54% rate their current sleep quality as good or very good.
Common strategies to improve sleep include regular exercise, maintaining a consistent sleep schedule and reducing screen time before bed. With a growing body of research highlighting the importance of sleep, individuals are increasingly recognizing the need to prioritize this often-overlooked aspect of health.
Embracing holistic services
Holistic wellness services are seeing a surge in popularity as more people turn to alternative therapies to enhance their well-being. Services like aromatherapy, sound therapy, massage and acupuncture are sought not only for their physical benefits but also for their ability to reduce stress and improve mental and emotional health.
The survey indicates that 58% of respondents use these services to reduce stress or anxiety, while 56% do so to improve physical health. This trend reflects a broader movement toward integrative health practices that combine traditional methods with modern innovations.
Innovative approaches to weight management
Weight management remains a top priority, with traditional methods like exercise and diet forming the cornerstone of most strategies. However, modern approaches are gaining traction. Mobile apps, online resources, mindfulness practices and even moderate alcohol consumption are increasingly being incorporated into weight management plans.
For many, the primary goals are to lose weight (79%) and improve overall health (71%). Despite the challenges, including the cost of healthy food and lack of motivation, individuals are finding creative ways to meet their weight management goals.
Sustainability
Sustainability has become a significant concern among health-conscious consumers. There is a growing demand for eco-friendly products and sustainable practices within the health and wellness industry. Consumers are increasingly aware of the environmental impact of their choices and are looking for brands that align with their values.
The future of health and wellness
Leger’s 2024 Health and Wellness Toolkit paints a vivid picture of a society increasingly committed to a holistic and integrative approach to health. As we navigate the complexities of modern life, the emphasis on prevention, personal responsibility and comprehensive wellness strategies offers a hopeful and empowering path forward. As the space continues to evolve, staying attuned to these trends will be crucial for success.