Over the past four years, significant changes have reshaped the landscape, including an economic downturn that has left many consumers financially strained. Over half of consumers are currently grappling with financial stress and believe that the economy has taken a toll on their mental well-being.
Despite these challenging times, consumers are prioritizing wellness. In fact, 76% agree that wellness is more important than ever, with nearly half reporting a heightened focus on their well-being due to the recent pandemic. As a result, spending in the wellness sector has remained steady, with the U.S. wellness market estimated to have reached $480 million by the end of 2023.
To stay informed on the evolving health and wellness industry, Mindbody conducts its annual Wellness Index. This year, we surveyed over 8,000 consumers to gauge where the industry is heading.
Here are the six wellness trends to watch in 2024:
1. Beauty Tourism on the Rise: 25% of Consumers Willing to Travel for Treatments
The phrase “Beauty knows no bounds” is gaining new meaning as beauty tourism continues to grow. For years, people have traveled abroad for more affordable cosmetic procedures, such as hair transplants, plastic surgery, and dental implants. Countries like Turkey, India, and Mexico are top destinations for these treatments.
In 2024, expect more people to travel significant distances to see a sought-after stylist or to access affordable beauty treatments. A quarter of consumers are willing to journey for specific beauty or grooming services, with 43% considering facials and hair services essential.
2. A Return to Play: 33% of Consumers Prioritize Fun and Play
While sports and outdoor activities are often associated with children, 2024 will see more adults embracing playful habits. Three-quarters of consumers participate in outdoor exercise and sports, including walking, swimming, and hiking. According to the 2023 Look Back Report, sports and recreation bookings on ClassPass increased by 92% from 2022, with golf being the fastest-growing category.
Furthermore, 33% of consumers prioritize fun and play to support their well-being, reflecting a cultural shift toward making time for joyful pursuits and reconnecting with nature.
3. The Rise of Alcohol-Free Lifestyles: 25% of Consumers Have Gone Alcohol-Free
The trend toward nostalgia extends beyond recreational activities. “Dry January,” a post-holiday tradition where participants take a break from alcohol, has gained momentum, with 25% of consumers across all age groups embracing an alcohol-free lifestyle as part of their wellness routines. Another 20% are considering joining this trend within the next year.
Eliminating alcohol offers numerous health benefits, from repairing liver damage to reducing the risk of heart disease and cancer. Improved sleep and cognitive function further highlight the positive impact of this wellness choice.
4. Low-Impact Workouts Gain Popularity: 4 in 10 Consumers Integrate Them into Their Routines
While weight training and cardio remain popular, low-impact exercises are gaining traction as the “less is more” mentality spreads. Four in ten consumers are incorporating low-impact activities like gentle yoga (17%), traditional yoga (16%), and martial arts (10%) into their routines. Additionally, 41% prefer low-intensity exercises for their calming and relaxing effects.
Gen Z and millennials are particularly drawn to combining low and high-intensity workouts, allowing for a more varied and holistic fitness approach that emphasizes overall well-being.
5. Embracing the Outdoors: 39% of Consumers Want to Spend More Time in Nature
Recognizing the importance of mental well-being, 39% of consumers are making it a priority to spend more time outdoors, while 52% consider outdoor walking essential to their fitness routine. Research shows that spending just 20 minutes a day outside can significantly reduce stress levels, leading more consumers to seek open-air opportunities.
Some consumers are taking their connection with nature further, with 17% considering adding adaptogenic mushrooms to their diets and 13% participating in nature-focused camps or retreats. These activities aim to reduce stress, alleviate anxiety, and enhance cognitive function.
6. Boomers’ Renewed Focus on Wellness: 78% Say It’s More Important Than Ever
Boomers are becoming a key demographic in the wellness industry, with 78% stating that wellness is more important to them now than ever before. This generation is increasingly committed to health and well-being, with 67% prioritizing wellness to live a long and healthy life and 30% focused on maintaining or improving mobility. Additionally, 85% believe physical activity is crucial for mental health.
As many Boomers enter retirement, they have more time to devote to wellness, with 52% exercising three or more times a week, underscoring their dedication to a healthy lifestyle.
As we look ahead to 2024, it’s evident that consumers remain committed to enhancing their physical and mental well-being. For more insights into the future of wellness, be sure to check out our 2023 Look Back Report.
