In recent news, consultancy firm McKinsey & Company has published its "Future of Wellness" report, showcasing significant trends emerging within the global wellness landscape. The report reveals a bold prediction about the future of health and wellness, emphasizing aspects such as longevity, beauty, weight management, and mental health, all of which resonate with growing consumer priorities.
According to McKinsey’s comprehensive survey of over 9,000 consumers across the United States, the United Kingdom, Germany, and China, certain wellness subcategories are witnessing remarkable growth. These include functional nutrition, healthy aging, appearance and aesthetics, in-person wellness services, weight management, and mental health. As the global wellness market is estimated at a staggering $2 trillion, the insights provided by this report are not just timely—they are crucial.
Healthy Aging and Longevity
One of the standout insights from the report is the mounting demand for products that support healthy aging. Remarkably, up to 60% of consumers across the surveyed markets identified healthy aging as a top or very important priority. This reflects a broad acknowledgment that wellness is not merely about current health but also about enhancing quality of life as we age.
The implications here are vast. Brands focused on anti-aging products are likely to flourish as individuals increasingly seek treatments and supplements that can help them maintain vitality.
Beauty and Aesthetics
Another key area driving consumer interest is beauty and aesthetics. We are witnessing a surge in beauty products that incorporate multifunctional active ingredients with related health benefits. Ingredients such as anti-inflammatory arnica and calming CBD have gained popularity, indicating that consumers are not just focusing on external beauty; they’re also interested in the internal health benefits of the products they use.
Weight Management
In the realm of weight management, the landscape is being reshaped by the growing use of GLP-1 medications for weight loss. As a result, there is a rising demand for protein- or nutrient-fortified foods, gut health products targeting digestive discomfort, and workout programs designed to enhance muscle growth and retention. These trends showcase a more holistic approach to weight management, merging nutrition with active lifestyle choices.
Mental Health and Mindfulness
The report also emphasizes the increasing importance of mental health and mindfulness. However, while digital mindfulness apps are making solutions more accessible, industry stakeholders face challenges regarding scalability. Competition remains intense, and as consumers seek effective solutions to manage their mental well-being, innovative and distinctive offerings will be crucial for companies looking to make a mark in this space.
Functional Nutrition
Functional nutrition has emerged as another essential trend. Consumers are increasingly gravitating toward products that promise benefits, such as enhanced energy, improved gut health, immune support, and better muscle, bone, and joint health. Superfoods like super greens, mushrooms, adaptogens, and pre- and probiotic drinks are dominating this category. The demand for innovative products emphasizes consumers’ desire to integrate functional nutrition into their daily routines.
In-Person Wellness Experiences
Finally, there’s been a noticeable uptick in interest for in-person wellness experiences, ranging from wellness retreats to thermal therapies and IV treatments. Astoundingly, 56% of individuals who purchase in-person wellness services in the United States reported traveling two or more hours for these experiences, and this trend is projected to grow.
Asahi’s Commitment to Health and Wellness
Adding to the evolving wellness narrative is Japanese beer maker Asahi, which is positioning itself to expand its health and wellness initiatives. The company is actively developing functional drinks and plans to promote the global rollout of its lactic acid bacteria ingredients. Labeling "health and wellness" as one of its four key domains for future research and development signifies its commitment to this burgeoning industry.
Central to Asahi’s innovation is its proprietary postbiotic Lactobacillus gasseri CP2305, which may alleviate menopausal symptoms and stress, thus addressing a crucial aspect of women’s health. Moreover, clinic research focusing on yeast mannan’s impact on bowel health and sleep quality underlines Asahi’s dedication to scientifically backed wellness solutions. By 2027, the company plans to expand its global presence with functional ingredients and local brands like Dear Natura, which offers dietary supplements in Japan.
Evolution of the Collagen Market
Another striking development in the health sector is the evolution of the collagen market. Elizabeth Thundow, VP of management consulting at Kline & Co., noted that collagen has progressed significantly over the years, moving beyond beauty and joint health applications to represent a broader, more complex category. Hydrolyzed collagen—now frequently dubbed collagen peptides—remains a significant driver of this growth. These peptides are widely recognized in beauty, joint health, and sports nutrition, with key players like Gelita, PB Leiner, and Rousselot shaping the market.
Interestingly, while collagen peptides continue to dominate, new forms are emerging. Type I collagen, derived from bovine or marine sources, is becoming popular for topical applications targeting skin health and wound healing. The use of Type II collagen, especially in its native/undenatured form from avian or marine sources, is gaining traction in supplements for joint health, with suppliers such as Bioiberica and Lonza leading the way.
Yet Thundow emphasizes a crucial point: "While collagen peptides are still the market leaders, undenatured Type II collagen is experiencing significant growth, driven by scientific backing." This shift toward specialized ingredients underscores an evolving consumer base that increasingly prioritizes research-based health benefits.
In conclusion, the trends highlighted in McKinsey’s recent report, Asahi’s strategic health initiatives, and the evolution of the collagen market paint a vivid picture of today’s wellness landscape. The integration of functional ingredients, the importance of mental health and wellness experiences, along with a focus on healthy aging and beauty, illustrate that consumers are becoming more discerning. They seek products and experiences that not only enhance their health but also promote a lasting sense of well-being. As we move forward, those who can adapt and innovate in line with these trends will undoubtedly find success in the burgeoning wellness industry.
