“New Year, New You” is the standard January mantra, but this year, some health and fitness brands are upping the wellness ante with personalized solutions and products. Let’s look at some of the health and wellness trends we see exploding in 2023, and the related emerging brands inspiring us to commit more fully to a healthier future.
Health and Wellness, a Consumer Magnet
A recent Vesta survey revealed that consumers are increasingly seeking personalized wellness, especially in the Vitamin, Minerals and Supplements, and the Hydration Drinks categories. The Vitamins, Minerals, and Supplements category was one of the few that continued to grow during the pandemic; additionally, the Hydration Drink market is expected to expand 7.8% by 2027. How can brands capitalize on the changing market?
With two-thirds of the survey respondents indicating they need help with seven or more health needs, emerging health and wellness brands have a shot at consumer adoption. And nearly that number of the people surveyed expressed a strong interest in personalized supplements, especially younger cohorts like Gen Z. But one thing is certain—new brands must strongly differentiate themselves in the highly saturated supplement industry.
Brand Highlight: Mela Vitamins
Taking customization a step further, Mela Vitamins creates customized vitamins for women of color. Inspired by her own personal health journey, founder Ashley Harmon discovered that melanin impacts how people of color produce certain nutrients. Therefore, they have unique nutritional needs that other multivitamins don’t prioritize. While doing research for her own health, Harmon never intended it to become a business, but when she realized there was no affordable, targeted solution available for people of color, she launched Mela Vitamins. The brand offers a Daily Essentials Vitamin that replaces the “multivitamin, probiotic, and vitamin D supplement in just two capsules a day.” Mela can be ordered online; they also offer an affiliate program.
Food As Medicine
According to Deloitte, even with higher prices at the grocery store, 84% of consumers still consider health and wellness when purchasing fresh food. This represents a huge opportunity to bridge the information gap and help consumers make choices beyond price point—by connecting what they eat to their health. Consumers are beginning to see food as medicine, going beyond eating for health to eating to cure what ails them or prevent disease.
According to the Deloitte report, “In the United States, over 48 million households have a member with a health condition that needs to be managed through diet. These households represent 60% of Americans and nearly US$270 billion in annual grocery sales, according to Nielsen.”
Brand Highlight: Season Health
Season Health creates meals as medicine for individual needs. By pairing consumers with a personal dietitian who uses the consumer’s diagnosis—diabetes, for example—to build a personalized nutrition plan, they have changed the game in home-delivery meals by creating a food-as-medicine meal plan. The consumer selects pre-made meals custom-designed to help manage and improve their specific health needs.
A New Approach to At-Home Fitness
The public’s desire to be healthier is not new, but with nearly half of previous gym members not returning to the gym after the pandemic, creating opportunities for home fitness is necessary. Delivering fitness through an app to your customer’s devices adds convenience and removes barriers.
Brand Highlight: Centr Fitness
Chris Hemsworth has launched a new all-in-one fitness app, Centr, that offers healthy meal plans, mindfulness and meditation guidance, and fitness training with Chris’s own team. They invite users to “transform your health, fitness, and mindset with Chris Hemsworth’s team of world-class experts in one easy-to-use program.” Hemsworth’s company taps into influencer marketing to drive membership. With 56.1 million followers on Instagram, 8.5 million followers on Twitter, 5.4 million followers on TikTok, and the third-most-popular Marvel superhero, who better to help you get fit than Thor?
As more consumers seek fitness as a lifestyle and not a once-a-year effort to assuage guilt over holiday eating, brands are working hard to be part of their new lifestyle. In 2023, fitness is more than just something to be squeezed in around work hours; it’s something many companies even offer their employees. It’s a win-win, as healthier employees cost less and show up to work more.