Ozempic isn’t going anywhere, but some other hot wellness trends are gaining buzz.
At WWD’s annual Beauty CEO Summit, The Vitamin Shoppe president Muriel Gonzalez gave attendees a sneak peek at the company’s upcoming trend report, which identified five key areas of opportunity across wellness, including TikTok’s latest “sexy water.”
Here, a look at the categories to keep an eye on:
While longevity has become a bit of a buzzword across wellness, the term truly has built a new category, according to The Vitamin Shoppe.
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“It’s not just about living longer. It’s living, feeling good and healthier,” Gonzalez said. “The new term right now is called ‘health span,’ as opposed to the former ‘lifespan.’ It’s to be active and to be active for a longer period of time.”
With this a slew of supplement-use cases have gained traction, including cellular health, cognitive function and of course, stress management.
Over the past few years, gut health has become an ultra-trendy topic and for good reason — many doctors refer to the gut as the second brain. Furthermore, data shows that at least 90 percent of serotonin, the happiness neurotransmitter, is created in the gut.
Gonzalez attributes consumer interest in microbiome and gut health to social media.
“If you go on TikTok, the millions of views on digestive issues are really staggering and there’s a new term #GutTok,” she said.
While gut health started with a focus on probiotics, several other product types have gained prominence within this segment, including psyllium husk and digestive enzymes.
Wellness brands across the board are aiming to address the gap in women’s health, according to McKinsey & Co., stating the women’s health gap could “boost the global economy by $1 trillion annually by 2040.” With that, there are a slew of categories ripe for investment and innovation, including menstrual, perimenopause, menopause, pregnancy and postpartum care.
Gonzalez pointed to the menopausal product market as one key area of opportunity, citing it to be an $18 billion market expected to grow to $24 billion over the next 36 months.
“It’s very serious business now,” she said. “Women are very comfortable talking about it, and there’s a host of new products that are for them which were never there before.”
It’s no secret the sleepy girl mocktail took social media by storm, but it’s no longer the only “sexy water” in town. According to The Vitamin Shoppe, functional beverages across the board are trending — think greens powders, adaptogens, nootropics and magnesium.
“Consumers today, they want more,” Gonzalez said. “They want hydration-plus.”
With this, powders and nonalcoholic beverages that provide an additional benefit continue to grow, Gonzalez reported.
Since Ozempic has taken over the wellness world, other categories have been quick to respond, particularly supplements that provide support for adverse side effects like nausea, digestive issues and muscle loss. According to Gonzalez, products like multivitamins, probiotics, fiber and protein are key in this area.
Plus, it’s big business. According to J.P. Morgan Research, the GLP-1 market will be more than $100 billion by 2030, and 30 million people in the U.S. alone could be on the drugs by 2030.
To further support, GLP-1 users, The Vitamin Shoppe also recently launched Whole Health Rx, its telehealth platform to prescribe weight loss drugs, increasing accessibility.
