Rachna Chhachhi works with health brands, doctors, senior corporate professionals, homemakers, millennials, Gen Z, young women and my followers on Instagram and Facebook. The top 10 trends in health and wellness for 2023 have emerged from feedback from them as patients, consumers, and brands and the gap that they have exhibited exists.
The year 2022 was extremely significant in terms of recovering from Covid, and people taking their health seriously. Preventive health, immunity building and wellness were centre stage. So what were the trends in 2022 that will flow into 2023 for individuals, professionals and health brands? And what are some of the top learnings? Let’s take a peek into the trends
- Alternative medicine. This trend has emerged from alternative therapies for Covid recovery, the push from the Ayush ministry for more home-grown solutions and the growth of local ayurveda herbal brands approved by the Ministry of Ayush. Unlike earlier, because of the stand of the government, there is more trust being placed in alternative therapies. Hence, while people are going to doctors for emergencies, they are also combining herbal remedies for home cures much more than before. The rise of influencers in this area and the engagement rates of consumers in understanding herbal remedies is proof. This is a great area to invest in and become Ayush certified, which the government has made easier.
- Vegan protein. Thyroid, hormones, gout and bone pain-related issues are rising. Since protein is an important component in holistic nutrition, soy-based products mess with the thyroid, and lentils and pulses increase gout and bone pain. Thus non-soy and non-lentil-based vegan proteins are in demand but not easily available. There are a lot of nutraceutical companies working on brown rice, quinoa, pea protein powders but these are less available. Health brands can see an opportunity in this.
- MBIs. Mind-body interventions like meditation, cooling pranayamas are high in demand due to clinically evidenced impact on anxiety release, reduction in inflammation and better sleep outcomes. Apps for meditation are flourishing. But people are now seeking online classes or walk-in centres for these. Post lockdown, the focus on calming the mind is much higher than pre-Covid. The push from the government for International Yoga days and going back to yogic healing has pushed the industry to become a billion dollar one.
- Essential oils. Aromatherapy was always confined to massage centres but has now found its way into people’s homes. Diffusers, essential oils for pain relief, anxiety relief, acne prone skin and reducing mosquitoes and insects in the house are preferred to insecticide sprays which have harmful side-effects. Many new brands have entered into this space and this market is growing at four per cent CAGR. It is a low investment business with a robust demand.
- Fertility. With more women diagnosed with PCOS, getting pregnant naturally, pre and postnatal yoga and breathwork for easier pregnancies has found centre stage in 2022. With India’s population being young, this trend will continue for a long time to come.
- Men’s health. An area neglected till now, the market for men of all ages being focused on staying healthy and being well groomed is booming. This market is growing at an 11–12 per cent CAGR. Nutraceutical companies have separate verticals specially formulated for men.
- JOMO. The full form of this is joy of missing out. Unlike FOMO (fear of missing out), which used to be the trend till a couple of years ago, many younger people are choosing to stay alone instead of partying on weekends. Instead, they invest time in self nurturing techniques like reading a book, joining a breath work class, taking up a solo hobby, music therapy and seeking out a counsellor. The Millennials and Gen Z are not afraid of admitting to anxiety, the need to be alone and seeking therapy.
- Kids nutrition replacements. With 444 million children in India, many are deficient in Vitamin D, Zinc, DHEA, B12, all of which are required for healthy growth. Specially formulated kids’ supplements for easier absorption and taste adaption is a huge area of demand. With a lower number of children opting for physical activities, sports and healthier foods, this problem is enhanced. Brain development continues till age eight, and parents are seeking quick solutions in supplements to bridge the gap.
- Healing hobbies. Art therapy, music classes, dance therapy, puzzle creators, sculpting are some of the healing hobbies that have risen in 2022. This also ties in with the trend of JOMO. The move towards self-nurturing makes healing hobbies like mandala art, painting classes in demand across the country, and have helped younger people deal with anxiety and loneliness.
- Human Consciousness. The inherent quality of being aware and making conscious choices is human consciousness. Across the world, people are choosing to say ‘no’ to plastic, respecting the planet, using cruelty- free make up, choosing additive- free healthier alternatives and working towards cleaner or better neighbourhoods. A lot of people are becoming responsible not just for themselves but also their immediate and the global environment. Hence products that support this value system have a big market emerging in 2023.
While you chew on the above, here’s wishing you a Merry Christmas and a very healthy and peaceful 2023!
Author’s credentials: The writer is a certified holistic cancer, nutrition and yoga expert and author of four bestselling books on health. She treats across 27 countries.
Guest Author
Nutritional Therapist, Ph. D, Holistic Nutrition and Holistic Cancer Coach
