What to expect from Health & Wellness in 2024

In the past few years, the global Health & Wellness landscape has undergone transformative changes and growth, and more evolutions will come as we enter 2024. By 2032, the global Compound Annual Growth Rate (CAGR) will rocket by another 7%* as the Health & Wellness industry continues to expand, especially when it comes to beauty and personal care. From technological advancements and holistic health and self-care innovations to shifts in consumer requirements and fundamental regulatory updates, 2024 presents both huge opportunities and great challenges for Health & Wellness brands.

In this blog post, we unveil what to expect from Health & Wellness in 2024 and how to set your brand up for a successful year in the UK and around the world.

1  – Technological Advancements & Personalised Wellness

Perhaps the most prominent movement will be the integration of artificial intelligence (AI) technology, specifically personalisation, in Health & Wellness. From personalised purchase recommendations to tailor-made over-the-counter (OTC) products and wellness subscriptions, no sub-category will be left untouched. (You will see many mentions of personalisation throughout this blog post.)

This can only mean great things for the preventative health and self-care movement, as more and more personalised wellness technologies become available, empowering individuals to monitor and optimise their health and wellbeing in real time. Wearable devices, mobile apps, and smart health monitors that deliver a personalised experience will become integral tools for everyday life, tracking everything from sleep to stress and even providing at-home virtual health assessments.

“Amidst the upcoming personalisation revolution, one-size-fits-all approaches to Health & Wellness will likely lose popularity. ”

Similarly, personalised nutrition and fitness products and services will take the Health & Wellness sector by storm. Tailor-made snacks and supplements, exercise regimes and dietary plans, nutrition tracking, and weight management apps will become staples for many consumers looking to embrace a healthier way of life.

Take Get Nourished, for example, which uses 3D-printing technology to tailor-make their sugar-free, vegan nutrient-rich snacks to each customer’s specific mind, body, and goals. For shoppers who favour non-personalised products, they offer a collection of pre-designed scientifically-backed nutrient snacks, targeting sleep, menopause, inner vitality, and many more preferences and scenarios. With the unique user experience and eco-friendly healthy products the brand offers, Get Nourished has been named “the UK’s favourite personalised nutrient snack”, with over 2,000 five-star reviews.

Amidst the upcoming personalisation revolution, one-size-fits-all approaches to Health & Wellness will likely lose popularity. Brands should leverage data and insight to tailor services and products to each customer. This starts with using AI algorithms to provide personalised product recommendations but brands can also personalise their subscriptions to foster greater customer loyalty. However, striking the right balance between data utilisation and privacy concerns will be a key challenge.

2 – Shifts in Consumer Shopping Behaviour

The shift towards online retail is reshaping consumer habits globally, and the Health & Wellness industry is no exception. In 2024, we anticipate a continued surge in ecommerce, with consumers, particularly younger generations, preferring the convenience of online and social platforms for purchasing healthcare products. The global online pharmacy market is predicted to accelerate by approximately 16.1% every year and reach $261 billion by 2030*, as consumers increasingly turn to them for digital consultations, prescriptions, and at-home devices facilitating greater consumer independence.

As such, it has become paramount for Health & Wellness brands to develop a powerful online presence to connect with consumers through the channels they frequent. Social Media , influencer marketing strategies , and quality, user-focused content (UFC) can be powerful ways to engage your target consumer groups, educate them about your brand, and show them how they can use it to optimise their health and well-being. These winning digital strategies twinned with a branded e-commerce website, a strong presence on online marketplaces like Amazon, or a combination, can create a seamless online shopping experience for your customers.

However, presence in bricks-and-mortar (B&M) remains key to a brand’s retail strategy. Many consumer groups in the UK and across the globe still prefer making their purchases in-store. In the UK, 66% of consumers still prefer to see a pharmacist in person *, and 83% of households have no DTC subscription*. Therefore introducing the retail channel into your brand strategy has the potential to double your reach and engage with a wider range of consumer groups.

“For the majority of businesses looking to launch a new Health & Wellness brand or grow an existing one in the UK or on a global scale, we advise a combined approach to reach a wider range of consumer groups and maximise brand awareness. ”

As such, an increasing number of successful DTC-only brands are starting to embrace the traditional retail space. Europe’s “Number 1 Sports Nutrition Brand”*, Myprotein, has thrived in digital for 15 years, and in 2023, it signed a deal with a multitude of retailers to list an expansive product range in thousands of stores across the UK*. The brand has also opened its first ever concept store and café in Manchester*, selling everything from protein-packed breakfast pancakes and lunch dishes to their heritage protein shake range.

Meanwhile, with the beauty category soaring in the UK, we are seeing a rise in beauty focused retail stores opening across the country. French beauty retailer Sephora has this year returned to the UK with its first two UK stores since the closure of their original UK stores in 2005*, and Britain’s largest Health & Beauty retailer, Boots, opened its first ever beauty-only branch in London* .

For the majority of businesses looking to launch a new Health & Wellness brand or grow an existing one in the UK or on a global scale, we advise a combined approach to reach a wider range of consumer groups and maximise brand awareness. Building an omnichannel presence need not take up a huge amount of in-house resources either. You can streamline your brand’s entire journey through Ceuta Group, an IQVIA business. With the benefit of Ceuta’s expert omnichannel sales & marketing strategies , services, and close relationships with Health & Wellness retailers, you can maximise your brand’s potential and achieve sustainable success in 2024 and beyond.

3 – Sustainability

Sustainability should be a top priority for every brand and business in 2024, including those in the Health & Wellness industry. Cutting back on plastic, waste, and raw materials throughout your brand’s journey is critical to the health of our planet — and the purchase decisions of consumers.

From sustainable and ethically sourced ingredients and materials to eco-friendly packaging and marketing materials to environmentally conscious production processes and distribution solutions, there are a multitude of opportunities for brands to reduce their carbon footprint and win customer loyalty.

Jessica Alba’s brand, the Honest Company, reflects their mission to “change the world, one product at a time” in every element of their brand. All Health & Wellness products the brand offers, spanning baby, beauty, skincare, hair care, and more, are carefully designed with thoroughly assessed, effective, ethical, and sustainable ingredients, materials, and packaging, shipped with sustainability in mind, and continuously evaluated to ensure they are of the highest standard. They also donate millions of products to families in need.

4 – Mental Health Technology & OTC Solutions


Mental health awareness is gaining prominence globally, and the consumer healthcare sector is responding to this shift. In 2024, we expect to see an expansion of both OTC and technological solutions catering to mental well-being, ranging from VMS and herbal teas to virtual reality (VR) meditation and breath-work apps to “positive wellness” skincare products and cosmetics.

Mental health and menopause VMS and bath salts brand, Numind Wellness, and mindset and therapy coaching app, Clementine, are just two examples of recently launched brands already making waves in the mental wellness market.

Mental health is connected to everything and opportunities for brands exploring this space will surge with evolving consumer understanding and prioritisation. At the same time, the mental health market will become increasingly commercial and intense competition is inevitable. It will take more than advanced technology for brands to stand out. Innovative brand development and marketing strategies are a must.

5 – Women’s Health

Throughout 2023, we have seen an explosion of women’s health solutions and this will continue throughout 2024. Medical research and technology, media attention, and influencer campaigns are working together to acknowledge and destigmatise women’s health issues, and as consumer understanding of the interconnected healthcare needs of women grows so does their desire for a diversity of solutions.

Female-founded brand Elvie utilises cutting-edge technology to offer the world’s first “pelvic trainer” product and an assortment of electrical and manual breast pump solutions, scientifically designed to match users’ preferred breastfeeding rhythm and prevent any leakage or discomfort. As if its unique, science-backed products aren’t enough to set the brand apart, its bold brand identity, consumer education, and female empowerment messaging are.

In 2024, brands have an opportunity to capitalise on the women’s health demand by collaborating with healthcare professionals and influencers to develop new innovative solutions and campaigns targeting their niche, whether that’s a menopausal wellness app, a pregnancy skincare range, or even personalised menstrual health subscriptions.

6 – Rising Demand for Immune Support & Gut Health Products


The ongoing global focus on Health & Wellness has heightened consumer interest in immune support and gut health, particularly in the Vitamins, Minerals, and Supplements (VMS) category.

In 2024, the demand for products that boost immune health is expected to soar across several Health & Wellness sub-categories, and competition will intensify. Probiotics, herbal defense drops and teas, air purifiers, Wei-chi-inspired body tappers, and even specialised mattresses will infiltrate the market to provide consumers with a diverse, holistic immune support routine.

Differentiation in the increasingly crowded market comes down to knowing your customers and their favourite ways to boost their immune and gut health. You could create a tailored customer experience targeting the areas in their lifestyle where their immunity could use a boost, whether that’s in their sleep, exercise, nutritional intake, environment, or their mental health. Communication and effective consumer education will be key.

Wellbeing Nutrition, for example, has harnessed expertise from its global advisory board of scientists, nutritionists, and lifestyle coaches to become India’s first whole food multivitamin organic nutrition company and along with myriad plant-based VMS powders, capsules, teas and peptides, develop the world’s first rapid dissolving nano strip “melts” – an alternative way for people to take their supplements. The brand claims its nano strips provide improved delivery of nutrition, with better absorption and applicability. Its strong product claims, transparency to consumers, and sustainable packaging and processes further help the brand to stand out.

7 – Regulatory Landscape in the UK and Beyond

“Staying informed and adapting swiftly to regulatory changes will be a critical success factor in 2024, as regulatory requirements in the UK and across the globe continue to shift.”

Staying informed and adapting swiftly to regulatory changes will be a critical success factor in 2024, as regulatory requirements in the UK and across the globe continue to shift.

Whilst these changes will likely bring pressure upon OTC healthcare brands to adapt their product claims, ingredient approvals, and labelling requirements, many historically prescription-only medicines (POM) can seize opportunities to switch to a Pharmacy (P) license so that they can be sold over the counter and appeal to a much larger consumer group.

Sanofi, for example, capitalised on the POM to P switch of the ingredient, fexofenadine by developing and launching Allevia, the UK’s first OTC antihistamine tablet containing fexofenadine, facilitating fast-acting, multi-symptom 24-hour allergy relief. To maximise consumer awareness of this unique selling point, Ceuta Group, an IQVIA business, designed a bespoke ideation session for the Sanofi and Boots teams, enabling them to collaborate in a unique environment and devise an innovative launch strategy.

8 – Consumer Education and OTC Products

As self-care remains a focus for the global Health & Wellness market, so will consumer education. The population is increasingly turning to the internet for their first port of call when it comes to their health and well-being in search of diagnoses and affordable, effective solutions to their ailments and ongoing self-care.


However, whilst the internet is literally a web of knowledge, it can also be rife with misleading information and advice; thus, portraying your brand as credible and authoritative, both in the digital and the retail space, is essential. Brands spanning the Health & Wellness market should therefore invest in consumer education initiatives, with a variety of engaging educational content and effective communication strategies that provide clear information about product benefits, usage, and safety. This content shouldn’t stop at your products but help consumers navigate common queries related to your category.

Consumer confidence in a brand’s credibility can also strengthen when they see it in highly acclaimed stores like Boots, especially when twinned with a powerful fixture display and in-store consumer education initiatives.

9 – Expansion of Holistic Health Products & Services

The demand for holistic health services, which address consumers’ physical, mental, emotional, and spiritual well-being, is on the rise both in the UK and across the globe. This movement recognises that physical health is closely linked to mental and emotional well-being and that addressing the whole person leads to more sustainable and effective outcomes.

Brands can capitalise on this by integrating alternative therapies and approaches to health and beauty in their portfolio, perhaps partnering with other Health & Wellness companies and stakeholders to achieve this. A brand specialising in gut health medication, for example, may develop a range of gut health supplement shakes, fibre-rich snacks, or detox teas, or collaborate with a wellness app or influencer to offer gut-targeting exercise routines, nutrition plans, and meditation/breathing exercises.

10 – Beauty & Enriched Beauty

In 2023 we’ve seen an amplification of beauty solutions and this is all set to continue throughout 2024 as the category receives more attention from consumers, brands, retailers, and healthcare services alike.

We can expect even more products and sub-categories to emerge, particularly of the holistic variety, thanks to the heightened public awareness of how mental health and lifestyle affect one’s appearance. The spotlight on mental wellness has inspired a plethora of “positive” beauty products, fem care cosmetics, and stressed-skin solutions, whilst a growing number of brands incorporate personalisation into their services with made-to-order skincare, hair care, and make-up products.


The advance in skincare technology has also introduced several at-home UV skincare devices, such as Red-Light Therapy, which will likely grow more popular throughout 2024. Swedish brand Foreo, for example, provides a natural, non-invasive solution to Botox with advanced anti-aging devices and serums that use microcurrents to build collagen and reverse aging.

Our advice to brands is to embrace the advances of technology in their beauty product portfolio only if it does not come at the expense of effectiveness and authenticity. Consumers will continue to favour sustainable beauty products enriched with natural ingredients, so brands can still find success by keeping their offerings simple, effective, and true to their brand values. The key is always to base your offering on a robust understanding of your current customer base and target consumer groups.

11 – Collaborations

In the interconnected world of Health & Wellness, collaborations between global and UK-based entities are becoming increasingly prevalent. Expect to see more partnerships aimed at knowledge exchange, research collaborations, and the introduction of globally successful products and practices to the UK market. This cross-pollination of ideas and expertise will contribute to a richer, more diverse Health & Wellness landscape in the UK.


As we step into 2024, Health & Wellness brands should prepare for significant changes as brands, retailers, and consumers alike reshape their approach to health and wellbeing. From the integration of personalised self-care products and digital health services to ecommerce dominance and holistic health solutions, the landscape is rich with opportunities and challenges.

Competition will intensify and navigating regulatory changes in the UK and across the globe will be crucial as more brands make the POM to P switch, and the mental health, immune support, and women’s health categories become more commercial. Chief of all is the need to maximise sustainability and build powerful communication and education strategies to connect successfully with consumers and foster customer loyalty.

“If you need support in developing, launching, or expanding your brand in 2024 in the UK or on a global scale, in retail and online, partnering with a Health & Wellness industry expert like Ceuta Group, an IQVIA business, can be a game-changing move for brands.”

Health & Wellness brand owners in the UK and globally are encouraged to navigate these trends with innovation and adaptability, ensuring a future where OTC consumer healthcare and technology continue to empower individuals on their journey to optimal well-being.

If you need support in developing, launching, or expanding your brand in 2024 in the UK or on a global scale, in retail and online, partnering with a Health & Wellness industry expert like Ceuta Group, an IQVIA business can be a game-changing move for brands. As the world’s only end-to-end outsourcing solution for Health & Wellness brands, we can fast-track and optimise your brand’s success at every stage of its journey, from market assessments to brand strategy development, sustainable design creation, and global omnichannel sales and marketing execution.

To find out more about how to unlock the true potential of your brand, get in touch.

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*NIQ State of the Nation Survey 22 & 23

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