One of our favorite things about the wellness industry is the constant and creative innovation! Where are we headed in 2024? Here are some of the key product and lifestyle trends we're seeing. Keep an eye on these categories - test out new items in off-shelf locations to make sure your customers know what you're carrying. Keep an eye on sales data so that you can expand the allocated space for trending categories when you see growth. Use social media and signage best practices to communicate your offerings and promotions most effectively. Here we go!
Women's & Hormonal Health
Periods, PMS, perimenopause and menopause are finally being addressed through a variety of symptom- and life-stage-specific supplements and personal care offerings. The physical, mental, and emotional impacts of hormone fluctuations have long been sidelined, under-discussed, and inadequately addressed. But in the last year or two, brands like Gaia, Wise, Redd Remedies, and Solaray have formulated line extensions to address a wide range of symptoms and conditions. The Honey Pot, Rael, Cares, pH-D Feminine Health, L., and Here We Flo are just the beginning of the list of brands that have innovated in the personal care realm. Check out their offerings and make sure that your set includes products to best meet the needs of your primary shopper… in case you hadn't guessed - she's a woman.
Plastic-Free Cleaning
"It's about time!" seems to be the refrain with many of our 2024 trends. The last several years have kicked off a promising move toward plastic-free cleaning. What does that mean, you ask? It's all about strips in cardboard boxes, vs plastic jugs of detergent, soap, glass cleaner, toilet bowl cleaner, etc. Not only is the plastic gone, but the shipping footprint is drastically decreased, and your shelf space can accommodate twice as many SKUs. Oh yeah, and the products are super effective! Look for: Nantucket Footprint, Ecos, Rebel Green, Last Object, Tru Earth, etc.
Skin Barrier Health
The skin's "barrier" is the layer of lipids (fat) and perspiration (water) that your skin creates to stay hydrated and protected from bacteria and pollution. Anything that disrupts the barrier can result in inflammation, infection, or chronic conditions - think air quality alerts, temperature fluctuations, and stress. How to handle all the yuck? Well, the answer isn't necessarily new - indie favorite evanhealy has been talking about the importance of the hydrolipid barrier for years. Point your customers to her line, or any of the newer options on the market: The Nue Co Barrier Culture Cleanser, Pacifica Vegan Ceramide Barrier Cream, Cocokind Ceramide Barrier Serum, Shikai Very Clean Body Barrier Cream, Drunk Elephant Bora Barrier Repair Cream, etc.
Other trends in the wellness space include the tenacious mushroom and pre/pro/post-biotic categories, which continue to develop and expand with much fascinating research happening concurrently (Host Defense continues to expand their fantastic and cost-effective powders). Mocktails and sober-curious folk will enjoy herbal sets with assorted bitters and plant/superfood options to add to the mix (Urban Moonshine has moved direct and is ready to ship!) Hair growth, regrowth and longevity has been a growing segment since mid-COVID - keep an eye out for a range of new trademarked ingredients focused on the mane (think Country Life and the Nue Co). And don't forget about the brain! Mood, stress, sleep, focus, memory - who isn't looking for a little support? You'll find newer ingredients like saffron and galangal alongside old favorites - ginkgo, bacopa, theanine, GABA and magnesium (loving Jarrow's new MagMind SKUs, and Natural Stacks' shiny new brain support options).
Here's to a fantastic 2024!
Lauren Bartel
Category Manager
lbartel@infretailers.com
#INFRARetailerBlog