Top 5 Wellness Trends for 2023
At WellEasy, we stock over 3,000+ healthy products and cater to over 3,500+ members, many of which follow specific diets (keto, vegan, organic, gluten free, etc.). In typical end-of-year fashion, we’ve reflected over the past 12 months, 6 months, and 3 months, and analysed our consumer behaviour. Thus, based on the last 6 months of sales data, these are the 5 categories/consumer behaviours you can expect to see in 2023.
Bone broth + collagen for gut health
Gut health research has been on the rise for nearly a decade, and while there’s still a lot we don’t know - recent research has concluded that a healthy gut can have a positive impact on digestion, immunity, heart health, weight management, and even mental health. So it’s no surprise to see consumers opting for ‘gut-health’ or ‘gut-health-enhancing’ products. Two of the top selling brands on the WellEasy platform are the Ossa Bone Broth Boosts and Hunter & Gather Collagen Peptides, both claiming to be high in collagen, a protein that helps support the structure and function of connective tissue that lines the gut. Two other brands selling bone broth through WellEasy are Take Stock and Honest + Good.
Different to the 90’s craze of the Atkins diet, health professionals such as Tim Spector and Andrew Huberman are known for discussing the negative impact that insulin resistance and sugar spikes can have on our long-term health. Now, more than ever, consumers are turning to low-carb or lower-carb dietary patterns to reduce their risk for type 2 diabetes, obesity, cardiovascular disease, and potentially even mitigate some mental health risk factors. Recent research also suggests a diet lower in simple carbohydrates & highly-processed food can have a positive impact on concentration, memory, happiness, and even sleep! Additionally, the ‘keto’ category is twice as popular as of November 2022 when compared to January 2022, suggesting more members are watching their carb intake. Specifically, the Better Than range at WellEasy offers 6 options for low carb pastas and rice. Other brands such as Barenaked and Fullgreen offer low-carb alternatives as well.
The biggest spike in consumer demands over the past 6 months has come from the functional mushroom category. As more research comes out in support of the potential health benefits, such as chaga’s antioxidant power or lion mane’s impact on cognition, more and more brands are launching their own ranges of powders, coffees, tea, and tinctures. Specifically, the Four Sigmatic, Dirtea, and KAAPA HEALTH ranges have overperformed all forecasting predictions for WellEasy in the last 6 months.
According to InsightPartners.com, ‘the greens powder market is expected to reach US$ 397.78 million by 2027 from US$196.56 million in 2018”. Marketed by many brands as your ‘daily insurance to meeting all your nutrient goals’ and claiming the vitamins + minerals have a higher bioavailability compared to regular supplements, millions of people are turning towards their ‘daily dose of greens’. And the WellEasy members are no exception! WellEasy has seen the Rheal Organic Superfoods Clean Greens powder drive almost double the amount of new member sales in the last 2 months, specifically coming from Google.
Clean cleaning products
But not all consumer health trends are related to specific foods! WellEasy has seen a dramatic jump in sales from the ‘household’ aisle of their store, where members are considering the quality of ingredients in cleaning products. Ecover, Method, Dr. Bronner’s, Bio-D, and Miniml have all jumped in sales! Member-feedback also illustrates more demand for cleaning products that are safe for the environment without the harsh chemicals, like the ones used in more generic brands.