Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

As modern consumer engagement with wellness continues to expand beyond the realms of diet culture and one-size-fits-all exercise concepts to encompass a more informed and proactive approach, the now $4.2 trillion global wellness industry has evolved into an increasingly complex and transitory market.

Demanding that businesses provide credible and sustainable solutions to everything from loneliness and digital overload to optimal performance and chronic illness, progressive and purpose-driven millennials are shaping what it means to be ‘well’ and forcing brands to rethink the way they engage with their customers and the wider world.

We have identified the following consumer trends that will impact the wellness industry in 2019 and beyond. By highlighting high-growth opportunities these trends should help brands to foster innovation, spark growth and connect with consumers on an even more meaningful level.

1. Healthy convenience