This is an exciting time to be in the integrative health and wellness field. From trends in the growth of the nutrition and beauty industries to research in the use of psychedelics such as psilocybin for mental health, there is continued growth in the wellness industry. As we enter the New Year, this is a great time to review growth trends for 2024. Following are highlights of just a few industry sectors to consider for your practice.
Wellness and workplace trends
Corporate wellness programs are not new. However, the pandemic accelerated the implementation and employer efforts to foster engagement in these programs. 46% of workers reported pandemic impacts on their health and well-being at work. Among their top concerns were sleep, anxiety, depression, and stress. The majority of those reporting (94%) stated they would appreciate support from their employer.1
While research is still emerging on the clinical benefits of these programs, also called workplace health promotion programs (WHP), several studies indicate these are impactful for workplace wellness,2 recruitment,3 and retention.4
Wellness programs can go beyond a one-size-fits-all and also have the opportunity to support segmented populations of the workforce to provide impactful wellness supports specific to their needs including remote workers5 and menopausal women,6 for example. Most studies currently available highlight the importance of promoting engagement and having support from leadership as critical components for a successful workplace wellness program. Without these, there is risk that wellness programs may only support those who are already health-conscious, resulting in a missed opportunity for the broader workforce.
Healthy Aging
We all want the opportunity to age healthfully, and for each of us, that might mean something different. It could mean maintaining an active lifestyle, eating a healthy diet, or even maintaining close relationships, which can be challenging as we get older, particularly if we become less mobile. Ultimately, many of us have a goal of being able to continue doing the things we love for many years.
In the study, Complementary And Alternative Medicine For Anti Aging & Longevity Market Size, Share & Trends Report, Grandview Research, states, “the global complementary and alternative medicine for anti-aging & longevity market size was valued at USD 36.89 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 22.2% from 2021 to 2028."7
A holistic health practitioner or nutrition professional is in a great position to help clients and consumers understand daily lifestyle practices that can contribute to healthy aging. From supporting ways to stay active to promoting a healthy diet, holistic health professionals can work with individuals or community groups to develop individualized plans.
Learn more about wellness supports across the lifecycle:
Psychedelics for Mental Health
For the last several years, mental health has been top of mind for many of us (pun intended ;). In 2023, the industry saw exciting updates on the acceptance of innovative approaches to supporting mental health, including organizations like the Veterans Administration embracing new research and modalities to support mental health in more holistic ways. For example, in September this year, the VA announced its initiative to explore psychedelics such as psilocybin as a wellness support. Another example is the VA’s Whole Health program which aims to coordinate the use of complementary and integrative health with conventional healthcare.
ACHS offers two micro-credentials that delve into related research and the science of both psilocybin and cannabis to support wellness:
Impact of Nutrition on Mental Health
One intriguing aspect of holistic wellness is the relationship between nutrition and mental health. Taking a nutritional approach to mental health involves more than just eating well; it also entails realizing the impact that food has on our mood, mental health, and cognitive abilities. Making healthy food choices can promote mental well-being. Increased research in gut health (gut microbiome) has shown that eating a diet high in whole foods, essential nutrients, and balanced macros can support mental health.8 Incorporating nutrition into the conversation of mental health is a crucial next step in helping to shift the conversation from food for fueling our system to nutrition as vital support for our mental and emotional well-being.
The ACHS Nutrition Department offers a wide range of nutrition courses. Two courses provide a foundational understanding of the role of nutrition and its impact on mental health.
- HED 303 Stress Management and Emotional Health Online
- HED 503 Stress Management and Emotional Health Online
Nutrition and Beauty Industry
One of the trends that continues for 2024 within the nutrition and beauty sector is a continued focus on “beauty-from-within” supplements and other products and holistic nutrition protocols that not only support physical wellness but also promote beauty. In the fall 2023 issue of beauty io magazine, the article Skin Health Supplements Shine as Consumers Seek a More Natural Glow, highlights how nutraceutical and skincare brands are working together to support consumers' beauty goals.9 This includes promoting supplements such as collagen, biotin, and other vitamins, minerals, and nutraceuticals that promote healthy skin and hair.
According to research by Brandessons, the beauty supplements market is expected to reach 4.6 billion by the year 2028.10 So how can integrative health and wellness professionals benefit from this trend? Holistic nutrition professionals are uniquely positioned to support their clients in both their nutrition and beauty goals by taking into account these trends when developing lifestyle support and wellness plans. This might include promoting the addition of foods in the diet that contain higher levels of vitamin A, Vitamin C, and Vitamin B complex, among other supplements that may promote healthy skin.
Market research also shows that beauty industry sales continue to be on the rise, particularly in the makeup, skincare, fragrance, and hair care segments. For aromatherapy and herbal medicine professionals, there's a great opportunity to contribute, particularly in the skincare, fragrance, and haircare arenas.
At ACHS, these programs discuss foundational skills for making natural products, promoting a healthy lifestyle and holistic nutrition, and supporting community health education:
- Certificate in Natural Products Manufacturing
- Certificate in Holistic Nutrition Consulting
- Graduate Certificate in Integrative Health & Wellness
Personalized Performance
Another area that continues to see growth is in personalized performance.11 This area closely aligns with ACHS’s mission of focusing on holism and individual needs when educating about integrative health and wellness supports such as nutrition, dietary supplements, or other lifestyle supports. A personalized performance approach may include developing wellness support plans that take into account an individual's:
- Lifestyle, nutrition, and health goals
- Formulating essential oil or tea blends to support individual wellness
- Areas such as functional blood chemistry analysis to complement wellness sessions.
Learn more about personalizing wellness for your clients, customers, or within your organization:
- Functional Blood Chemistry Analysis Specialist™ micro-credential
- PFT 101 Personal Fitness Training
- Certificate in Integrative Health & Fitness Training
Travel and Wellness
Another exciting development in integrative health and wellness is expanded development in the travel and Wellness sector. Wellness and travel go hand-in-hand. Not only do many people seek rest, rejuvenation, and adventure when they travel, the wellness-tourism industry continues to grow. The Global Wellness Institute states, “The wellness tourism market is forecast to more than double from 2022 to 2027.”12 Areas of growth include spas and thermal/mineral springs, both creating opportunities for a wide range of holistic practitioners.
Will we be seeing an aromatherapy bar on a cruise line? Or maybe a custom tea blend available to clients at ski lodges and recreation centers? With wellness tourism on the rise, there is a wide range of innovative opportunities for entrepreneurial wellness professionals.
As you consider new opportunities, don't be afraid to embrace your inner entrepreneur and imagine what's possible. You may be able to apply your knowledge and experience in integrative health and wellness, from aromatherapy and herbal medicine to holistic nutrition, around the world and in diverse settings.
This article is for informational purposes only. The information included is representative of industry trends as provided in the references. Please refer to third-party sites for additional information. ACHS does not guarantee graduate employment or other placement. Note, that professional success is achieved by a number of factors beyond education and experience, including soft skills, work ethic, integrity, and other skills that may not be developed through education and training alone.
Sources:
1 Hammerback, K., Strait, M., Kohn, M. J., Garcia, C., Harris, J. R., & Hannon, P. A. (2023). Exploring the Impact of the COVID-19 Pandemic on Employees' Workplace Health Promotion Preferences. American journal of health promotion : AJHP, 8901171231185765. Advance online publication. https://doi.org/10.1177/08901171231185765
2 Kemp, Zoe. (August 18, 2022). “Healthcare trailblazers: How Asana makes the most of free wellness benefits”. Sana Benefits Blog: Small Business Tips. Retrieved December 17, 2023. https://www.sanabenefits.com/blog/healthcare-trailblazers-asana-free-wellness-benefits/
3 Employee wellness: Leveraging this talent acquisition trend. TG. (n.d.). Retrieved December 17, 2023. https://www.testgorilla.com/blog/employee-wellness/
4 Mitchell, R. J., Ozminkowski, R. J., & Hartley, S. K. (2016). The Association Between Health Program Participation and Employee Retention. Journal of occupational and environmental medicine, 58(9), 896–901. https://doi.org/10.1097/JOM.0000000000000820
5 Schmidt, S., Andersch-Rupprecht, C., Dengler, T., & Nagel, E. (2023). Zur Wirksamkeit der digitalen betrieblichen Gesundheitsförderung in Zeiten von Home-Office: Eine systematische Übersichtsarbeit [On the Effectiveness of Digital Workplace Health Promotion in Times of Home Office: A Systematic Review]. Gesundheitswesen (Bundesverband der Arzte des Offentlichen Gesundheitsdienstes (Germany)), 10.1055/a-2143-7457. Advance online publication. https://doi.org/10.1055/a-2143-7457
6 Rodrigo, C. H., Sebire, E., Bhattacharya, S., Paranjothy, S., & Black, M. (2023). Effectiveness of workplace-based interventions to promote wellbeing among menopausal women: A systematic review. Post reproductive health, 29(2), 99–108. https://doi.org/10.1177/20533691231177414
7 Complementary and alternative medicine for anti aging & longevity market report 2028. Complementary And Alternative Medicine For Anti Aging & Longevity Market Report 2028. (n.d.).
8 Peirce, J. M., & Alviña, K. (2019). The role of inflammation and the gut microbiome in depression and anxiety. Journal of neuroscience research, 97(10), 1223–1241. https://doi.org/10.1002/jnr.24476
9 Montemarano, M. (n.d.). Skin health supplements shine as consumers seek a more natural glow. Beauty Io, 18(Fall 2023), 18–23.
10 Ibid.
11 Moloughney, S. Gut Feelings: What Consumers Want in Beauty and Personal Care. Beauty Io, 18(Fall 2023), 32-35.
12 2023 Global Wellness Economy Monitor. Global Wellness Institute. (2023, October 30). https://globalwellnessinstitute.org/industry-research/global-wellness-institute-2023-global-wellness-economy-monitor/#:~:text=The%20wellness%20tourism%20market%20is,but%20less%20overheated%20growth%20curve.
