Wellness is a burgeoning industry but consumers are feeling overwhelmed and the message is often confusing. In 2020, brands will focus on creating stripped-back versions of health, wellness and fitness that appeal to consumers on a personal level.

Af The Future Laboratory

In this report, we track how the management of physical wellbeing is moving beyond simply working out to become more nuanced, as exemplified in Fitness Auditoria and Precision Running. We also examine how specialist products and services are addressing the biological challenges faced by women, through Lifestage Brands and Female Highs. Building on these changes, we introduce Conscious Deceleration, our health and wellness macrotrend. As worldwide Google searches for ‘anxiety’ hit an alltime high, learn how brands can establish new approaches to wellbeing that forego quick fixes and instead support a more measured, long-term approach.



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