People now want ultra-personalised medicine rather than one-size-fits-all – but anything they put in their bodies must be properly researched and endorsed by experts in the field. 

 tailors its monthly vitamin packs to each customer’s diet and lifestyle with the help of effectiveness scoring from Harvard doctors and naturopaths. Building trust and ensuring transparency – especially when algorithms play a role in recommendations – is key for brands in today’s health market. In China, where patient trust has been negatively impacted by news of faulty vaccines and counterfeit drugs, 

 is shipping a selection of personalised American supplements to those who want to move away from traditional Chinese medicine.

 took dietary supplements in 2017, people aren’t just relying on pills to take preventative care of their health. 

 products have left the ‘health food’ sphere and entered the mainstream, with kefir brand 

 experiencing a 350% sales increase in 2017.

People can make a range of informed choices to improve their personal health, but the workplace is one area of life where they can’t be in the driving seat. With half of employees globally failing to receive support from their company in dealing with stress, Singapore-based firm 

 is using tech to check health metrics and give wellness recommendations at the office. Employer-led health programmes have been proven to boost productivity and cut company costs, so it’s in the interest of both parties to participate.

Although 76% of Americans take dietary supplements, the efficacy of vitamins in health and beauty regimens is questionable due to poor regulation. With pills and sachets that are tailored to individual needs, Care/of is hoping that transparency will get people taking vitamins more seriously.

Care/of: adding a dose of transparency to vitamins

As Singapore’s average work day stretches beyond the traditional nine-to-five, a lack of physical activity and unhealthy diets have caused employee medical plans to rise in price. How is tech start-up Smartfuture helping to steer office-dwellers in Asia towards a healthier work-life balance?

Smartfuture: in-office check-ups to boost wellbeing

GLP-1 drugs aren't just suppressing appetites – brands like Hershey’s and Walmart have reported lower sales of snacks as more people avoid sugar and reduce their overall food consumption. Eating and drinking brands face a challenge in shaping their product development around this growing trend.

Hershey’s sales dip as appetite for GLP-1 drugs grows

Flexitarianism, or occasional vegetarianism, is finding new Australian converts every year thanks to a rise in health and environmental consciousness. Social media and foodie influencers have also played a role in popularising the trend but more work needs to be done to make flexitarianism more accessible, affordable, and enjoyable for the majority of Aussies.

Aussies are turning ‘flexitarian’ to fight climate change and heal their bodies

Dubbed 'winter arc', a fitness trend aimed towards men is spreading online. Seeped in language and optics that push for self-discipline and productivity, the trend speaks to how body optimisation is quickly becoming viewed as a year-round form of self-improvement for men.

'Winter arc' trend pushes body optimisation in winter

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

Nike is reimagining community engagement through a Milan kiosk partnership with Mental Athletic, offering exclusive merchandise to running enthusiasts. By offering an experience that blend exercise, culture, and connection, the brand is reaching out to those seeking accessible fitness communities.

Nike creates cultural hub with Milan running kiosk

Australian men have a higher life expectancy than most of their global peers. But obstacles such as low health literacy, stereotypes of masculinity, and a lack of male-centred institutional support are keeping them from being healthier.

How to cater to Aussie men’s desire to be healthier

Paperwork takes up an enormous amount of time for healthcare providers. To help clinics focus on their patients’ health instead of admin tasks, a start-up is leveraging artificial intelligence to automate report writing procedures, giving them time back and boosting efficiency. 

Pharos taps AI to ease admin for medical staff

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

Amid a state of permacrisis, droves of people are battling poor sleep and, in turn, shelling out big bucks on ways to enhance their slumber. But not all sleep aids are safe, leading MIT researchers to develop a headband that helps people fall asleep faster with minimal risk.

Elemind boosts Americans’ sleep quality with audio waves

Amid a loneliness epidemic, finding ways to build meaningful connections is crucial. While social support has typically centred on conversation, emerging research suggests gift-giving could be a key tool to help people feel more connected. How can giving gifts tackle loneliness, and what are the opportunities for brands to tap into?

That’s for me?! The science of gift-giving

In a fresh wave of online mysticism, claims about the link between 'ancestral karma' and misaligned teeth are circulating on TikTok. With perspectives on health growing increasingly holistic, the social media-based trend speaks to an ongoing convergence of spirituality and wellness.

‘Teeth karma’ trend points to spiritual-wellness fusion

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

Despite the 2009 ban on the sale, import, and advertising of e-cigarettes, illegal vapes are becoming increasingly popular in Brazil as they sell through social media platforms. With people finding ways around the ban, there are differences of opinion on how to best move forward.

Brazilians use social media to hack national vape ban

Aussies are united by their love for sport, and the record-breaking attendance at the 2024 Australian Open is not the only proof of that. As online communities and content consumption habits evolve, what does it mean to be a sporty Australian, and how can brands place themselves accordingly?

How can brands win over sporty Australians?

For Gen Alphas, skateboarding isn’t just a sport – it’s a chance to build community, channel creativity, and express oneself. As more children and teens turn to skateboarding as both a way to stay active and a wider lifestyle, what does this say about the connections young people form with sport?

Who are the Gen Alpha skateboarders?

A new campaign by Australian Unity reflects the challenge of balancing work and life through multiple life stages, improving representation and services for older Australians. The campaign highlights an opportunity for brands to consider the evolving health needs of older shoppers.

Australian Unity spotlights balance throughout life

A rapidly ageing population and recent economic boom are giving rise to a new model of senior living in South Korea. Blending independence with high-end leisure and luxury, interest in services designed for ageing on one's own terms is emerging in the East.

South Korean seniors seek out luxury retirement homes

Changing norms around male grooming, new-age body ideals and cosmetic advancements are causing an uptick in men seeking six-pack surgery. Grappling with new pressures around appearance and status, surgical treatments are seen as the quick-fix path to self-improvement for a growing number of men.

Body dissatisfaction leads men to undergo ab-sculpting

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Chinese people are hiring emotional support companions for hikes, highlighting a larger cultural trend of addressing loneliness through paid companionship. As the loneliness epidemic continues to impact daily life, people are seeking revitalised and supportive ways to socialise.

Chinese hikers are paying climbing buddies for support

Pharmaceutical companies have turned their attention to male contraception with a number of products, including gels and implants, currently in trials. Demand for male contraception is projected to grow, but brands will still be expected to stay focused on supporting bodily autonomy for all.

Male contraception edges toward retail reality

Due to post-pandemic fitness rituals, the mainstreaming of weight loss drugs, and the ebb and flow of the trend cycle, thinness is back in the form of the "ballet body." People want brands to care for their mental and physical health and continue to represent all body types. 

'Ballet body' trend signals return to thinness ideals

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

Asics is continuing its Movement for Mind initiative through a foul-mouthed campaign starring Succession star Brian Cox, who encourages workers to escape their desks and get some exercise. People are emphasizing their fitness and mental health, so wellness is no longer separate from work.

Asics calls for workers to move for their minds

A third of teens and young adults in the US can’t afford or access menstrual products, according to new research from Children’s National Hospital in Washington. Despite some progress, period poverty remains a widespread issue impacting people who menstruate, pointing to a need for more action.

Study finds widespread period poverty in US 

Research conducted by nutrition and health app Lifesum reveals a staggering gap in menstrual health support in the workplace. People are increasingly prioritising holistic wellbeing and workplace equality, and the demand for comprehensive menstrual health support is growing.

Lifesum reveals gaps in workplace menstrual support 

Social search engine Diem is designed to empower women and nonbinary people by bridging the gender information and disinformation gap. Combining AI-driven insights with community-driven conversations, Diem is creating a trusted, personalized space for candid, essential discussions.

How Diem closes the gender information gap via community

Hospitality brand Sbe revolutionizes wellness with lifestyle concepts. With people increasingly prioritizing health and wellness, brands can follow Sbe's lead in redefining the intersection of luxury hospitality and preventative healthcare.

Sbe taps longevity and luxury with hospitality offering

From waking up early to using less plastic, people find it easier to make better choices when they’re being kept on track by a friend or a digital journal. To understand how to help people sustain responsibilities, Canvas8 spoke to Dr Mujde Yuksel about the mechanisms that influence accountability.

Wait, I can do it?! The science of accountability

Activewear label Crop Shop Boutique has garnered a cult reputation for putting its community first. As Aussie wellness and fitness enthusiasts seek out activewear that seamlessly fits from work to workouts, CSB empowers Aussie women to feel good about themselves in and out of the gym.

How Crop Shop Boutique brings style to active Aussies

West Cancer Center is the first in the US to begin using ‘hologram’ technology for some of its doctor visits. With rural Americans facing systemic barriers to healthcare, the tech is expanding access to care, providing a deeper connection between patients and doctors to further build trust.  




Hologram tech expands cancer care to rural Americans 

A new Virgin Active campaign takes aim at unlicensed wellness advice, urging people to “leave the cult” and “join the club” when it comes to health. As people grow weary of fleeting wellness fads, they’re seeking a more accessible approach to fitness that centres self-care before self-optimisation.

Virgin Active targets harmful fitness fads

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

The healthcare multinational has launched a digital ecosystem that supports people on their journey to healthy ageing. As Britons’ appetites for digital health and wellness coaching continue to grow, there’s an opportunity to cater to older adults who are often underserved in this space.

Bayer personalises healthy ageing with tech companions

Fitness First is the first mainstream UK gym to offer IV drips to its members, tapping into the rising interest in holistic health solutions. As more people seek diverse forms of all-encompassing wellness, brands will need to expand their offerings and innovate to meet these evolving expectations.

Fitness First launches IV treatments for members

Dating app Drybaby is creating a hub for sober curious singletons to connect offline. The hub taps into the shift among young Americans towards more mindful focused forms of leisure. And as dating app fatigue grows, it also shows the opportunity for brands to support a slower approach to dating.

Drybaby dating app caters to sober curious singletons

A viral trend sees users deconstruct their overnight self-care routine in a bid to wake up looking their best. As beauty and wellness rituals gradually merge, people are taking a more integrated approach to personal care, but experts urge that some extreme measures may fuel harmful beauty standards.

‘Morning shed’ trend signals beauty-wellness fusion

Healthcare technology company Zelis has debuted an out-of-network payments solution to help plan members navigate medical bills in a convenient and accessible way. The service acknowledges challenges around paying for medical care, addressing pain points around affordability and transparency. 

Zelis removes barriers around medical payments

Apple has announced that the AirPods Pro 2 will soon double as over-the-counter hearing aids. Designed to expand access to hearing assistance, the product launch highlights the potential of assistive tech to help provide equity and meet the rising demand for disability inclusion.

AirPods upgrade provides accessible hearing assistance

A report has found that a major scheme helping people in England connect with nature resulted in big improvements in mental health. With a mental health crisis across the UK, there is a need to support people in getting access to care, and connecting to nature is one avenue to help.

Report shows nature prescriptions improve mental health

Selena Gomez’s Rare Beauty fuses makeup and mission by empowering people to develop their unique sense of self, using sales to support youth wellness. The brand's advocacy and expansion into China align with the country’s growing She-Economy, which prioritises mental health and self-care.

How Rare Beauty satisfies Chinese women's wellness values

Clue wants to understand the root causes of women’s health issues like endometriosis, and it utilizes its biggest asset to do it – its extensive and international dataset. The menstrual tracking app is strengthening its longevity and loyalty by collaborating with global researchers and its community.

Why Clue is addressing research gaps in women’s health

The Daughters of Mars is the soon-to-be-launched startup creating period products aimed at enhancing vaginal health and improving menstrual care for overall wellness. As more menstruating individuals desire ease and improvements around health and hygiene, how are brands optimising for better care?

How The Daughters of Mars levels up menstrual care

Is gentle wellness on its way out? Is health AI ready to preempt our needs? And can gynaecology recover in the face of a potential second Trump presidency? In this chapter of Expert Outlook 2025, we speak to three experts about the innovations and challenges set to shape health and fitness.

2025 Expert Outlook on Health and Fitness

Strained healthcare systems mean more patients have to complete their treatment at home – and remote treatment can generate a whole host of anxieties. Looking to support patients at home, Doccla leverages advanced tech to offer patients first-of-its-kind ‘hospital at home’ services.




Doccla treats patients at home with virtual hospital beds

Rising costs, declining work-life balance, and widespread screen addiction are keeping more Americans awake at night. To understand how people are improving and optimizing their sleep, Canvas8 spoke to seven Americans about the steps they’re taking to doze off despite tensions.

How are Americans sleeping amid the permacrisis?

As the emerging sleep economy offers a variety of products and solutions for effective recharging, what is the place of sleep in Britons’ increasingly busy and hectic lifestyles? Canvas8 spoke to seven people across the UK about how, when, and why they sleep.

How are Britons sleeping amid the permacrisis?

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

What’s behind the emergence of the sleep economy? How are people taking control of their health conditions? What’s next for longevity? And how is performance culture driving people to get more out of their body and mind? Our September 2024 Health and Fitness Sector Snapshot dives in.

Health and Fitness Sector Snapshot: September 2024

There’s a growing focus on exploring limits, including physical and mental performance as well as longevity. Previously reserved for elite members of society, this boundary-pushing is becoming increasingly accessible to a wider audience – but as people strive to get the most out of their minds and bodies, a toxic side is emerging. Elsewhere, there’s an opportunity for brands to promote a holistic, inclusive approach to sports.

Peak Performance 

People aren’t just looking for solutions to wellness problems; they're actively maintaining a life that (hopefully) means they won’t need those solutions in future. Supplements and enhancements are coming into focus as the building blocks of this new preventative lifestyle.

Preventative Lifestyles

People are seeking a softer, tailored approach to their health, which often involves reclaiming and reframing their health challenges. People aren’t only destigmatising their conditions, from IBS to endometriosis and age-related issues; they’re also hungry for tailored solutions that help them to live a fulfilling life.

Tailored Self-care

Faced with daily pressures, people are increasingly focusing on investing time and resources into rest and relaxation. The aspects of rest previously viewed as a necessity, like quality sleep, are becoming a status symbol for the younger generations. While wellness brands are capitalising on rest as a commodity, there’s emerging desire for spaces of calm and escape as part of daily life.




Rest and Reset 

Weight loss drugs like Ozempic are starting to impact the fashion resale market, with platforms being flooded with cast-offs in larger sizes. While this creates a tricky imbalance in terms of supply and demand, it also presents an opportunity for brands moving into the reselling space.

Ozempic is resizing the fashion resales market

Prominent content creators are shifting towards slower and less attention-grabbing 'no-edit' formats to recapture audiences fatigued by content overload. In an increasingly saturated social media environment, people are looking to take back control through more mindful modes of consumption.

Creators opt for no-edit content to battle ‘brain-rot’

‘Meatfluencers’ are encouraging people to embrace meat-based diets that reconnect with an idealised hunter past. Driven by the ‘manosphere’ but also rising among women, carnivorism represents a rejection of ‘woke’ narratives around health and sustainability and a desire for agency.

The US manosphere drives surge in 'carnivore diets’

Born in 2003, Carlos Alcaraz has experienced a rapid ascent in the tennis world, and this Gen Zer is pursuing new territory both on and off the court by capitalising on his youth and star power. As tennis undergoes a facelift, what do stars such as Alcaraz tell us about changing sports fandoms?

How Carlos Alcaraz became a Gen Z tennis icon

Holland & Barrett is piloting the world’s first express DNA test service, offering audiences immediate genetic insights for skincare and better sleep. People are seeking out wellness products and services that are hyper-personalised, addressing individual needs in immediate, convenient ways.

Holland & Barrett DNA test offers personalised wellness 

The male mental health crisis is well-documented, and yet this problem shows little sign of easing. Men still struggle to seek help when required and report high rates of loneliness. What can brands do to help men find community, positive role models, and, ultimately, a better quality of life?

How can brands help men speak about their mental health?

Research has found that most infant and toddler foods sold in Australia fail to meet the WHO’s nutritional standards. As young parents have to navigate an overwhelming information landscape, brand credibility and trust will factor into their purchase decisions more saliently than ever.

Aussie parents faced with misinformation on baby food

Spending on wellness tourism is soaring as health-conscious individuals splash their cash in the pursuit of longevity. But with advancements in healthcare technology advancing at a rapid pace – incorporating everything from biohacking to hormone tracking – how can hospitality destinations keep up?

How will technology change the future of wellness travel?

Two Texas women who were denied abortions for life-threatening ectopic pregnancies have filed a complaint demanding a federal investigation. Restrictions on women’s bodily autonomy are having serious health and social consequences, as many struggle to navigate the barriers imposed by governments.

New legal environment growing around US abortion access

GLP-1 weight loss drugs are changing users’ skin, according to plastic surgeons across the US, pointing to unseen side effects from the still-novel drugs. With adoption poised to continue skyrocketing, a market may emerge for skincare products for GLP-1 users to treat these side effects.

'Ozempic face' reflects impact of drug on people's skin

As part of its recent transformation to align with the rise of anti-obesity drugs, WeightWatchers has launched #FitsYou. The campaign features real customer stories that challenge conventional weight-loss narratives while highlighting the brand's expanded offerings.

'Fits You' campaign challenges weight-loss narratives

Breast Cancer Now has launched a new campaign drawing attention to difficult conversations. Inspired by real people living with breast cancer and their stories, the campaign looks to highlight their struggles and help them find the words to express what they are going through.

Breast cancer film exposes patients' hidden struggles

Health and Fitness

People want transparent ways to future-proof their health

As going through healthcare systems can sometimes be slow and complicated, many people are looking to understand their bodies in greater detail – not just when they are ill, but when they are ‘well’ too. From taking vitamin supplements to performing self-check-ups, they’re searching for information to empower their own routines. With the right education and transparency, this preventative approach could postpone or even eliminate the need for professional intervention.

https://cdn.sanity.io/files/1mk9ifx4/production/3d9ac078b8adb4189b7fc2567c37b505e0310ef4.pdf