As a new year dawns, many of us find ourselves thinking about our intentions for this year. January is a month for reflecting on how we wish to spend our time, including the positive changes we wish to make in our lives, starting with our diet and wellbeing.
According to a survey by Forbes Health/OnePoll, based on 1 000 US adults conducted in October 2023, 48% of consumers identified that their top priority for 2024 was fitness, with 36% focusing on mental wellbeing.
The world of wellness is a fascinating one. In years gone wellness was considered to be a luxury, occasionally visiting a beautiful spa or a gym, now it is the way we lead our daily lives. From what we eat, to the quality of our sleep, to managing our stress levels, to our mental wellbeing and happiness. In 2024, we continue to explore wellness from different angles, in search of achieving balance. And the trends emerging in 2024 focus heavily on self-care – from drinking less, to daily wellbeing practices – this is a world that continues to evolve in positive ways.
Going alcohol free
More of us are embracing teetotaling. Studies have shown that young people in the UK are consuming far less alcohol than Gen X and Baby Boomers, and as a result we have many great choices to select from. From canned mocktails to near-beers and zero-proof spirits, the non-alcoholic beverage industry has been steadily growing in popularity over the past few years. This also feeds into the trend of gut health, as consumers have become more aware of the benefits of foods and supplements, including probiotics yoghurt, kombucha, kefir and tempeh.
Wellness inspired travel
Wellness extends into our rest and relaxation, and this year we have seen a rise in wellness travel as we become more aware of the importance of nurturing our wellbeing. From culinary holidays, to ski holidays and tropical retreats – depending on your preferred climate and activities – there is a wellness holiday for you.
Cold plunges
Cold water has been used to promote health for hundreds of years but Dutch fitness influencer, Wim “The Iceman” Hof, can largely be credited with popularising cold water bathing since he came to public attention more than a decade ago. Thanks to Hof, who invented his own method using breathwork, meditation, and cold exposure, which he says are the secret to physical and mental health, in the last year or so it appears to have skyrocketed in popularity.
Sauna rituals
Nordic countries have long known the benefits of regular sauna sessions – relaxed muscles, improved blood flow, and better skin health. The Guardian reported that several studies in Scandinavia have shown that a 30 to 50-minute sauna improves cardiorespiratory fitness, and with the rise in people embracing cold water plunging, there is no surprise that sauna rituals are in demand, with the head of spa at Hoar Cross Hall, stating that they will be opening up an Aufguss sauna ritual in response to this demand. Aufgass is a German wellness experience, led by an Aufgussmeister who uses rhythmical towel movements to circulate fragranced air, thereby combining aromatherapy with traditional sauna use.
Menstrual Health
During Covid many topics that were previously considered ‘taboo’ came to the forefront, with consumers happy to share. This includes Menopause and Menstrual Health. Kindra is a contemporary wellness brand, for menopause essentials, launched in 2019, and they raised $4.5 million seed funding. Womaness was launched in 2020 and raise $4 million in 2021, signalling investment in an area that has long been neglected.
Our health is our wealth, and it is great to see innovation and investment being poured into a sector that supports us in achieving a better future.
Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
We love partnering up with award-winning beauty and wellness brands, well-established companies, retailers, investors, trade bodies to bring your ideas to life. With over 60 years combined experience in building brands we know what it takes.
As a beauty brand consultancy, we support you in taking your business to the next level through strategy, brand management, product development. Introducing our 3 C’s – we draw upon years of Clarity, Creativity, Commerciality to deliver your results. We design brand identities and visual elements, create products, develop go-to-market strategies to help you to engage with your ideal customers. We work with you to develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure, neatly packaged up to deliver you commercial results.
We work with clients based in different corners of the world – from the UK, to Africa, Sri Lanka, Australia, the Middle East and across Europe. Over the years we have worked with a diverse portfolio of businesses – here’s a snapshot. If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘With the assistance of TIQ, we engaged Bespoke Advantage to help us enter the highly competitive but lucrative UK market. During the last few months Janet and her team have worked diligently to introduce and expose Perfect Potion to buyers and retailers we would never have been able to reach being based in Australia.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’