1. From the inside out: Increased interest in immune health: In 2022, we expect the increased focus on immune health to continue, with one in five Americans having tried new services or treatments that support immune health and another 46% are interested in trying those services moving forward.
One out of three global consumers reported they were more concerned about immune health than before the pandemic started. This trend will continue in 2022, as over half (55%) of the US population is focused on their health and wellness because they want to strengthen their immune system to withstand illness and disease. Nearly two-thirds (65%) of people report that they’re more focused on health and wellness because they want to live a long and healthy life. Services that Americans have used more this year compared to last year include red light therapy, IV therapy (vitamin drip), and detox programs.
Other immune health services Americans are exploring include injection therapy (such as B12 shots), infrared saunas, and salt therapies. We expect a focus on these services to show up in unexpected places this year—such as Harbor Fitness, a gym with an infrared sauna, and One Beauty Lounge, a spa that offers IV therapy. If consumers are looking to explore these services in their usual places, Alcheme Health focuses on whole-being medical services that cater to those looking to optimize their health and address the root cause of disease. Upgrade Labs uses biohacking to make clients’ bodies function better and more efficiently at the cellular level.
2. Intellectual wellness: Your biggest asset: More than a quarter of Americans ranked intellectual wellness, which encourages one to explore new concepts, enhance skills, and challenge the mind, in the top three most important dimensions of wellness. However, only 50% of Americans say they spend time on creativity and stimulating activities, allowing for much growth in this market.
3. Mental wellness is a top priority: Over a third of Americans ranked mental health as the most important dimension of wellness. About half of America agreed that the pandemic has negatively affected their mental wellbeing. In the past year, 37% of Americans have incorporated physical fitness into their routine to help support their mental wellbeing while 14% have added yoga and 9% have added wellness treatments like acupuncture to their routines.
Half of America (49%) agreed that the pandemic has negatively affected their mental wellbeing—with women more likely to feel this than men. The pandemic appears to have had a more significant impact on Gen Z and millennials than older generations—as 57% of Gen Z and 53% of millennials reported the pandemic negatively affected their mental health versus 37% of younger boomers.
Almost half of Americans (43%) said they are focused on their health and wellbeing because they want to reduce stress. Millennials are the most stressed generational group while younger boomers are the least stressed. The leading reason that consumers exercise is to feel better mentally (43% reported this). Over three quarters of Americans believe being physically active helps their mental health. Over half of all Americans (and 61% of women) said they feel more confident when they get regular beauty treatments—in fact, 19% of Americans book beauty and grooming services to boost their self-confidence.
4. Facial exercises are the new burpees: Millennials are leading the way on this trend, with 36% reporting interest in or already participating in facial exercises. Nearly three in ten respondents already do or are interested in doing facial exercises to tone their face muscles, like face yoga.
5. Pets and Wellness: Wellness isn’t just for humans anymore: With 20% of U.S. households adopting a dog or cat since the beginning of COVID-19, consumers are on the lookout for pet-friendly wellness experiences. Forty-one percent of consumers are interested in going to pet-friendly salons or spas, with Gen Z and millennials expressing the most interest (over 50%) in pet-friendly establishments.
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