US health and wellness trends - A comprehensive overview for 2024
This article highlights the trends shaping consumer behaviors in health, fitness, and self-care for 2024.
Ozempic’s meteoric rise and its implications
Semaglutide, marketed under brands like Ozempic and Wegovy, has reshaped the weight-loss landscape. While traditional methods like dieting and exercise still dominate, with 60% of Americans attempting weight loss through these approaches, semaglutide is quickly gaining traction. Despite initial skepticism about its safety and efficacy, 38% of Americans would accept a prescription if offered by their doctor.
Users of semaglutide report complementary health benefits, with a fifth indicating they are more likely to exercise after losing weight with the drug (20%).
Food companies are also adapting. Nestlé's line of frozen meals tailored to semaglutide users reflects a growing market for convenient, health-conscious food options. With semaglutide users showing a preference for frozen foods (36%) and spending more on groceries than the average consumer (36% vs. 31% national average), this segment offers significant opportunities for brands willing to innovate.
Preferences in medicine and OTC purchases
Two-thirds of consumers still prefer visiting brick-and-mortar pharmacies for their medicinal needs (66%), some 19% have embraced online shopping for medications, with quick delivery services garnering particular interest among women (31%).
Over-the-counter (OTC) medications remain an integral part of American households. Consumer preferences showcase a balance between practicality and cost-effectiveness, with 47% opting to buy as needed and 39% maintaining a stock of essentials. A mix of branded and generic OTC products dominate purchasing habits, with efficacy and price being the top considerations for half of consumers (55%).
Cannabis consumption trends among women
Women are emerging as a key demographic in the cannabis market, with motivations centered around relaxation (70%), improved sleep (69%), and pain relief (53%). While traditional flower products remain popular (80%), edibles (74%) and concentrates (59%) are also widely used.
Cost is a significant factor influencing purchasing decisions (70%), alongside product descriptions and premium ingredients. While recreational use is common, a significant number of women either currently hold (23%) or plan to acquire a medical cannabis card (23%), which provides access to cannabis products for therapeutic reasons.
Mental health and AI
AI-driven mental health solutions, such as chatbots, are gaining attention, though adoption is mixed. While 34% of Americans are comfortable discussing mental health concerns with an AI chatbot, older adults remain wary, with 73% of those aged 65 and older expressing discomfort.
Privacy and data security are significant concerns, cited by nearly half of Americans familiar with these tools (46%). Despite this, the accessibility and anonymity offered by AI chatbots are appealing to younger demographics, with 55% of adults aged 18-29 showing comfort in using such services. The future of AI in mental health may hinge on its integration with existing therapeutic services, which 48% of Americans prefer over standalone platforms.
App-based health tracking habits
Health tracking through apps and wearables is becoming mainstream, with 66% of Americans monitoring at least one health metric. Exercise leads as the most commonly tracked activity (35%), followed by blood pressure (29%), weight (27%), and sleep (24%).
Young adults (18-34) are more likely to be tracking their health in general, with a particular focus on areas like menstrual cycles, sexual activity, water intake, sleep, and bowel movements compared to the overall population. This focus on a broader range of health metrics could be due to a heightened awareness of overall well-being or a comfort level with using technology for personal health management.
Growing importance of sustainability and hybrid plans in gyms
Sustainability is an increasingly important factor in gym memberships, with 65% of gymgoers valuing environmentally conscious initiatives. Features like renewable energy-powered equipment, recycling programs, and eliminating single-use plastics resonate particularly with younger demographics (71% among 18-34 aged adults).
Hybrid gym memberships that combine in-person visits with online classes are also growing in popularity. A third of Americans expressed interest in such plans (34%), with affordability and flexibility being key motivators. Gamified fitness programs, which reward users for achieving goals, appeal to 40% of Americans, demonstrating the potential for tech-driven engagement.
However, cost and time constraints remain barriers for many. Two in five (41%) former gym members cited high expenses as a reason for discontinuing their memberships.
Physical therapy
Physical therapy has proven to be a cornerstone in managing injuries and chronic pain, with 51% of Americans reporting they have sought this treatment at some point in their lives. Among those who have tried physical therapy, an overwhelming 86% found it effective, with younger individuals aged 18-34 (91%) experiencing slightly better outcomes compared to older adults.
Rise in self-care practices
Self-care has become a cornerstone of daily life for many, with 32% of Americans practicing it daily and 43% engaging at least weekly. Popular activities include spending time with loved ones (58%), reading (55%), and eating healthily (48%). Physical activity, such as walking in nature (43%) or exercising (43%) also rank highly.
Men’s grooming market
The men’s grooming market is experiencing a renaissance, reflecting a shift in cultural attitudes and consumer behavior. Younger men aged 18-34 are leading this transformation with consideration for skincare and cosmetics products rising from 7.3% in 2020 to 8.8% in 2023. Social media platforms like TikTok and Instagram are driving this growth, showcasing skincare routines and dismantling traditional notions of masculinity. With 70% of young men emphasizing the importance of physical attractiveness, brands like Sephora are capitalizing on this trend by engaging this burgeoning demographic.
Sleeping habits
Despite 52% of Americans reporting seven or more hours of sleep per night, many feel this is insufficient. Nearly 69% wish for eight or more hours of sleep, highlighting a gap between aspiration and reality. Strategies to improve sleep quality include maintaining consistent bedtimes, upgrading bedding, and using sleep supplements like melatonin.
Gender differences are evident, with women more likely to take additional steps, such as avoiding digital screens and using aromatherapy. Income disparities also play a role, as higher earners report feeling well-rested more often than those with lower incomes.
The road ahead
In 2025 the health and wellness landscape in the US will continue to evolve. From groundbreaking weight-loss drugs to sustainable fitness solutions and innovative mental health tools, Americans are embracing diverse strategies to enhance their physical and emotional well-being.
The emphasis on self-care, sleep quality, and technology-driven health solutions highlights a holistic approach to wellness, where mental, physical, and emotional health are deeply interconnected.