Last week’s big news included consultancy firm McKinsey & Company’s Future of Wellness report, evolution in the collagen market and Japanese beer maker Asahi’s expanding health and wellness business.
McKinsey predicts top wellness trends for 2025
Global management consultancy McKinsey & Company cited longevity, beauty, weight and mental health among its top trends in its new Future of Wellness survey report.
According to the report, six wellness subcategories are poised for significant growth: functional nutrition, healthy aging, appearance and aesthetics, in-person wellness services, weight management and mental health.
McKinsey’s findings are based on a survey of over 9,000 consumers across the United States, the United Kingdom, Germany and China, and mark the firm’s fourth year tracking trends across the $2 trillion global wellness market.
Healthy aging and longevity: The demand for longevity-focused products extended across all age groups. “Up to 60% of consumers across markets report that healthy aging is a ‘top’ or ‘very important’ priority,” the report stated.
Beauty and aesthetics: Consumer demand has driven a rise in the number of beauty products featuring multifunctional active ingredients with associated health benefits, including anti-inflammatory arnica or calming CBD.
Weight management: This subcategory is being reshaped by growing use of GLP-1 weight-loss medications, spurring demand for “protein- or nutrient-fortified foods, gut health products intended to address digestive discomfort and workout programs focused on building and maintaining muscle mass,” the report said.
Mental health and mindfulness: One of the greatest challenges for industry stakeholders in this space is scaling. For example, “while digital mindfulness apps have made mental health solutions more broad-reaching and accessible, competition is steep and barriers to entry are low.”
Functional nutrition: “Energy, gut health, immunity and muscle, bone and joint support are the most sought-after benefits,” McKinsey reported. Consumers are increasingly turning to “super greens, mushrooms, adaptogens and pre- and probiotic drinks,” with product innovation spanning everything from protein-packed snacks to cognition-enhancing beverages.
In-person wellness experiences: Interest in services such as wellness retreats, thermal therapies and IV treatments is on the rise. According to the report, 56% of in-person service purchasers in the United States reported traveling two or more hours for a wellness retreat, and that number expected to rise over the coming year.
Asahi expands health and wellness business
Japanese beer maker Asahi has set sights on expanding its health and wellness business through initiatives such as developing functional drinks and promoting the global rollout of its lactic acid bacteria ingredients.
As such, the company is making “health and wellness” one of its four key domains for future R&D, alongside alcoholic beverage business, sustainability and new businesses.
Its proprietary postbiotic Lactobacillus gasseri CP2305 has been studied for its potential to alleviate menopausal symptoms and stress. The company has also conducted clinical research on yeast mannan’s effects in improving bowel habits and sleep quality.
Between now and 2027, Asahi will be promoting the global rollout of functional ingredients as well as of local brands, like Dear Natura, a dietary supplement brand sold in the domestic Japanese market.
Vitafoods session explores a decade of evolution for the collagen market
“Over the past decade, it [collagen] has moved far beyond its origins in beauty and joint health to become a highly specialized and diverse category,” Elizabeth Thundow, VP of management consulting at market research company Kline & Co. said during a presentation at Vitafoods Europe last month.
“And to maintain a premium position, ingredient suppliers must specialize and differentiate.”
Hydrolyzed collagen, now more commonly referred to as collagen peptides, was the original catalyst for the ingredient’s popularity in beauty, joint health and sports nutrition. Peptides remain the most dominant form of collagen on the market, Thundow noted, with companies like Gelita, PB Leiner and Rousselot operating in the space.
“While initially generic, premium suppliers are now specializing in peptides for specific health indications,” she said. “They remain the largest category in the market and are the volume driver.”
However, other types of collagen are emerging in popularity. Type I collagen, which comes from bovine and marine sources, is used topically for skin health and wound healing, but type II collagen is gaining momentum for use in supplements.
It comes in native/undenatured form from avian or marine sources and is used in joint health applications, produced by suppliers such as Bioiberica and Lonza. Its hydrolyzed form is avian-derived and produced by companies including Biocell Collagen and dianafood.
“Collagen peptides are the largest category in the market, however, they’re no longer fast growing,” Thundow said. “A lot of the value in the market and growth is being driven by undenatured type II collagen which I think is down to the research and science involved.”
