Health and Wellness Trends for 2020

The health and wellness industry continues to grow, with $179 billion in revenue projected for 2020. For marketers to help their brands earn a portion of that expected revenue, understanding emerging trends is crucial.

Several of the health and wellness trends expected to continue through 2020 include wearable tech, athleisure, yoga (with fewer goats and more high-intensity interval training), and professional coaches. Some trends that emerged in 2019 will also gain more traction to become full-fledged revenue machines. Take a look.    


Women’s healthcare will no longer be a taboo subject. Products are already capturing public awareness—especially those that dare to employ irreverent branding and messaging. 2020 will be the year of period-proof underwear, fertility and menstruation trackers, wireless breast pumps, hair removal, endometriosis management, and more.

No longer will female technology be considered “niche.” And rightly so, as women make up more than 50% of the population. By 2025, femtech is expected to blossom into a $50 billion industry, many of which will be startups backed by a growing number of female venture capitalists.

Best ways to market: 1) Content marketing, and lots of it; 2) Educational materials; 3) Influencer marketing, with plenty of demonstrations and tutorials for the tech; and 4) Coupons and sampling products.

Plant-Based Protein

Meatless burgers aren’t just for vegans and vegetarians. In fact, 95% of the people who ordered an Impossible Meat or Beyond Meat plant-based burger this year also ate meat as part of their regular diet.

Reasons for selecting meatless protein vary, with some choosing Impossible Foods or similar brands due to a dedication to the vegan or vegetarian lifestyle. Others pursue meatless options—at least some of the time—to do their part in cutting greenhouse gas emissions from livestock. Fewer cows = fewer methane emissions, right? Then there are those who are simply curious about a meatless burger that gets accolades from even the biggest meat lovers in their lives.

Best ways to market: 1) Experiences, including free taste tests; 2) Influencer marketing, on the macro and micro level; and 3) Interactive options, with recipe videos like this one that target specific tastes.

Group Training

Right now, 80% of all gym-goers are Millennials and Gen Z. The year 2020 may see this segment of consumers seeking out more meaningful ways to spend their social time together. Instead of group lunches, you’ll see more team outings for yoga. Instead of Sunday brunch, friends will get together for spin class. And instead of Happy Hour, groups may join in a fitness coaching class.

Best ways to market: 1) Experiences, such as a free class; 2) Video marketing, with tutorials and live video content; and 3) Social communities, with opportunities for groups to engage and share experiences.

Smart Gyms

With Millennials and Generation Z—known collectively as Generation Active—seeking physical fitness, you can bet they want options that include technology. 85% of gym members prefer home-based workout options for days when they can’t get to the gym. And that’s where smart gyms come in. Whether through live video like ClassPass Live, virtual and/or augmented reality like Mirror, or high-tech home equipment like Peloton, home workouts are the way of the near future.

Best ways to market: 1) Experiences, such as free classes; 2) Video marketing with tutorials; and 3) Social communities, with competitions or rewards to increase engagement.


When it comes to health and wellness, affordability and convenience are crucial, and telehealth can be a perfect solution. Combining digital information and communication technologies, telehealth allows consumers to access and manage their health care services remotely. It can take all forms, from regular checkups to therapy and counseling. Better yet, insurance providers are starting to take notice of the benefits that telehealth can provide.  Telehealth can play a significant role in addressing healthcare challenges, including a predicted shortage of healthcare professionals and lack of specialists and medical facilities in rural areas.

Best ways to market: 1) Content marketing, with plenty of educational material; 2) Social media marketing, with specific calls to action to drive traffic; and 3) Experiences, such as a free session with a healthcare provider through telehealth services.

Ensuring that your health and wellness brand experiences success in 2020 relies on understanding the trends and targeted marketing strategies. If we can be of help, please don’t hesitate to reach out.