PPAI Magazine January 2024

Must Read | The Wellness Era Is Officially Here Dive in and embrace promo in the massive $328 billion health and wellness industry. By Audrey Sellers THIS TIME OF YEAR, social media feeds are flooded with health hacks and wellness inspo of all kinds. Ever tried eye yoga or hair slugging? If you haven’t, just wait – it won’t be long before a new crop of tips and best practices take root. Trends come and go, which can make the whole concept of “wellness” a bit hazy. (What is ear seeding? And when did everyone start taking Ozempic?) The fads may be fuzzy, but the opportunity in the health and wellness market is clear. Globally, the market is projected to soar to $12.9 trillion by 2031, according to Research and Markets. In the U.S., 9 out of 10 people say they practice self-care, and a third have increased their self-care activities lately. One of the biggest reasons includes just feeling plain stressed out. People are also dealing with a host of ailments like high blood pressure and arthritis. As a result, they’re becoming more focused on improving their health and well-being. They want to be able to do the activities they enjoy and live a full, vigorous life. In this wellness quest, some turn to favorite activities like walking or swimming. Others prefer hot trends like cold plunges, an activity that has surged in interest by 378% since 2022. Some studies say the practice can help with things like joint pain and inflammation and can benefit regular people, not just elite athletes. Saunas are also having a moment in the wellness world. The sauna and spa market could exceed $181 billion by 2028 as people increasingly sweat it out to reap benefits like improved sleep, increased metabolism and better circulation. While people seem willing to try almost anything to improve their health and wellness, most U.S. adults fall short of the recommended benchmarks for exercise. Only 28% get the suggested 150 weekly minutes of exercise, according to the Centers for Disease Control and Prevention. However consumers choose to pursue wellness, businesses can be part of the journey with promos. This could involve selling branded self-care items like plush robes or facial rollers, or it could mean giving out branded merch like water bottles to take on walks or jogs, or aromatherapy sprays for mindful cooldowns. Read on for trends and brandstrengthening ideas in the health and wellness market. 46 • JANUARY 2024 • PPAI