When it comes to wellness, each year brings a new slate of trends, as many individuals try to hack their health with the hopes of feeling their best.
In 2023, mental health mattered. Diet Coke was dealt a big blow. Ozempic became a household name. Magnesium had a moment. Fitness was for everyone. And people filled their plates with plenty of plants.
But what’s to come in 2024? Below, Forbes Health Advisory Board members share their predictions of the biggest food, fitness and wellness trends poised to reign supreme in the new year.
Plants
When it came to nutrition in 2023, plants were a priority. Data from the social media platform TikTok underscores just how popular plant-based diets are; #plantbased garnered 1 billion views in the U.S. over the last 12 months[1]. Meanwhile, #plantbasedrecipes racked up 200 million views over the past year[2].
And experts expect plant-based foods will continue to be popular in 2024—but people may be getting pickier.
Jackie Newgent, a registered dietitian, chef and award-winning cookbook author, foresees we will, “see more ‘real’ plant-based items that feature wholesome vegetables, pulses, nuts, seeds and other plants.” “They’ll outperform ultra-processed plant-based items,” she adds.
Carolyn O’Neil, a registered dietitian nutritionist and nutrition consultant, echoes a similar sentiment. “‘Fake meats’, such as Beyond and Impossible, will lose their appeal as more people perceive them as ultra-processed,” she says.
Still, some experts note that the synthetic meat industry will continue to claim its stake in the plant-based trend.
“The food processing and synthetic biology industries continue to conjure ways to promote ‘sustainable’ plant-based meat-mimicking products, including fish-mimicking products,” notes Kara Collier, a registered dietitian nutritionist and co-founder of Nutrisense. “Where the nutrition science community remains skeptical and conflicted over some of these products, marketing efforts are seizing the moment to appeal to trends in plant-based approaches popularized by some in the media.”
Protein
The macronutrient protein proved to be popular in 2023—in fact, TikTok data shows #highprotein scored a whopping 2 billion U.S. views over the last 12 months[3]. Indeed, the majority of Forbes Health Advisory Board members who provided their predictions noted the popularity of protein isn’t going away anytime soon—particularly plant-based picks.
“Interest in plant-based proteins and the promotion/marketing of associated products will continue to rise as more people choose foods for sustainability,” notes O’Neil.
One population that may particularly benefit from a punch of protein is older individuals, who Toby Amidor, a registered dietitian and best-selling cookbook author, notes often have a protein gap in their diets. “If the trend is to increase protein in older adults, then as a registered dietitian, I applaud it, since protein is under-consumed within that population specifically,” she says.
A particular protein that Amidor anticipates being big in 2024? “Fish, fish and more fish!” she says. “You are going to see more products making eating fish easier, including single packs of cooked fish that you can refrigerate and open over salads or sandwiches and other easy ways to get fish on your plate and reap the benefits of having fish in your diet.”
Still, Felicia Stoler, a registered dietitian and exercise physiologist, notes that many people will still be hyper-fixated on protein despite consuming excessive amounts, and that while plant-based protein powders are okay, she hopes to see an increased consumption of whole food, plant-based proteins, like nuts, seeds and legumes, which also provide fiber.
“Proteins in general will be a nutrient in demand, as it’s associated with weight control and muscle strength in athletes and older adults,” adds O’Neil. “But, it’s my goal as a registered dietitian to communicate the downside of too much protein, especially when it takes the place of other vital macronutrients.”
Well-Rounded Diets
One trend that may start to dwindle, according to our experts, are specific and rigorous diets like keto and intermittent fasting. Instead, expect to see increased popularity in more healthy, flexible eating plans like the Mediterranean diet. In fact, the term #mediterreneanfood has had an impressive 76 million U.S. views in the past year on TikTok[4].
“I feel more emphasis will be placed on well-rounded, sustainable diets such as the Mediterranean diet,” says Michael Bass, M.D., a gastroenterologist. “Study after study shows this is the best way to eat.”
“The appeal of the Mediterranean diet will continue as more people discover the win-win of taste and health,” echoes O’Neil. “Nutrition professionals continue to recommend this eating pattern as one of the best for optimal health and optimal enjoyment, which ensures folks will make it a lifestyle, not [a] short-term diet fad.”
Sustainability
“Regenerative agriculture, uncycled ingredients, environmentally-conscious packaging and other climate-conscious practices will continue to gain momentum due to our growing climate crisis,” notes Newgent.
Indeed, many Forbes Health Advisory Board members pointed to sustainable practices paving the way in nutrition in 2024, and TikTok data shows #foodwaste earned 88 million U.S. views in 2023, with videos showing how you can make your food last longer and how to best utilize scraps[5].
Stoler also notes upcycling and repurposing food as a trend in the new year, particularly utilizing ingredients that would otherwise be discarded or may not be as “pretty,” for other finished food products.
Group Exercise
In a post-pandemic world, experts suggest individuals will embrace group workouts and social sports—noting that a sense of community brings its own set of benefits beyond exercise. Pickleball, in particular, is popular, racking up 459 million U.S. views on TikTok over 2023[6].
“Social sports such as tennis, pickleball and golf will gain more fans as retirees and work from home/hybrid workers find they have more time for fitness in their schedules,” notes O’Neil.
“I think group workouts will continue to increase in popularity as more people crave interactions with other people after the pandemic,” adds Collier. “I think more people are becoming aware of how important relationships, meaningful connections and community are.” She anticipates the gravitation toward more in-person engagement, rather than virtual activities, as another big trend.
Other Trends to Watch for
Forbes Health Advisory Board members also anticipate supplements will continue to increase in popularity in 2024, specifically noting the following:
- Creatine
- Ashwagandha
- Berberine
- Matcha
- Mushrooms and mushroom powders
- Marine collagen and sea moss
- NAD supplements
- Magnesium
- Vitamin D
- Supplements aimed at aging and brain health
- Astaxanthin
- Choline
Additionally, other areas of interest cited by experts as trends to watch in 2024 include:
- Nervous system regulation
- Stress management
- Sleep
- Emotional health
- Personalized wearable technology
- Cannabis
- Psychobilin
Navigating the world of wellness trends can be tricky—as TikTok and social media feeds are filled with influencers and non-credentialed “experts” touting claims that aren’t always backed by evidence. Our Health Advisory Board emphasizes the importance of seeking out personalized guidance from your health care provider before trying a new trend.
“If it sounds too good to be true, it usually is,” says Collier. “With health and wellness, there is no magic bullet. So if anything feels like a quick fix, it probably won’t give you the long-term results you are looking for. Additionally, if anything is being propositioned as ‘good for everyone,’ that should also raise concern. We are all very individualized—and there is no one perfect diet, perfect food or perfect workout routine.”
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