There is broad consumer demand for health and wellness products and services. Here’s a few relevant trends to consider in the new year. 
 
Self-Regulation & Raising Standards: Generally, the U.S. government has been focused on deregulation and helping businesses grow. Perhaps in an effort to fill a void, state attorneys general have been more active, along with plaintiff attorneys. At the same time, consumers are demanding more transparency from the brands they buy. Responsible industry companies can stay ahead of the curve by registering products in the Dietary Supplement OWL (Online Wellness Library) and living up to the high standards that consumers expect. 
 
Simplicity: From a food and beverage standpoint, naturally functional whole foods are in high demand. Clean labels with simple ingredient lists and clear messaging continue to gain market share, tying into the larger transparency theme. Core health and wellness consumers are diligent about reading labels; make it easier for them. 
 
Sustainability: The horrifying and tragic natural disasters of 2017 are a stark reality check that climate change is happening and businesses and communities need to be prepared. If your company is centered around sustainable production, not only are you a good steward of the planet, but you have a strong marketing message that resonates with consumers—especially younger people, who will likely need to live with the consequences of climate change more than anyone. 
 
Healthcare & Technology: New companies are leveraging technology to give consumers insight into their own genetics, ultimately helping to give them more control over their health. From athletes focused on optimizing performance to patients with metabolic disorders hoping to develop a personalized nutrition plan, information is power. Technology and healthcare will continue to overlap in the year ahead.