As we enter a new year, health and wellness is on everyone’s minds. We’re bringing you the top predictions for the wellness trends that will be making waves in the coming year.

In the aftermath of the pandemic, and excessive pressure on health services. We’re seeing more people taking alternative and a more proactive approach to their health and wellbeing. Facilitated and led by science getting more accessible to the everyday consumer, through online sources. Now, experts like dentists, chiropractors, dermatologists (just to name a few), all have TikTok channels to share their wisdom. For example, breaking down scientific journals and discoveries into digestible video content, which previously would have never been formatted for mass consumption

Proactive at-home testing

We’re seeing ‘microbiome test’ and other at home health testing-kits rise rapidly online amongst the younger generation as they look to integrate technology with their healthcare needs. We anticipate this will have an impact on the older generation, as they catch the tail end of this emergent behaviour.

There’s a wide range of tests available on the market targeting your gut, genetics, microbiome levels, food & nutrition, disease screening, sexual health, hormones, and women’s health1 . Searches for ‘at home blood test’ (+126%) and ‘at home food sensitivity test’ (+1300%) have increased massively over 5 years, and searches for companies offering at home testing like ‘Modern Fertility’ (+318%), ‘Proov’ (+216%) and ‘Invitae’ (+190%) has increased too.

They’re convenient, easily accessible, offer quick results and in reasonable price-ranges (£10-£150)2 . But their popularity is largely driven by a desire to get to the root cause of a problem, whether it’s bloating, infertility or hormonal imbalance, or to understand yourself and body better. It’s yet another interesting manifestation of how the quantified self is becoming more ingrained into our everyday lives.

Will this behaviour of monitoring and quantifying our bodies’ processes become more ongoing and routine in our everyday lives, even when we don’t have a particular health issue in mind?

At home test kits allows you to test for deficiencies, food sensitivity, sexually transmitted diseases, women’s fertility and ovarian reserve, hormone systems, metabolism, different types of cancers, genetic health risks, fitness and so much more.

Fecal Transplant Pills aka ‘Crapsules’

The idea of Fecal Transplant Therapy (FMT) might seem new (and a bit peculiar perhaps), but it was first mentioned 1,700 years ago in Chinese medicine3 . And with our modern diets and lifestyles, we need to focus on ‘gut health’ with the understanding of the impact it can have on the other areas of our health.

What is it you may ask? A fecal transplant involves taking the stool from a healthy donor and transplanting it into a patient to restore the balance of bacteria in the gut. It’s an effective treatment method for several gut issues but could also be used to treat other health problems like dementia, diabetes, hay fever, obesity, eczema, and asthma. FMT might even be an alternative method to treat mental health and mood disorders4.

Up until recently, however, treatments have only been offered at hospitals through colonoscopes or injections. But, now the FDA has approved the pill format, expanding this therapy’s potential to reach the masses. Poop capsules or ‘crapsules’ are increasing in popularity in America, as they have been shown to be as effective as traditional treatments, at a lower cost and with a more pleasant treatment method5.

Will we see them gaining interest in other parts of the world too?

Infrared light therapy devices

Across social we have seen a buzz around infrared light therapy, with influencers promoting at-home masks and wands that promise beauty benefits. With these quality, at-home devices, becoming more readily available, we can dabble with the likes of light therapy even beyond the world beauty, using it to aid injury recovery, skin concerns, reduce inflammation and manage chronic pain with the hopes of results.

We’re looking for solutions with no side effects and/or minor trade-offs that we can trial from home safely. As we have more science behind these devices supporting the benefits and emphasizing the lack of side effects, more people are willing to branch out with a more open mind.

The light therapy market is expected to grow from $1 billion in 2023 to over $1.8 billion in 20336 , due to its potential to treat several health problems and skin concerns. Over the past 5 years searches for Red Light Therapy has increased (+216%) and +233%, with more than 90.5K monthly searches globally. With brands like (+216%) and Solawave and Current Body are being endorsed by big celebrities and beauty influencers across TikTok.

Is it possible that the beauty benefits will be the gateway for most before considering the broader health benefits?


Science & expertise have become much more accessible, and as a result, people want to engage more in keeping themselves healthy. The motivation to get to the root cause of our health issues rather than waiting to be told by a doctor (who we might not fully trust or have access to) has driven many of these behaviors. We expect this trend to continue to grow, creating opportunity for more in-home devices and easily accessible options that are supported by experts.