Meet the Future of Wellness: Mushrooms, CBD and connective nutrition

It’s been a huge year for health tech and wellness. The likes of ZOE, Dirtea, and TRIP have dominated the market as emerging health brands looking to revolutionise how we think about wellness and the spotlight on hiring top-tier talent is becoming increasingly bright.

Last week, I had the pleasure of dropping by Brighton Beach House to learn more about the Food wellness trends up next in a session run by disruptive PR agency Palm PR. Amongst restorative wellbeing supplements to get you feeling better, these new brands are also looking to  change our relationship with food health, even by getting us acquainted with shrooms. Though not quite in the way you might think..     

Palm PR Founder, Emily Keogh, took us through the key players in the market including HolyMoly, Foodhak, and Jonny Wilkinson’s Kombucha citing their unique propositions to their consumer base as central to their growth over the last year. These brands join a global takeover that is still arguably in its early stages. 

In 2022, the global wellness market was projected to hit $5.59 trillion. By 2025, it’s expected to reach nearly $7 trillion––a 25% jump. Previously hitting a steep decline in the pandemic, consumer interest continues to climb and personal wellness spending is rebounding heavily. It is clear that the opportunity available for growth in this space is only set to expand and talent looking to make a difference in purpose-led brands, are taking  notice of these future-forward health and wellness businesses. 

However, as the popularity of industry surges, the landscape is becoming crowded– brands must be strategic about how and what they create to keep steady. Here are a couple of insights I came away with from the session: 

Connective health products and hiring with purpose

Amongst the traditional supplement heavy hitters, one insight unveiled in the talks was how consumers and businesses are realising that physical, mental, and emotional health are all very connected. And consumers are in the market for more convenient and multi-pronged products to approach health. Wellness brands are already tapping into this and formulating tailor-made products to remedy multiple ailments at once. Enter, the ever-adaptable medicinal mushroom. 

The minds behind the UK’s newest adaptogenic mushroom-infused beverage, jAGA, talked through their unique brand journey and how the proven health properties of mushrooms power their entire brand story, attracting like-minded consumers and potential jAGA career opportunists!

Building brand trust has never been more important as the market continues to saturate with emerging businesses from across the world. Companies like jAGA aren’t just looking for  talent who can join the revolution, talent should be intrinsically aligned with the ethos of the brand. In turn, creating a team of passionate advocates who not only contribute to the business but also authentically promote it, fostering a solidly organic loyalty.

CBD and global minded talent 

The plant-powered wellness space doesn’t end at the mushroom. The global cannabidiol (CBD) market size was valued at USD 6.4 billion in 2022 and is expected to grow at a CAGR of 16.2% from 2023 to 2030! First stepping onto the scene in the early 2010s, CBD’s global presence is fortified across food, health, and skincare  with TRIP and RAIN being favoured, newcomers. The session dialled in on the vast range of products available for consumers, levelling that ‘they’re no longer looking to just try CBD, they’re completely bought into what we do.’  

As the phenomenon pushes forward, it’s made clear that hiring professionals with a global awareness and understanding of global cultural contexts is highly lucrative. Brands in this space understand their responsibility to speak to all types of consumers. Teams who are able to position businesses to tap into broader markets and cater to a diverse customer base positively amplify the geo-range of where businesses are able to set up shop. 

Brand storytelling

Finally, we talked about how brands need to connect with their consumer base more. jAGA Founder, Lisa Jeffries sought to create drinks that not only delighted the senses but also provided a calming effect, promoting a sense of serenity and balance. 

Their mission to redefine the world of beverages is translated through a “celebratory, vibrant health-conscious lifestyle,” and directly speaks a universal, relatable language:  this is for everyone who wants to live well in mind and body. Palm PR also shared their top tips for amplifying this in the sector which includes influencer marketing, a relatable, decisive angle and a focus on building trust. 

Final thoughts

Rounding off a truly insightful session from leaders across the industry, it's clear the food wellness market will only continue to rocket in 2024. 

From medicinal mushrooms to ginger shots, the future of wellness is expansive. As the sector becomes more competitive, brands must consider two things:  how they can continue to engage with their consumer base and how they retain and attract talent. The wellness workforce must be nurturing teams that are committed to reshaping the collective relationship with wellness as consumers grow even more conscious of their brand choices. 

As for talent, the market is booming. If you’re a purpose-led professional looking to join an innovative and fast-growing industry, wellness continues to pose attractive career opportunities across a range of disciplines. To keep in touch on the latest roles in this space, click here.

A huge thanks to Palm PR for a fantastic event. Armed with a goody bag chock full of health treats from The Tumeric Co., Crush, jAGA, and more, I can’t wait to see what 2024 has in store for this innovative industry!

Want more insights from the team? Click here 

Are you a business in wellness and looking to connect with health and wellness talent? Reach out to me here for a confidential chat.