It's a big week for Skift: We just released our annual Megatrends in travel for 2019, and today marks the launch of our first outlook for Megatrends in wellness, which dives into what will define the well-being space in the year ahead and beyond.
We've not only pored through the trends that will emerge in the coming months, but we've also heard from some of the biggest industry leaders in categories including wearables, food and beverage, beauty, and athleisure. It's no surprise that we kept hearing a common theme: Everyone is excited about wellness and its projected growth in 2019.
What brands in the industry have to grapple with now is how to be the one that customers choose. Take athleisure: As more startups enter the category (it seems as if a new luxe legging brand launches daily), brands like Lululemon must figure out how to differentiate themselves, or get left behind. In Lululemon's case, the brand is testing out a community-based program to lock in loyal customers, and other athleisure companies have launched similar programs.
Meanwhile, the tide is shifting toward at-home and on-demand workouts, with brands like Peloton, Aaptiv, Mirror, and Freeletics leading the charge. If the launches (and customer growth rates) go as planned, they'll likely find an even bigger customer base in 2019 (while boutique spin studios face an uphill battle, as you'll read below).
Also trending? More discreet wearables that deliver wellness stats without the clunkiness or incessant buzzing and messaging of a watch. While wrist-based tracking will still have fans, alternative wearables look to capture new audiences.
As the wellness industry outlook seems promising for the year ahead (even if the stock market seems questionable), these are the trends that will continue to push the sector forward.
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