Nutrition and Wellness Trends to Focus on in 2024

By Kristina Zalnieraite

As we enter the year 2024, the realm of nutrition trends is poised to undergo significant developments, placing particular attention on diverse subjects, with gut health emerging as a prominent focus.

The spotlight on gut health has assumed a central position, mirroring an increasing awareness of the intricate interplay between the gut microbiome and overall well-being.

As Head of Nutrition and Wellness at Kilo Health, I’m diving into upcoming trends in gut health. These are things nutritionists and health-focused entrepreneurs, whether in the digital or physical space, should keep on their radar

Gut-brain connection

Mental health plays a crucial role in overall healthcare, extending its influence even to the realm of nutrition. Over the past year, there has been a growing acknowledgment of the important connection between nutrition and mental health, particularly through the lens of the gut-brain connection.

This connection is backed by studies indicating that the health of the gut microbiome has an influence on mental well-being. Consumers are becoming increasingly conscious of the potential implications of gut health on anxiety and depression.

This growing awareness is driving a desire for foods and supplements that do double duty, supporting both your physical and mental well-being.

Probiotics and symbiotics

In the current market, there are a lot of probiotic supplements, yet there is still room for improvement, particularly in light of the anticipated surge in demand in 2024. There’s a growing awareness among people about the significance of beneficial bacteria.

To delve into specifics, probiotics, holding beneficial bacteria that contribute to a healthy gut environment, continue to experience immense popularity.

Moreover, probiotic-rich foods such as yogurt, kefir, kimchi, and sauerkraut are implemented into people’s daily diets even more for their potential to support digestive health and fortify the immune system.

Moreover, the synergy between prebiotics and probiotics, commonly known as symbiotics, is also gaining well-deserved recognition. Symbiotic supplements and foods want to do two good things at once — they help the helpful bacteria grow and give them the food they need to stay healthy.

Functional foods and gut-friendly ingredients

Implementing functional ingredients goes beyond traditional fermented foods and talks about a variety of functional products enriched with gut-friendly components.

This trend embraces products rich in prebiotics, fiber, and other elements designed to nourish the microbiome and keep your gut healthy.

At the same time, more people are realizing how important it is to have enough fiber in what they eat to keep their gut happy. This focus means appreciating all sorts of fiber-rich foods like fruits, veggies, beans, and whole grains.

Fermented foods

Recognizing the diverse range of fermented foods goes beyond their known gut benefits, embracing a delightful mix of flavors and textures.

Moving away from the usual picks, the trend now includes a broader variety of fermented foods like miso, tempeh, and kvass. This gives people plenty of options to boost their gut health.

You can tell this trend is catching on because more people are trying their hand at home fermentation. People are getting into fermenting veggies, making kombucha, and playing around with different foods.

This aligns with the growing desire for more hands-on control over the fermentation process, marking a significant shift towards a DIY approach.

Individualized gut health solutions

Recognizing that everyone’s gut is different, more people are getting into personalized approaches.

This means creating special eating plans, using specific supplements, and even doing tests to understand the unique needs of each person’s gut health. It’s all about tailoring solutions to fit each individual.

While last year, personalized nutrition just stepped into the light, in 2024, individualized solutions will be even more popular and appreciated.

Educational initiatives

The increasing interest in gut health highlights the need for health professionals, particularly dietitians and nutritionists, who play a vital part in guiding individuals and staying up-to-date with new solutions.

Nonetheless, people can also take matters into their own hands by using educational material and online resources as tools to make informed choices about their dietary habits and how to keep their gut healthy.

Final thoughts

In summary, the gut health trend in 2024 is all about the multifaceted approach, implementing a variety of solutions such as probiotics, symbiotics, fermented foods, and gut-friendly ingredients.

As the science around the gut microbiome advances, consumers are increasingly recognizing the important role of gut health in achieving overall well-being and are actively integrating these practices into their daily lives.

About Kilo Health

Kilo Health is a digital health and wellness company with more than 6,5 million customers worldwide. Since 2021, it has been listed as the second fastest-growing company in Europe on the Financial Times FT 1,000 and the second fastest-growing company in Central Europe on the Deloitte Technology Fast 50 list.

Currently, the company has 600+ experts and working hubs across 5 European cities. Kilo Health’s portfolio contains over 30 innovative digital health products in chronic disease management, mental health improvement, and healthy habit change.


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