New holistics of body & mind


Wellbeing is a megatrend that will continue its triumphant march. Functional and holistic approaches are blending in and the very concept of wellbeing is becoming more holistic. The roles of the mind and mental health are emphasized.

The healthcare paradigm if shifting into more preventive, comprehensive, and individualistic direction. Modern technology helps us become more aware of how we are doing and helps us make individual choices to support our wellbeing.

How has this trend evolved: From strict division to merging approaches of wellbeing

2016 — Separate functional and holistic

Functional and holistic approaches were still clearly separate. Self-tracking was on the rise, as well as yoga, mindfulness, meditation and crossfit. Food started gaining importance and became fashionable. Premiumisation in many food categories.


2021 — Towards comprehensive approach

During the pandemic consumers became more aware of the importance of their underlying health. Holistic and functional approaches were blending in, yet there have been more and more scattered wellbeing tribes with their own approach. Recovery and sleep in focus. Nature, mental health breathing and spirituality on the rise.


2026 — New holistics of mind and body

Mental, emotional and cognitive health and their connection to the physical will be profoundly understood in the Western world. Nature and time will be most valuable resources.

“Last time we had a pandemic, what followed was the Roaring Twenties. We could hope for a golden decade now. Everyone has felt the presence of death, so it’s time to have fun. I call for a decade of joy and love.”

– Johannes Koponen, author

“The global corporate wellness market size is expected to reach USD 87.2 billion by 2027, according to a new report by Grand View Research, Inc. The market is expected to expand at a CAGR of 5.4% from 2020 to 2027.”

– Grand View Research, 2021