A new study here at Protein Works reveals the biggest 2024 trends in health, fitness, and wellness – introducing a report on the most popular terms this year and predicting what will take over in 2025.
As the new year approaches, these trends highlight the evolving ways people are approaching their health, with varying intentions—some focusing on lasting wellness, others on quick results.
To gather this data, we’ve analysed keyword trends on TikTok, uncovering the biggest health topics gaining traction in 2024. A forecasting tool was used to predict the trends set to dominate in 2025.
2024 Wrapped: The 5 most popular health and fitness trends
2024 has brought a dynamic line-up of health trends, showcasing a mix of innovative, sometimes quirky, approaches to wellness – although not all of them can be perceived as healthy. Here’s a breakdown of the top trends, from promising wellness practices to quick fixes that may not offer lasting benefits.
Nutrition expert Kyle Crowley provides insights into these trend:
1# Oatzempic – The quick weight fix
“It’s official – the leading health trend in 2024 is ‘Oatzempic,’ with a staggering 35,900% increase in searches worldwide. This oat-based craze is touted as a natural alternative to Ozempic, a diabetes drug now popular for weight loss due to its appetite-suppressing effects. As Ozempic faces high costs, shortages, and ethical concerns, many are turning to oats for a more accessible solution. Advocates claim Oatzempic helps curb cravings and stabilize blood sugar through drinking a blended mix of oats, water, and lime juice.
However, while oats are a nutritious addition to any diet, relying on a quick fix isn’t a sustainable approach to weight management. These solutions may not offer lasting results or support long-term health, making this a trend to approach with caution. Sustainable weight management requires a balanced approach instead.”
2# Morning shed – “Uglier you go to bed, prettier you wake up”
“With a 23,900% increase in popularity, “morning shed” has captured the attention of wellness enthusiasts worldwide. This trend encourages users to layer on various skincare products at night, only to “shed” them in the morning through a thorough cleansing routine. The philosophy behind it, “the uglier you go to bed, the prettier you wake up,” suggests that an intensive evening regimen can lead to a more radiant complexion by morning. However, while this approach has its fans, a balanced, nutritionally well-complete diet may offer long-term health benefits that can be reflected in skin health.”
3# Ricezempic – A controversial alternative
“Ricezempic, like Oatzempic, attempts to mimic the effects of the diabetes drug for weight loss through a rice-based diet. Seeing a 18,900% surge in interest, this trend represents the continued fascination with Ozempic-like alternatives. However, just as with Oatzempic, there are concerns over the validity of these “quick fixes” – another trend to avoid if you’re looking for sustainable health improvements.”
4# Cortisol face – Fighting the effects of stress
“Cortisol face, a term referring to the visible effects of stress on the skin, has seen a notable 15,348% rise in interest. This trend highlights an important health issue: how stress affects our physical appearance. Many people now explore product and lifestyle changes that reduce cortisol levels, such as relaxation techniques and balanced diets. A positive trend promoting stress reduction and overall wellness.”
5# Jeffing – A new take on running
“Jeffing, with a 10,088% increase, is a running technique that combines intervals of walking and jogging. It’s appealing because it makes running accessible to beginners, helping them build stamina without overexerting. This technique has received widespread praise for allowing people to customise their runs to fit their fitness levels, making it more sustainable in the long term – a refreshing approach to fitness with genuine benefits.”
How to recognise the true intent behind health trends
Not all health trends are created equal, and understanding their intent can help distinguish between those genuinely aimed at improving wellness and those that may lack long-term benefits or have been created purely for financial gain. Here are some differences between the 2024 trends:
Trends with genuine health intent:
Some emerging trends in 2024 demonstrate a shift toward sustainability and wellness-focused practices. These are grounded in balanced, holistic approaches:
- Balkan breakfast (6,792% increase): A traditional, nutrient-rich diet gaining global popularity for its simplicity and balance.
- Winter arc (1,012% increase): Seasonal wellness routines that align lifestyle changes with colder months.
- Dopamine menu (308% increase): Diets and practices designed to boost mood through thoughtful food choices and habits.
- Vibration plates (234% increase): Devices that promote low-impact exercise for muscle tone and circulation, catering to diverse fitness needs.
Quick-fix trends to approach with caution:
In contrast, some trends prioritise novelty over health, emphasising convenience or fun but raising questions about their nutritional or scientific value:
- Protein diet coke (3,800% increase): Combining protein powders with sodas may seem innovative but risks being nutritionally imbalanced.
- Dirty soda (311% increase): Sugary, flavoured sodas presented as quirky alternatives but lacking alignment with health-conscious goals.
Kyle Crowley, nutrition expert here at Protein Works, provides guidance:
“Certainly, health trends can be exciting, however it’s important to recognise when they are driven more by marketing than science. Many quick-fix trends promise rapid results but lack the long-term benefits or scientific backing necessary for sustainable health. These fads often overlook individual needs and can be harmful if followed without proper guidance.
To avoid falling for health fads, it’s important to do thorough research, consult with health professionals, and be sceptical of any trend that promises rapid, dramatic results, especially if they’re being promoted by individuals without credible health-related qualifications. Look for sustainable, evidence-based practices and listen to your own body’s responses to make informed choices.”
Data forecasts biggest health trends set to soar in 2025
“Cortisol face” named the biggest trend of 2025, followed by lab-grown meat and protein diet coke
Looking ahead to 2025, several emerging trends are shaping the future with a clear focus on health and wellness. These leading predictions emphasize actionable solutions for improved well-being:
- Cortisol face (+130%): People are becoming increasingly aware of how stress impacts skin health. This trend highlights reducing cortisol levels to combat signs of aging, inflammation, and other stress-related skin issues.
- Vibration plates (+82%): Fitness enthusiasts are turning to vibrating platforms to stimulate muscle contractions, boosting circulation, enhancing strength, and improving muscle tone with minimal impact.
- Magnesium oil (+60%): Wellness advocates are praising magnesium oil for its ability to relieve stress and support recovery. Its topical application helps ease muscle tension, improve sleep, and promote relaxation.
Other exciting trends gaining momentum include reformer Pilates (+48%), digital detox practices (+39%), and incorporating Brazil nuts into diets (+35%).
These trends point toward a more balanced approach to health and wellness in 2025. More sustainable choices and stress management are prioritised.
Unhealthy trends to watch out for
However, some fast-fix approaches will likely persist into 2025, even though they aren’t ideal for long-term health:
- Protein diet coke (+116%) – Popular but not a balanced source of nutrition.
- Dirty soda (+82%) – Sugary beverages may remain popular but pose health risks.
- Carnivore diet (+55%) – A restrictive diet with potential nutritional deficiencies.
- Almond mum (+50%) – Refers to extreme dieting behaviours, which can be unhealthy.
Crowley concludes, “The 2024 health trends reflect a mix of sensible, sustainable choices alongside a few quick-fix fads. As we head into 2025, it’s encouraging to see a rise in health-conscious choices like reformer pilates and digital detoxes. However, as always, caution is advised with any extreme diet or trend that promises quick results without scientific support. Prioritising a balanced, informed approach to health will be the key to long-term well-being in the year ahead.”