The new year is just around the corner, and it’s a great time for retailers to take stock of what worked and what didn’t in 2023 and stay informed on what consumers will expect in 2024.

Brands can expand their customer bases without starting from scratch by participating in conversations that are already happening on TikTok via “edutainment,” or informational content, Colleen Conkling, CMO of stationary company Papier, said at The Lead Innovation conference in New York City last week.

Consumers are increasingly becoming more comfortable with technology, and the usage of health apps and wearables is becoming more prevalent. Explore how consumers are using technology to monitor their health and wellness, and learn more about the market potential.

Across generations, the majority of US adults are concerned about the privacy of their health data within smartphone apps, according to Morning Consult. While the percentage of those with concerns has declined for all except Gen Z since 2021, older adults are still more likely to have this worry.

The Federal Trade Commision (FTC) released new guidelines for health-related products—everything from dietary supplements to food to devices. The guidelines encourage marketing that is “truthful, not misleading, and supported by science.” The updates emphasize a few main pillars.

This year will push fintechs to their limits, as regulators, consumers, and investors demand change. Those that can meet heightened demands will be rewarded with a larger share of the pie.

“The sky isn’t falling,” according to The New Consumer and Coefficient Capital’s “Consumer Trends 2023” report. But consumer habits are changing as a result of high inflation, shifting attitudes around COVID-19, and the battle for digital attention. Here are our key takeaways from the report.

Health and personal care will be the third-fastest-growing ecommerce sales category this year, growing 22.1% year over year, according to our forecast.

Read the latest stories related to health and wellness from Insider Intelligence.

A day after launching in Ulta Beauty stores, foot care brand Barefoot Scientist received unfortunate but inevitable news: Ulta's locations would have to close due to the pandemic. For the relatively new company, it was disheartening that consumers wouldn’t be able to test its products in-store. But like other brands coping with the pandemic, Barefoot Scientist has learned to adapt and focus on the present.

This year, 23.8 million US millennials will have used a wearable device at least once per month. That's roughly a third of the millennial population, according to our estimates.