In the last few years, ‘gut health’ has exploded into a household term. Regular, everyday people now speak the language of probiotics, mood-boosting foods and even the ‘gut-brain axis’ - a concept once confined to nutritionists, dieticians and doctors. But as gut health settles a cosy homestead in the collective consumer mind, its lesser-known counterpart, ‘metabolic health’, is swiftly pushing to the forefront of wellness.
In 2024, metabolic health as a term surged in momentum. It began to feature prominently in mainstream media - from major publications like The New York Times ‘Diabetes Often Leads to Heart Disease Too’ and GQ ‘Forget BMI – Here’s Why You Should Focus on Metabolic Health’ to global health podcasts such as Huberman Lab and Feel Better, Live More. TikTok’s #metabolichealth has racked up 248 million views and the 40 different search iterations on the topic show people are exploring its nuances. Bold pioneering brands are stepping up: in September Finnish smart ring brand Oūra acquired Veri, a leader in continuous glucose monitoring (CGM) - while the cult tracking app Levels, founded by alumni from Stanford, Google, and SpaceX, recently announced a $10 million Series A funding extension to expand their mission of tackling the metabolic health crisis.
Health and wellbeing are changing – meaning brands’ approach to innovating in the space should too.
So, what is ‘metabolic health’?
At its core, metabolic health refers to how efficiently your body processes energy from food. It’s about your body's ability to maintain stable levels of blood sugar, blood pressure and cholesterol, as well as having a healthy balance of body fat. When your metabolic health is functioning at its best, your body can efficiently convert food into energy and the risk of chronic diseases like diabetes, heart disease, and even cancer is dramatically reduced.
While this might seem relatively straightforward, last year at 8TH DAY we led some consumer research that revealed just how difficult this concept can be to grasp.
The first challenge is metabolic health’s natural association to the term ‘metabolism’. People view the metabolism as abstract, intangible and hard to influence – something you’re just born with. Introducing the idea of being metabolically ‘healthy’ or ‘unhealthy’ jars with the accepted notion that our metabolism is simply fast or slow.
Secondly, Western medicine still treats aspects of metabolic health in isolation. Doctors train to become siloed specialists – oncologists, cardiologists, neurologists, dermatologists, OBGYNs, ENTs – meaning people see their symptoms as disconnected and a result of genetics, lifestyle or bad luck, rather than metabolic dysfunction.
To unlock metabolic health, we must break away from this fragmented thinking. The body isn’t a series of isolated systems; it’s an interconnected web where factors like sleep, skin health, weight, muscle gain, and energy stability all harmonise together. As Dr Casey Means – Levels co-founder – puts it in her No1 Bestselling book, ‘Good Energy’: “The next revolution in health care will come from understanding how the root of almost every disease relates to energy, and how less specialisation, rather than more, is the answer.”
In the next 12 months, metabolic health will transform from abstract to essential.
Metabolic health will soon become relevant for every category. The root cause of poor metabolic health lies in modern lifestyles - sedentary habits, poor diets, disrupted sleep, and toxin exposure. Yet ironically, today’s technology also gives us tools to fight back - regenerative food sources, better understanding of micronutrients, sleep tracking, and biohacking.
Already, we’re seeing the fringes of this collective mindset shift - prevention is now deemed better than cure, regulation is more sustainable than restriction, and consistency compounds stronger results vs. quick fixes. It's not just Oūra and Levels who are starting to respond to this new opportunity. In other categories, lifestyle skincare brand Artah’s Metabolic Fix has become a best-seller, while AgeMate’s Daily Longevity Blend is pioneering the field of cellular metabolism to reverse biological age.
As these science-backed solutions empower people to become their own health heroes, we’re seeing product adoption curves getting shorter. This year, consumers will jump on solutions that remove overwhelm, support in the background and empower them to take control – and brands who realise this today will win tomorrow.
Imagine the future – a healthcare revolution powered by consumers, data and desire, not the system’s limits.
Picture it. A world where consumers not only understand metabolic health but actively seek it out and demand products that support it. What would that mean for your category and brand?
Get ahead, start now
What's the quickest or easiest way you can begin to offer metabolic health benefits and lead change? Claims can require long regulatory timelines, but you could start today by integrating existing technologies or partnering with brands in adjacent categories.
Get ahead, start now
What's the quickest or easiest way you can begin to offer metabolic health benefits and lead change? Claims can require long regulatory timelines, but you could start today by integrating existing technologies or partnering with brands in adjacent categories.
Educate with clarity
How could you reduce overwhelm by simplifying science and making it actionable? It’s a complex topic. Consumers need clinical, science-backed stamps that clarify the parts they care about.
Prevention empowers
Is your brand focused on helping consumers thrive, not just fix problems after they arise? Prevention is the new cure. Empower people to take control today and pay it forwards long-term.
Personalisation packs power
How could you make your data work smarter, not harder? AI and data democratisation are unlocking hyper-personalised experiences. But make sure to tailor it to core consumer’s individual needs or concerns – precision, not volume.
Make it irresistible
What if you could make metabolic health so desirable that consumers couldn’t resist? Frame it as a secret elixir for beauty, a responsible parental choice, or an endurance boosting power-up. Drive urgency and excitement.
Metabolic health is fast becoming a core part of the wellness conversation – and brands that move early will have the advantage. At 8TH DAY, we’re ready to partner with ambitious innovators looking to lead in this space. If metabolic health sparks your imagination, let’s talk.
