2024 WellEasy Review

📈 Solid growth 🚀 Mission furthered 🤝 Amazing brands welcomed 💡New trends discovered

Hey all,

Firstly, we hope you’ve had an amazing year this year and are now taking some well earned time to rest and recuperate.

We wanted to take the chance to give you a little summary of everything that’s happened this year at WellEasy, as well as some of the things we’ve encountered in this market. In doing so, we hope to continue to build stronger and stronger relationships with all of our WellEasy brand partners throughout 2025 and over the coming years.

Our year in review

This year has certainly not come without its challenges, but overall, we could not be more pleased to have more than doubled in revenues from last year. We now have over 10,000 amazing members shopping with us over 7 times a year because of their love and commitment to being healthier people and living on a healthier planet too.

This year also saw us extending our free matched membership programme ‘WellEasy Cares’ to another 600 new people across the UK. For those that don’t know, for every new paid member that joins WellEasy, we sponsor a free membership for low income families, NHS workers, students, teachers and armed forces veterans. This is a core part of our mission here and it’s rewarding to see people from all demographics in the UK are making an effort to change their eating habits more than ever before.

We are also now working with over 560 brands on a direct basis which has been a real privilege. To be a part of your journey - and often the first online retailer - is a big responsibility and one we take very seriously. Its brands like yours that not only inspired Josh and myself to begin WellEasy in the first place, but is also the reason we wake up early everyday determined to make our food system more accessible to everyone. A big shoutout also to all those brands who both participated in and expressed interest in our various promotional periods throughout the year and other marketing activities. We endeavour to scale this up more and more in 2025 as our member numbers continue to grow and our ability to target individuals along with it.

Trends for 2025

2024 saw some very exciting new trends within our industry from prebiotic and functional drinks, to people looking to cut back on ultra-processed food consumption. It’s great to see media avenues like podcasts and social media making people aware of the importance of good food and product choices more than ever before. We focused a lot this year on helping people to swap out ultra-processed food products for better alternatives through our Instagram page and will continue to champion this.

With this in mind, there are 5 big trends that we predict will continue to be dominant throughout 2025 and our internal data seems to support these too:

Trend #1: Prevention and early detection

People are looking to get a jump on their health more than ever before. This is something we’ve witnessed anecdotally but also in the types of products we see regularly added to basket. Food is becoming the new medicine for many and even the average UK consumer seems to be strongly trying to avoid the annual trip to the doctors.

With more and more wearables flooding the health and wellness market, prevention is becoming the focus for many and what was once solely a supplement based ‘fix-it fast’ industry, is becoming far more everyday food focused. The sad reality is that we all know it’s likely our rather corrupted food industry in the UK that caused a lot of these annual doctors trips in the first place.

Trend #2: Gut Health Galore

Prioritising our gut health is nothing new per say, but this trend we believe will only continue to grow. Many consumers are becoming aware of the importance of the health of their Microbiome, but also are now familiar with the sorts of foods and products that help this. Things like miso, kombucha, kefir, pickled vegetables will continue to be household staples of the health conscious but we believe many more products will reformulate to focus on gut health. We saw this already in 2024 with the aforementioned growth in prebioitic soft drinks. In the second half of 2024, ‘gut health’ was one of the top search terms on the WellEasy store and one of our most visited collections.

Trend #3: Non-UPF Snacks and on-the-go foods

Convenient snacks and pouched foods will still dominate offline and online food retail but the winning products will likely be those that steer clear of being labelled as ‘ultra-processed'.’ Gums, fillers and unhealthy sweeteners will likely be removed at the expense of shelf life to bring great tasting snacks closer towards the most nutritional versions. We believe in 2025, the definition of ultra-processed food will become more refined in the UK market and we may even see ‘Non-UPF’ claims begin to leak out onto product packaging.

One category that we are really keen to see change and is very demanded from our audience is in the baby food sector. There is a big opportunity for a new clean baby food brand to take a huge market share. If any of you are creating products in this space please do let us know right away.

Trend #4: Clean Protein

Whether it’s collagen peptides, colostrum, or clean organic protein snacks, the health conscious consumer in 2025 will have be focused on adequate protein intake. Our store data very much supports this too. Grass-fed and organic will still be demanded from animal-based protein brands and the narrative around quality sourcing is becoming extremely important.

Our sales of bone broth and bone broth related products in Q4 has been very strong and we do anticipate bone broth proteins to replace cheaper whey powders and products in the market for the more discerning health consumer.

Trend #5: Restrictive Diets are Out

When WellEasy first started 3 years ago, diets like vegan, keto and paleo tended to be the core of our member base. However in 2025, we believe more restrictive dietary labels will become out of fashion. The bigger shift will be towards ‘clean’ foods made from real food ingredients. Sales of dairy and gluten products have remained solid throughout 2024 and will continue throughout 2025 unless customers have significant allergies or intolerances.

Our Focus for 2025

We’ve got some exciting new tech features planned for 2025 and our primary focus will be on creating the most unique healthy staple delivery service in the UK. More information on this will follow throughout the year.

Have a great New Years Eve and we look forward to connecting more in 2025!

Sonny, Josh and the WellEasy Team