Predictions for 2030: Insights from a $100M Founder

As consumers demand more transparency, personalization, and holistic solutions, emerging health trends are reshaping industries from pet care to personalized medicine. A founder who scaled a bone broth brand to a $100M run rate shares eight trends poised to define wellness by 2030.

The Rise of Health Trends for Pets

Human wellness movements—think farm-to-table and clean eating—are now influencing our four-legged companions. Chronic conditions like obesity, diabetes and cancer are on the rise among dogs, with roughly one in four pups expected to develop cancer in their lifetime. Just as Blue Apron transformed home cooking, pet startups are revolutionizing canine nutrition.
Farmers Dog, for example, delivers freshly prepared meals tailored to each dog’s age, breed and weight, and has surpassed $100M in annual revenue. Millennial and Gen Z “pet parents” prioritize organic, minimally processed ingredients, pushing legacy kibble brands to reformulate or lose market share.
Blockquote:

“Kibble is total trash and it is literally making dogs sick.”
— $100M founder on the parallels between human and pet health
The pet health market is projected to exceed $30B by 2027, creating room for innovations in supplements, diagnostics and even “dog longevity” trials with compounds like rapamycin. As the pet population in some urban areas now rivals newborn counts, entrepreneurs who bring human-grade health protocols to pets stand to unlock a vast, underserved market.

Toxin Testing in Our Food Supply

The second trend is full‐spectrum toxin testing paired with consumer transparency. At Kettle and Fire—an e-commerce bone broth brand with a $100M run rate—the team spends nearly half a million dollars annually on testing for glyphosate, heavy metals, phthalates and pesticide residues. That same focus inspired Light Labs, a modern lab-testing startup co-founded by the Kettle and Fire team.
Light Labs offers a dual service: comprehensive lab panels for CPG brands and an embedded QR code on packaging. Scanning that code reveals the product’s most recent toxin screening, turning lab reports into a marketing asset. This push for full disclosure tackles a centuries-old supply chain rooted in opacity. Established labs like Eurofins generate $11B market caps but operate with lengthy turnaround times, PDF dumps and little guidance. Light Labs aims to automate sample intake, streamline results and educate consumers on microplastics, glyphosate and other hidden hazards.
When consumers see real-time toxin data, they switch brands faster. By 2030, expect “toxin scores” on grocery shelves and retailer dashboards that rank products by purity.

The Appeal of Personalized Health Metrics

On-demand biomarker testing is exploding thanks to platforms like Function Health and Superpower. For a flat annual membership—often under $500—members can order over 190 lab markers via telehealth, covering everything from hormone panels and lipid subfractions to heavy metal exposure. Traditional healthcare either won’t order these tests or charges $1–$8K out of pocket. Function Health hit nine-figure revenue within three years of launch by democratizing lab data and removing insurance barriers.
Members track trends in thyroid function, glycemic markers and inflammation, then iterate on diet, supplements and lifestyle. Coaches, AI algorithms and community challenges help users translate raw lab values into actionable next steps. In 2030, verticals like “LDL optimization” coaching or “thyroid health” meal plans will rival personal training and physical therapy as subscription-based wellness services. The era of reactive medicine is giving way to proactive, data-driven self-care.

Embracing Health-Conscious Homes

Home environments are the next frontier in preventive health. Companies such as Lightwork offer comprehensive home assessments to detect air quality issues, volatile organic compounds (VOCs), water contaminants, electromagnetic field exposures and off-gassing materials. A single assessment can reveal mold hotspots, heavy metals in tap water and high EMF zones near smart meters or routers.
Many families don’t suspect their own homes are a source of chronic symptoms like fatigue, headaches or skin irritation. By scanning air and water, testing for mold DNA and mapping EMF fields, these services produce a prioritized “health-at-home” roadmap. Recommendations range from HEPA air purifier installations and reverse-osmosis water filters to low-EMF wiring options and non-toxic paint.
As remote work cements the home office, health-driven renovations are set to surge. By 2030, health-conscious homeowners will routinely budget for “environmental diagnostics” alongside HVAC maintenance and energy audits.

The Skin-Gut Health Connection

Cosmetics meets nutrition in the growing field of gut-inspired skincare. While many anti-aging serums offer only marginal results, research shows that a balanced microbiome supports skin integrity, radiance and barrier function. Biomarkers like biophotonic emission correlate with both gut health and skin luminosity, suggesting a powerful inside-out approach.
Imagine a regimen combining targeted probiotics that feed skin-supporting bacteria with topical peptide formulations—copper GHK, retinoids and methylene blue derivatives—to boost collagen synthesis. A 30- to 60-day protocol that pairs bone broth, fermented foods and a short-term elimination diet with clinically proven serums could outperform conventional creams sold for hundreds of dollars.
Entrepreneurs who integrate personalized microbiome profiling, nutritional guidance and cosmeceutical delivery systems will capture consumers seeking holistic beauty solutions. By 2030, gut-centric skincare may account for a sizable slice of the $200B global cosmetics market.

Addressing Modern Clothing Choices

Wardrobes are under scrutiny as microplastic pollution becomes a human-health and environmental concern. Synthetic fibers like polyester shed thousands of microfibers per wash, contributing to marine plastic loads and potentially entering food chains. Studies link polyester underwear in dogs to a 60–70% decline in sperm count—an analogous risk for humans.
Brands such as Pact and Näd offer certified organic cotton undergarments and apparel designed to minimize fiber shedding. Innovation opportunities include natural fiber blends optimized for moisture-wicking, odor control and durability. Laundry solutions that capture microfibers at source, biodegradable performance fabrics and circular-economy clothing leases will gain traction. As awareness grows, “fiber purity” may become the next organic/clean label, guiding eco-minded shoppers.

Rethinking Vaccines and Health Culture

Vaccination protocols remain a point of debate as chronic disease rates rise. The United States administers one of the most aggressive early-childhood schedules among developed nations, including a hepatitis B shot within minutes of birth. Critics argue that spacing out non-urgent immunizations could lower inflammatory stress and reduce allergy incidence without compromising community immunity.
Some parents advocate for fewer combined shots, extended intervals and emphasis on maternal antibodies. While no credible evidence links vaccines to autism, concerns about immune system overload and adjuvant exposure persist. By 2030, we may see more personalized vaccination schedules—guided by genetic, microbiome and serologic testing—that tailor timing and composition to each child’s risk profile [verify].

The Future of Longevity Services

Longevity is branching into new verticals beyond pharmaceuticals. Dog longevity trials using rapamycin demonstrate feasibility for first-in-family geroprotectors, as canine lifespans mirror environmental and dietary influences in humans. Startups are also offering “longevity as a service”: subscription plans that bundle periodic biomarker labs, telehealth consults, validated peptide protocols and AI-driven lifestyle optimization.
Platforms will integrate genetic risk scores, epigenetic clocks and advanced cardiovascular imaging to generate dynamic longevity scores. Members receive personalized roadmaps for nutrition, exercise, sleep and stress management—refined continuously via cloud-connected wearables and quarterly lab panels. By 2030, longevity memberships could be as ubiquitous as gym or meditation app subscriptions, democratizing access to cutting-edge geroscience research.

Conclusion

Entrepreneurs and investors should watch these eight trends—pet health, toxin transparency, personalized labs, healthy homes, gut-skin synergy, sustainable textiles, vaccine customization and longevity platforms—as they reshape the wellness landscape by 2030. The convergence of data, direct-to-consumer channels and holistic nutrition means new opportunities at every touchpoint.

Bold Takeaway: Invest in transparency and personalization—build products and services that empower consumers with clear data, tailored insights and holistic solutions, and you’ll lead the next wave of health innovation.

What’s the most exciting trend you’d like to see gain traction in the coming decade?