Wellness Growth Ventures Newsletter #14
Swimming Upstream: How Tinned Fish Became VC's Latest Catch
Who could have predicted that tinned fish and cottage cheese would become the latest VC darlings? Yet there we were at NOSH Live 2024, alongside Steve Young (Manna Tree) and Wayne Wu (VMG), unpacking why these unexpected trends are capturing investor attention. While the buzz around these categories is undeniable, we made sure to emphasize a crucial point: not all capital is created equal, and institutional funding shouldn’t be the first go-to for every business. The key takeaway? The smartest founders don’t just chase checks; they build sustainable, strong businesses—and that’s where the real value capture happens.
The Great Fertility Shift: How Trump's Executive Order Could Transform America's $8 Billion Fertility Industry
The fertility landscape is on the cusp of a dramatic transformation, sparked by Trump's new executive order on IVF. This policy shift isn't just about expanding access – it's poised to unleash a wave of innovation in an industry already worth billions. Imagine fertility centers where AI algorithms are the new matchmakers, pairing optimal embryos with aspiring parents with unprecedented precision.
For investors tracking the next big wave, the fertility sector is serving up opportunities that are hard to ignore. With millennials postponing parenthood and infertility rates climbing, the market was already simmering. Now, with government backing adding fuel to the fire, we're seeing a convergence of biotech innovation, wellness evolution, and insurance integration that's creating a perfect storm of growth potential.
The bottom line? Reproductive medicine is stepping out of its niche corner and into the spotlight of mainstream healthcare investment. Those who recognize this shift early might find themselves at the forefront of one of healthcare's most compelling growth stories.
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🧘♀️ Gen Z’s Wellness Splurge: Because Meditation > Inflation
I’m often asked whether broader economic trends impact the consumer startup space. The short answer? Absolutely. The longer answer? It’s nuanced—especially in wellness, where demand remains strong despite economic headwinds.
A recent McKinsey report highlights an interesting shift: Gen Z—ages 15 to 28—isn’t just participating in the wellness economy; they’re outspending older generations. And they’re not just focused on reactive care but actively investing in longevity and preventative health. This challenges the notion that wellness is a luxury that shrinks with discretionary spending. Instead, it’s now seen as a necessity, with younger consumers driving a market focused on mental well-being, functional health, and holistic self-care. The real question isn’t whether wellness will keep growing—it’s which brands will earn Gen Z’s trust in a space where they demand both efficacy and ethics.
Stepping out on Rhode🧴?
Gen Z isn’t the only one splurging on wellness—I’m currently in a committed relationship with Dr. Loretta's Barrier Enhancing Milky Essence. Think of it as the Rhode replacement you didn’t know you needed. In fact, my devotion runs so deep that I’ve taken it upon myself to DM the brand, lobbying for a larger size. No sponsorship, no partnership—just an unsolicited plea from a skincare enthusiast in too deep.
Cheers to Gen-Z spending, IVF being affordable, and tinned fish being mainSTREAM (loves a Dad joke).
All the best,
Rachel & WGV Team
