The well-being economy, a growing trend

María Decurgez, owner of Anhelados Gluten Free , expressed that the demand for products low in or free of sugar, gluten, lactose, and carbohydrates is no longer exclusive to those with a medical condition. "A good portion of our clients come because they develop intolerances or illnesses like diabetes at a very early age," explained the professional with extensive experience in the food industry. The growing awareness that ultra-processed foods are not safe and have different impacts on health and well-being is one of the reasons why these types of businesses are flourishing and tend to grow.

With nuances, the goal is to offer a comprehensive solution for feeling good. Nicolás Suraci, a franchise consultant , highlighted the rise of business models focused on physical, nutritional, and mental well-being . In this context, the food warning label law has been a key factor in changing the way we think about well-being. "By making excess sugar, sodium, or fat visible, we encourage consumers to make more conscious choices," Suraci commented.

They assure that gyms will have to wait until the end of the quarantine to reopen.

Online, Adrián Taboada, a consultant and business administrator , expressed that spaces that focus on quality of life are a growing area. “Yoga centers and spaces for both physical and mental health are proliferating,” he added. From his perspective, these businesses target a younger audience who are increasingly interested in nutrition, personal care, and aesthetics. “It's a trend that has taken hold and will only grow stronger,” Taboada reflected.

Both he and Suraci warned that, in general terms, the growing trend of consumers seeking a healthy lifestyle doesn't mean that almost all businesses have had to review their costs and adjust expenses amid the decline in consumption. The relative price of products with higher nutritional quality tends to be higher for logical reasons. Beyond the ingredients, most are highly artisanal, and that has a higher value.

This way, those who invest in their food know they won't have to pay for it later with prescription drugs. However, the equation isn't simple when salaries aren't enough to make ends meet. This requires, on the one hand, greater efficiency and, on the other, increased creativity, which leads to potential growth in order to increase sales opportunities. Franchises, openings, and outsourcing sales are emerging from these spaces so that existing customers can more easily access these types of products. The possibility of being in a greater number of locations also impacts the logical growth of followers.

This holistic approach responds to an increasingly sophisticated demand from consumers who are not just looking for a place to exercise, but rather a complete experience that allows them to improve their quality of life holistically. Mental health, daily stress, and the need to find balance have become priorities for many, so physical activity is seen as a key vehicle to achieve this. "People use physical activity to clear their minds and improve their mental health," says Suraci, who believes this type of approach is on the rise.

One of the businesses that has grown significantly is gyms, amid a revaluation of strength training rather than just cardio. "They're not traditional gyms, and in general, they offer a value proposition that has evolved," explained Nicolás Suraci. Thus, various franchises have arrived in the province, while distinctly Mendoza brands have expanded. One of them is Nómade, which already has four points of sale and an ambitious expansion plan.

Denis Pillazzari, a physical education teacher and one of the creators of Nómade Club, explained that the brand was born nine years ago with the help of a friend and colleague, offering outdoor classes. Four years later, Nómade opened its first physical space at the Mendoza Tennis Club and—through the pandemic—today they have three more locations: Club Anzorena on the Sixth Street, Gimnasia y Esgrima del Centro, and Tótem Boulevard in San Martín. “Our mission and vision for the project is for people to generate a transformation through holistic understanding,” Pillazzari explained.

Stylish Pills: Healthy Notes

The professional added that his gyms are structured around two key pillars. One is promoting constant movement as the key to change, and the other is about creating a space of belonging. "We seek to generate spaces of real community as a benefit that also creates loyalty," Pillazzari added. For this reason, in addition to the gym's traditional, daily offerings, participation in special events, meetups, and other activities is encouraged.

The rise of gyms as larger spaces dominated by weight training equipment is linked to the trend toward strength training as key to improving physical fitness and overall health. "Traditional fitness has evolved into a more holistic concept," commented the Physical Education teacher. He added that this is a basic idea that involves focusing on the sustainability of activities beyond the purely aesthetic.

"If it's not comprehensive, it won't sustain itself," added Pillazzari, who added that beyond bodywork, a focus on the mind-body relationship is increasingly important. Hence, there is also a growing number of proposals related to yoga, meditation, and other practices that lead to reconnection with oneself and facilitate the response to everyday emergencies. Nómade plans to open in other provinces, but they first want to establish themselves in Mendoza.

To achieve this, the brand places a special focus on management and the training of leaders who can create and manage work teams. Thus, one of the pillars of growth will be the launch of an academy to train gym managers. "We want to provide tools for those who want to enter the wellness industry, but don't come from this discipline," Pillazzari emphasized. This is a way to ensure quality, which, in this case, focuses 100% on the attention and professionalism of the instructors.

The global trend toward food safety has extended to the increasingly popular option of certifying the traceability of food consumed. This issue has led companies to rethink their strategies to display fewer black seals on their labels. This is not just a matter of marketing, but also of consumers becoming more informed and conscious of their purchases. Therefore, more and more products are being promoted without seals, and the decline in alcohol consumption has reached alcohol-free beers and, soon, wine as well.

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However, this isn't enough for many people who—beyond having a condition like celiac disease or diabetes—choose to eat well to feel better and improve their quality of life. In this context, nutrition appears to be the cornerstone of a sort of new wellness economy that extends beyond the gym to the table. Thus, gluten-free foods, keto (higher protein), products without sugar or artificial sweeteners, dairy-free desserts, and low-carb offerings are growing by leaps and bounds.

"These types of establishments and businesses have seen a significant increase in consumption," confirmed Nicolás Suraci. María Dercugez 's reasoning that it's not necessary to have an intolerance to seek out healthy alternatives is one of the reasons why this isn't a passing fad. Healthy eating has become a lifestyle choice and is driving profound changes in the food industry. This is one of the reasons why Marcelo Moreno decided to abandon his vegan ice cream label, since although they are made with natural products, the label could imply a limitation.

El Árbol's ice creams and the wide variety of Anhelados Gluten Free products are positioned in a segment of tasty foods made with natural products, low in sugar, carbohydrates, and more. This form of nutrition helps maintain a healthy body weight, strengthens the immune system, and provides energy. "That's what I call the positive value of nutrition," reflected Dercugez, for whom the niche is growing daily.

The owner of Anhelados explained that there are many establishments with keto or gluten-free products, but that increasingly, all gastronomy will have to shift in that direction and offer products with added value for the body and digestion. "It's not about dieting or restriction, but rather about incorporating foods into your daily diet that add value beyond just a treat," the professional expressed.

Almost a decade ago, Marcelo Moreno Del Árbol began his journey with the innovative idea of ​​offering vegan ice cream in Mendoza's health food stores. His vision, born from a family tradition of ice cream making, led him to explore natural ingredients and perfect his recipes through self-taught practice. Today, his brand not only offers ice cream but also low-carb pastries, nut spreads, and cold desserts that inspire people to cook and be creative at home. "With our pastries, we especially seek to inspire people to share their recipes and create different, healthy things for their daily lives," Moreno emphasized .

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Their factory is located on Videla Correa and Patricias Mendocinas streets in the Fourth Section, where they have a point of sale in addition to the health food stores. The factory offers a wider variety of products than those sold at health food stores, and customers literally travel across the city to purchase their products. For this reason, they have set out to make the brand more accessible through partnerships and the inclusion of new points of sale in addition to health food stores, which cannot always be stocked due to cost or available space issues.

María Dercuguez launched Anhelados Gluten Free eight years ago, and according to her, it was the first gluten-free factory authorized in Mendoza. What began as a specialized business for celiacs has evolved to serve a much broader range of needs. Thus, they have grown not only in terms of product quantity but also in locations and points of sale. " We don't limit ourselves to a single dietary concept; our products adapt to multiple customer needs," the professional emphasized.

For this reason, they offer high-quality sugar-free, keto-friendly, and vegan-friendly pastries, making the brand a benchmark for those suffering from conditions such as autoimmune thyroiditis, diabetes, or gastrointestinal issues. This culinary icon worked in the highest-end restaurants in Europe and Buenos Aires, and upon returning to Mendoza, she dedicated herself to research and development. This is how she launched her own restaurant, as well as for those simply choosing a healthier lifestyle. Their commitment to adding value to their products has led them to plan to open their own stores, a step that reflects the high demand and versatility of their customers.

"Most of our products are made without sugar, so we work with plant fibers and polyols," Dercuguez emphasized, adding that this is the prevailing trend. Low-carb products and the use of starches have led them to expand their average customer base. Thus, not only do people who want to take care of themselves or have some type of intolerance join in, but also, for example, people who have suffered from cancer or those with Autism Spectrum Disorder who choose to change their diet to improve their condition.

"We adapt to today's multiple needs," emphasized Dercuguez. Anhelados is now opening its factory on Manuel García Street in Godoy Cruz to sell directly to the public. They work by order via WhatsApp and delivery. They are also in the process of investing and developing internally to soon open the first of five new locations. "We want to reach different departments with low-cost spaces," explained the restaurant owner, who will also later focus on franchising and distributing to other parts of the country.