Alternative Investment Trends 2024: Which Industries Are Growing In Popularity?

The alternative investment landscape is constantly evolving, with new and emerging opportunities arising all the time. Our latest research analyses UK search data from October 2023 to November 2024, identifying the investment categories with the largest percentage increases in search interest compared to the previous 12 months.

This data reveals shifting priorities and emerging trends in how people are diversifying their portfolios with alternative assets that stray away from ‘traditional’ investments.

To uncover these trends, Whiskey & Wealth Club reviewed monthly search volumes for key terms relating to 20 alternative investment categories, calculating the percentage change year-on-year.

Peer-to-Peer Lending

Leading the way in growth, P2P lending saw a 243% rise in search interest. Platforms in this sector connect lenders and borrowers directly, offering average annual returns of 4-8%. The model appeals to investors seeking accessible and scalable opportunities, particularly in a time of rising demand for decentralised finance.

Music Royalties

Music royalties surged in popularity with a 202% increase in searches. With a 10% ROI on average, this investment provides stable income streams through licensing, streaming, and sales. It’s increasingly accessible through platforms that connect investors with artists and catalogues.

Cryptocurrencies

Despite market volatility, cryptocurrencies remain a favourite, with a 49% rise in search interest. Promising substantial returns (200% ROI), digital assets like Bitcoin and Ethereum continue to lead the market, driven by the growing adoption of blockchain technologies.

Whiskey Cask Investment

Whiskey cask investment recorded a 33% rise in interest, reflecting its growing status as a stable alternative asset. With an average ROI of 12%, whiskey’s value often increases with age and rarity, appealing to those seeking tangible, long-term investments.

Luxury Watches

Luxury watches saw a 14% increase in search interest, maintaining their position as a solid investment. High-end brands like Rolex and Patek Philippe deliver returns ranging from 5-20%, depending on rarity and market trends, making them a reliable store of value.

Farmland

Farmland investments, tied to agriculture and sustainable development, grew by 13%. Offering an average ROI of 5.7%, this asset class appeals to those looking for stable, environmentally focused opportunities.

Coins

Coins, particularly rare and historical ones, saw a 10% rise in search interest. With an 8% ROI, this category offers collectors and investors a chance to own tangible assets that appreciate over time.

Sports Memorabilia

Sports memorabilia grew by 8%, with items like signed jerseys and vintage trading cards delivering an average ROI of 14%. This category combines passion and profit, as well-preserved items often see significant value increases.

Real Estate Crowdfunding

Real estate crowdfunding platforms saw a 7% increase in interest, offering investors returns of 7-12%. These platforms make property investment accessible to smaller investors, diversifying portfolios without the need for outright ownership.

Comics

Comic books saw a modest 4% growth in search interest but remain a favourite among niche investors. With an average ROI of 10%, rare editions and limited releases offer long-term value appreciation.

Precious Metals

Precious metals, including gold and silver, saw a 3% increase in interest. As a traditional store of value, these assets deliver steady returns of 6-7% and remain a go-to option during periods of economic uncertainty.

Forestry and Timberland

Forestry and timberland investments saw a 2% increase in searches. With an average ROI of 7.3%, this asset class attracts investors seeking long-term stability and environmental benefits.

Art and Collectables

Art and collectables saw a 2% rise in search interest. With a 7.5% average ROI, this market is driven by cultural significance and the enduring appeal of fine art, antiques, and unique items.

Private Equity

Private equity experienced a slight decline in search interest (-2%). However, with returns averaging 10-15%, this remains a strong option for those looking to invest in private businesses and startups.

IP Rights

Intellectual property rights saw a 2% drop in interest but continue to offer an average ROI of 5%. This category allows investors to capitalise on patents, trademarks, and other intangible assets.

Luxury Handbags

Searches for terms relating to investing in luxury handbags decreased by 4%, but their average ROI of 10–15% keeps them an attractive choice for collectors and fashion enthusiasts, particularly for rare or vintage designs.

Classic Cars

Classic cars saw a 7% drop in search interest, which could be partly due to the latest figures showing a -17% average ROI. While some high-end models remain valuable, broader market trends have reduced their appeal as a stable investment.

Fine Wine

Fine wine searches declined by 7%, but with a 10% ROI, this remains a popular option for those interested in tangible and culturally significant assets. Demand for vintage and rare bottles continues to drive value.

Stamps

Stamp investments fell by 10% in search interest during 2024. With a modest ROI of 3%, this once-popular category has seen reduced appeal as younger generations gravitate toward digital assets.

Domain Names

Domain name investments saw the steepest decline, with a 16% drop in interest. Offering a 3.7% ROI, this sector has struggled to maintain its relevance amidst increasing competition and evolving online trends.

Methodology

To identify these trends, we analysed global search volume data for 20 alternative investment categories across two 12-month periods: October 2022–November 2023 and October 2023–November 2024. By calculating the percentage change in monthly searches, we ranked each category based on the growth or decline in interest.

We paired this analysis with industry data on average annual returns (ROI) sourced from financial publications, market studies, and industry reports. This dual approach provided a comprehensive view of how interest in alternative investments is shifting and which categories are delivering value for investors.

Sources

• Google Keyword Planner
• Macro Schwartz
• Royalty Exchange
• Visual Capitalist
• Whisky Investments
• SCMP
• Savills
• Money Week
• Ultimate Autographs
• Business Case Studies
• Grand View Research
• Fiscal Data
• Net Zero Investor
• ArtByTboy
• Investor.gov
• Publishing.service.gov
• Dawsons Auctions
• Heritage Car Insurance
• Wine Investment
• Investopedia
• The Website Flip