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Wellness trend regimens must match changing needs, schedules

Wellness trend regimens must match changing needs, schedules

Consumers desire better health,

with fewer steps to achieve it

Stephanie Filletti

Health & Beauty Client Manager, Worldpanel Division

Kantar

Stephanie.Filletti@kantar.com

Consumers are taking their health seriously. We see more shoppers than ever adhering to healthy diets, drinking less or no alcohol, and adopting active lifestyles. Awareness of and openness about mental health issues improve, and self-care becomes synonymous with the millennial generation.

This fundamental change of attitude has critically impacted our choice of products, which is especially felt by the personal care industry. We no long seek reactive solutions, rather we demand preventative products that promote enduring health. We want to look and feel healthy from the inside out. Consequently, wellness has been the defining term of the personal care industry.

But what does this term actually mean? Roughly, any product that helps consumers feel and look healthy can fall under this definition, which has enabled a multitude of product categories to jump on the wellness bandwagon claiming their own stake of the booming industry.

Proactive healthcare categories prosper, such as vitamins, sleeping aids, and stress relief products, which promote health from the inside out. While less conventional categories, such as sex and pleasure products and cannabis-infused skincare, have also taken off this year and gained valuable in-store listings.

This pull is now being recognized by mainstream retailers. In the UK, for example, health and beauty retailer Boots, and Sainsbury’s, a supermarket chain, dedicate areas in store specifically to wellness. Additionally, Boots introduced the sexual wellness and pleasure category in 2019, bringing sexual wellness products into the mainstream. Feel Unique, an online health and beauty retailer, also launched into sexual wellness last year.

But all of this comes at a cost to the consumer and provides a tension that brands must look to overcome. We are continually pressurized to cut time and costs in our personal care regimes as our lives become busier and more hectic than ever. We therefore look to drop products from our regimes in order to save this precious time.

Hence, over the past couple of years we have seen the rise of multi-use products such as 5-in-1 moisturizers, shower and shave combined products, and color cosmetics that combine with anti-aging benefits. So what does this mean for the wellness industry? It is not enough for a product to promise to make us feel healthier; it must also fit into our busy schedules and our established regimes. For this reason, brands must think outside the box about how to combine wellness benefits into products that are well established within our regimes already.

Takeaways

  1. Question Begin by asking questions:
  • What does wellness mean to your shoppers?
  • Are they even engaged in the trend?
  • If your shoppers are engaged, how does wellness manifest for your brand?
  • how can your products enhance a shopper’s everyday life?
  • What competitors, beyond the mainstream, will be next to make the move?
  1. Engage Dial up health benefits, this is not just limited to healthcare products, the possibilities are endless!
  2. Connect Partner with retailers to help grow their share of the wellness industry. And when they move, make sure you are present!