Health Consumer Insights

Trend - The beauty industry's latest darling isn't another miracle cream or serum - it's a high-tech wand that harnesses the power of LED light therapy. These sophisticated devices are transforming bathroom counters into mini med-spas, using specific light wavelengths to boost collagen and calm inflammation.

Insight - Today's beauty enthusiasts aren't just looking for products - they're seeking the confidence of clinical-grade results in their own bathrooms. This shift stems from a growing sophistication among consumers who understand that consistent, science-backed treatments often trump occasional professional visits. The rapid adoption of beauty tech signals a broader cultural shift: consumers are becoming their own aestheticians, armed with tools that blur the line between professional treatment and daily skincare ritual.

Trend - A traditional Japanese superfood is being reimagined as the next frontier in preventative heart care. Nattokinase, an enzyme extracted from fermented soybeans, has captured attention for its unique approach to cardiovascular health. While conventional heart supplements focus on cholesterol management, this emerging category promises more comprehensive benefits - from enhanced blood flow to reduced clotting risk.

Insight - The rise in heart-related health concerns among adults under 40 has created a new demographic of wellness consumers seeking preventative solutions. This shift is driven by increasing awareness of how sedentary lifestyles and dietary choices impact long-term cardiovascular health. Rather than waiting for traditional medical interventions, younger consumers are proactively incorporating supplements into their wellness routines, reflecting a larger cultural movement toward personalized preventative healthcare.

Trend - CPG brands are releasing flavored breakfast bars designed for children. These breakfast bars are made soft and easy-to-chew, while also being rich in nutrients. These are designed to replace occasional breakfasts for children during busy days.

Insight - Parents with busy schedules may not always have time to prepare full balanced breakfasts for their children. However, most parents do not want to give their kids non-nutritious breakfasts, such as fast-food meals or microwave meals, when busy. As a result, these parents seek out solutions that are quick and easy to serve, but do not compromise on health or nutritional value. Brands are responding to these pressures with convenient breakfast bars designed specifically for younger children.

Trend - Food & beverage brands are creating drinks designed to alleviate stress. This is achieved by swapping out stressing ingredients, such as processed sugars and caffeine, with stress-relieving alternatives, such as magnesium and lion's mane, generating healthier energy for consumers.

Insight - It is clear that many adults in the western world live high-stress lives. Between balancing work with personal lives while trying to maintain personal health, time is stretched thin. However, many adults are unaware of how impactful a diet is on both their mental and physical health, with sugars and processed goods raising heartrates and causing increased average stress levels. In order to help regulate the stresses and sleep schedules of these adults, brands are offering de-stressing beverages.

Trend - Brands are reformulating glucosamine—a compound traditionally used for joint health and osteoarthritis symptoms—into chewable gummy formats. These supplements combine therapeutic doses of glucosamine with other joint-supporting ingredients, offering an alternative to traditional pills while maintaining efficacy.

Insight - Modern consumers are increasingly resistant to traditional supplement formats like pills and capsules, leading them to seek out more enjoyable ways to maintain their health routines. This shift reflects a broader consumer desire to eliminate friction from their wellness practices, while still accessing the benefits of supplementation. As health maintenance becomes a daily priority for more demographics, the success of gummy formats indicates that consumers are more likely to maintain supplement routines when the experience is enjoyable rather than purely functional.

Trend - Pet food brands are releasing hydration-focused drinks and meal supplements for dogs and cats. These are electrolyte-rich products that ensure pets are intaking enough fluids throughout the day. These products can be served on their own or as additions to regular meals.

Insight - Many pet owners simply feed their pets a few regular meals per day with provided drinking water and occasional treats, but not as many owners invest in dietary supplements or products purely for nutritional benefits. While some owners do, others take a passive approach, often due to busy lives. In order to ensure pets are ingesting more healthy diets with balanced nutrients, including hydration, brands are releasing convenient products for pet owners that do not intrude on time constraints.

Trend - Brands in the CPG space are turning to chia seeds to create better-for-you alternatives to on-the-go breakfast offerings. Coming in the form of bars, bowls, and snackables, these packaged products offer healthy breakfast options for consumers with busy lives and limited time.

Insight - As individuals age, they typically take on more and more responsibilities ranging from advanced schooling to full-time employment and personal obligations, such as families and friends. This often leads to periods with very limited free time, leading to these consumers turning to time-saving options when possible, preferably without compromising on their lifestyle preferences. In order to appeal to such consumers, CPG brands are creating healthy on-the-go breakfast options with chia proteins.

Trend - Personal care brands are developing products that address the skin's needs in intimate areas with the same care and precision used in traditional skincare. These products, spanning serums to masks, can be used to soothe irritation, reduce hyperpigmentation, or moisturize delicate skin.

Insight - Consumers are becoming more educated about the skin's unique needs in different areas of the body, primarily due to the increase in accessible information about self-care and body positivity. These products address specific concerns unique to intimate areas, providing solutions that weren't widely available in the past. This shift has led consumers to favor brands that provide targeted, practical solutions, enabling them to care for every part of their body confidently and without stigma.

Trend - Breakfast cereals are now formulated with higher protein content to accommodate various lifestyles and diets. This approach provides health-conscious consumers with an easy way to increase their daily protein intake without incorporating additional supplements or products into their routine.

Insight - Health-conscious consumers often seek products that support their diet or help them achieve specific health goals. However, they often struggle to find options that allow them to prioritize the proper nutrients that align with their individual needs and objectives. Boosting the nutritional value of everyday foods helps these individuals meet these goals without significant dietary changes, incentivizing them to choose and stay loyal to brands that align with their wellness priorities.

Trend - Devices are being created to stimulate the vagus nerve—which runs from the brainstem through the neck into the chest and abdomen—either through implantation under the skin or external use. This stimulation helps regulate various bodily functions, including mood, inflammation, and pain perception.

Insight - As chronic and acute pain conditions have become more widely recognized, there is a growing demand for non-pharmaceutical interventions. The creation of different therapies embodies the cultural shift toward holistic and integrative health, with consumers prioritizing natural approaches to pain relief. Businesses that cater to this demand for innovative, non-invasive health solutions can capitalize on the growing consumer preference for technology-driven wellness and pain management strategies.