Health Consumer Insights

Trend - Devices that physically assist consumers who are looking to correct their posture have left an opening for corrective devices that are less intrusive in their day-to-day, and instead make users more cognizant of when their posture is lacking and empower them to correct it themselves.

Insight - North America's professional and recreational cultures now often take place in the digital space, and the physical impact this has had on consumers is observable. Everything from consumers' cardiovascular health to posture is being impacted, and they're looking for ways to mitigate some of these inevitable physical consequences. Thus, consumers are on the lookout for simple products and services that empower them to be more cognizant of the negative habits they keep throughout the day.

Trend - Emerging and established brands in the dental hygiene space are offering a more natural twist on traditional toothpaste with ingredients that are plant-based. These products aim to offer a more sustainable alternative to what most consumers are accustomed to in this category.

Insight - Consumers understand that while it's large-scale institutional change that's needed in order to resolve issues concerning climate change, small changes in their own lifestyle can add up and make a difference. Thus, the average consumer who understands climate issues–but doesn't want to take extreme measures to reduce their personal impact–is now looking for incremental changes in habit that can make them feel better about how they consume.

Trend - Smart mirrors that have advanced capabilities are focusing on wellness with the incorporation of health-analyzing or enhancing functions–whether that's for the health of their skin or for their fitness goals.

Insight - As consumers become accustomed to the convenience and ease that connected technologies offer, they're now looking to take it a step further with smart tech that's integrated with their surroundings. Products that are able to seamlessly fit into consumers' lives from both a design and function perspective are particularly appealing to consumers who curate their surroundings to suit both their lifestyle and their aesthetic preferences.

Trend - Tools that employ touch during meditation are increasingly popular as consumers seek out tactile forms of maintaining their concentration and relaxation as they meditate. These tools come in a variety of different formats and include everything from purposeful weighted pressure to pleasing textures.

Insight - For the average North American consumer who has an appreciation for "wellness," meditation is an appreciated but not fully adopted practice. Thus, meditation in its most traditional form can be difficult to achieve for busy consumers, as most are not well-versed enough to practice it regularly. This has prompted the growth of aids that help in the process of achieving and maintaining the focus required in a meditative state–with everything from apps to tactile tools being of assistance.

Trend - Sparkling beverages that are based in prebiotics are on the rise, and offer consumers health benefits that include digestive support and enhanced calcium absorption. These beverages combine function and flavor to offer practical alternatives to the less nutritious options that make up the beverage market.

Insight - Today's modern consumer is well-versed in the products, services and ingredients that work best for them. Thanks to the ease with which they can now research products, a particular focus on ingredients can be observed. Thus, the “alternative” and “artisan” markets have seen growth, as they tend to offer functional, and—in the eyes of the consumer—more trustworthy products that avoid the “fluff” of grand marketing campaigns and branding.

Trend - Wearable and household anti-fatigue items are giving consumers the opportunity to boost their energy levels and physical abilities in a way that makes their day-to-day duties easier to deal with.

Insight - Today's North American consumer is increasingly busy, with work-life balance being a high-priority but difficult to manage. The majority of North American consumers are active on social media, creating pressure to live an enviable life containing elements of both conventional success and personal happiness. Those who are under high amounts of pressure respond well to products that enhance their quality of life in small but impactful ways.

Trend - As realistic alternatives for beef, chicken and pork continue to grow, seafood substitutions in the CPG space are emerging as well. The growth of seafood alternatives in stores rather than foodservice experiences is particularly important to note, as it indicates a lifestyle shift rather than a preference for novelty.

Insight - In consumers' in-person dining experiences, trying new cuisines, dishes and ingredients comes with the territory. When they begin expecting that more experimental cuisines be adopted into the CPG space, a new market can be identified. As consumers continue to test and adapt to various diets, a good indicator of what their emerging preferences are is when they start gravitating toward new experiences that are available to cook at home.

Trend - Brands both within and outside of the alcohol space are debuting premixed and packaged mocktail products. Keeping up with the popularity of premixed alcoholic cocktails and seltzers, this appeals using the convenience and ease of premade drinks that have become so commonplace in the alcohol industry.

Insight - Millennial and Gen Z consumers today are experimenting with reducing their alcohol consumption or eliminating it altogether, largely motivated by a desire to lead a more healthy lifestyle. This same group, however, still enjoys the social aspect of alcohol as well as the taste of many alcoholic drinks, leading to a desire for non-alcoholic products that closely mimic "real" drinks.

Trend - In the "alternative ingredient" market within the food industry, rice-based products are growing in popularity. Used as alternatives for everything from meat to dairy, these products cater to individuals on restricted diets.

Insight - With an abundance of new and trendy "alternative" ingredients in dairy and meat industries, some consumers prefer to turn to more familiar offerings when it comes to their diets. Dietary restrictions for personal or health reasons once came with consumers' being limited in what they could consume, but now the opposite is true. With the many options consumers now have within this space, a segment is turning to familiarity rather than novelty when making purchase decisions.

Trend - Beverages made to mix into alcoholic or virgin cocktails are incorporating cannabis–particularly CBD–into their offerings as consumers look to enhance the benefits of the items they indulge in.

Insight - For health-conscious consumers, indulging in food and beverages that aren't in line with their restricted diets can often require some compromising. The elevation of typically indulgent items with healthy ingredients or enhanced benefits gives consumers peace of mind when they choose to purchase food and beverage items they would typically avoid.