Health Consumer Insights

Trend - Pumpkin seed protein is emerging as a standout in the plant-based protein market, particularly among legume-based options. Known for containing all nine essential amino acids, it mirrors the nutritional profile of hemp protein, making it highly valued in vegan and vegetarian diets.

Insight - The rising popularity of plant-based proteins reflects a broader dietary shift towards sustainable and allergen-free nutrition. Consumers increasingly seek diverse protein sources that align with their health and environmental values. Plant-based proteins, like those derived from legumes, not only offer a rich profile of amino acids but also bring additional health benefits such as fiber, vitamins, and minerals. This shift presents a significant opportunity for nutrition brands to innovate with new plant-based offerings, appealing to a market driven by both health considerations and ethical consumerism.

Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.

Trend - Post-workout footwear is transitioning from niche to mainstream within the athletic and wellness spaces. This signifies a growing consumer focus on recovery, with footwear designed to promote comfort, circulation, and potentially even joint health after exercise.

Insight - There is a growign shift towards holistic health practices, where recovery is seen as essential as the workout itself. This trend is driven by a deeper consumer understanding of the biomechanics of recovery and its impact on overall performance and long-term health. As people become more attuned to their bodies' needs, there is increasing demand for products that support optimal recovery.

Trend - Birch juice, a traditional Northern European health tonic, is carving out a niche in the modern wellness and skincare market, particularly within the specialty sunscreen sector. This natural, mildly sweet liquid, celebrated for its hydration and nutrient-rich profile, is now being recognized for its UV protection properties.

Insight - Consumers are prioritizing specialized, natural skincare products. This shift is largely fueled by an increasing awareness of the potential adverse effects associated with synthetic ingredients found in traditional skincare formulations. As people become more educated about the ingredients in their skincare products, there's a growing preference for products that utilize natural substances. These natural ingredients are celebrated not only for their protective qualities, such as shielding the skin from harmful environmental aggressors,

Trend - Perimenopause supplements, rich in vitamins and minerals like magnesium, vitamin B, and calcium, are gaining traction as essential tools for managing the symptoms associated with perimenopause. Social media platforms are driving a heightened interest in supplements designed to support hormonal balance and alleviate symptoms during this transitional period.

Insight - The rising awareness and conversation around perimenopause highlight a significant shift in how women's health issues are perceived and discussed in society. As the dialogue opens up, there's an evident increase in demand for products that cater specifically to the needs of women navigating perimenopause. This movement towards more targeted health solutions reflects a broader trend of personalized wellness, where consumers are looking for products that address their specific health concerns with tailored, evidence-based solutions.

Trend - Healthtech brands are creating specialized eyewear with built-in hearing aids. Utilizing technologies like bone conduction, transcription, or audio amplification, these glasses aim to provide a non-intrusive solution to hearing impairment—meaning they can be worn daily with minimal discomfort.

Insight - As individuals age, many develop issues related to sight or hearing impairments. These consumers turn to wearable solutions, such as corrective lenses or in-ear hearing aids, to improve their quality of life. However, of these consumers acknowledge that these solutions are uncomfortable, and are just worn as necessities. Brands are now looking to use modern technologies, such as artificial intelligence, to improve the quality of these solutions, both in terms of comfort and assistive ability.

Trend - The matcha beverage landscape is evolving, enriched by the introduction of colorful variants such as pink, red, blue, and orange matchas. In a time when both the aesthetic appeal and nutritional benefits of food and drinks are highly valued, there's a notable trend towards inventive, Instagram-worthy choices that offer more than mere flavor.

Insight - The rise of mocktails and "sleepy girl cocktails" is reshaping at-home drinking culture, focusing on mindful, non-alcoholic options. This trend towards health-conscious, innovative beverages caters to a desire for unique, relaxing drinking experiences. As consumers prioritize wellness and novelty, there's a market opportunity for brands to offer drinks that combine taste, health benefits, and visual appeal, highlighting a shift towards beverages that support a lifestyle of mindful indulgence and self-care.

Trend - Magnesium, an essential mineral celebrated for its potent sleep-enhancing benefits, is experiencing a surge in popularity, especially as a prime ingredient in health supplements like gummies. With growing awareness of how magnesium contributes to better sleep quality, longer sleep duration, and the regulation of sleep-wake cycles, consumers are increasingly seeking out magnesium-infused gummies and supplements.

Insight - Popularity of natural sleep aids and supplements reflects a growing consumer preference for holistic and drug-free ways to improve health, especially sleep. As the importance of sleep is better understood, people are more interested in natural methods to get a good night's rest. Trusted health figures like podcast hosts and fitness influencers play a role in this trend. Their science-backed and personal endorsements give consumers confidence in natural solutions for better sleep.

Trend - Cannabis is increasingly being used to enhance intimacy and sexual experiences. Often consumed orally, the substance is embraced due to claims that it potentially affects arousal, relaxation, and sensation during intimate moments, offering users a new way to explore and connect with their partners.

Insight - Consumers looking to address intimacy-related issues often desire products that allow them to have a more pleasurable and enjoyable experience. In response, brands are developing cannabis products that emphasize aphrodisiac-like properties, aiming to help consumers relax their bodies and heighten sensations during intimate moments. Brands meeting the demand for cannabis-based lifestyle products can attract consumers valuing brands attuned to their evolving needs and preferences.

Trend - Psilocybin gummies are emerging as a popular option thanks to a changing legal landscape and increased consumer interest in exploring psychoactive substances for wellness. These gummies offer a discreet, convenient, and controlled way to consume precise doses of psilocybin.

Insight - The decriminalization of psilocybin has gained traction in several US states, signaling a broader cultural shift towards the acceptance of psychoactive substances for recreational and wellness purposes. These consumers who are seeking wellness alternatives and novel experiences are embracing the potential of regulated psychoactive substances. As psilocybin becomes more legally accessible, demand rises for products that offer a safe, measured, and socially acceptable way to explore its effects. Brands catering to this emerging recreational market will win by prioritizing convenience and socially acceptable formats, like gummies.