Health Consumer Insights

Trend - Brands are expanding the category of functional drinks to include a level of convenience. Beverages that are focused on helping consumers enjoy healthier sleep cycles are being offered in efficient, canned formats. This trend is only accelerated as industry giants are recognizing the interest in functional drinks on-the-go.

Insight - Influenced by the health and wellness movement, contemporary consumers—especially those who live in fast-paced, demanding environments—are looking to optimize their routines. In this space, many are hoping to support their bodies and mental capacities in ways that limit common negative phenomena such as restlessness, anxiety, burnout, and so on. By being proactive in trying to avoid these conditions, consumers are feeling more confident, energized, and productive in their every-day.

Trend - Supplements that are designed for men and women's specific health and hormone-related needs have long been popular, and now these supplements are prioritizing men's gut health with probiotic ingredients.

Insight - When it comes to self-care, whether it's related to food, skincare or supplements, consumers are increasingly prioritizing natural ingredients. The oversaturation of the health and wellness industry has resulted in a refocus on products, ingredients and services that are familiar and therefore more trustworthy to consumers.

Trend - Refillable deodorants are becoming increasingly popular as consumers look for ways to be more environmentally-friendly in their day-to-day habits. These products avoid excess packaging waste and include natural ingredients.

Insight - As consumers continue to become more educated on the negative consequences of climate change, they're looking for both micro and macro ways to change their habits in order to reduce their personal impact on the environment. Some consumers are willing to sacrifice convenience in order to reduce their harm.

Trend - Customized cannabis products are helping people in regions where the plant is legalized to find doses that are ideal for their specific needs. Whether for health purposes, recreational purposes or both--having customized options gives people more control over their experience with cannabis.

Insight - The continued popularity of legal cannabis has resulted in more consumers experimenting with the plant in order to receive its psychoactive or health benefits. The "legitimization" of this space hasn't fully shaken some demographics' uncertainty about it, and so specialized doses and medicinal forms of delivery are able to establish trust with those who are new to the substance.

Trend - Deployed as solutions both for athletes and everyday consumers, companies are developing compact and portable smart devices that can assist individuals in training their breathing to improve lung capacity and enjoy a healthier life.

Insight - The renewed focus on health and wellness during the COVID-19 pandemic has motivated some consumers to look for ways to improve their lifestyle and the overall capacity of their systems. In this space, consumers are looking for solutions that will help them be prepared for the duration of the pandemic, as well as for the next health crisis. This, in turn, allows them to gain peace of mind while feeling more energized as a result of being proactively focused on wellness.

Trend - Designers and brands are working to expedite the COVID-19 vaccination delivery by proposing new formats. Concepts here range from drive-thru convenience to restaurants who are collaborating with health care officials to provide additional space.

Insight - The COVID-19 pandemic has vividly exposed to consumers the shortcomings of healthcare in their region, both in terms of resource availability and service delivery. Aware of the omnipresent importance of this industry, individuals are demanding better preparedness, as well as efficiency and convenience in everyday healthcare. This, in turn, will leave consumers feeling calmer, as well as better supported for the future.

Trend - Aromatic room sprays are being made with fragrances that are purported to offer therapeutic benefits. These sprays promise everything from mood-boosting benefits to the ability to lull users to sleep.

Insight - With the number of products that now fall under self-care and "wellness" that consumers take interest in in order to establish soothing routines, they're often seeking items that offer multiple benefits in one. These products and services allow consumers to streamline their personal care routines, which all too often end up being overwhelming with all the different options and information consumers have.

Trend - In order to encourage consumers to be more mindful of their health or be aware of early symptoms, brands are launching products and services that help with disease detection. Divorced from the seriousness of official medical wear, these options seamlessly blend into the everyday.

Insight - As one gets older, the risk of health problems becomes bigger. Aware of this, contemporary consumers are looking for ways to stay on top of their health and monitor for any early signs of trouble. Since individuals know that it is impossible to stay vigilant at all times, they are looking for products and services that can offer them support and security, allowing them to feel more at ease in their day-to-day.

Trend - Aware that consumers are often stressed for money—and this is especially true during the COVID-19 pandemic which has left many without a job and forced small businesses to permanently close—financial companies are emphasizing the need for wellness and mental health practices in their industry.

Insight - Due to the COVID-19 pandemic and the associated government-imposed health and safety measures, many individuals are experiencing exasperated financial stress. In order to alleviate their anxiety, consumers are looking for advice and tools that will help them in their unique situations. In being more organized, individuals feel better prepared and as a result, gain peace of mind when it comes to surviving the pandemic and beyond.

Trend - Aware that consumers are spending increased amounts of time at home at their desk, brands are emphasizing the availability of fitness and work solutions that will enable individuals to be more active during the day.

Insight - During the COVID-19 pandemic, the number of remote workers has exponentially increased, with many considering this being a permanent thing. Individuals are realizing that they are not getting as much exercise as before due to the absence of their daily commute, gym closers, and an inability to separate work from personal life. As a result, many are looking for ways to seamlessly address this, either through products or enforced daily routines.