Traditional drops and chews are elevated with wellness-based ingredients
Trend - Most consumers are accustomed to taking drops or chews for sickness-related ailments, like a sore throat or cough. Now, brands in this space are offering the same products but with enhanced ingredients themed around “wellness,” with benefits like energy-boosts and mood-elevation.
Insight - For today’s consumer, achieving “wellness” isn’t just done through diet and exercise—it’s an ongoing part of their lives that includes everything from how they socialize to their mental health. In the process of wellness, these consumers seek out both large and small ways that they can tweak their routines in order to maintain their mental and physical health. Brands that empower them in this process in a way that’s convenient are a priority for these consumers.
Insight - For today’s consumer, achieving “wellness” isn’t just done through diet and exercise—it’s an ongoing part of their lives that includes everything from how they socialize to their mental health. In the process of wellness, these consumers seek out both large and small ways that they can tweak their routines in order to maintain their mental and physical health. Brands that empower them in this process in a way that’s convenient are a priority for these consumers.
Workshop Question - How is your brand offering “wellness” to its customers?
Trend Themes
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Wellness-based Ingredients — Consumers seek out enhanced drops or chews with ingredients themed around wellness for benefits like mood-elevation making this a priority for consumers.
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Convenient, Portable Supplements — On-the-go supplements, like lozenges, gummies, and drops offer a quick and effective way for consumers to support personal health benefits while being convenient to take without the need for water or a lot of preparation.
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Functional Ingredients — Consumers are looking for products with functional ingredients that aid in their health like adaptogenic ingredients, caffeine, and supportive herbs like raspberry and fennel.
Industry Implications
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Health and Wellness — With consumers focusing more on wellness, health and wellness industry professionals can utilize wellness-based ingredients in their product offerings to meet the growing demands of consumers.
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Supplements — The supplement industry can offer more convenient and easy-to-use options like lozenges, gummies, and drops to attract consumers looking for on-the-go support and functional ingredients.
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Medicine — Companies can partner with medicine manufacturers to develop products like fast-acting drops, lozenges, and sprays that offer effective and fast relief from symptoms of illness.
