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10 health & wellness trends—and the brand opportunities created

by | Oct 11, 2017 | Public Relations

Long gone are the days when health was just about medicine, and the doctor always knowing best. Today’s health and wellness landscape cuts a wide swatch across food, fitness, OTC, pharma, and more.

It’s constantly morphing based on a myriad of diverse trends, bringing a future of new hope, health and happiness to many—but at the same time, creating new complexities, confusion and conflicting choices for consumers, reveals new research from brand-building consulting firm Fletcher Knight.

In a two-part analysis, Health & Wellness:  Is Your Brand Thriving Or Just Surviving In This Impossible-To-Ignore Market?, Fletcher Knight examines how enterprising brands can turn the many complexities of the health & wellness market into profitable opportunity.

10 health & wellness trends—and the brand opportunities created

In Part 1: Trending Now, the study explores ten leading health & wellness trends impacting consumers’ lives. Ranging from scientific to sociological, these trends cluster into four theme areas:

  • Health as Self-Identity
  • The New Laws of Nature
  • Managing Mindfully
  • Seamless Living

10 health & wellness trends—and the brand opportunities created

10 health & wellness trends—and the brand opportunities created

10 health & wellness trends—and the brand opportunities created

Part 2:  Opportunity Ahead explores how these trends actually play out in consumers’ day-to-day lives. Frequently, it’s a bumpy road.

The analysis shows that health trends often conflict with one another—or compete with the practicalities of consumers’ everyday lives. As a result, people often don’t act on health trends even if it would be good for them—or even if they sincerely want to.

While these conflicting trends create a tension for consumers, they also create opportunity for brands that successfully address those tensions. The report provides examples of brands in a range of categories—from food to supplements to hospitality—that have responded to consumers’ health & wellness dilemmas with insight and innovation.

Some examples of conflicts from the report include:

Conflict: Health as Achievement vs. Slower and Simpler

10 health & wellness trends—and the brand opportunities created

Conflict: Health as Achievement vs. Wellness Assimilated

10 health & wellness trends—and the brand opportunities created

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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