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.
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
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
Conflict: Health as Achievement vs. Wellness Assimilated