Over the previous decade, client well being traits have been influenced by developments in science, ageing populations, and rising affluence. These adjustments have contributed to an elevated give attention to private well being throughout the globe, as time-starved professionals search for methods to stay more healthy, extra balanced, and lively lives.
“Consciousness and targeted consideration on well being and wellbeing has been rising globally,” says Eric Wagatha, Head of Shopper Life at GfK. “We live longer, so we would like a more healthy, and extra productive life,” he notes. The truth is, globally, life expectancy has elevated by greater than 6 years between 2000 and 2019, based on the World Well being Group.
The previous 18 months have solely continued these well being traits, with the pandemic focusing shoppers on the essential significance of fine private well being and hygiene. This pattern has sparked an evolution in attitudes from East to West, prompting extra individuals to take better possession of their wellbeing.
However the true query for manufacturers as they search for alternatives on this house is: which behaviors and attitudes are right here to remain and which of them will wane?
Shopper well being traits: A glance again
Well being and health have been a spotlight for shoppers for a number of years for a myriad of causes, together with enhancements in drugs, heightened consciousness, info sharing, and elevated prevalence of stress. All of which have inspired shoppers to seek for methods to enhance their well-being.
This elevated give attention to well being traits is mirrored in client buy selections and client well being information, with GfK’s newest Well being, Hygiene and Wellbeing report exhibiting that within the EU4 international locations of Germany, France, Italy, and Spain, 49% of shoppers now actively search options that help a more healthy life-style. That’s risen from 37% in 2015.
Gross sales of health trackers that monitor well being information, similar to train and sleep, have been rising, and, in 2019, worldwide shipments jumped 32% to about 68.2 million. Alongside this, apps that help bodily and psychological well being have been rising. For instance, the highest mindfulness and meditation apps drew $195 million in income in 2019.
As shoppers pay better consideration to their well being, they’re more and more taking extra possession of their total wellbeing and focusing extra on prevention than remedy. Now, 48% of shoppers say they depend on each prevention and remedy to keep up well being. That client well being pattern is up from 34% in 2013, based on GfK’s Well being, Hygiene and Wellbeing report from April 2021.
COVID-19 shines a light-weight on well being as a precedence
The emergence of COVID-19 has shone a highlight on well being as a prime precedence for individuals all over the place. From bans on social gatherings to lockdowns and vaccination applications, defending well being by way of virus prevention has been the primary focus globally and this has accelerated a number of new well being traits.
The usage of digital docs’ appointments or telehealth has elevated as a lot as 38x from pre-pandemic ranges, with docs and sufferers having fun with comfort and effectivity. Gymnasium closures and limits on outside train have additionally triggered a surge of dwelling train tools and options, similar to digital courses.
With individuals reporting larger stress ranges by way of the pandemic, apps that help psychological well being skilled sturdy demand. The truth is, the world’s 10 largest English-language psychological wellness apps noticed a mixed 2 million extra downloads in April 2020 in comparison with January of the identical 12 months, reaching near 10 million complete downloads for the month.
However one of many attention-grabbing new client well being traits to emerge as a result of pandemic is an elevated give attention to hygiene, significantly in Western international locations the place fundamental hygiene is usually taken as a right.
Eric explains, “Within the Western world, fundamental hygiene was not one thing you tended to assume consciously about. However the function of hygiene, pollution and clear water has been an ongoing theme in creating markets similar to China.”
The truth is, 51% of Chinese language shoppers are very concerned about well being and wellbeing, which is 7% larger than the standard international client, based on GfK’s China Driving the Way forward for Consumption report.
The COVID-19 pandemic has made hygiene, sanitation, and cleanliness a prime precedence for shoppers all over the place, empowering extra individuals to take better private duty for his or her well being. Now, as many as 48% now say they depend on a mix of prevention and remedy to keep up their well being, up from 34% in 2013, based on GfK’s Well being, Hygiene and Wellbeing Report April 2021.
Extra shoppers are targeted on well being and hygiene traits
Within the early days of the pandemic, merchandise that professed to fight airborne pollution like viruses, and those who supported higher hygiene, skilled sturdy development. Air cleansing merchandise grew 34% final 12 months, humidifiers grew 13%, and dehumidifiers are up 25%. Water filters now have a 62% on-line share, marking a ten% improve from 2019, based on GfK’s newest Well being, Hygiene, and Wellbeing Report. Beneath-sink filters additionally grew by 8%, and substitute cartridges for varied water filters have been up 20%.
Throughout the preliminary months of the pandemic, we noticed merchandise similar to air remedy programs develop due to the main focus and advertising and marketing on how these merchandise might assist fight viruses within the air and clear the air you breathe. Contemplating COVID-19 was stated to be airborne, shoppers have been shopping for loads of these merchandise hoping this could hold some allergens at bay.
Recognizing this pattern, manufacturers responded by updating their messaging and increasing their product strains. Additionally they used secondary information to their benefit. Realizing that extra shoppers have been redecorating their properties, they centered the launch of a brand new air air purifier on allergens and formaldehyde – a gasoline pollutant typically launched from furnishings or paint.
Different merchandise that skilled sturdy development embrace dwelling home equipment with steam performance to kill micro organism. GfK’s Well being, Hygiene and Wellbeing Report April 2021 discovered that steam ovens grew 17% and washing machines with steam options as a lot as 40%.
The pandemic made shoppers conscious of how these merchandise might be useful, performing as a catalyst to their development. Shoppers have gotten more and more conscious of well being elements and learn how to fight them every day utilizing expertise.
Private diagnostic merchandise and wearables additionally noticed sturdy demand. Within the UK alone, GfK client well being information estimates 22% of all shoppers now personal an exercise tracker. Digital thermometers grew 400% in April 2020, good private scales are rising by 46%, and good blood stress thermometers, as a lot as 58%, based on GfK’s Well being, Hygiene and Wellbeing Report April 2021. These units, which give individuals extra management over managing their well being, additionally help docs in making extra correct diagnoses, just about.
The truth is, the fast roll-out of telehealth, plus an more and more favorable affected person notion, has fuelled an enormous funding spree within the sector, which obtained 3x the extent of enterprise capitalist funding in 2020 than it had in 2017.
House gymnasium tools and providers have been additionally in excessive demand. Peloton, the bike firm, greater than doubled gross sales to $4bn within the 12 months to 30 June 2021. And shoppers spent a file 113 million hours utilizing well being and health apps throughout the week of March 22, 2020.
How can manufacturers reply?
The manufacturers that did effectively throughout the pandemic successfully communicated the precise advantages their merchandise might carry to shoppers in a pandemic world. Communications must give attention to use instances and info, which aren’t all the time prevalent or seen to the buyer.
Wagatha agrees that “you should have your sensors up and be fast to innovate and quick to market.” And an enormous a part of that is analyzing and dissecting totally different client teams, recognizing that not everybody had the identical perspective and fears on account of the pandemic. For instance, you could possibly separate your client base into totally different age teams, analyze their buy conduct and use this to tailor your outreach.
And he provides that “manufacturers have to be constantly monitoring and understanding how their client teams are evolving, rising and even changing into more and more distinct from one another. In doing so, it is possible for you to to tailor your product, your communication and even discover new areas of alternative.”
What’s subsequent in well being traits?
The give attention to well being and hygiene isn’t more likely to wane anytime quickly, with GfK’s newest Well being, Hygiene, and Wellbeing Report discovering that as many as 38% of shoppers say they’re obsessed with their well being and wellness. This preoccupation is being mirrored of their spending, with well being and wellbeing one of many fastest-growing small home equipment sectors in 2020, based on GfK’s newest International SDA Developments Report.
Hygiene will seemingly stay “prime of thoughts,” says Wagatha, which suggests merchandise that help cleanliness ought to proceed to see development. Steam washing machines, for instance, are predicted to proceed to develop and COVID-19 offered the “essential tipping level” for development in Europe for air remedy programs.
The sector can also be seeing loads of innovation, with portability changing into more and more essential, similar to LG’s PuriCare wearable air air purifier masks. Small air purifiers that look extra like moveable audio system are available. LARQ and LA-vie have a variety of water bottles that function UV gentle to purify ingesting water on the go. And Bosch has launched a brand new moveable cloth refresher that removes disagreeable odors with out the necessity for added chemical compounds.
Digitization of well being is a pattern that will even proceed to evolve, Wagatha believes, and one through which the pandemic has solely accelerated as client confidence and belief in expertise has grown. The truth is, GfK’s newest Well being, Hygiene and Wellbeing Report discovered that as many as 45% of world shoppers are concerned about good merchandise that seize and switch their well being information to healthcare suppliers.
The larger query mark looms over private health and whether or not shoppers will return to the actions they loved earlier than the pandemic or will proceed to train at dwelling. Though gross sales of some dwelling train merchandise are already declining, and for ‘fad’ private diagnostics ‘merchandise development will seemingly sluggish, the trade will proceed to reinvent itself The extra choices, the higher.”