Health and wellness have become increasingly important topics in today’s society, with a focus on living a healthy lifestyle and making conscious choices for our well-being. While some may view health and wellness as a passing trend, it is actually a continuation of a movement that dates back to the 1920s. According to a recent report from the Kearney Consumer Institute (KCI), 76% of consumers claim to already live a healthy lifestyle, with 89% expressing a desire to be even healthier. This indicates a strong consumer interest in health and wellness, as well as a willingness to make positive changes in their lives.
Interestingly, 85% of consumers believe that they know how to make healthy choices. This suggests that there is a high level of awareness among consumers about what constitutes a healthy lifestyle. However, the report also highlights some common barriers that prevent consumers from prioritizing their health. For example, 36% of consumers feel like they are giving up something when they focus on their health, while 35% cite financial constraints as a reason for neglecting their health.
When it comes to identifying the best ways to be healthy, well over half of consumers point to exercise and sleep as top priorities. However, the report also reveals that these are often the first aspects of health to be neglected when individuals are under stress or facing time constraints. This highlights the importance of finding a balance in our busy lives and making time for self-care, even when it feels challenging.
One of the key implications for brands in the health and wellness space is to avoid overmarketing and over-innovating. Consumers are already inundated with messages about what is considered healthy, and they may be wary of brands that push products or services too aggressively. Instead, brands should focus on understanding the complexities of consumers‘ relationships with health and wellness and meet them where they are in their health journey.
The KCI report suggests that brands should aim to improve access to and choice of healthier products, rather than trying to dictate what is healthy to consumers. By focusing on lifestyle rather than specific products or categories, brands can better align with consumers‘ diverse health aspirations and needs. This consumer-centric approach can help brands build trust and loyalty with their customers, ultimately leading to more sustainable and successful businesses in the health and wellness space.
In conclusion, health and wellness are not just passing fads but enduring movements that reflect consumers‘ desire for a balanced and healthy lifestyle. By understanding the complexities of consumers‘ relationships with health and wellness, brands can better serve their customers and contribute to a culture of well-being and self-care. The key is to listen to consumers, meet them where they are, and offer products and services that empower them to make healthy choices for themselves.
