Over the previous decade, shopper well being traits have been influenced by developments in science, growing old populations, and rising affluence. These adjustments have contributed to an elevated concentrate on private well being throughout the globe, as time-starved professionals search for methods to reside 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, in line with the World Well being Group.
The previous 18 months have solely continued these well being traits, with the pandemic focusing customers 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 actual 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 customers for a number of years for a myriad of causes, together with enhancements in medication, heightened consciousness, data sharing, and elevated prevalence of stress. All of which have inspired customers to seek for methods to enhance their well-being.
This elevated concentrate on well being traits is mirrored in shopper buy choices and shopper well being knowledge, 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 customers now actively search options that assist a more healthy life-style. That’s risen from 37% in 2015.
Gross sales of health trackers that monitor well being knowledge, comparable to train and sleep, have been growing, and, in 2019, worldwide shipments jumped 32% to about 68.2 million. Alongside this, apps that assist bodily and psychological well being have been rising. For instance, the highest mindfulness and meditation apps drew $195 million in income in 2019.
As customers pay better consideration to their well being, they’re more and more taking extra possession of their general wellbeing and focusing extra on prevention than treatment. Now, 48% of customers say they depend on each prevention and therapy to take care of well being. That shopper well being pattern is up from 34% in 2013, in line with 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 in every single place. From bans on social gatherings to lockdowns and vaccination packages, 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.
Using digital medical doctors’ appointments or telehealth has elevated as a lot as 38x from pre-pandemic ranges, with medical doctors and sufferers having fun with comfort and effectivity. Fitness center closures and limits on outside train have additionally triggered a surge of house train tools and options, comparable to digital lessons.
With individuals reporting greater stress ranges by way of the pandemic, apps that assist 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 yr, reaching near 10 million whole downloads for the month.
However one of many attention-grabbing new shopper well being traits to emerge as a result of pandemic is an elevated concentrate on hygiene, notably in Western international locations the place primary hygiene is commonly taken as a right.
Eric explains, “Within the Western world, primary 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 comparable to China.”
The truth is, 51% of Chinese language customers are very all in favour of well being and wellbeing, which is 7% greater than the everyday world shopper, in line with GfK’s China Driving the Way forward for Consumption report.
The COVID-19 pandemic has made hygiene, sanitation, and cleanliness a prime precedence for customers in every single place, empowering extra individuals to take better private accountability for his or her well being. Now, as many as 48% now say they depend on a mixture of prevention and therapy to take care of their well being, up from 34% in 2013, in line with GfK’s Well being, Hygiene and Wellbeing Report April 2021.
Extra customers 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 people who supported higher hygiene, skilled sturdy progress. Air cleansing merchandise grew 34% final yr, humidifiers grew 13%, and dehumidifiers are up 25%. Water filters now have a 62% on-line share, marking a ten% enhance from 2019, in line with GfK’s newest Well being, Hygiene, and Wellbeing Report. Beneath-sink filters additionally grew by 8%, and alternative cartridges for numerous water filters have been up 20%.
In the course of the preliminary months of the pandemic, we noticed merchandise comparable to air therapy techniques develop due to the main focus and advertising 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, customers have been shopping for a whole lot of these merchandise hoping this may hold some allergens at bay.
Recognizing this pattern, manufacturers responded by updating their messaging and lengthening their product strains. Additionally they used secondary knowledge to their benefit. Realizing that extra customers have been redecorating their properties, they centered the launch of a brand new air air purifier on allergens and formaldehyde – a gasoline pollutant usually launched from furnishings or paint.
Different merchandise that skilled sturdy progress embrace house 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 customers conscious of how these merchandise could possibly be helpful, appearing as a catalyst to their progress. Customers have gotten more and more conscious of well being points and methods to fight them each day utilizing expertise.
Private diagnostic merchandise and wearables additionally noticed sturdy demand. Within the UK alone, GfK shopper well being knowledge estimates 22% of all customers now personal an exercise tracker. Digital thermometers grew 400% in April 2020, sensible private scales are rising by 46%, and sensible blood strain thermometers, as a lot as 58%, in line with GfK’s Well being, Hygiene and Wellbeing Report April 2021. These gadgets, which give individuals extra management over managing their well being, additionally assist medical doctors in making extra correct diagnoses, nearly.
The truth is, the speedy 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.
Dwelling health club tools and companies have been additionally in excessive demand. Peloton, the bike firm, greater than doubled gross sales to $4bn within the yr to 30 June 2021. And customers spent a document 113 million hours utilizing well being and health apps throughout the week of March 22, 2020.
How can manufacturers reply?
The manufacturers that did properly throughout the pandemic successfully communicated the particular advantages their merchandise might carry to customers in a pandemic world. Communications have to concentrate on use circumstances 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 completely different shopper teams, recognizing that not everybody had the identical angle and fears on account of the pandemic. For instance, you may separate your shopper base into completely different age teams, analyze their buy habits and use this to tailor your outreach.
And he provides that “manufacturers have to be repeatedly monitoring and understanding how their shopper 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 concentrate on 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 customers 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, in line with GfK’s newest World SDA Tendencies Report.
Hygiene will possible stay “prime of thoughts,” says Wagatha, which suggests merchandise that assist cleanliness ought to proceed to see progress. Steam washing machines, for instance, are predicted to proceed to develop and COVID-19 offered the “needed tipping level” for progress in Europe for air therapy techniques.
The sector can also be seeing loads of innovation, with portability changing into more and more necessary, comparable to LG’s PuriCare wearable air air purifier masks. Small air purifiers that look extra like transportable audio system are available. LARQ and LA-vie have a spread of water bottles that function UV mild to purify consuming water on the go. And Bosch has launched a brand new transportable material refresher that removes disagreeable odors with out the necessity for added chemical compounds.
Digitization of well being is a pattern that can even proceed to evolve, Wagatha believes, and one wherein the pandemic has solely accelerated as shopper 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 customers are all in favour of sensible merchandise that seize and switch their well being knowledge to healthcare suppliers.
The larger query mark looms over private health and whether or not customers will return to the actions they loved earlier than the pandemic or will proceed to train at house. Though gross sales of some house train merchandise are already declining, and for ‘fad’ private diagnostics ‘merchandise progress will possible gradual, the business will proceed to reinvent itself The extra choices, the higher.”
GfK knowledge will help you propose your subsequent strategic transfer.