Health and well-being: just a passing fad?
No, it is creating blurred lines between most sectors & here to stay. Here are the top 3 reasons why:
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This trend will multiply
This trend is set to multiply. We’re much more pro-active about health these days and we learn from a young age about healthy living. I remember my old school lunch box with a sandwich, diluting orange, a bag of crisps and a bar of chocolate. As a parent today I’d be shocked if our schools allowed this in their healthy eating policy. But perhaps even more importantly, this trend cannot go away because our culture is also reacting to the intense pressure on health systems from preventable illnesses. Our lifestyles are having an impact on our health and wellbeing and in the end our health and wellbeing dictates more and more of our consumer choices.
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Consumers are curating their own health and wellbeing
Today consumers are making calculated choices about what they eat and drink with 59% of Irish people claiming to be health conscious of what they eat and drink[1]. Credit and debit systems abound where consumers eat healthily and exercise on certain days to make up for others. That’s why we see a contrasting trend towards indulgence – if they’re going to make an indulgent choice, consumers want it to be worth it! Irish consumers are also being selective about when they go to the doctor with only 20% saying they would do so for a minor ailment, while others would google their symptoms and self-diagnose (19%) and 25% would go to a pharmacist[2].
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Brands that are ‘fit for purpose’ are winning
We see more and more established brands wondering why they’re losing relevance, why new brands are flourishing. Often these new brands have a wellbeing offering that is tapping into this consumer trend. Of course brands need to keep true to themselves, but if you are starting to see your brand slip away because of this trend, what are you willing to do differently in the future?
How well would your brand stack up to a health & wellness check? Our Spark Flexi-track product uses quantitative and qualitative research methods such as in-depth interviews and surveys. Alternatively, you can call for an informal chat on +44 (0) 113 487 2742 or use our Contact Form to get in touch.
[1] Source: Spark Omnibus May 2017
[2] Source: Spark Omnibus September 2017
