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What’s subsequent in well being traits

Over the previous decade, shopper well being traits have been influenced by developments in science, getting older populations, and rising affluence. These modifications 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 centered consideration on well being and wellbeing has been rising globally,” says Eric Wagatha, Head of Client Life at GfK. “We live longer, so we wish a more healthy, and extra productive life,” he notes. In reality, ​​globally, life expectancy has elevated by greater than 6 years between 2000 and 2019, in keeping with 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 excellent private well being and hygiene. This pattern has sparked an evolution in attitudes from East to West, prompting extra folks to take larger possession of their wellbeing.

However the actual query for manufacturers as they search for alternatives on this area is: which behaviors and attitudes are right here to remain and which of them will wane?

Client 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, data 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 shopper buy choices and shopper well being information, with GfK’s newest Well being, Hygiene and Wellbeing report displaying that within the EU4 nations of Germany, France, Italy, and Spain, 49% of shoppers now actively search options that help a more healthy way of life. That’s risen from 37% in 2015.

GfK Infographic health and well-being trends in Asia vs. Europe

Gross sales of health trackers that monitor well being information, reminiscent of 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 larger 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 shoppers say they depend on each prevention and remedy to keep up well being. That shopper well being pattern is up from 34% in 2013, in keeping 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 high precedence for folks all over the place. From bans on social gatherings to lockdowns and vaccination applications, defending well being by means of virus prevention has been the primary focus globally and this has accelerated a number of new well being traits.

Using 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. Health club closures and limits on outside train have additionally triggered a surge of house train gear and options, reminiscent of digital lessons.

With folks reporting greater stress ranges by means of the pandemic, apps that help psychological well being skilled robust demand. In reality, 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 fascinating new shopper well being traits to emerge because of the pandemic is an elevated give attention to hygiene, notably in Western nations the place primary hygiene is usually taken without any consideration.

Eric explains, “Within the Western world, primary hygiene was not one thing you tended to assume consciously about. However the position of hygiene, pollution and clear water has been an ongoing theme in creating markets reminiscent of China.”

In reality, 51% of Chinese language shoppers are very fascinated by well being and wellbeing, which is 7% greater than the standard international shopper, in keeping with GfK’s China Driving the Way forward for Consumption report.

The COVID-19 pandemic has made hygiene, sanitation, and cleanliness a high precedence for shoppers all over the place, empowering extra folks to take larger private accountability for his or her well being. Now, as many as 48% now say they depend on a mixture of prevention and remedy to keep up their well being, up from 34% in 2013, in keeping with GfK’s Well being, Hygiene and Wellbeing Report April 2021.

Extra shoppers are centered 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 robust development. 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% improve from 2019, in keeping with GfK’s newest Well being, Hygiene, and Wellbeing Report. Beneath-sink filters additionally grew by 8%, and alternative cartridges for varied water filters have been up 20%.

In the course of the preliminary months of the pandemic, we noticed merchandise reminiscent of air remedy methods develop due to the main focus and advertising and marketing on how these merchandise may assist fight viruses within the air and clear the air you breathe. Contemplating COVID-19 was mentioned to be airborne, shoppers have been shopping for quite a lot of these merchandise hoping this is able to maintain some allergens at bay.

Recognizing this pattern, manufacturers responded by updating their messaging and lengthening their product strains. In addition they used secondary information to their benefit. Realizing that extra shoppers have been redecorating their houses, 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 robust development 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 shoppers conscious of how these merchandise could possibly be helpful, appearing as a catalyst to their development. Shoppers have gotten more and more conscious of well being elements and how you can fight them each day utilizing expertise.

Private diagnostic merchandise and wearables additionally noticed robust demand. Within the UK alone, GfK shopper well being information estimates 22% of all shoppers 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 keeping with GfK’s Well being, Hygiene and Wellbeing Report April 2021. These gadgets, which give folks extra management over managing their well being, additionally help docs in making extra correct diagnoses, nearly.

In reality, 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 gear and providers 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 shoppers spent a document 113 million hours utilizing well being and health apps through the week of March 22, 2020.

How can manufacturers reply?

The manufacturers that did properly through the pandemic successfully communicated the precise advantages their merchandise may deliver to shoppers in a pandemic world. Communications have to give attention to use circumstances and information, which aren’t at all times prevalent or seen to the patron.

Wagatha agrees that “it is advisable to have your sensors up and be fast to innovate and quick to market.” And a giant a part of that is analyzing and dissecting totally different shopper teams, recognizing that not everybody had the identical perspective and fears because of the pandemic. For instance, you could possibly separate your shopper base into totally different age teams, analyze their buy habits and use this to tailor your outreach.

And he provides that “manufacturers have to be constantly 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 give attention to well being and hygiene isn’t prone 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 enthusiastic about 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 keeping with GfK’s newest World SDA Developments Report.

Hygiene will probably stay “high of thoughts,” says Wagatha, which implies 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 “needed tipping level” for development in Europe for air remedy methods.

The sector can be seeing loads of innovation, with portability changing into more and more essential, reminiscent of 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 variety of water bottles that function UV mild to purify ingesting water on the go. And Bosch has launched a brand new transportable 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 during which the pandemic has solely accelerated as shopper confidence and belief in expertise has grown. In reality, GfK’s newest Well being, Hygiene and Wellbeing Report discovered that as many as 45% of world shoppers are fascinated by sensible 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 house. Though gross sales of some house train merchandise are already declining, and for ‘fad’ private diagnostics ‘merchandise development will probably sluggish, the trade will proceed to reinvent itself The extra choices, the higher.”

GfK information may also help you propose your subsequent strategic transfer.

Discover what's next in consumer health & hygiene trends



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