20 hours ago | By WGSN Insider
Big data meets consumer insights, Experience WGSN.
Nov 24, 2020
By Nina Giglio
The stress induced by the coronavirus pandemic has impacted people’s mental health. This is an opportunity for brands to support and enhance consumers’ wellbeing
It’s little surprise that health concerns are a critical consumer sentiment at the moment. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), but they are also deeply concerned about their physical wellbeing. Add in concerns for the safety of friends, family and colleagues, and it’s little surprise that wellbeing is top of everyone’s minds.
While wellbeing has been a consumer priority for some time, it’s the intersection of mental and physical wellbeing that is unprecedented. In recent years, we at WGSN have been tracking the rise of self-care (which according to Harvard Business Review is an $11bn industry), the mood market (products and services designed around emotions) and the continued meteoric success of the wellness market.
The next shift will see consumers focused on self-compassion; looking inwards to find solace through healthy coping mechanisms. When we’ve replenished our mental wellbeing, our energy for maintaining our physical wellbeing is more manageable.
In this scenario, brands that support consumers on improving their physical and mental wellbeing will increasingly resonate. Businesses should think about how to cater to health-conscious consumers looking for holistic solutions, addressing diet, beauty, fitness and home hygiene.
For the food and drink market, brands can leverage the growth in consumers seeking support for their immune systems from both supplements and food, delivering immune-enhancing, nourishing everyday foods, such as probiotic-rich yoghurt, the classic vitamin C-packed orange juice and fermented foods like kimchi, amongst others. Brands should reformulate nourishing, familiar foods to deliver immune support, while also tracking regulatory guidelines for on-pack immunity claims.
Mirroring the food and drink industry, beauty is also witnessing a shift towards a focus on immune-enhancing ingredients and adaptogens. People will look to protect themselves against future outbreaks with cleansing products that also nurture our health. The Nue Co’s Vitamin D Spray ‘activates’ immune defences, as does Freya’s Immune System Boost shower gel’s essential oils. This approach is being replicated across hair, make-up and skincare.
The next 18-24 months will prove critical and a renewed outlook on resilience planning will be essential to recession-proof your business.
Our new white paper, The Value Shift, introduces the five key consumer drivers that are forging innovations in product development and service solutions. Aligning with these mindsets will help you prepare for what’s next.
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