Posted by Leger ● Aug 30, 2022 9:00:00 AM
There have been some major shifts in our lives since 2019 — not just our-day-to-day routines. So how can brands maintain long-term, valuable customer connections already in place, given the dramatic shifts in your customers’ habits and outlooks? And how can you connect with new audiences?
According to our recent study, How Consumers’ Shifting Attitudes Are Impacting the Role of Brands in 2022, several health and wellness brands should consider a makeover to amplify attention from consumers when it comes to mental health and wellbeing in particular.
However, as consumers evolve, it’s dangerous to assume that a single adaptation in strategy can be a one-size-fits-all fix. Anticipating and responding to these changes in consumer values can help your business stay ahead of the curve.
Here are some actionable insights from our market research study that will help you revamp your health and wellness brand strategy in 2022 and beyond.
1. Uplift Mental Health and Wellbeing
Compared to their beliefs before the COVID pandemic, consumers now place greater importance on mental health and well-being.
Connect with the Growing Consumer Desire for Self-Care
One in five respondents tell us that they like to indulge or treat themselves more often now than prior to the COVID-19 pandemic.
According to the National Institute of Mental Health, “Self-care means taking the time to do things that help you live well and improve both your physical health and mental health. When it comes to your mental health, self-care can help you manage stress, lower your risk of illness, and increase your energy. Even small acts of self-care in your daily life can have a big impact.”
The NIMH lists “trying a relaxing activity” as one of their tips for self-care.
Find Ways to Support Community Wellbeing
In addition to prioritizing their own personal wellbeing, consumers want to create a sustainable and “healthy” local economy.
One health and wellness respondent tells us: “If you buy locally and support local small businesses, it's a good idea; taxes go back to your city and help your community” and “I prefer to support [small businesses] as they had a tough time surviving the economic downturn during COVID.”
Another respondent tells us: “Small businesses are what made the country and it is important to support these businesses, they also sometimes have better products that are more personalized, too.”
In our market research, 21% of respondents say they think it is now more important to shop at small, independent retailers. As a result, strategic messaging around a company’s commitment to a local economy may provide a strong point of connection between the company and its customers.
2. Speak to Healthy Habits
Consumers are also saying that many of the health behaviors they adopted during the pandemic are going to be an important part of their daily routines going forward.
When it comes to food, they’re favoring healthfulness over convenience when deciding what to cook. They want all of their health and wellness brands to use the best “clean” ingredients on the market while providing excellent value for their money. And since food prices continue to soar, “value” may continue to be a central point of your brand moving forward.
According to our research, 27% of shoppers are looking for new and healthier food alternatives, with 16% of shoppers reporting an increase in plant-based food purchases specifically, compared to their pre-pandemic habits. They also say the health behaviors learned during the pandemic will become part of their daily routine, and they’re less likely to favor convenience over health.
The International Food Information Council has also observed this new trend in food shopping, referring to it as “reducetarianisim” — and it’s gaining popularity.
According to the IFIC, around two-thirds of American consumers are regularly eating plant-based meat alternatives. In addition, most of those respondents don’t follow vegetarian diets — they’re attempting to reduce their animal product consumption.
Our study also shows a post-pandemic increase in consumers’ belief that using nutritional supplements will make a positive difference in their health. National Grocers’ Nutrition Education says that “2022 will bring an increasing awareness of healthspan, as well as an increased demand for foundational supplements like a multivitamin, B complex, magnesium, vitamins C, D, and E, lecithin, milk thistle, and lutein.”
3. Provide Excellent Value
Given all the changes that have occurred since the pandemic began, consumers are now more interested in health and wellness products that are an excellent value for the money. Clean ingredients and products that help them be themselves have also gained importance when shopping for health and wellness products.
Brands that use the cleanest and best ingredients appeal more to consumers now than pre-COVID. They are also drawn more to brands that are honest and transparent.
Use the Ingredients Your Consumers Want
Among our respondents, 15% say they are more likely to experiment with flavors and ingredients than they were pre-pandemic.
Likewise, 15% also say that they are more likely to try out new products and even new brands. They’re looking for a product that helps them be true to themselves.
Andrea Greff, industrial design and marketing manager for NFBeautyGroup says, “For skin, we are still seeing a move toward clean and simple ingredients… our Cera Lip Balm, [contains] 1% ceramide and shea butter to protect the lips from environmental factors and dryness. [It has] all vegan ingredients.”
So what does “clean” mean when it comes to ingredients?
The Good Face Project explains that there are only two criteria for identifying a “clean” beauty product: Safe ingredients and transparency on ingredient labels.
Clean beauty, they say, means that a product is safe and non-toxic — with all ingredients clearly available to the purchaser. But just because a product is listed as organic, natural, or “green,” doesn’t mean it’s non-toxic.
What causes this lack of clarity? The FDA doesn’t regulate or define claims that are often used in “greenwashed” products.
Stay Ahead of the Curve With an Improved Health and Wellness Brand Strategy
Are you ready to rekindle that connection with your customers? Our team can deliver critical insights about your target customers that drive your health and wellness brand strategy.
Stay ahead of the curve with insights into how health and wellness consumers have changed — and where their thoughts may be headed. Download your free copy of our whitepaper: How Consumers’ Shifting Attitudes Are Impacting the Role of Brands in 2022 today.