Over the previous decade, shopper well being developments have been influenced by developments in science, ageing populations, and rising affluence. These modifications have contributed to an elevated concentrate on private well being throughout the globe, as time-starved professionals search for methods to dwell more healthy, extra balanced, and energetic 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 line with the World Well being Group.
The previous 18 months have solely continued these well being developments, with the pandemic focusing shoppers on the essential significance of excellent private well being and hygiene. This development has sparked an evolution in attitudes from East to West, prompting extra folks to take higher possession of their wellbeing.
However the true 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 developments: 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, info sharing, and elevated prevalence of stress. All of which have inspired shoppers to seek for methods to enhance their well-being.
This elevated concentrate on well being developments is mirrored in shopper buy selections and shopper well being information, with GfK’s newest Well being, Hygiene and Wellbeing report displaying that within the EU4 international locations 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.
Gross sales of health trackers that monitor well being information, similar to train and sleep, have been growing, 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 higher consideration to their well being, they’re more and more taking extra possession of their general wellbeing and focusing extra on prevention than remedy. Now, 48% of shoppers say they depend on each prevention and therapy to keep up well being. That shopper well being development 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 high precedence for folks in every single place. From bans on social gatherings to lockdowns and vaccination applications, defending well being by way of virus prevention has been the primary focus globally and this has accelerated a number of new well being developments.
The usage of 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. Health club closures and limits on outside train have additionally triggered a surge of residence train tools and options, similar to digital lessons.
With folks reporting greater stress ranges by way of the pandemic, apps that help psychological well being skilled sturdy 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 complete downloads for the month.
However one of many attention-grabbing new shopper well being developments to emerge as a result of pandemic is an elevated concentrate on hygiene, notably in Western international locations the place primary hygiene is usually taken with no consideration.
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 similar to China.”
In reality, 51% of Chinese language shoppers are very concerned about well being and wellbeing, which is 7% greater than the standard 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 high precedence for shoppers in every single place, empowering extra folks to take higher private duty for his or her well being. Now, as many as 48% now say they depend on a mix of prevention and therapy to keep up their well being, up from 34% in 2013, in line with GfK’s Well being, Hygiene and Wellbeing Report April 2021.
Extra shoppers are centered on well being and hygiene developments
Within the early days of the pandemic, merchandise that professed to fight airborne pollution like viruses, and those who supported higher hygiene, skilled sturdy 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 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 had been up 20%.
Throughout the preliminary months of the pandemic, we noticed merchandise similar to air therapy methods develop due to the main focus and advertising and marketing 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, shoppers had been shopping for numerous these merchandise hoping this might hold some allergens at bay.
Recognizing this development, manufacturers responded by updating their messaging and increasing their product traces. Additionally they used secondary information to their benefit. Realizing that extra shoppers had been redecorating their houses, they centered the launch of a brand new air air purifier on allergens and formaldehyde – a fuel pollutant usually launched from furnishings or paint.
Different merchandise that skilled sturdy development embrace residence 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 might be helpful, appearing as a catalyst to their development. Shoppers have gotten more and more conscious of well being points and the best way to fight them each day utilizing know-how.
Private diagnostic merchandise and wearables additionally noticed sturdy 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, good private scales are rising by 46%, and good blood stress thermometers, as a lot as 58%, in line with GfK’s Well being, Hygiene and Wellbeing Report April 2021. These units, which give folks extra management over managing their well being, additionally help medical doctors in making extra correct diagnoses, nearly.
In reality, 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.
Residence fitness center tools and providers had 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 in the course of the week of March 22, 2020.
How can manufacturers reply?
The manufacturers that did effectively in the course of the pandemic successfully communicated the particular advantages their merchandise might convey to shoppers in a pandemic world. Communications have to concentrate on use instances and information, which aren’t all the time prevalent or seen to the patron.
Wagatha agrees that “you’ll want 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 on account of the pandemic. For instance, you would 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 should be repeatedly monitoring and understanding how their shopper teams are evolving, rising and even turning 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 developments?
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 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 line with GfK’s newest International SDA Tendencies Report.
Hygiene will doubtless 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 supplied the “essential tipping level” for development in Europe for air therapy methods.
The sector can be seeing loads of innovation, with portability turning into more and more necessary, similar to LG’s PuriCare wearable air air purifier masks. Small air purifiers that look extra like moveable audio system are available. LARQ and LA-vie have a variety of water bottles that function UV gentle to purify consuming water on the go. And Bosch has launched a brand new moveable cloth refresher that removes disagreeable odors with out the necessity for added chemical substances.
Digitization of well being is a development that can even proceed to evolve, Wagatha believes, and one by which the pandemic has solely accelerated as shopper confidence and belief in know-how has grown. In reality, GfK’s newest Well being, Hygiene and Wellbeing Report discovered that as many as 45% of world shoppers are concerned about good 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 residence. Though gross sales of some residence train merchandise are already declining, and for ‘fad’ private diagnostics ‘merchandise development will doubtless gradual, the trade will proceed to reinvent itself The extra choices, the higher.”
GfK information may also help you intend your subsequent strategic transfer.