Over the previous decade, shopper well being developments have been influenced by developments in science, getting old populations, and rising affluence. These adjustments have contributed to an elevated deal with 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 Shopper Life at GfK. “We live longer, so we wish a more healthy, and extra productive life,” he notes. The truth is, globally, life expectancy has elevated by greater than 6 years between 2000 and 2019, based on the World Well being Group.
The previous 18 months have solely continued these well being developments, with the pandemic focusing customers on the essential significance of fine private well being and hygiene. This development has sparked an evolution in attitudes from East to West, prompting extra individuals to take better 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?
Shopper well being developments: A glance again
Well being and health have been a spotlight for customers 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 customers to seek for methods to enhance their well-being.
This elevated deal with well being developments is mirrored in shopper buy choices and shopper well being knowledge, with GfK’s newest Well being, Hygiene and Wellbeing report exhibiting that within the EU4 international locations of Germany, France, Italy, and Spain, 49% of customers now actively search options that help a more healthy life-style. That’s risen from 37% in 2015.
Gross sales of health trackers that monitor well being knowledge, 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 customers pay better consideration to their well being, they’re more and more taking extra possession of their total wellbeing and focusing extra on prevention than remedy. Now, 48% of customers say they depend on each prevention and remedy to take care of well being. That shopper well being development is up from 34% in 2013, based on 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 individuals in every single place. From bans on social gatherings to lockdowns and vaccination applications, defending well being via virus prevention has been the primary focus globally and this has accelerated a number of new well being developments.
Using 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. Fitness center closures and limits on out of doors train have additionally triggered a surge of residence train tools and options, similar to digital courses.
With individuals reporting increased stress ranges via the pandemic, apps that help psychological well being skilled robust demand. The truth is, 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 12 months, 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 deal with hygiene, significantly in Western international locations the place primary hygiene is commonly taken as a right.
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 growing markets similar to China.”
The truth is, 51% of Chinese language customers are very all for well being and wellbeing, which is 7% increased than the everyday world shopper, based on GfK’s China Driving the Way forward for Consumption report.
The COVID-19 pandemic has made hygiene, sanitation, and cleanliness a high precedence for customers in every single place, empowering extra individuals to take better private duty for his or her well being. Now, as many as 48% now say they depend on a mixture of prevention and remedy to take care of their well being, up from 34% in 2013, based on GfK’s Well being, Hygiene and Wellbeing Report April 2021.
Extra customers 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 robust development. Air cleansing merchandise grew 34% final 12 months, humidifiers grew 13%, and dehumidifiers are up 25%. Water filters now have a 62% on-line share, marking a ten% enhance from 2019, based on GfK’s newest Well being, Hygiene, and Wellbeing Report. Below-sink filters additionally grew by 8%, and alternative cartridges for varied water filters had been up 20%.
Throughout the preliminary months of the pandemic, we noticed merchandise similar to air remedy programs develop due to the main focus and advertising on how these merchandise may assist fight viruses within the air and clear the air you breathe. Contemplating COVID-19 was stated to be airborne, customers had been shopping for a variety of these merchandise hoping this may preserve some allergens at bay.
Recognizing this development, manufacturers responded by updating their messaging and lengthening their product strains. In addition they used secondary knowledge to their benefit. Realizing that extra customers 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 robust 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 customers conscious of how these merchandise might be helpful, appearing as a catalyst to their development. Customers have gotten more and more conscious of well being features and how one can fight them every day utilizing know-how.
Private diagnostic merchandise and wearables additionally noticed robust demand. Within the UK alone, GfK shopper well being knowledge estimates 22% of all customers now personal an exercise tracker. Digital thermometers grew 400% in April 2020, good private scales are rising by 46%, and good blood strain thermometers, as a lot as 58%, based on GfK’s Well being, Hygiene and Wellbeing Report April 2021. These units, which give individuals extra management over managing their well being, additionally help medical doctors in making extra correct diagnoses, nearly.
The truth is, 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 acquired 3x the extent of enterprise capitalist funding in 2020 than it had in 2017.
Residence health club tools and companies had been additionally in excessive demand. Peloton, the bike firm, greater than doubled gross sales to $4bn within the 12 months to 30 June 2021. And customers spent a document 113 million hours utilizing well being and health apps throughout the week of March 22, 2020.
How can manufacturers reply?
The manufacturers that did nicely throughout the pandemic successfully communicated the precise advantages their merchandise may convey to customers in a pandemic world. Communications must deal with use instances and information, which aren’t at all times prevalent or seen to the buyer.
Wagatha agrees that “it’s worthwhile to have your sensors up and be fast to innovate and quick to market.” And an enormous a part of that is analyzing and dissecting completely different shopper teams, recognizing that not everybody had the identical perspective and fears on account of the pandemic. For instance, you may separate your shopper base into completely different age teams, analyze their buy conduct and use this to tailor your outreach.
And he provides that “manufacturers must 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 developments?
The deal with 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 customers 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, based on GfK’s newest World SDA Developments Report.
Hygiene will doubtless stay “high of thoughts,” says Wagatha, which suggests 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 programs.
The sector can be seeing loads of innovation, with portability changing into more and more necessary, similar to 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 spread of water bottles that function UV mild to purify consuming water on the go. And Bosch has launched a brand new transportable material refresher that removes disagreeable odors with out the necessity for added chemical substances.
Digitization of well being is a development that may even proceed to evolve, Wagatha believes, and one during which the pandemic has solely accelerated as shopper confidence and belief in know-how has grown. The truth is, GfK’s newest Well being, Hygiene and Wellbeing Report discovered that as many as 45% of world customers are all for good merchandise that seize and switch their well being knowledge to healthcare suppliers.
The larger query mark looms over private health and whether or not customers 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 business will proceed to reinvent itself The extra choices, the higher.”