Health and wellness have become increasingly important topics in today’s society, with more and more consumers prioritizing their well-being. However, this focus on health is not a new phenomenon but rather a continuation of a movement that dates back to the 1920s. According to a recent report from the Kearney Consumer Institute (KCI), 76% of consumers say they live a healthy lifestyle, while 89% express a desire to be even healthier. This demonstrates a strong commitment to health among the majority of individuals.
Despite the high percentage of consumers who claim to live a healthy lifestyle, there are still barriers that prevent some from fully embracing health and wellness. The report found that 36% of consumers forgo health because they feel like they are “giving up” something, while 35% cite affordability as a hindrance. This highlights the need for accessible and affordable health options for all individuals, regardless of their financial situation.
When it comes to making healthy choices, 85% of consumers believe they know how to do so. However, the report also reveals that for many individuals, exercise and sleep are the first aspects of health to be neglected under stress. This underscores the importance of finding balance and prioritizing self-care even during challenging times.
One interesting finding from the report is that mental and physical health can sometimes be at odds for consumers. While 62% and 55% of individuals identify exercise and sleep as the top factors in their health, these are often the first things to be sacrificed when life gets busy. This highlights the need for a holistic approach to health that considers both physical and mental well-being.
In terms of implications for brands, the report advises against overmarketing and over-innovating in the health and wellness space. Instead, brands should focus on understanding consumers’ individual health needs and preferences. It is important for brands to meet consumers where they are and provide access to a variety of healthy products and choices.
Overall, the report emphasizes the complexity of consumers’ relationship with health and wellness. Health is a deeply personal and emotional motivator for many individuals, and brands must strive to understand and cater to these unique needs. By taking a consumer-first approach and focusing on lifestyle rather than product-level choices, brands can better support consumers on their health and wellness journey.
