Key takeaways

Achieving balance is increasingly top of consumers’ agendas; boundaries between emotional and physical wellbeing blur as people aspire to a holistic ideal of healthy mind and body. Key notions to takeaway from our look at the Health & Wellbeing trend – with an added edge in 2017:

Pure and natural products are still the order of the day. Stripping away the artificial and unnecessary is as important as adding more ‘good stuff’. Consumers are going back to the drawing board and do not take existing processes or received wisdom about food as the only choice, as the media sheds light on product ingredients and processes.

Consumers continue to make use of technologies that manage and measure many aspects of their lifestyle, from water intake, to sleeping, to sugar levels. Knowledge is power when it comes to tailoring your diet to the specific needs of your body.

Healthy living is no longer an order from the doctor or niche craze. It stands for discovery, pleasure and sophistication. Ultimately a healthy mind, body and spirit is seen as the way to achieve happiness.

Overview of the sub-trends 

 

How dynamic are the sub-trends?

“I actively take steps to look after my health regardless
of whether I feel ill or not”

(% strongly agree)

64%
70%
60%
69%
76%
62%
67%

“I eat, drink or take functional foods to improve my wellbeing”

(% regularly/occasionally)

75%
68%
53%
90%
78%
65%
62%