The long-standing movement towards marketing and formulating around “wellness” continues to deepen, as companies across consumer goods experiment with using this concept to attract consumers. This briefing identifies the factors behind the blurred lines between formally distinct industries, determines the overlap between categories and the fastest-evolving spaces within consumer goods, and offers suggestions on how to thrive in a marketplace where traditional distinctions are no longer operable.
This report comes in PPT.
The definition of wellness is perpetually malleable, encompassing mental/emotional, nutritional and physical heath (and more), which means that companies across various industries can claim wellness benefits and are more able to compete directly with products across consumer goods and services.
Wellness is a term light on specifics; the expansion and blurring of the concept is anchored by well-known health halo ingredients that consumers understand and trust. Ingredients such as protein, -biotics, or collagen give many wellness entrants tangible components that they can use to demonstrate the benefits of their products.
The trust bestowed on healthy ingredients has allowed companies to expand across formats, away from historically health-based options such as pills and towards a lifestyle orientation that fits consumers’ daily rhythms. Healthy ingredients formulated around new ingestible or topical ingredients can increasingly be found across consumer goods.
There is considerable overlap in consumers’ understanding of the concepts of wellness and natural products. Increasing numbers of consumers seek out a wide range of natural solutions to sustain healthy living, and the wellness industry has evolved to meet these broad needs while at the same time emphasising the natural orientation of their products.
If every new product can claim wellness, consumers will rightly respond with scepticism, confusion and diminished loyalty. Products will fight to differentiate themselves, and the risk of commoditisation will be persistent. Companies led by science would be wise to embrace radical transparency and embed educational programmes into their marketing.
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and WellbeingSee All of Our Definitions
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