In Western Europe, the preventative health trend was accelerated by consumers’ rising health concerns due to the 2020 global pandemic. This resulted in several product launches positioned under the immune boost and/or wellbeing umbrellas. This report explores the impact of this trend and discusses the strategies used by companies to leverage it, and consequently offers suggestions for brands looking to position or reposition themselves in that space.
Targeted and holistic preventative health claims have proliferated across several industries as manufacturers tap into increased health anxiety and a widening definition of good health among consumers.
Adding vitamins C and D to products, positioning probiotics as an immune health supplement and highlighting the naturally occurring vitamins in their products are all strategies manufacturers are leveraging to fall within the immune support umbrella.
Product launches facilitating wellbeing through relaxation, stress reduction, mood and sleep enhancement by leveraging functional components such as adaptogens and CBD.
It remains to be seen whether immunity will remain a key concern as countries emerge from the pandemic, however the connection between mental and physical wellbeing and a holistic approach to health will continue to drive behaviour and purchase choices.
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