Evolving wellness priorities around physical and emotional health point towards simplicity, new perceived value and relevance that instils optimum quality and trust. This calls for a no-frills approach grounded in authenticity and expert-backed efficacy. A new value reset will entail a revisit of brand messaging and positioning, alongside fostering accessibility, inclusivity and purpose.
New spending habits, routines and health priorities allow for value enhancement through the exploration of cross-category/ industry synergies and price blurring
Ingredient-led narratives to bring extra credibility of safety and transparency, while clinical efficacy/results are a must for higher value perceptions and quality assurance
Diversification of functional ingredients that target blended physical/emotional outcomes; greater need to bring emotional intimacy into brand strategy
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