When we say “wellness is the “new black,” we mean that, to a growing segment of American women, concern for healthy living is paramount. Wellness is a mindset—it can mean fashion, healthcare, food and so much more. One area that has seen dramatic shifts recently is in women’s approach to weight loss and physical fitness. We’ve seen a significant change in weight loss market trends; women have been shifting away from traditional diet plans toward overall healthy eating and fitness. In fact, 60% of dieters agree that it is better to eat healthfully than to use diet-specific products, while 38% value exercise over diet to maintain their ideal weight.
Saying “See You Later” to Traditional Diet Plans
The use of diet programs and pills has decreased drastically since 2007 and continues with the ever-shifting market trends for 2015. With an increasing emphasis on wellness, brands should be focusing more on the health benefits of their products and less on the weight loss benefits. Special K, in fact, has begun reshaping their entire brand message to appeal more to the health-conscious woman, not the traditional dieter. Fresh meals and locally sourced ingredients excite the modern day health and wellness enthusiast. Consumers will seek “functional fitness” this year more than ever, and instead of resorting to rough exercise schedules and succumbing to harsh diets, women will turn to plans that they feel they can stay committed to.
Wearable Tech and E-Trainers
Technology has begun to play a part in recipe-finding, calorie-tracking, and overall weight loss market trends. Whether they’re using them on their mobile devices or computers, health and wellness enthusiasts looking to cook more creatively are seeking websites and apps to find new, healthy recipes. Wearable health trackers and calorie counters have become a hot commodity. Brands can benefit from this transition into the digital space by offering virtual diet coaches or plans, or motivational outreach through social media. With a larger budget, your brand could even consider partnering with a wearable health technology company.
Reaching Your Health Enthusiast
Roughly 34% of the American population is considered obese. Only 50% of the US population takes part in regular exercise, while those who don’t cite lack of motivation or time as reasons they avoid the gym. Although consumers need to be ready to make life changes, brands can encourage healthier habits by understanding consumer pain points. For example, 31% of women who exercise prefer shorter workouts to fit into their busy day so appealing to working moms with short, effective fitness ideas can boost business. Women also favor “social” exercise (think yoga and Zumba), where they can mix exercise and friendship.
Mintel: Exercise and Diet Trends 2014; American College of Sports Medicine