Wellness is no longer the provenance of healthcare professionals. Today’s consumers view wellness as a lifestyle, not just an outcome. Each generation, from Boomers to Z, have a different outlook on health. Boomers don’t see themselves as aging—instead, they view themselves as evolving through life, Generation X takes a balanced, pragmatic approach, for Millennials, health and wellness is a lifestyle pursuit that’s inextricably woven into their lives. Finally, for today’s teens, health means more than just healthy eating and exercise, Gen Z takes a 360 view that includes making sure they are getting enough down time and creating balance in their lives. How will this affect the future of health and wellness market? A recent survey asked almost 3,000 women what wellness trends they were most excited about right now and these were their top ten.
1. Beauty Supplements
Consumers are looking beyond serums and creams to achieve younger-looking skin. Almost half of all women, and Millennial women in particular, said they would replace part of their skin care routine with an ingestible supplement. Biotin, often used to enhance hair and nail health, is currently one of the most popular ingredients in beauty supplements with 36% of consumers reporting use and 30% indicating interest in the supplement.
Concerns about the effects of environmental pollutants are prompting women to seek natural ingredients to detoxify their skin. 34% of female consumers report using skincare products with charcoal in them to topically detoxify their skin and a quarter of women say they are interested in products with this ingredient. When detoxing from the inside out, women select antioxidant-rich green tea—16% of those polled are detox-tea drinkers and 24% say they are interested in cleansing green teas.
3. Beauty Sleep Enhancers
Beauty enthusiasts know that skin regenerates during sleep and are interested in products that enhance anti-aging during sleep. When asked if they would be interested in a pillow designed to prevent moisture loss and skin damage during sleep, 52% indicated strong interest. A majority (65%) of respondents were also interested in sleep tracking apps or devices.
4. Healthy Beverages
Drinks containing antioxidants like resveratrol, retinol, and rose water are trending with younger Millennials. 41% of women 18-24 say they are eager to try beverages infused with beauty benefits, while only 25% of women over 50 indicated interest.
Probiotics have been on the radar of health-conscious consumers for several years. Although supplements and foods such as yogurt or kombucha have become mainstays of healthy diets, topical lotions and skin creams containing healthy bacteria are growing in popularity. 25% of consumers report using probiotic infused products and 31% claim interest in using them to decrease inflammation and prevent acne.
6. Wearable Tech
While fitness trackers been around awhile, 40% of consumers still rely on them to count steps and keep track of calories burned. Aside from tracking features, 19% of consumers say the appreciate movement reminders from their devices, opening the door for branded messages or other helpful communications from marketers.
7. Liquid Collagen
Again, women are looking to supplement and enhance their beauty regimens with ingestible ingredients. Liquid collagen is quickly gaining interest as a treatment for women who wish to boost their own natural collagen production. Consumers between 35-50 are most interested in this practice, with 34% saying they’d like to try it.
8. Halotherapy or Dry Salt Treatments
This trendy spa treatment involves relaxing in specially designed salt chambers while inhaling the sodium-rich air. Benefits are believed to include improved health and clearer skin. Some believe that the treatment may improve lung function and alleviate symptoms related to allergies and asthma. While only 11% of women report trying halotherapy, almost half say they would like to try it.
9. Sensory Deprivation
In an “always on” world, it makes complete sense that one of the hottest wellness trends involved completely cutting oneself off from any outside stimuli. Sensory deprivation therapy involves floating in a pod or room designed to eliminate any external light or sounds. This allows the body to achieve a state of total relaxation and physical restoration. Only 7% of consumers have tried it, but about a quarter say they’re interested.
The use of essential oils and aromatic plants continues to be a strong practice among health and wellness enthusiasts. 46% of women say they currently engage in this practice, through oils, candles, or other aromatherapy products, and 21% say they want to try practicing aromatherapy.
Consumers are always interested in learning about the latest trends and wellness techniques. But brands that engage their consumers with content that speaks to the passions will stay on top for the long term. Contact Women’s Marketing to learn how we can help your brand build a smart media strategy with our suite of marketing services.
Sources: Poshly, Special Report on Wellness Trends, September 2016