Holistic health – particularly mental wellbeing – is now widely recognised as essential. However, ongoing cost-of-living pressures, entrenched habits and strain on the healthcare system continue to limit consumers' ability to translate intentions into sustained action.
Holistic health – particularly mental wellbeing – is now widely recognised as essential. However, ongoing cost-of-living pressures, entrenched habits and strain on the healthcare system continue to limit consumers’ ability to translate intentions into sustained action. As a result, health aspirations are fragmenting along lines of motivation, affordability and life stage.
While 54% of consumers say the increased cost of living has led them to cut back on things that support a healthy lifestyle, brands that genuinely lower barriers to healthy choices will be best placed to secure consumer trust and loyalty. At the same time, rising concerns about healthcare access and affordability are increasing openness to alternative and preventive health solutions. Brands and retailers therefore play a growing role in shaping how health fits into everyday life.
The biggest opportunity lies in addressing the needs of diverse segments with creative, accessible solutions. Targeting Self-optimisers (who value looking good and enjoying life) and Social-first Health Doers (who crave health and social connection) is key, but so is nudging the disengaged with incentives and education.
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