The wellness trend has impacted all areas of consumers’ lives. Consumers are increasingly participating in fitness classes and using products, apps, and devices to improve sleep and nutrition.
As a result, our latest data shows that the lines between wellness dimensions are becoming blurred. Product developers should consider this to create solutions catering to broader wellness needs.
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Know Your Body
The health and wellness industry encompasses an extensive range of products. From beauty products to wellness supplements, manufacturers and retailers have been reshaping these categories to meet consumers’ growing demand for healthy options. For instance, shoppers demand reduced sugar, sodium, and fat in the food industry. Additionally, they are focused on organic ingredients.
As a result, conventional products are losing market share to these new health and wellness offerings. This is especially true where most sales are made from traditional products.
To stay relevant, retail brands must understand the needs of these pioneering consumers. They must stock innovative products that align with their goals and needs before the rest of the market catches up. In addition to offering innovative products, they must ensure that their e-commerce platforms are reliable and efficient. This means working with a 3pl that can provide quick shipping and delivery to their devoted customers.
Research
For many shoppers, health and wellness are integral to a balanced life. As a result, consumers seek products that help them meet their needs across multiple dimensions, from mindfulness and fitness to nutrition and appearance. This blurring of dimensions creates opportunities for brands and retailers to develop new and innovative offerings that cater to consumer demand.
A key trend is the increased popularity of food and personal care that directly benefits a shopper’s physical health. For example, a brand launched a line of oral hygiene products designed to help combat gingivitis, quickly selling out its entire inventory.
In addition, an online retailer like Vitacost is making it easier and more convenient for shoppers to buy health and wellness products. Ecommerce sales of personal care and health and wellness products are now higher than ever. With this shift, retailers and brands must understand what drives ecommerce sales to respond accordingly.
This includes focusing on critical attributes consumers seek in these categories, such as organic ingredients, gluten-free options, and high-protein products. Moreover, brands must understand what health and wellness products are in demand in different consumer segments to offer them on their digital shelves. A study conducted by Label Insight found that, on a digital frame, nearly all products that don’t claim the top attributes that qualify them miss out on billions of dollars in potential sales.
Ask Your Doctor
In addition to ensuring that the wellness products you choose suit your body and goals, it’s also essential to ask your doctor for advice. This is especially true for any supplements or health-related items. They may not always be safe for you, could interfere with your current medications, or might be a placebo. Getting your doctor’s opinion can save you from wasting money on snake oil and help you avoid potential problems.
Despite their increasing importance, many consumers still consider wellness products cost-prohibitive. To attract these shoppers, retailers must offer clear, concise, and transparent information about their product benefits, features, and pricing. Additionally, they must demonstrate that the products are organic, natural, ethically sourced, and manufactured.
Some excel at attracting these shoppers, offering a wide range of wellness-oriented private-label affordable and high-quality products. Meanwhile, some5 brand offers consumers a variety of quality health and wellness options at an attractive price point. And grocers provide an array of trusted vitamin supplements that fit the health and wellness consumer’s needs.
Know Your Endgame
The health and wellness industry has increased recently, with eCommerce playing a pivotal role. The COVID-19 pandemic accelerated this growth as consumers sought to take control of their health and well-being. As the market becomes more crowded, brands must understand consumer needs and expectations to thrive.
For example, consumers want to know that their products are safe for their bodies and the planet. They also expect them to deliver on traditional product benefits. This is particularly true regarding altruistic health or care regimes that benefit communities and causes beyond one’s own.
With this in mind, brands must recognize the importance of customer experience and prioritize it. It’s not enough to create excellent health and wellness products — providing a high-quality, seamless, and efficient shopping experience is equally critical. A great way to do this is by leveraging ecommerce best practices, such as email capture, product reviews, and trusted seals.
Additionally, creating brand concept shops in-store can effectively introduce curated health and wellness products to new audiences. For example, setting up a shop in a gym or at a farmer’s market can give your customers an experiential way to try out your products and make them part of their routine.
