Covid-19 has left its mark. Since the health crisis, well-being has become a priority for consumers. Most of them are aware that it is up to them to achieve this objective, but it is sometimes complicated for them to put the right habits in place. In its latest trends report, the Kantar forecasting agency looked at the wellbeing trend and the ways in which brands can respond to this need.
“People around the world are clear about who is responsible for their health: themselves. Yet when it comes to actively maintaining that well-being, many seem unable to do so,” explains Kantar. “This is a revealing contradiction: a world of individuals who recognise the weight of responsibility, but who struggle to move from idea to action,”
Even though households accept the greatest responsibility for their health, they make no secret of the fact that they need help from others. Almost half of shoppers (49%) believe that brands should play a role in improving their health, and this proportion rises to 56% in the USA.
“What is stopping people from taking action themselves? As is often the case, cost is a major obstacle. While consumers around the world are keen to adopt healthier lifestyles, many feel that price is preventing them from making the right choices. This feeling is probably amplified by the stubbornly high levels of inflation in recent years,” says Kantar. “For brands, now is the time to act and transform aspirations for greater well-being into achievable results. People expect brands to be partners in progress, making choices healthier, more convenient and more appealing. It’s about making those choices affordable …
