Is your brand messaging resonating with today’s wellness audiences? For Healthline Media’s latest report, Future of Wellness, it surveyed 2,102 respondents to learn about consumer attitudes and opportunities today – and key trends for tomorrow. Read the report to learn about the widespread optimism among today’s wellness audiences and discover new areas of consumer interest and growth.
Consumers are enthusiastic about wellness innovation
Today, a majority of people see the transformative potential in wellness innovations – in fact, nine in 10 say these technologies could improve people’s quality of life. In addition, those who try these products tend to be highly enthusiastic about their experiences.
The report shares how today’s technologies rank with those who use them and reveals why people are excited about these solutions, highlighting top consumer benefits and beliefs. For instance, nearly 60% say these products could help them improve their physical health.
Enthusiasm for wellness tech, today and tomorrow
Across nutrition, fitness, wellness, and mental health, the report identified the categories and products that lead the pack for consumers today – and are trending for tomorrow. For instance, looking at nutrition, it found that health trackers are the most-used technology in the category today, though smart scales rank more highly in future interest.
In fact, some technologies show high future interest, but are not used at comparably high rates today – suggesting that new audiences are eager to try these solutions. For instance, a gender breakdown reveals that cisgender men are more likely to use these products today, but cisgender women and trans people represent an opportunity for growth.
A demographic breakdown reveals growth and opportunity
Looking at the data shows many consumers are interested in trying technologies but aren’t actually using them yet. The report discovered that in many areas of wellness, these high-interest, low-adoption groups tend to correlate with race, income, location, age, and other demographic factors.
For instance, people of color are a burgeoning market for wellness innovations – in fact, 52% identify as early adopters, compared with 36% for white respondents. Whether for Black, Asian, and Hispanic respondents, the gap between future interest and current adoption is high, suggesting this audience is excited for new solutions.
How we can take the next steps together
It’s time to pivot marketing strategies to better bring wellness innovations to the full spectrum of people who are eager for these solutions. The report includes questions to kickstart productive dialogues among teams and with partners.
“We’ll help you take a look at your brand values, evaluate your audience insights, and analyze your communication and messaging strategies. Together, we can bring wellness to more people,” says Healthline Media.
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