Why are we almost always stressed? For many consumers, this is the million-dollar question.
It’s confusing too, since the wellness sector has experienced major growth over the last few years (estimated annual worth of $2 trillion globally) and is continuing to grow at 4-5% each year. While the sector has doubled down on protein intake, gut health and our overall physical energy needs, it’s lost vital ground in cognitive and emotional health. And this space is where our youngest consumers – particularly Gen Z – feel that their needs are largely unmet.
Thirty years ago, the world was a very different place. The dot com era was only just beginning, where websites were just simple navigation tools with more information readily available than ad space and the likes of TikTok was a distant dream. Today, digital overload is our reality – and for consumers that means inviting in wave upon wave of stress, burnout and mental exhaustion.
It’s no surprise that consumers are seeking products and experiences that encourage pause, presence and care. According to a recent Mintel report, 90% of adults in the UK say that proactively managing their health is crucial for long-term wellbeing, while approximately 8 in 10 US consumers believe mental wellness is as important as physical wellness.
Redirecting the social narrative
As we all know, physical and emotional wellness are the ying to our yang; we need both to thrive in a multifaceted world. Self-care is no longer contained to our physical attributes, it has extended to include stress management, sleep hygiene, immune health and, crucially, social connection. With that comes the desire for in-person experiences, a need to build genuine, authentic communities from shared interests, a need to feel human.
Social health-movements like the recent TikTok trend ‘Fibermaxxing’ is a prime example of this. Unlike protein, fibre has often been shirked from the spotlight. Health experts say we’re not consuming enough fibre (roughly 80% of the recommended intake of 30g), so now TikTok platform users are upping their intake to 40g per day and sharing their best recipes to increase fibre in their diet rapidly. This craving for social connection, and to be part of something on trend, has driven consumers with little to no fibre in their usual diet to experience bouts of bloating, constipation and abdominal cramps, while potentially displacing key nutrients like protein, carbohydrates and fats. This is where dieticians, health professionals and industry leaders are best placed to redirect the discourse, informing consumers that a slow build up of fibre is required for optimal health.
Aside from fibermaxxing, other social wellness trends like the ‘dopamine menu’, IV drips, psyllium husk (also known as ‘nature’s Ozempic’) and more all add to the conversation. But they shouldn’t be seen as just a passing fad, instead let’s treat them as cues for emotional engagement. The opportunity for brands is clear; create products that people feel, not just consume.
Moving beyond function into feeling
Leading UK retailers are now well-versed in creating ‘wellness’ experiences for consumers. Wellness and beauty boxes are now common occurrence and are packed full of health-conscious products – from mood-boosting supplements to calming sleep aids and simple skincare rituals. And while they started out as luxury gift sets or seasonal advent calendars, many consumers are opting to buy these boxes – often on subscription – all year round. With up to 81% of UK households now using subscription boxes, it’s the perfect dopamine rush that is guaranteed to get your health-focused product front and centre.
Yet it’s not just the products that’s got consumers talking. There are also opportunities for service providers too, such as those in print and packaging, to deliver on the feel, tone and design of a product. Take Charlote Tilbury, for instance. The globally renowned British beauty brand recently launched its limited-edition vanity case for its Pillow Talk makeup brand. The £320 makeup kit is enclosed in a stunning quilted soft-touch nude PU leather case, complete with a large internal mirror, two drawers featuring ribbon handles and pink satin internal material lining.
For consumers, this product ticked all the boxes. Reviews stated that the items were packaged ‘perfectly’, fitting inside the drawers ‘snugly’, and the case was beautifully designed and reflected the Charlotte Tilbury brand completely. With a limited print run, this created a timeless piece for the brand and was even purchased by consumers who would never think to buy something so luxurious and indulgent. Packaging then becomes part of the ritual – not just a vessel, but a creation that can bring forth emotions and generate conversation among social groups.
The future pioneers
For brands that want to target wellness outside of the box, wellness holidays and fitness festivals are starting to bridge the gap. According to Mintel data, 73% of UK millennials have expressed interest in attending fitness festivals5 like UK-based Love Trails, which combines a physical fitness adventure with music. Powered by the global tech brand Garmin, the festival is all about ‘escaping from your day-to-day, getting back to nature, and connecting with like-minded people’. When we combine these retreats with products that are designed to create a space for the mind to breathe, feel and reset, perhaps consumers can find a way back to what they yearn for the most – to simply be present in the moment.
