Wellness Trends v2

INSIGHTS UNLOCKED

consumer health - WELLNESS

TRENDS

2025 & BEYOND

TREND

macroTREND

/trɛnd/

/macrotrɛnd/

a general direction in which something is developing or changing.

Pervasive and persistent shift in the direction of some phenomenon on a global level. Usually impacting multiple or all industries

4 MACROTRENDS IMPACTING HEALTHCARE

Growing discontent and higher healthcare costs

Struggling Healthcare Systems

People are focusing on one thing they can control — themselves.

Growing Uncertainties

Less likely to go to the doctor and use digital options instead

Generational Shifts

Re-writing the possibilities and revolutionising the industry

Rise & ADOPTION of AI and tech

they are driving two big shifts

01

SELF RELIANCE

Avoid relying on / feeling dependent on healthcare systems and HCPs

02

lIVE BETTER FOR LONGER

Making lifestyle changes now for the betterment of their future selves

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

Growing Uncertainties

Generational shifts

STRUGGLING HEALTHCARE SYSTEMS

Rise & ADOPTION of AI and tech

DRIVERS

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

GOAL

DETECT QUICKLY

TREAT INDEPENDENTLY

PREVENT PROACTIVELY

CONSUMER MEANS

Partner

Hack the Habit

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

Rise & ADOPTION of AI and tech

Growing Uncertainties

Generational shifts

STRUGGLING HEALTHCARE SYSTEMS

DRIVERS

GOAL

Take matters of health into one’s own hands to live a healthier, more fulfilling life for longer.

DETECT QUICKLY

CURE EFFECTIVELY

PREVENT PROACTIVELY

CONSUMER MEANS

Conscious Choices

Know your Body

Healthier Habits

HYPER-PERSONALISATION

BRAND TACTICS

CHANNEL REVOLUTION

GREAT MARKETING

TRUST | CHOICE PARALYSIS | PRIVACY

CONSEQUENCES

THANK YOU

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

People want to know more about themselves - how can we help them do this?How can we link data to solutions?

• Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
• Growing availability of at-home testing kits accross OTC

Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight Management

Addiction

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

The Consequences

Let's Mitigate

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Prevent Proactively

Healthier Habits

Nutrition

Exercise

Mental Health

What can we do?

Sleep

Weight Management

Addiction

How can we position ourselves as part of a holistic routine?How can we stay ahead of the curve?

• Focus on clean living and illness prevention - to avoid use of OTC medicines
• Integrating supplements, fitness regimens and biohacking techniques within daily routines

• The Global Wellness Institute values the wellness economy at $6.3 trillion – growing over 28% since 2019
• Wellness is personal - everyone approaches it differently

• Food as medicine / functional nutrition / functional indulgence
• Predictive health / Genomics

52%

29%

78%

would pay a premium for prevention focused products that promote health & wellness

claim its important to prevent getting sick

believe they'll be healthier in 5 years than they are now

83%

female consumers took vitamins and supplements to prevent menopause-related symptoms in 2024

34%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

Prevent Proactively

Healthier Habits

How can we adopt a more wellness approach to OTC categories (i.e. winter wellness) / position ourselves as part of a holistic routine?What niche opportunities could this move to wellness bring to OTC categories (i.e. gym, stress related pain)?

• Focus on clean living and illness prevention
• Integrating supplements, fitness regimens and biohacking techniques within daily routines
• Food as medicine
• Predictive health / Genomics
• Trending Categories:
• VMS
• Sleep & Stress
• Women's Health
• New Up & Coming
• Hydration
• Healthy Energy
• Post-biotics
• ‘Male menopause’

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

What can we do?

would pay a premium for prevention focused products that promote health & wellness

29%

claim its important to prevent getting sick

78%

growth in 2023 for “flu prevention tips” as a query, along with a high post & hashtag volume for “immunity boosting.”

80%

of UK OTC remedy users aged 25-34 try to manage their health through lifestyle behaviours rather than use remedies

83%

believe they'll be healthier in 5 years than they are now

52%

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Partnerships

Posts on instagram about use cases extending beyond CC&F - ear popping on airplane, too much singing, good voice for presentations. Also extend the season & user groups

Extending Usage

Boots wellness bundles positions OTC products into the wellness space Nuagé Vapour Shower Tablets soothe and relieve congestion as well as stress

Wellness Bundles

Products that provide both relief and prevent. Boots Feverfew Migraine Relief Capsules claims to prevent migraine headaches.

Prevention Claims

Hack the Habit

ceable uptick in the share of launches with immune, energy and brain & nervous system claims

Functional Indulgence

Various brands have explored new formats, such as Berocca launching its first gummy range and Myvitamins launching multivitamin jelly beans offering a fun but rare format

New Formats

Build VMS into habits

Nespresso x Vital protein Add collagen into your coffee - taps into wellness trends whilst making it easy / tap into 'wellness retreats'

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Cure Effectively

Conscious & Educated Product Choices

Consumers are now more educated than ever This is also leading to a shift in OL over brand - 76% UK adults agree OL is just as effective as brand

58% of OTC remedy users are interested in natural. Ensure it fulfills the jtbd & has expert backing. Useful for products require frequent use or can be used preventatively. Buttercup pack.

Natural Ingredients

Nervive PM Nerve Relief Tablets claim to help relieve pain associated with peripheral neuropathy, help users fall asleep, supports the body's sleep cycle, and contains caliming ingredients

Added Benefits

70% UK OTC users are interested in different oral remedy formats & 81% of under 18 parents are interested. Tonstix Honey Jelly Pops - kids lozenge Dr Kids - Pain and Fever Gummy Bite

New Oral Formats

There has been a noticeable six percentage point decline in paracetamol usage, with an increasing preference for other types of pain relief, such as combination tablets & powders/solubles

Fast Acting Solutions

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we link data to solutions? How can we help diagnose issues - VMS deficiencies, stress, etc?

• Tracking health & fitness through apps and wearable technology in real time and detecting anomalies
• Growing availability of at-home testing kits accross OTC
• 51% of Germans would be interested in doing health tests themselves at home

Detect Quickly

Know Your Body

Nutrition

Exercise

Mood

Sleep

Weight

What can we do?

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Vitamins

Cholestrol

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timingsfor them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

i.e. Zoe / Smart inhalers

Connecting wearable tech to treatment products

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips.

Monitoring

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Partner

Linking with other wellbeing solutions to position their products as enhancing ours offers another route for VMS brands to tap into this holistic health mindset.

Symprove teamed up with sleep and skin solutions provider This Works for a co-branded online competition in August 2024 offering the 'ultimate gut health and body care bundle'.

Gut x Sleep

Recess merchandising its relaxation drinks in the sleepwear section at the Target . Vital Proteins' partnership with Toni & Guy

Cross Merchandise

Fitness

Refocus strategies to better resonate with lifestyle choices - partnering with gyms/fitness facilities. Voltarol partnered with the London Marathon for both 2024 and 2025.

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

Great Marketing

Think Big!

34% of shoppers use their smartphones in-store - create a seamless experience. BETADINE® Cold Defense nasal spray -consumers could tap interactive product packs to win prizes

Online / Social / Omni

Difflam uses three characters who personify classic sore throat symptoms - a cat, a boxer and a piñata, they bring to life the scratchy, inflamed throat feeling you get when you have a cold.

Capture the Feeling

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy.

Micromoments

Flonase Allergy Customers customize an Allergy Monster based on their unique allergies and symptoms

Be Brave, Be Fun

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

The Consequences

Let's Mitigate

When collecting data, be clear if and why we are collecting it - to serve them better. Be transparent and honest with usage of tech, AI, and data collection.

Privacy

Consumers are flooded with information - 27% admit, "I’m not sure which advice to trust." Be authentic, lean into heritage, partner with HCPs, provide logic/scienctific evidence and drive reviews & recommendations,

Trust Issues

61% feel overwhelmed by too many choices. Prioritise simplicity and fewer, well-crafted options. Ensure pack is inuitive and clear. Dinners App, Yuka - apps to make choices What will it be in health?

Choice Paralysis

Treat Independently

Treatment & Product Choices

71% of Germans are trying to manage their weight. Weight control VMS bundles that naturally boost GLP-1 production, leverage gut-health-weight link and offer psychological support. Health & Him andropause supplement

Weight / Life Events

Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026 with Millennials and gen Z showing the highest adoption

How can we widen our reach through innovative channels?

What can we do?

Channel Revolution

Beyond GPs and Pharmacies

Traditionally GPs and pharmacies were the primary channels to accessing information and treatment about healthcare, but we are seeing a rapid rise of new channels

Hyper Personalisation

A New Expectation

What can we do?

“Companies that excel at personalization generate 40% more revenue from those activities than average players.”

How can we deliver personalised solutions to our consumers?

'Personalised' 7-layer nutrient gummy stacks. Online test --> combine --> send in a personalised box 'Jon's daily dose of goodness'

Blends & Comms

Gut health tracking - earn 'gut points' which can be redeemed for discounts and free products.

Connecting wearable tech to treatment products

20min express DNA test in Holland & Barrat. Guides on healthy caffeine intake, best timings for them, how to protect skin from premature ageing and other skin conditions.

DNA Testing

Zyrtech AlleryCast Auto-detects location and provides a localized pollen forecast and allergy management tips. Something similar for VMS?

Monitoring