Wellness Trends v2

consumer health - WELLNESS

2025 & BEYOND

TRENDS

INSIGHTS UNLOCKED

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

/macrotrɛnd/

/trɛnd/

macroTREND

TREND

a general direction in which something is developing or changing.

4 MACROTRENDS IMPACTING HEALTHCARE

Struggling Healthcare Systems

Growing discontent and higher healthcare costs

Growing Uncertainties

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

Generational Shifts

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

Rise & ADOPTION of AI and tech

Re-writing the possibilities and revolutionising the industry

Making lifestyle changes now for the betterment of their future selves

lIVE BETTER FOR LONGER

02

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

Avoid relying on / feeling dependent on healthcare systems and HCPs

SELF RELIANCE

01

they are driving two big shifts

BRAND TACTICS

CONSEQUENCES

TRUST | CHOICE PARALYSIS | PRIVACY

CHANNEL REVOLUTION

GREAT MARKETING

Hack the Habit

HYPER-PERSONALISATION

Partner

PREVENT PROACTIVELY

STRUGGLING HEALTHCARE SYSTEMS

Generational shifts

Growing Uncertainties

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

Rise & ADOPTION of AI and tech

DRIVERS

TREAT INDEPENDENTLY

CONSUMER MEANS

GOAL

DETECT QUICKLY

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

BRAND TACTICS

CONSEQUENCES

TRUST | CHOICE PARALYSIS | PRIVACY

CHANNEL REVOLUTION

GREAT MARKETING

Conscious Choices

Healthier Habits

HYPER-PERSONALISATION

Know your Body

PREVENT PROACTIVELY

DRIVERS

STRUGGLING HEALTHCARE SYSTEMS

CURE EFFECTIVELY

Generational shifts

Growing Uncertainties

Rise & ADOPTION of AI and tech

CONSUMER MEANS

GOAL

DETECT QUICKLY

THANK YOU

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

Beyond GPs and Pharmacies

Channel Revolution

What can we do?

How can we widen our reach through innovative channels?

Think Big!

Great Marketing

Be Brave, Be Fun

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

Micromoments

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

Capture the Feeling

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.

Online / Social / Omni

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

A New Expectation

Hyper Personalisation

How can we deliver personalised solutions to our consumers?

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

What can we do?

Monitoring

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

Blends & Comms

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

Connecting wearable tech to treatment products

i.e. Zoe / Smart inhalers

DNA Testing

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.

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

What can we do?

Addiction

Weight Management

Sleep

Mood

Exercise

Nutrition

Know Your Body

Detect Quickly

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

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

Let's Mitigate

The Consequences

Choice Paralysis

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?

Privacy

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.

Trust Issues

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,

52%

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

83%

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

34%

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

78%

claim its important to prevent getting sick

29%

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

What can we do?

Addiction

Weight Management

Sleep

Mental Health

Exercise

Nutrition

• 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

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

Healthier Habits

Prevent Proactively

A New Expectation

Hyper Personalisation

How can we deliver personalised solutions to our consumers?

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

What can we do?

Monitoring

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

Blends & Comms

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

Connecting wearable tech to treatment products

i.e. Zoe / Smart inhalers

DNA Testing

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.

52%

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

83%

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

80%

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

78%

claim its important to prevent getting sick

29%

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

What can we do?

Addiction

Weight Management

Sleep

Mental Health

Exercise

Nutrition

• 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’

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)?

Prevention Claims

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

Wellness Bundles

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

Extending Usage

Healthier Habits

Prevent Proactively

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

Partnerships

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

Functional Indulgence

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

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

Hack the Habit

New Formats

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

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

Build VMS into habits

Think Big!

Great Marketing

Be Brave, Be Fun

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

Micromoments

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

Capture the Feeling

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.

Online / Social / Omni

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

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

Conscious & Educated Product Choices

Cure Effectively

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

Fast Acting Solutions

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

New Oral Formats

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

Added Benefits

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

Natural Ingredients

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.

Cholestrol

Vitamins

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

What can we do?

Weight

Sleep

Mood

Exercise

Nutrition

Know Your Body

Detect Quickly

• 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

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

Think Big!

Great Marketing

Be Brave, Be Fun

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

Micromoments

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

Capture the Feeling

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.

Online / Social / Omni

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

A New Expectation

Hyper Personalisation

How can we deliver personalised solutions to our consumers?

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

What can we do?

Monitoring

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

Blends & Comms

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

Connecting wearable tech to treatment products

i.e. Zoe / Smart inhalers

DNA Testing

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.

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

Beyond GPs and Pharmacies

Channel Revolution

What can we do?

How can we widen our reach through innovative channels?

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

Fitness

Cross Merchandise

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

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.

Gut x Sleep

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'.

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

Partner

Think Big!

Great Marketing

Be Brave, Be Fun

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

Micromoments

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

Capture the Feeling

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.

Online / Social / Omni

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

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

Beyond GPs and Pharmacies

Channel Revolution

What can we do?

How can we widen our reach through innovative channels?

Let's Mitigate

The Consequences

Choice Paralysis

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?

Privacy

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.

Trust Issues

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,

Weight / Life Events

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

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

Treatment & Product Choices

Treat Independently

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

Beyond GPs and Pharmacies

Channel Revolution

What can we do?

How can we widen our reach through innovative channels?

Monitoring

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

DNA Testing

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.

Connecting wearable tech to treatment products

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

Blends & Comms

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

A New Expectation

Hyper Personalisation

How can we deliver personalised solutions to our consumers?

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

What can we do?