Lifestyle Trends

consumer health - LIFESTYLE

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

Conscious Choices

Healthier Habits

HYPER-PERSONALISATION

Know your Body

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

CURE EFFECTIVELY

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,

What can we do?

• How can we adopt a more wellness approach / position ourselves as part of a holistic routine?
• What opportunities could this move to wellness bring for us?

Travel is reaching pre pandemic levels and 'wellness tourism' in particular is on the rise

'Wellness' Bundles

'Wellness inspired bundles' positions OTC products into the wellness space Kinfield - 'Adventure Mini Set' keeps you bug bite free and sun protected NRT - 'Calm and Control' set?

Pop Ups

Sell the experience! Nicorette "Stop Shop" pop-up in Times Square. Smokers got counseling and other tools as part of Nicorette Fruit Chill Million Challenge.

Partnerships

Partner with others to resonate with lifestyle choices - Nicorette teamed up with the Berklee Music and Health Institute to create unique tracks to help curb nicotine cravings. JFxI'm a Celeb?

Global decline in nicotine usage (especially smoking)

83%

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

52%

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

29%

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

• 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

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

Addiction

Weight Management

Sleep

Mental Health

Exercise

Nutrition

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.

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.

The WHOOP band 4.0 can learn a user’s body norms and routines and help them achieve fitness goals through tailored recommendations. 35% of adults own a smartwatch/fitness band Can we pair with apps/ devices to show how, even in the short term, markers like blood oxygen levels and heart rate improve? This could motivate consumers to continue in their quitting journey, and it almost gamifies the experience

NFC-enabled QuickMist SmartTrack. This means users can tap their phone against the device to record their nicotine usage in the brand's Stop Smoke & Vape app.

What can we do?

How can we link data to 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

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

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?

Hacking Habits

Colgate Palmolive - The ‘Everyday Yay’ campaign highlights how mundane routine tasks – like brushing teeth/ using deodorant – can spark moments of joy. Vital protein teamed up Nespresso to encourage consumers to add collagen into coffee

Think Big!

Great Marketing

Be Brave, Be Fun

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

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

Data is the new currency! 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,

Price Sensitivity

New Formats & Flavours

Consumers opting for private label products, which are forecast to see a 9% rise in value sales in 2024 for NRT. Consider smaller, ffordable packs or a range extension for galpharm?

Diptyque Summer Body Spray, which incorporated essential oils selected for their mosquito-repelling properties. With vaping overtaking smoking can we introduce fun 'limited edition' flavours - deserts etc.

Natural Ingredients

MooGoo Natural Tail Swat Body Spray that repells insects by changing your scent to something bugs don't like pure 'plant powered puffs' - daily dose of B-12 without nicotine

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

Added Benefits

Mood swings and difficulty sleeping, are top barriers. Oral health is also a concern. Can we address these by offering added benefits or by partnering with apps like Headspace or Calm?

Monitoring

Zyrtech AlleryCast auto-detects location and provides a localized pollen forecast and allergy management tips. Mosquito Alert studies and monitors invasive mosquitoes & tracks bites

Blends & Comms

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

Personalised Plans

US brand Jones offers NRT with an app where members can track progress with friends, receive motivational messages, and use the brand's AI chatbot for support. Personalised patchs? Weekly packages?

DNA

20min express DNA test in Holland & Barrat - tells you healthy caffeine intake, how to protect skin from ageing / other skin conditions. Researchers have engineered human skin bacteria to reduce mosquito attraction

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?