Lifestyle Trends

INSIGHTS UNLOCKED

consumer health - LIFESTYLE

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

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

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

• 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

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

29%

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

52%

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

83%

Global decline in nicotine usage (especially smoking)

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

• 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?

What can we do?

Prevent Proactively

Healthier Habits

Nutrition

Exercise

Mental Health

Sleep

Weight Management

Addiction

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?

Partnerships

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.

Pop Ups

'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?

'Wellness' Bundles

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

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

• 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

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?

What can we do?

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.

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

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

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

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

Be Brave, Be Fun

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

Hacking Habits

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

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.

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

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

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.

New Formats & Flavours

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

Natural Ingredients

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?

Added Benefits

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?

Price Sensitivity

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

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 - tells you healthy caffeine intake, how to protect skin from ageing / other skin conditions. Researchers have engineered human skin bacteria to reduce mosquito attraction

DNA

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?

Personalised Plans

'Personalised' 7-layer 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. Mosquito Alert studies and monitors invasive mosquitoes & tracks bites

Monitoring