Anuga 2017
Carst and Walker
Wellness

The most popular consumer trend

Mintel reports that “A Simple Balance for Health” is currently the most used and read consumer trend on Mintel Inspire. What this means, says the international research company, is that more of its clients from around the world are looking at this than any other trend.

The Mintel website blog states: “Maybe that says something about our client base. Maybe it says something about where growth is being seen in the major economies. Perhaps it just highlights the importance of the health and wellness issue to consumer products, services and communications. Whatever’s behind, [let’s take] a little time to explain the trend.”

Wellness, says Mintel, has become integrated in, and integral to, consumers lives. Consumers now recognise that healthiness can and should be integrated into the daily routine. It’s health as a way of life, rather than just some half-hearted new year’s resolution.

As a Weight Watchers’ campaign recently stated: “Diet is a four-letter word”.

Although it’s relevant across all demographics, Mintel notes that it has particular significance for the baby boomer generation and families.

“We’re also seeing application across lots of consumer sectors. Primarily: beauty; food; drink; leisure; entertainment and travel. It’s a trend we see mainstreaming and has a buzz rating of 4/5. (The Buzz of a trend gauges the noise it is making across the media, business and consumers.) So if it’s a trend you’re not taking note of at the moment you should be.”

Mintel asks these poseurs in relation to this over-riding trend:

  • Can your brand help consumers make small changes to their daily routine?
  • Are you able to play the role of the healthy-living coach and facilitator?
  • People know what they should do. Can you help them actually do it?
Source: Mintel

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