What was hot in health and well-known in wellness for 2018 might not carry into the new year. As 2019 approaches, brands should reflect on the messages they want to bring with them. And those to leave behind.
Here's a look at the top consumer health and wellness trends for 2019.
Self-care became a mantra of 2018. Looking toward the new year, consumers are highlighting the fact that wellness isn't one size fits all. It's personalized. And products should be, too. The more brands recognize this, the more their messages will resonate.
Who's doing it well? Care/of: Personalized Daily Vitamin Packs.
Care/of puts the "self" back in health. After filling out a short quiz, Care/of will personalize a vitamin pack for your needs and deliver it to your door each month.
But Care/of doesn't just customize orders to meet people's individual needs, they also celebrate that individuality. On their website, Care/of explains:
"We're all unique (hurrah!). But with the differences in our goals and lifestyles, the idea of a mass-market multivitamin is outdated. The most compelling research on supplements is for specific populations. We'll help find what's right for you."
While the health and wellness industries certainly won't slow down in 2019, the way consumers think about them might. Gartner Iconoculture reports that many consumers are pushing back against the overly-commercialized aspects of wellness (think: $200 yoga pants). Instead, they're looking for a more back-to-the-earth mentality. They're introducing breathwork. And seeds. And simple, holistic practices.
To meet consumers where they are, brands should go back to the basics, too.
Today's patients aren't taking their doctor's orders as that–an order. They're asking questions, doing their own research and shopping around for the best treatment and care. It's not that consumers have lost trust in medical professionals. But they HAVE started to lose trust in the system.
Forward-thinking healthcare brands will give consumers the tools to speak up for themselves and act on their health needs.
Who's doing it well? Heal.
Heal gives patients cost transparency and hassle-free access to healthcare. With it, doctors come right to a patient's home. Patients can ask questions about products in their bathroom drawers, their kitchen and more. Heal also promotes complete, up-front cost transparency. It helps patients receive care on their own schedules within their own budgets. Talk about advocating for one's needs.
Many consumers feel good about their health today. But that doesn't mean there isn't room for improvement. Consumers are taking steps like broadening their knowledge with DNA testing, and even swapping out their mattresses to get a better night's sleep. Whether large or small, these steps mean a great deal to consumers.
The trend to note is that consumers aren't stagnant with their health care. They're always on the lookout, and always finding things to improve.
Brands, are you listening?
What can we expect from Money & Spending in 2019? See the upcoming trends.