Consumers Sharpen Focus On Healthy Living

A new report from NIQ revealed that a growing number of consumers are focused on purchasing products that will help them live a healthy life.

A majority of consumers are becoming proactive in choosing products that will have a positive impact on their well-being, as the focus on “aging well” is becoming a priority for many, according to a new report from NielsenIQ (NIQ).

The Global State of Health & Wellness 2020: Navigating the shift from health trends to lifestyle choices examines emerging consumer behaviors pertaining to health and wellness. The findings include regional deep dives in 19 countries, focusing on the critical topics of trust and influence, nutrition, weight loss, mental wellness, health technology, and conscious buying within health and wellness.

According to NIQ, consumers are increasingly making choices for their future health, as 70% of global consumers believe they are proactive in managing their health, and 57% now prioritize “aging well” more than they did five years ago. As a result, 55% of consumers are willing to spend more than $100 monthly on better nutrition, self-care, physical and mental health, and more. 

With the growing consumer demand for products related to health and wellness, there is also growing skepticism about product claims. Globally, 82% of consumers say labels on health and wellness products need to be more transparent and easier to understand, and 25% say that their lack of trust that wellness products or services will be effective is stopping them from making healthier life choices.

“To thrive in the evolving wellness market, brands must go beyond product innovation to deliver clarity, transparency, affordability, and trust,” said Marta Cyhan-Bowles, chief communications officer & head of Global Marketing COE with NIQ. “Consumers are ready to invest in their well-being but need guidance. Companies must ensure their products are accessible, transparently labeled, and competitively priced to win consumer loyalty.”