Manuka honey pot

There has been a rise in searches for the benefits of ingredients such as ’manuka honey benefits’ 

Across a landscape of shifting consumer values, we partnered with Kantar to identify five key trends having a significant impact on consumer behaviour today and that will continue to drive what consumers look for in the coming years. Over the last few months I have introduced you to destination zero and holistic wellness, and today we are talking about empowering resilience.

Health as status

The Global Wellness Institute states the wellness industry is now worth $4.2 trillion, as we see that health has become a new status symbol, where success is increasingly sought.

We spoke to Dr Kat Naumes about the way in which people are now taking a more proactive approach to their health, looking for solutions to give them total control over their physical bodies and to build their resilience.

“I love the word resilience… that just through these habits you’re becoming more resilient to stress or more resilient to injury. It says if you do these things then whatever life brings at you, you will be able to handle them better on a mental, emotional, physical, spiritual plane.” Dr Kate Naumes, wellbeing consultant & naturopathic doctor

Proactive control

The more we strive for resilience and prevention, the more control we take of our own health. We see that consumers are increasingly looking to target specific parts of the physical body, in order to cure the body holistically. No longer is gut health a topic that only nutritionists are well versed on. It is now mainstream, with search behaviour evenly spread across the UK.

We see a similar rise in searches for the benefits of ingredients such as ‘turmeric benefits’, ‘manuka honey benefits’ and ‘magnesium benefits’, as consumers seek to understand the lasting and holistic benefits of specific ingredients. In fact, these types of searches are growing at 1.5x the rate of the overall health category, showing the way in which consumers are educating and empowering themselves to take control over their own health.

With unique health data becoming more readily available to consumers, and advances in technology and personalisation, consumers are finding new ways to stay in control. We see a rising search volume for a variety of trackers and monitors in the UK, from FitBit, to trackers for temperature, fertility and blood pressure.

“MyFitnessPal allows me to record and understand what I’m doing and actually count my calories. I can track my nutritional daily intake values, so all of the proteins and all of the macronutrients.” Scott, 30-39 years old

Genetic tailoring

The development of easy, cheap, accessible DNA testing means brands will have the opportunity to offer tailored products specific to each consumers’ predetermined condition.

For example in Hong Kong, the pharmacy A.S. Watson has launched in store DNA tests that allows shoppers to get immediate and personalised recommendations, meaning empowered shoppers can now balance medical advice with their own power to track and target health issues.

In the future, people will increasingly take health into their own hands, and will look for partners to help them on this journey, as they take intuitive steps to better their health, shifting away from a reactive, ailment-led understanding to one that is proactive.


What CPG brands should be thinking about:

● How can you engage in a positive way with an individual’s empowered health?

● How can you help consumers to track their personal health data, and connect with your brand to help them improve healthy habits?

● Imagine a world where people used their DNA test results to make their food and personal care purchase decisions