Wellness Pragmatists
REAL RESULTS AND SIMPLE SOLUTIONS
Optimal health without hassles. That’s how Wellness Pragmatists tackle self-care. Consumers want quick, effective solutions that enhance their bodies and minds. Proven efficacy will influence purchase choices.
Products need to be backed by facts and easily blend with current habits. Companies should offer practical options that leverage the power of science and technology.
Fit fast
Consumers want to look and feel their best. That’s not new. But their self-care methods are shifting.
They’re taking a realistic approach—moving away from multi-step regimens, invasive procedures or time-consuming treatments. Instead, consumers opt for convenient solutions that deliver immediate results.
Wellness Pragmatists want to reap instant benefits without making major commitments. They prefer easy, effective remedies that fit into their lifestyles and require little time or effort.
Keep in mind: these consumers are also setting more attainable wellness goals. They don’t expect radical changes overnight. But they will expect to see visible improvements, even if those are small to start.
Advancements in science and technology continue to enhance health and beauty innovations. And shoppers are willing to test these new, even unconventional, options to reach their desired outcomes. Biohacking and sleep syncing are prime examples of this trend. Similarly, the use of injectables like Wegovy and diabetes drug Ozempic for rapid weight loss exploded in popularity.
Consumers are intent on optimising their minds and bodies. And they’ll search for precision products with proven efficacy to address their concerns.
of consumers would be willing to pay more for beauty products with proven efficacy or benefits
Source: Euromonitor International Voice of the Consumer: Beauty Survey, fielded June/July 2023 (n=20,060)
New Treatment Solutions
% of consumers who looked for new solutions to prevent or treat the following issues
Sleeping problems
Weight management
Stress and anxiety
Mental health
Skin health
Source: Euromonitor International Voice of the Consumer: Health and Nutrition Survey, fielded January/February 2023 (n=21,221)
Tried and true
Accessible solutions that provide visible physical or mental enhancements are in high demand. Wellness Pragmatists want products that work faster and integrate into their current routines.
Extensive or invasive treatments can be inconvenient. These often require a significant personal investment—whether time or financial. Shoppers will gravitate towards easy-to-use or more manageable solutions.
Proven efficacy should be a priority. You’ll have to do more than just tell to sell. Before-and-after pictures or testimonials are common methods that demonstrate effectiveness. Investing in studies or trials can also help substantiate claims. Brands need to show the benefits of usage to gain credibility.
Data is another big factor. Real-time monitoring and smart tools allow consumers to track their progress, then make tweaks to their regimens as needed. This information gives your customers more control over their wellness journeys.
Companies are using bioscience and smart technology to push the envelope of innovation. Customised, nutrient-dense meals that require minimal prep continue to infiltrate the food sector. Brands keep refining personalisation capabilities in cosmetics and supplements, for example, to target specific concerns. New launches should aim to help your customers reach their wellness targets.
of professionals said their company planned to focus on wellness beauty tactics as part of their innovation in 2023
Source: Euromonitor International Voice of the Industry: Consumer Health Survey, fielded March 2023 (n=546)
How Companies Expect Beauty Routines to Evolve
% of professionals who selected the level of adoption for the following consumer behaviour in their market
Source: Euromonitor International Voice of the Industry: Beauty and Personal Care Survey, fielded October 2022 (n=573)
WELLNESS PRAGMATISTS Trend applications to consider
Foodz
Foodz is a Brazilian-based company that offers healthy, quick and affordable meals. Each dish takes under five minutes to prepare and is packed with essential vitamins and nutrients.
Source: Foodz
Cosmechip by Amorepacific
South Korean beauty company Amorepacific introduced an at-home device that develops personalised skin care on the spot. Consumers select different “chips” with active ingredients to customise formulations for specific conditions.
Source: Amorepacific
SomaSleep by Somalytics
US-based Somalytics launched SomaSleep—the first sleep mask with eye tracking technology for in-home use.
Lightweight sensors capture eye movements, including REM, to report on sleep quality. Consumers gain insight on their sleep patterns without having to visit a specialist.
Source: Somalytics
WELLNESS PRAGMATISTS Three tactics for 2024
Understand the wellness goals of your target audience, so you can determine where to invest and focus your innovation efforts.
Create functional, simple solutions that are easy to adopt or refine your current product mix to home in on features that promote wellbeing.
Use verified claims, demos or testimonials, among other methods, to educate consumers on product benefits and efficacy.