Blurring Wellness Concepts
Wellness products aren’t limited to the health sector. Brands are tapping into the consumer demand for solutions that support holistic wellbeing.
But the scope and boundaries of this marketplace are elusive because wellness orientations appear in such a wide range of goods and services. That creates both opportunities and challenges for brands to stand out in this space.
projected global sales of consumer health products in 2024
Source: Euromonitor International, Passport Consumer Health
global SKUs of consumer goods with health claims in 2023
Source: Euromonitor International, Passport Product Claims and Positioning
of consumers plan to increase spending on health and wellness
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=39,943)
A new perception of health
How do consumers define health? What characteristics do they associate with their wellbeing?
Most perceptions are multidimensional, encompassing mental, emotional, nutritional and physical vitality. These broad, varied views can turn into growth prospects for brands in the wellness market.
But that also means increased competition—especially for traditional health products like vitamins, supplements or sports nutrition.
Source: Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded January to February 2024 (n=21,323)
People are orienting a lot of their behaviours, and certainly their purchasing behaviours, around adhering to this [wellness] lifestyle.
Matthew Oster
Senior Head of Consumer Health
The role of ingredients and formats
Certain ingredients can convey functional benefits and give products a wellness positioning across formats.
Ingredients like protein, probiotics or collagen, for example, often have a health halo that consumers understand and trust to achieve their desired outcomes.
Formats of wellness products continue to expand beyond pills or powders to functional food, healthier beverages, topical treatments, personal care items and household goods due to the use of health-halo ingredients in formulations.
$33.8 bn
projected global sales of high-protein dairy products and alternatives in 2024
Source: Euromonitor International, Passport Health and Wellness
$24.7 bn
projected global sales of sports protein products in 2024
Source: Euromonitor International, Passport Consumer Health
$11.7 bn
projected global sales of high-protein snacks in 2024
Source: Euromonitor International, Passport Health and Wellness
New product launches in vitamins and supplements
Human Beanz creates vitamins for adults and children in the form of jelly beans.
Products like the probiotic and multivitamin jelly beans for kids were first spotted online in 2023 on H-E-B’s website in the US. The brand continues to increase national online distribution with Walmart, GNC and Vitacost. An e-commerce partnership with iHerb was also detected across six European markets.
new product launches in the vitamins and supplements category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Optimum Nutrition—the leading brand in sports nutrition—launched a new 100% plant-based protein line, Clear Protein, last year in the UK.
The product first hit digital shelves on Holland & Barrett’s website before expanding online distribution in Switzerland and Denmark.
new product launches in the sports nutrition category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
The evolution of health products
New formats
Coconut milk brand Light Up launched a line extension with collagen peptides to meet the demand for healthy beauty beverages in China.
Clean ingredients
US-based cold brew tea brand Equitea uses natural ingredients and organic herbal blends for energy, focus and immunity benefits.
Brand extensions
Swisse is one of the first supplement companies to expand into functional foods and drinks with its Swisse Me line in China, featuring fortified shakes, gels, candies, gummies and micro-shots.
Recommendations and opportunities
Consider brand extensions with new formats or ingredients.
Demonstrate the health benefits of your product with clear messaging; proven efficacy and education can be critical differentiators.
Avoid a universal wellness approach; demands differ based on regions and cultures, so tailor your strategy to local preferences.
Invest in R&D to find niches that can differentiate your brand within the crowded wellness space.