Health Consumer Insights

Trend - New startups are launching wearable sweat monitors for safe hydration levels. These are non-intrusive wearables that measure the sweat on the skin, rather than detecting moisture within the skin directly. This helps remind users when to hydrate, particularly during sporting activities.

Insight - Climate change has led to outdoor weather becoming increasingly unpredictable, with rising temperatures causing more regions to become near-uninhabitable at certain times of the year. These conditions cause consumers to pay more attention to proper hydration. When performing physical activities, these consumers are looking for non-intrusive solutions to ensure their bodies maintain healthy fluid levels. Brands are in turn creating hydration monitors with less intrusive sweat-monitoring designs.

Trend - Brands are creating wearable water reservoirs, or bladders, with hands-free bite vales that allow users to drink while moving. These pouches help active consumers stay hydrated during outdoor activities without having to stop to refill water bottles constantly.

Insight - Active consumers frequently seek products that enable them to maximize their workouts and concentrate without any disruptions. In response, brands are developing portable hydration solutions for situations where refilling standard water bottles might be difficult or impractical. Businesses that respond to the demand for convenient and highly portable fitness solutions are well-positioned to thrive in today's health-conscious market.

Trend - Brands are increasingly launching cooling devices to relieve individuals experiencing hot flashes, a common symptom during menopause. These products regulate body temperature and alleviate discomfort caused by sudden heat sensations, benefitting consumers seeking effective and tailored solutions.

Insight - Consumers struggling with menopause symptoms are seeking out non-invasive products to help minimize or relieve their symptoms. In response, brands are creating technology-based solutions to provide personalized support and help consumers navigate their reproductive health more effectively. Companies that address the demand for non-invasive femtech products can attract consumers seeking convenient and personalized health solutions for their everyday needs.

Trend - Restaurants and CPG brands are adding dried pepper mixes to iced beverages to add an extra level of refreshing flavor. Previously a more niche product in North America, big-name restaurants are entering the space, leading to spiced beverages becoming more commonplace.

Insight - Spicy products have continued to grow in popularity in the Western World, with studies reporting incremental increases in popularity year over year, particularly from 2019 onwards. This rise in popularity can be attributed to various consumer demands, such as globalization, or the desire for variety, novelty, and healthier products, as many peppers are rich in vitamins and feature antioxidants. In recognition of these desires, brands are infusing peppers into non-traditional beverages.

Trend - Beverage brands are creating healthy lemonade-based products in convenient formats. These RTD lemonades include detoxifying, immune system-building, and energy-boosting ingredients. The strong flavor of lemonade masks the healthy ingredients, making the drinks palatable for all ages.

Insight - As more consumers prioritize proactive or preventative health practices, they increasingly seek products that go beyond basic nutritional values. These consumers are more likely to purchase products rich in vitamins, antioxidants, or other supplements, as a way to support their overall well-being in a non-intrusive way. Brands are acknowledging the need for crafting healthier products that are easy to integrate into daily lives, and are responding with better-for-you infused lemonades.

Trend - Beverage brands are crafting specialty lemonades made with matcha. Matcha is used for its smooth earthy taste and subtle sweetness, as this balances out the sharp sours and tangs of lemonade blends. These flavor combinations cater to consumers looking for familiar flavors in novel combinations.

Insight - Consumers in the West, particularly the younger Gen Alpha, Gen Z, and Millennial generations, are growing increasingly accustomed to global cultural influences in food and beverage products. These consumers have adopted new flavor preferences, with drinks such as bubble tea or matcha lattes becoming staples. These consumers are more likely to purchase products with new and unique flavor pairings. In recognition of this, lemonade brands are launching more experimental flavor combinations.

Trend - Pumpkin seed protein is emerging as a standout in the plant-based protein market, particularly among legume-based options. Known for containing all nine essential amino acids, it mirrors the nutritional profile of hemp protein, making it highly valued in vegan and vegetarian diets.

Insight - The rising popularity of plant-based proteins reflects a broader dietary shift towards sustainable and allergen-free nutrition. Consumers increasingly seek diverse protein sources that align with their health and environmental values. Plant-based proteins, like those derived from legumes, not only offer a rich profile of amino acids but also bring additional health benefits such as fiber, vitamins, and minerals. This shift presents a significant opportunity for nutrition brands to innovate with new plant-based offerings, appealing to a market driven by both health considerations and ethical consumerism.

Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.

Trend - Post-workout footwear is transitioning from niche to mainstream within the athletic and wellness spaces. This signifies a growing consumer focus on recovery, with footwear designed to promote comfort, circulation, and potentially even joint health after exercise.

Insight - There is a growign shift towards holistic health practices, where recovery is seen as essential as the workout itself. This trend is driven by a deeper consumer understanding of the biomechanics of recovery and its impact on overall performance and long-term health. As people become more attuned to their bodies' needs, there is increasing demand for products that support optimal recovery.

Trend - Birch juice, a traditional Northern European health tonic, is carving out a niche in the modern wellness and skincare market, particularly within the specialty sunscreen sector. This natural, mildly sweet liquid, celebrated for its hydration and nutrient-rich profile, is now being recognized for its UV protection properties.

Insight - Consumers are prioritizing specialized, natural skincare products. This shift is largely fueled by an increasing awareness of the potential adverse effects associated with synthetic ingredients found in traditional skincare formulations. As people become more educated about the ingredients in their skincare products, there's a growing preference for products that utilize natural substances. These natural ingredients are celebrated not only for their protective qualities, such as shielding the skin from harmful environmental aggressors,