Health Consumer Insights

Trend - Food & beverage brands are creating drinks designed to alleviate stress. This is achieved by swapping out stressing ingredients, such as processed sugars and caffeine, with stress-relieving alternatives, such as magnesium and lion's mane, generating healthier energy for consumers.

Insight - It is clear that many adults in the western world live high-stress lives. Between balancing work with personal lives while trying to maintain personal health, time is stretched thin. However, many adults are unaware of how impactful a diet is on both their mental and physical health, with sugars and processed goods raising heartrates and causing increased average stress levels. In order to help regulate the stresses and sleep schedules of these adults, brands are offering de-stressing beverages.

Trend - Brands are reformulating glucosamine—a compound traditionally used for joint health and osteoarthritis symptoms—into chewable gummy formats. These supplements combine therapeutic doses of glucosamine with other joint-supporting ingredients, offering an alternative to traditional pills while maintaining efficacy.

Insight - Modern consumers are increasingly resistant to traditional supplement formats like pills and capsules, leading them to seek out more enjoyable ways to maintain their health routines. This shift reflects a broader consumer desire to eliminate friction from their wellness practices, while still accessing the benefits of supplementation. As health maintenance becomes a daily priority for more demographics, the success of gummy formats indicates that consumers are more likely to maintain supplement routines when the experience is enjoyable rather than purely functional.

Trend - Pet food brands are releasing hydration-focused drinks and meal supplements for dogs and cats. These are electrolyte-rich products that ensure pets are intaking enough fluids throughout the day. These products can be served on their own or as additions to regular meals.

Insight - Many pet owners simply feed their pets a few regular meals per day with provided drinking water and occasional treats, but not as many owners invest in dietary supplements or products purely for nutritional benefits. While some owners do, others take a passive approach, often due to busy lives. In order to ensure pets are ingesting more healthy diets with balanced nutrients, including hydration, brands are releasing convenient products for pet owners that do not intrude on time constraints.

Trend - Brands in the CPG space are turning to chia seeds to create better-for-you alternatives to on-the-go breakfast offerings. Coming in the form of bars, bowls, and snackables, these packaged products offer healthy breakfast options for consumers with busy lives and limited time.

Insight - As individuals age, they typically take on more and more responsibilities ranging from advanced schooling to full-time employment and personal obligations, such as families and friends. This often leads to periods with very limited free time, leading to these consumers turning to time-saving options when possible, preferably without compromising on their lifestyle preferences. In order to appeal to such consumers, CPG brands are creating healthy on-the-go breakfast options with chia proteins.

Trend - Personal care brands are developing products that address the skin's needs in intimate areas with the same care and precision used in traditional skincare. These products, spanning serums to masks, can be used to soothe irritation, reduce hyperpigmentation, or moisturize delicate skin.

Insight - Consumers are becoming more educated about the skin's unique needs in different areas of the body, primarily due to the increase in accessible information about self-care and body positivity. These products address specific concerns unique to intimate areas, providing solutions that weren't widely available in the past. This shift has led consumers to favor brands that provide targeted, practical solutions, enabling them to care for every part of their body confidently and without stigma.

Trend - Breakfast cereals are now formulated with higher protein content to accommodate various lifestyles and diets. This approach provides health-conscious consumers with an easy way to increase their daily protein intake without incorporating additional supplements or products into their routine.

Insight - Health-conscious consumers often seek products that support their diet or help them achieve specific health goals. However, they often struggle to find options that allow them to prioritize the proper nutrients that align with their individual needs and objectives. Boosting the nutritional value of everyday foods helps these individuals meet these goals without significant dietary changes, incentivizing them to choose and stay loyal to brands that align with their wellness priorities.

Trend - Devices are being created to stimulate the vagus nerve—which runs from the brainstem through the neck into the chest and abdomen—either through implantation under the skin or external use. This stimulation helps regulate various bodily functions, including mood, inflammation, and pain perception.

Insight - As chronic and acute pain conditions have become more widely recognized, there is a growing demand for non-pharmaceutical interventions. The creation of different therapies embodies the cultural shift toward holistic and integrative health, with consumers prioritizing natural approaches to pain relief. Businesses that cater to this demand for innovative, non-invasive health solutions can capitalize on the growing consumer preference for technology-driven wellness and pain management strategies.

Trend - Ear Acupressure, or Auriculotherapy, is the science behind stimulating pressure points in the ear to reduce pain, improve digestion and circulation, and more. Brands are releasing ear wearables that target these acupressure points for consumers suffering from acute to chronic pains.

Insight - Consumers suffering from gut pain, or other types of low-intensity looming pains, often deal with such situations in a variety of different ways, with some opting for immediate medical care from professionals, while others are drawn to more at-home remedies and DIY solutions when the condition is not too serious. In an effort to appeal to the latter, consumers who are more adverse to detailed medical care or surgery, brands are releasing wearable pain management solutions that use acupressure.

Trend - Brands from various industries from personal care to EDC tools are launching toothbrushes with titanium frames and components. Titanium is used for its benefits to hygiene and durability, its lighter weight compared to other metals, and its premium feel.

Insight - Higher-income consumers typically shift their purchasing habits away from deciding on products based on provided value, and more based on how such products align with their personal beliefs and priorities. These customers may make decisions based on environmental sustainability, convenience, longevity, or merely as a reflection of status. In recognition these priorities, brands are releasing high-quality titanium electric toothbrushes to suit specific values and lifestyle needs.

Trend - Physical AI-powered tools, in conjunction with cameras and advanced AI models, are being used as a starting point for disease diagnoses. While these tools cannot legally diagnose someone of a condition, they can be used to more quickly point doctors in the correct direction, increasing efficiency.

Insight - While most consumers are aware that, when ill, simply looking up symptoms cannot accurately diagnose what the cause is, this is still a common first step for people when deciding whether or not to seek medical attention. Due to the popularity of these practices, and the introduction of AI in nearly every industry, AI brands are creating tools for consumers and for professionals that can more accurately determine medical conditions based on advanced models combined with physical testing tools.