Emerging OTC treatments for common ailments are offered in chewable gummy form
Trend - Brands in healthcare and wellness are taking note of the popularity of preventative gummy supplements, and are offering flavored gummies that treat minor ailments the same way traditional OTC medications do. Products in this space include gummy-based "medications" for a variety of symptoms--including those that stem from PMS, colds, flus, headaches and migraines.
Insight - Millennials and Gen Z are likely to try new approaches in maintaining their health and wellbeing--and have preferences for natural ingredients, playful aesthetics and peer-reviewed products. Brands in healthcare that operate outside of industry tradition are likely to appeal to these demographics in-particular--especially when they prioritize the social media-friendly branding these digitally savvy generations are drawn to.
Insight - Millennials and Gen Z are likely to try new approaches in maintaining their health and wellbeing--and have preferences for natural ingredients, playful aesthetics and peer-reviewed products. Brands in healthcare that operate outside of industry tradition are likely to appeal to these demographics in-particular--especially when they prioritize the social media-friendly branding these digitally savvy generations are drawn to.
Workshop Question - How could your brand use branding to better appeal to Gen Z and Millennials?
Trend Themes
1. Preventative Gummy Supplements - Brands in healthcare and wellness are offering flavored gummies that treat minor ailments as an alternative to traditional OTC medications.
2. Natural Ingredients and Playful Aesthetics - Millennials and Gen Z prefer healthcare brands that prioritize natural ingredients and feature playful aesthetics.
3. Digitally Savvy Branding - Healthcare brands that prioritize social media-friendly branding can appeal to digitally savvy generations.
Industry Implications
1. Healthcare and Wellness - Brands in the healthcare and wellness industry can leverage the popularity of preventative gummy supplements to offer alternative treatment options for minor ailments.
2. Pharmaceutical - The pharmaceutical industry can explore the use of natural ingredients and playful aesthetics in their products to appeal to younger generations and differentiate from traditional medications.
3. Marketing and Advertising - Marketing and advertising professionals can help healthcare brands create digitally savvy branding strategies to connect with millennials and Gen Z consumers.
