Nielsen Global Health And Wellness Report Worldwide
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In this new report, NielsenIQ explores consumer sentiment across 17 diverse global markets and dives deep into data to help companies better understand the global state of health, wellness, and well-being. The insights uncover how consumer needs have been reshaped around the world, what is trending, and what the budding opportunities are across the new, broadened spectrum of global health and wellness.
As the cost of health care rises, socioeconomic issues build and consumers determine their own health and wellness journeys, businesses and governments become increasingly more interconnected. Coupled with the enduring COVID-19 impact, this trifecta of forces is paving the direction of the CPG landscape.
In contrast to the unpredictable nature of COVID-19, consumers are being very deliberate with their choices. 2021 has been a year of recalibration, reflection, and resilience. What matters to consumers, now? Meaningful and purposeful living, health management, strength and wellness, mental health and stability, happiness, social connection, environmental betterment, balance, and fulfillment.
Well-being in definition is far more comprehensive than health or wellness, as it considers a broader universe of personal factors and speaks to the goals of a well-rounded life. Fueled by the informed ideology and mass influence of younger generations like Gen Z, who are hyper-aware of social and environmental issues, the expansive future of consumer health and wellness is proactive, highly personal, mindful, and motivated towards well-being. While maintaining your bar of excellence for value, taste, efficacy, and convenience, how will your company show up in this next chapter?
In this new NielsenIQ Global Health and Wellness report, we explore consumer sentiment across 17 diverse global markets and dive deep into NielsenIQ data to help companies better understand the global state of health, wellness, and well-being. We uncover how consumer needs have been reshaped around the world, what is trending, and what the budding opportunities are across the new, broadened spectrum of global well-being. This report brings to light a full view of total consumer health and wellness.
It all starts with understanding the baseline state of total consumer health and wellness as it stands, today. Despite mass vaccination efforts across countries, the world is still in a pandemic, with millions still being infected and impacted by COVID-19. However, the virus is just one force driving change in the global health and wellness landscape.
As the cost of health care rises, socioeconomic issues build and consumers determine their own health and wellness journeys, businesses and governments become increasingly more interconnected. Coupled with the enduring COVID-19 impact, this trifecta of forces is paving the path forward.
Much like the expanse of factors that have impacted the global state of health and wellness, there are equally many ways in which consumers are re-inventing how they approach health-related decisions.
Following the onset of COVID-19, what do consumers deem to be important today? While we recognize that there is no blanket answer for this question, we do believe there is one universal hierarchy that empowers a deeper understanding of how consumers are currently prioritizing their health and wellness needs.
This hierarchy, applied to the current state of health and wellness, brings to light a total view of consumer health needs. It highlights unique differences in the innate order to which consumers are prioritizing their health needs: those that are protective, preservation-focused, aspirational, evolving, and altruistic in nature.
The hierarchy framework is fluid across consumer segmentations, geographic regions, key demographics, cultures, and categories. In practice, it will align with any personal health and wellness journey. The opportunity for companies looking to meet and exceed the growing expectations of health-conscious consumers is to figure out where your brand fits and sits along this fluid path. If most consumers prioritize more than one hierarchy level, so should companies. What are the current and future opportunities that exist for your company both up and down this hierarchy?
Biological advancement pertaining to DNA testing, the modification of lab grown ingredients, exploration of plant-based alternatives, and the emergence of lab refined supplements will propel health and wellness innovation to new heights.
While dietitians would likely dispute whether organic sugar or non-GMO cookies are any healthier than their conventional counterparts, Millennials in particular are thinking about health and wellness in a more holistic way, incorporating social and environmental factors as well as things like fat, salt or sugar content, Nielsen director of strategic insights Andrew Mandzy told FoodNavigator-USA
We estimate the global wellness market at more than $1.5 trillion, with annual growth of 5 to 10 percent. A rise in both consumer interest and purchasing power presents tremendous opportunities for companies, particularly as spending on personal wellness rebounds after stagnating or even declining during the COVID-19 crisis. At the same time, the wellness market is getting increasingly crowded, creating the need to be strategic about where and how companies compete.
Each of these six categories is important for consumers across our survey countries. Better health consistently appears as the most important wellness dimension (and the one with the highest level of spending) across every market we researched.
In overall spending, consumers expect to increase their purchases of both wellness products and services over the next year. We expect a greater shift toward services, especially those (such as personal training, nutritionists, and counseling) that emphasize physical and mental health (Exhibit 3).
Potential strategy for companies. Reevaluate your development road map to consider whether you have more opportunities to introduce natural or wellness-oriented products or to acquire natural/clean product lines. This strategy could look different by segment: in apparel, products designed with organic/natural materials and sustainability in mind; in consumer health, natural/clean beauty products; in retail, merchandising with an eye to products that resonate as authentically natural.
We do see traditional channels holding for certain product categories: fortified foods, multivitamins, and skincare still largely sell through brick-and-mortar stores. Other breakout categories (such as fitness wearables) are almost entirely online native. Consumers in China report the highest share of wellness spending online, followed by those in Japan and trailed by those in Europe, the United States, and Brazil.
The global wellness market is healthy and growing. In every category we surveyed, more consumers said they were going to spend more on wellness than those who said they would spend less. The majority of consumers planning to increase their spending was especially large in some categories, including memory/brain enhancers, anti-aging products, beauty supplements, noninvasive cosmetic procedures, nutrition (sports nutrition, juice cleanses, nutrition coaches, fortified foods), and meditation/mindfulness offerings.
From its survey of 30,000 people in 60 countries, Nielsen just released the results of its Global Health and Wellness Survey. And what they reported is more evidence that health is a trend that shows no sign of slowing down anytime soon.
1) I am saddened and alarmed by the global obesity epidemic, which seems to be fueling the push for healthy living. The study estimated that 2.1 billion people, or nearly 30% of the global population, were overweight or obese, and 49% of the global respondents consider themselves overweight.
There is an unquestionable need to reimagine and transform the struggling and constrained public health systems into ones that are human-centered, inclusive, and resilient to future shocks. Reimagining the future of public health will require to forge new partnerships across public and private health care providers, new sources of investment for the wellness of communities, fresh market entrants bringing in diverse skills and expertise, and taking significant strides for digitizing public health. The challenge is enormous, but so is the opportunity.
1 global health AND wellness report Copyright 2015 The Nielsen CompanyWE ARE WHAT WE EATHEALTHY eating TRENDS AROUNDTHE WORLDJANUARY 20152 global health AND wellness report DO BODY IMAGE PERCEPTIONS AND eating HABITS GO HAND-IN-HAND?AROUND THE WORLD: Half (49%) of global respondents believe they are overweight, and half (50%) are trying to lose weight. Consumers seek fresh, natural and minimally processed foods. Beneficial ingredients that help fight disease and promote good health are also important. health attributes are most important to emerging-market respondents, who are also most willing to pay a premium for health benefits.
As global rates of obesity and related diseases continue to rise, consumers around the world are becoming more health conscious, and are expecting their food products to reflect their desire for healthier options. A recent Nielsen Global Health and Wellness Survey found that, of the 30 000 people across 60 countries surveyed, 49% consider themselves overweight and 50% are actively trying to lose weight. Consequently, consumers are seeking out healthier food choices and are increasingly considering the health and nutrition claims made by manufacturers. It is therefore concerning that only 63% of the global Nielsen respondents actually trust the health claims currently made on food and beverage packaging. 2b1af7f3a8