What is trending in health and wellness space?

Three years ago, at the start of the pandemic, health and wellness products targeting immunity were brisk sellers. Today, the fallout from that crisis and other economic and geopolitical challenges is fueling interest in other health and wellness categories, particularly around mental health and self-care.

Recent studies confirm that consumers spend part of their health expenditure on holistic health products. According to recent insights from The NPD Group, consumers are currently citing work-life balance, the amount and quality of sleep and stress management as top health priorities.

[Read more: “Understanding Health-Related Food Certifications”]

Categories focused on such priorities, including sleep aids, are ripe for promotion. NPD’s latest research shows that nearly 80% of consumers said the amount of sleep they get is a top factor in their overall well-being. Another report from Mordor Intelligence found that North America accounted for 42% of the global insomnia market last year.

Other products targeting mental health are poised for growth as well. For example, in a recent Trend Outlook for 2023, Natural Grocers named the omega-3 fatty acids EPA and DHA as top-of-mind among shoppers for optimizing their mental well-being.

Retailers that sell books can also offer books that help consumers improve their holistic health. NPD’s BookScan, which tracks sales of physical and digital books in the United States, found that sales of print copies of health and fitness books focused on longevity are up 145% in the past year alone, while sales of print books focused on mental health has almost tripled since 2019.

Darren Seifer, food and beverage analyst at NPD, said retailers and brands can benefit from people’s realigned interests when it comes to their well-being. “Consumers are actively creating their own nutrition and mental health programs. Through self-education and readily available products, they choose the best aspects of diets and lifestyles that work for them,” he noted. “Food brands can play a role in helping consumers with their wellness goals by innovating and finding new ways for consumers to make better food choices that fill gaps in mental and physical health needs.”

Other research points to opportunities to help consumers live their best lives. A recent Healthy Minds monthly survey conducted for the American Psychiatric Association (APA) by Morning Consult found that 26% of consumers will experience increased stress in early 2023, compared to one in five (20%) last year and 37% rate their mental health as fair or poor versus 31% last year.

It in Lakewood, Colo. established Natural Grocers operates more than 160 stores in 21 states. The company is ranked #95 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America.

What is trending in health and wellness space?

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