Wellbeing - Consumer Behavior Case Study

This report is part of the The Publisher Case Study report series, which analyzes trends explored on the Publisher's TrendSights Map. The consumer insight offered throughout the report is drawn from the Publisher's Q1 2021 global consumer survey- a quarterly survey designed to capture consumer sentiment as it evolves throughout the year.

The coronavirus pandemic has made many consumers more health-aware, and convinced them to put more emphasis on their mental and physical wellbeing. The way products impact consumers’ health and wellbeing is a key purchasing factor.

Scope

• Brands should emphasize claims such as immunity-boosting or mood-lifting, but they should be mindful of discerning consumers. Therefore, brands should make sure that their claims are supported by health experts and have a scientific explanation behind.
• In times of uncertainty such as a global pandemic, consumers are increasingly demanding tips on health and wellbeing from brands, as they are oftentimes unsure about how to fix the issues themselves. Therefore, brands must take this into account and they should be able to offer useful information to consumers on how to improve their health or what they should do to stay safe and sane.

Reasons to Buy

• Gain a broader appreciation of the fast-moving consumer goods industry.
• Understand the relevant consumer trends and attitudes that can drive and support innovation and brand strategy.
• Access valuable strategic take-outs to help direct decision-making and inform new product development.