Health & Wellness is definitely one of the hot trends. It encompasses such huge components as diabetes and obesity, food safety, women’s health, allergies and immunity as well as the fringe issues of “well-being” and “energy.”
As a trend, Age Awareness certainly overlaps with Health & Wellness, especially as the latter concerns our aging population. But there are numerous non-health aspects for processors to consider as they help our 77 million baby boomers segue into their old age.
Unlike a medical spa which tends to focus mostly on beauty treatments that require a medical certification or supervision to perform specific treatments, a health spa is a place of business with equipment and facilities for improving your physical and mental health.
Aging baby boomers facing rising incidence of chronic disease will drive demand for: prescription, non prescription, over-the counter remedies, foods and beverages offering specific health benefits and healthcare education and benefits. Watch for spas to increase focus on onsite health clinics, online and in-spa educational materials and pharmacy marketing and promotion. 75% of Baby Boomers believe the best years are ahead of them. In this vein, they are looking for solutions that cater to concerns like lack of energy, physical health, memory and emotional health
Consumers now think of quality life experiences as being fully engaged in life, having fun, enjoying authentic experiences, not living with restriction or denial, and permitting play and imagination. From this perspective, consumers are now articulating a deeper underlying motivation to be involved in wellness. For those consumers who subscribe to this outlook on wellness, without all these new “spokes” flowing through the wellness hub, you don’t have health and well-being – you don’t have “the good life.”
Beyond the Good Life
Wellness will continue to evolve along the path of quality. Quality experiences will continue to be redefined and the very concept of wellness may even be overtaken at some point by something of higher order importance such as “fulfillment.” Just as health has become a necessary or required condition for wellness, wellness may become the necessary condition for fulfillment. Soon the term “health” may no longer resonate with consumers because it may become an implication of wellness. Eventually the term “wellness” may also become irrelevant as it will be implied when consumers seek fulfillment from quality experiences.
For people seeking a lifestyle fix rather than a meal plan or workout regimen, wellness coaches focus on the whole person it includes: dealing with stress, time management, diet and fitness. These wellness coaches encourage personalized, sustainable, healthy behaviors. Look for more spas to add on these individuals to their staff.
For those who want a non diet approach to a healthy lifestyle, look for spas to add nutritional counseling on to the spa menu. These can be one on one consultation to meet your personal needs, or group classes that can address individual’s needs with the support of a group environment.
This is a trend that plays directly to our desire to ingest specific foods or beverages for the purpose of preventing or palliating a disease or condition. The reason antioxidants, botanical extracts and the whole foods (berries, teas, soy) that contain them are critical underpinnings of this trend is because of the promise such items hold to improve how you feel and perform.
Ingredient standpoint, health and wellness concerns offer the best variety of options for processors. A manufacturer developing a product in this market has literally thousands of botanical extracts, antioxidants, phytochemicals, carbohydrate compounds (such as sugars, starches and fibers), protein compounds or fractions and healthy oils from which to choose.
Meanwhile, emphasis is shifting away from dieting and related fat and calorie-count issues. In a survey seven in 10 American adults claim to be trying to eat healthier foods, almost that many – 65 percent – say calories don’t always count, with about half of Americans finding nutritional value the important factor.
Look for spas to add medical services that are non beauty related. This can include chiropractic, homeopathic, naturopathic, horologists and even medical similar to The Little Clinic which is a healthcare services company that manages walk-in clinics placed inside retail locations. The clinics focus on treating minor illnesses by nurse practitioners and offers health and wellness services to customers 12 months or older at an affordable fee.
Another study notes about 36 million Americans claim to suffer from either a food allergy or intolerance. The twin epidemics of obesity and diabetes dominate the health and wellness category. No day passes without the mention of one, the other or both on television, radio or in newspapers. But in general, between one-fourth and one-third of consumers make food choices based on health for some reason.
Allergies (including gluten and lactose intolerance), energy, immunity and the more general “feeling better” issues are moving up to occupy a growing portion of the megatrend.
Brain Games – Banish the Senior Moment
A Natural Marketing Institute report finds two-thirds of baby boomers are most afraid of fatigue as they age, and nearly half are worried about diminished mental capacity. With life expectancies increasing, brain fitness is becoming as important as physical fitness. The market for brain-challenging products – exercises, games, videos and puzzles – is developing rapidly. Look for spas to be the first to develop and market tools that will increase and improve on your mental capacity.