Emerging trends are driving new touchpoints of consumer-packaged goods, especially in the health and wellness space.
“When we nurture, optimize and expand our sensory experiences it enhances our physical emotional and spiritual well being,” explained Amy Marks-McGee, owner, Trendincite, LLC, during a recent Sensory Wellness webinar.
Per research from McKinsey and Company, the global wellness market is estimated to be $1.5 trillion and grows annually between 5 and 10%. In the US, it recently reached $480 billion.
Eighty-two percent of consumers in the US now consider wellness a priority in their everyday lives. Over three-quarters of grocery shoppers say that transparency is important when they’re making a purchasing decision and yearn to know the true impact of their spending behavior.
In a study by the Vitamin Shoppe, Americans are focused on wellness priorities such as mental and emotional health (35%) and sleep and rest (33%).
Consumers are turning to solutions and activities as varied as social media, pet ownership and beauty to harmonize physical, mental and social well-being.
Women’s Wellness
Globally, people are living longer. In 2020 there were a reported 1 billion people aged 60 and older. This number is expected to almost double by 2050, Marks-McGee said.
In the women’s wellness category, the once-taboo conversations surrounding menstruation are becoming more out in the open thanks to vocal celebrities like Naomi Watts, who are advocating for menopause’s emotional toll with her new menopausal brand and new book, “Dare I Say It.” Watts’ holistic menopausal brand, Stripes Beauty, which was acquired by L Catterton last June, is spreading awareness while making fun intimate care products. This past October, for World Menopause Day, Watts attended the brand’s two-year soiree in New York City with leading endocrinologists to discuss menopause and showcase some of her brand’s bestselling products like Vag of Honor and Oh My Glide, which address undesirable symptoms vaginal dryness.
Marks McGee said women account for 80% of consumer-purchasing decisions in the health care industry. By 2025, 1.1 billion women are expected to be post-menopausal and according to The Female Founders Fund, with the space representing $600 billion.
Menopausal changes impact physical and mental health. Per a 2023 survey by Skin Health Alliance, 96% of menopausal women had experienced skin changes from menopause. Findings also showed that 43% believed they had become less attractive; 28% no longer liked looking in the mirror; and 22% felt stressed or depressed by the changes.
In addition, hormonal hair loss was an issue among consumers in this cohort. With an average of 4,500 monthly searches and an increase of 67.4% of growth in searches versus last year, the questions people are asking Googling are “how to stop hormonal hair loss,” “can hormonal hair loss be reversed?” and “what available treatments are there?”
Within the space, dietary supplements are addressing perimenopause and menopause symptoms. O Positiv launched MENO for hot flashes and night sweats. Gen Xer Drew Barrymore is now the brand ambassador for Dr. Kellyann &ME Peri + Menopause.
The hormone-free supplements contain a blend of natural ingredients that help to support hormone balance, hormonal weight management, sleep, metabolism and help ease night sweats and hot flashes.
Another Gen Xer, Brooke Shields, known for her signature locks, saw a gap in the haircare market for consumers over 40. She sought to address hair loss and texture with the release of three products from her Commence Haircare product line: a 2-in-1 instant dry shampoo, 3-in-1 leave-in conditioner and a root serum formulated with a refreshing and comforting subtle scent of citrus, floral, musk and amber.
In the UK, The Solution Menopause launched a line of six products: hydrating cooling mist, a 3-in-1 boost serum and night recovery treatment, a cooling cream-gel body moisturizer, hair thickening scalp serum and intimate wash.
Another UK-based brand, Elemental Herbology, launched a Pause & Renew Gel Mask to address dryness associated with menopausal skin. Based off Chinese herbal medicine, a blend of adaptogens, vitamins and antioxidants help reduce the appearance of fine lines.
Skin Federation Intimate Skincare Products and Routines, based in Melbourne, launched a gentle intimate cleansing gel, a prebiotic intimate hydrating gel and a ceramide vulva barrier cream to support vaginal pH.
Pampered Pets
With up to 66% of US households or 87 million homes, owning a pet, pet care owners – many of whom view as a companion and true friend – aim to treat them as they would themselves.
Ariella Halperin, founder of Storied Senses fragrance consultancy, said the pet care industry reached $147 billion in 2023 and is expected to top $250 billion by 2030.
Three in five pet owners say they spoil their dogs with premium foods and treats, in addition to clothing and luxury grooming services. This seems a fair trade as a recent poll by the American Psychiatric Association found that 86% of people reported that their pets have had a positive impact on their mental health. Dogs reduce unwanted feelings of stress, anxiety and depression, as well as ease loneliness and encourage exercise.
With videos emerging on Instagram of pet owners spoiling their so-called fur babies with over-the-top bathtime rituals, brands like Paul Mitchell and Raw Sugar have released pet body care lines inclusive of shampoos, conditioners and unique treatments cleansers to keep their coats clean and shiny.
Last year, ScentAir introduced two new calming fragrances, Coastal Lavender and Aloe Oasis, using a proprietary pet calming complex engineered with natural botanicals to promote a relaxing atmosphere and reduce anxiety in dogs and cats. Cleaning products are designed to combat foul odors at a molecular level. These luxurious scents contain chamomile, eucalyptus, lavender, lemongrass, waterlily and musk.
Earlier this year, famous pet lover, heiress and beauty entrepreneur Paris Hilton, through her next-gen media and lifestyle company 11:11 Media, launched her first pet grooming collection developed by Kira Labs. Sold at pet retailer Chewy and made in the US with high-quality ingredients, Hilton’s pet grooming collection offers gentle and effective grooming solutions that pamper pets at home including a shampoo collection and odor control sprays.
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