2. 2
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CONTENTS.
3. 04
Introduction
06
What Is Wellness?
08
The Evolution
of Wellness
10
Trend Drivers :
Movements of
Influence
16
Trend
Consequences
18
Industry
Implications
27
The Future
Of Wellness
28
Conclusion
30
References &
Bibliography
5. This report will explore the macro trend of Wellness; examining its evolution from a
revolutionary concept in 1948 to a highly commercialised multibillion dollar industry in 2016.
Identifying and discussing crucial drivers and stimulus will determine an understanding of
what facilitates trend development and the influence wellness has on society and consumer
behaviour. Thus, aiming to appreciate impacts on different industries and consider the future
of the trend.
In order to conduct a robust report, a variety of secondary sources have been rigorously
reviewed. Reports from market researchers and forecasters Mintel, Trendwatching and
WGSN and industry news publications Drapers and Forbes have been referenced greatly,
complimented by journals, books and documentaries. A key limitation of these sources was
the narrow geographical locations of the writers and authors, as British and American opinion
and research features most prominently. Therefore, a critical approach was undertaken when
evaluating papers, which allowed for the discovery of key highlights and contributions to be
further developed, within the field of wellness and interconnecting industries.
6. 6
The use of the word ‘wellness’ dates to the late 1940’s when physician Dr. Halbert Dunn
spoke at seminars and wrote the book High Level Wellness for Man and Society. His interest
in the topic was inspired by the change of emphasis on health in that era. The World Health
Organisation articulated in 1948, “Health is a state of complete physical, mental, and social
well-being and not merely the absence of disease and infirmity.” Dunn therefore inferred
that the state of being well, was not simply a state of ‘unsickness’ but “a fascinating and ever
changing state that’s exploited in every dimension of life.” (Dunn 1959).
A present day assumption of wellness is that of an amalgamation of words, wellbeing and
fitness, however, a more tangible definition from the National Wellness Institute (2016)
states: “a conscious, self-directed and evolving process of achieving full potential.”
WhatIsWellness?
8. 8
A shift in western culture after World War 2 was arguably the catalyst for changing social,
economic and political character of civilization; Dunn argued this demanded a need for a new
perspective on health. The hailed ‘father of wellness’, he defined this
shift through stipulating four significant areas of change that were
evident in that era and impacted on understanding and culturing good health:
1. A shrinking world
2. A crowded world
3. An older world
4. A world of mounting tension
Therefore meaning that communication methods, rapid increase in population, ageing
population and a quickening tempo of modern life were changing the characteristics of
health problems. As a result, Dunn hypothesised; “Chronic illness and mental disease are
far more prevalent. A great range of neurotic and functional illnesses, which won’t destroy
life but which interfere with living a productive and full life, are on the increase.” (1959)
Wellness by Dunn’s definition was therefore measured on an axis of health whereby high
level wellness emerges in circumstances of both favourable environment and peak physical
health. (see appendix 1) Dunn forecasted that the future path for both medicine and health
would lie largely in concentrating substantial amounts of interest in raising general levels of
wellness in all people. (Dunn 1959) A prediction that is arguably emerging in society today.
It wasn’t until 1970 that Dunn’s work began to receive recognition, when Dr John Travis took
interest in his research and opened the world’s first wellness centre.
(Global Wellness Institute 2016)
Referencing the wealthy residential community around Mill Valley, California in the
1970’s, Travis explained “If people have reached material success and they are not
happy, maybe they will try something else, because they can afford to pay for it.”
(British Vogue 2016) This epiphany has been identified as ‘The Tipping Point’ which has
seen the 21st century embrace wellness as a fully commercialised industry. Work cultures,
social norms and innovations in fitness, diet, healthy living and wellbeing are increasing
rapidly and as a result wellness is transforming every industry from travel to agriculture.
The Evolution Of
Wellness .
11. Fig. 5
Constant Connectivity.
Community and connection with the physical world are essential attributes to the idea of
wellness but are not aligned with commercialisation interest in the current digital era.
(Dr Travis, cited in Vogue 2016) Findings from a study by Sir Gary Cooper, professor of
organisational psychology and health at Lancaster University revealed that connectivity via
smartphones has facilitated an “email epidemic” where “employees want to be seen to be
available by email at all hours. It is causing stress and depression, and in turn making workers
less efficient” claiming poor health and ‘burnout’ are the inevitable result. (Kotwinski 2016).
Interestingly, Josh Bayliss, CEO Virgin Group, understood how engagement and
wellbeing at work can be inhibited as a result of too much time spent in front of a
computer and recently enforced a requirement that some employees turn off emails for
two hours a week in a bid to improve their wellbeing and creativity. (Mezzofiore 2016)
Reconnection, rest and renewal are expressed as highly important antidotes to constant
connectivity. (Steinbrech 2014) There is “a common complaint from leaders and
associates alike that our ubiquitous connectivity makes us long for a deeper more meaningful
connection... to people. Our technology, although it enables us to connect, can also drive us
apart from each other.” Such perspectives have fuelled a ‘digital detox’ sensation as people
try and re-address balance in their lives. Data from Ofcom revealed “Three in 10 said they
had gone on some form of digital detox holiday.” (Jackson 2016) Interestingly however,
participants in the study who had grown up with the internet were less likely to see constant
connectionasanegativebehaviour.TheHartmanGroup(2015)suggeststheremaybegenerational
differences in attitudes and impacts of constant connectivity, noting that Generation Z (born
after 1995) “move seamlessly between digital behaviours and real life. They are already highly
proactive participants in healthandwellness;More so thananyothergeneration,GenZlooks to
exerciseasawaytotreatorpreventillness,anditisparticularlyrelevantforemotionalandstress
related issues. For Gen Z, technology is fun, entertaining and useful”. Thus, suggesting constant
connectivity does not induce stress, rather that it’s a part of everyday life. This assumption is
supported by Reynolds (2016) who argues “using the internet mindfully is not destructive.”
Nevertheless, compulsive internet connectivity has been found to impact mental health,
relationships and sleep patterns and positively correlates with a rise in practice of mindfulness
and meditation. The conflict of interest between digital and wellbeing has been considered by
Buddhify app creator Rohan Gunatillake, who is aware the app industry could be criticised as
being far removed from the community orientated essence of wellness. To therefore bridge the
gap between digital and community Gunatillake proposes the future of the app will combine
the two strands of mindfulness, both digital and traditional, by having teachers more involved
with app design. Speaking of digital connectivity, he suggests; “nothing will influence how
mindfulness is perceived and practised in our culture more in the next 20
years”. Computer based cognitive behavioural therapy (CBT) has been in
clinical use for years but Fleming (2016) suggests “rolling out such services via
smartphone apps will make this kind of treatment even more accessible”.
12. 12
New Consumerism:
Money Can't Buy Happiness.
A fall in sales of cars and home furnishings and shrinking growth figures from Apple in 2015
(Thielman 2016) suggest the demand in the western world for materialistic goods is
saturated. “In the developed world, consumers are losing their appetite for more. Even goods
for which there once seemed insatiable demand seem to be losing their lustre.” (Hutton 2016)
Fundamental forces are holding back consumer spending, beyond disposable income.
Arguably, a quest for meaning, aided with more accessible knowledge now begs societies to
consider ‘humanomics’ rather than economics and understand consumers are
searching for the root of happiness, not more ‘stuff’. Sedlacek, cited in Hutton
(2016) states “What we want is purpose and a sense of continual self-betterment,
which is not served by buying another iPhone, wardrobe or a kitchen.” This focus
exemplifies how a reduction in materialistic spending is driving the wellbeing industry.
Kajer (2015) suggests the culture of consumerism is in a period of change, cementing a
position driven by experience and values, rather than price and product. This change in behavior
has been coined ‘New Consumerism’ and explained as forming due to a change in consumer
attitudes; “It is about today’s consumers reassessing their priorities and increasingly
asking themselves what they truly value”. Consumers are developing a more comprehensive
understanding of sustainability, authenticity and transparency. “Consumers want to be
healthier, they want to have a more satisfying life, they want to have a happier life, they
want to have greater well-being and increasingly they look to companies to be able to
help them achieve that,” (Hoang 2016) Moreover, Gen Z particularly, are interested in
establishing more long term healthy lifestyles, rather than buying fad products which will
only satisfy short term, a behaviour which is greatly impacting brand focus. (Bhagat 2016)
The perception of time and experience as luxury is also influential; evident in the global
consumer trends 2015 survey data revealed that the prioritisation of experience over
belongings was ranked the 3rd most important factor in personal happiness. In view of this
brands are advised to “get out of business and into betterness” and embrace principles of
wellbeing through a purposeful strategy and empathetic leadership. (Kajer Global 2016)
Gen Z In The Workplace.
Gen Z reaching adulthood is arguably driving influence on workplace wellness. A research
study on 4,000 workers across 10 global markets, by Morar Consulting and Randstad Human
Resources found “Gen Z ranked work flexibility at 19.1%, followed by healthcare coverage at
16.9%. when asked which benefits were most important” (Strauss 2016). Jim Link, chief HR
officer at Randstad explained “The fact that (Gen Z) rate workplace flexibility even over
healthcare is fascinating to me…That’s the first time we’ve seen that.” Moreover, The Future
Laboratory predict that Gen Z, will make up 20% of the industry’s talent pool by 2020 (Kemp
2016) It could be argued this attitude of self-awareness and prioritization of preservation is
fundamentally changing the view that burn out and long hours are necessary for success. In
comparison to Millennials, Gen Z are choosing opportunities for holistic growth and work-life
balance over salaries. This is encouraging change in business recruitment as new workers view
their well-being and mental health as the ultimate bottom line. “To keep pace with the best
talent, brands are starting to use forward-thinking employee benefits as a marketing and
recruitment tool…Companies now have to think of themselves as employment brands.”
(Schneider 2016)
In view of this, Rossi (2016) believes employers must care about their employees beyond
the corporate environment and support them across all aspects of their lives. “The real
trailblazers are the employers that think creatively about the people first. They judge
employees by outcomes rather than attendance, and ensure they give them the tools that
they’re happy to work with.” It could therefore be argued future professional success will be
defined by embracing trust and allowing empowerment to let individuality thrive, opposed to
“always being present at the workplace and often for more hours than required”. (King 2016)
13. The Age Of Curation and Selectivity.
Digitalisation has increased consumer expectation from brands to provide more individualised
offerings. “Expectations created online are converging with those created by new health
tech to drive demand for health and wellness products, services and experiences that are
personalised around the individual.” (Trendwatching 2016) The food industry is noticing this
behavioural shift and reacting with new business models, therefore facilitating the wellness trend.
“At food retail, customisation is important to shoppers; grocery food bars offering inexpensive,
freshly made meals that can be personalised can assist in health and wellness goals.” (The
Hartman Group 2015) Vita Mojo salad bar have built a business based on the trends of
personalisation and self-tracking by allowing customers to choose a mix of ingredients using
instore iPads “by using sliding bars to specify how many grams of each ingredient they want.
Dynamicchartsautomaticallyshowhowthisaffectsthemeal’snutritionalcontentandtheprice.”
(Trendwatching 2016)
Health conscious consumers’ emphasis on nutrient dense diets, adapted to maximize energy
and performance, is filtering down to mainstream consumers. A rise in plant based eating
implies consumers increasingly understand nutrition and have confidence to apply an eating
style that optimises their individual physical performance and moral stance. Fresh Fitness
Food have positioned as part of the holistic wellness community, carving out a niche offering
by adopting a scientific approach to create precise, consistent and highly personalised plans
with the view of helping clients hit their health and fitness goals. (Hill 2016) Additionally, a
report from Hartman Group informs “Contemporary diets are personalised and all about
balance, wellness and energy. This is shorthand for feeling lighter, better digestion, reducing
inflammation and ultimately feeling good and being happy.” (Forbes 2015) It is assumed
therefore, that this attitude has been influential in the increase of flexitarian-
ism and #IfItFitsYourMacros eating. The common ground between these eating
habits, being the element of selectivity, demonstrating how consumers are confidently and
consciouslymakingelectivedietchoices;favourableforbothpersonalhealthandtheenvironment.
Fig. 6
14. 14
DNA Personalised.
Technological advances have accelerated individualised healthcare, via developments in DNA
personalised medicine, treatments and fitness and diet advice. Valued at $534 billion,
preventative and personalised medicine in the public health sector of industry is fast
propelling the growth of the global wellness economy. (Global Wellness Institute 2016). Impacts
on the future of cancer treatment may be revolutionary; Baroness Delyth Morgan, explained
“Personalised medicine represents the future. Everyone’s breast cancer is different, and the
better we can target drugs to the exact make-up of a patient’s tumour, the
more effective we will be in stopping this dreadful disease.” (Donnelly 2016)
In addition to medical treatment, DNA developments are allowing genetically tailored fitness
regimes to be more accessible. “DNA Fit sees a team of experts using cutting-edge molecular
technologies to analyse the relationship between genes, nutrition and lifestyle. The resulting
data reveals insights into gene variants which affect power, endurance, injury resilience and
saturated fat intake.” (Bailey 2016) New brands are being inspired by pioneers such as
genetic technology firm 23 and Me who create an at-home genetic testing kit, which reveals
informationfromfoodintolerances,tothelikelihoodofinheriteddisease.InviewofthisBailey(2016)
suggests “the emergence of these easy-to-use tests indicates the rise of a new consumer
dedicated to knowing their own body inside and out.” Perhaps, making way for creative
industries to embrace the roles of genetics wellness in their developments. However, in
opposition, The Washington Press (2015) warns there are still large uncertainties around risks
to human health in this field and grave social consequences to where the line is drawn ethically.
Fig. 7
15. The Healthcare Challenge.
In both developed and developing countries, a challenge for economies is enabling healthcare
access to all, as the population of over 60’s grows rapidly. Moreover, increasing rates of
chronic but preventative conditions, such as obesity and diabetes, are forecast to continue to
inflate healthcare costs. Research revealed currently the average spending ranges from 5 to
10% of the GDP in most countries. (Frost & Sullivan 2011). However, with the growing ageing
population, the per capita healthcare spending is rising faster than per capita income and
isexpectedtorisetobetween20and30%ofGDPby2050.Actionstothereforechangethefocuson
healthcare from treatment to prevention must be applied in order to substantially reduce the
overallcost.Withhealthappsandfitnesstrackers,employersandhealthcareproviderscananalysean
increasingamountofdata,whichcanbeusedtoraiseawarenessofhealthissues.TrendOne(2016)
suggest soon “automated systems offering preventative diagnostics will help lower inhibitions
aboutregularcheck-ups.Theadvantageisthatsuchsystemscanmeasuremanybodilyfunctions
very quickly, which provides the basis for downstreamed, personalised healthcare coaching.”
In view of these predictions, a new framework and educational policy is forecasted to shift
healthcare focus to the individual being empowered and responsible for his/her
well-being, which will likely accelerate the growth of the wellness industry further.
(The Hartman Group 2015) See appendix 2.
“We’re used to constant
connectivity so being
deprived of it is
causingwhatisreferredtoas
disconnect anxiety, with
people experiencing
negative emotional
feelings when they are
unable to get online.
Connectionviasocialmedia
can have an adverse effect
on our levels of happiness.”
(Beattie 2013)
Fig. 8
16. 16
Sportspitality.
Demand for fitness and maintaining high performance living, away from home, has fuelled
fitness industry collaborations with high end hotels. Despite hotels taking notice of
consumer’s fitness priorities “84% of hotels have a fitness centre or exercise room — up from 63%
in 2004” (Hickson 2016), there is growing scope for the high end market to capitalise on demand.
“Imagine your favourite cult boutique gym fused together with all the comforts of a luxury
hotel. Because that’s exactly what major fitness players like Equinox and Exhale are doing —
developing gym-branded hotels.” The trend navigates a new direction for hospitality as
“hotelscannolongertreatgymsasperipheraladd-ons,andneedtointegratethemfullywiththeir
offering” (Walter Thompson Intelligence 2015) Furthermore, it is expected “hotels across the
globe will adopt more wellness friendly practices such as replacing carpet with wood floors,
creating light therapy offerings, and adding air purification systems” allowing for
guests to be inspired, not limited to maintain workout schedules. (Shaffer 2015)
“Wellnessisthemust-havehotelamenity,thatisonlygainingmomentum.Sleep
is the new sex, meditation is the new massage, and working out has become a
passion. No wonder hotels are incorporating health and fitness into their DNA.”
(Well and Good 2016)
Fig. 9
Influences from the identified trend drivers, contribute to the fast evolving nature of Micro
Trends. Consequences of the wellness trend in 2016 are personified through the key topics of
Sportspitality, Healthonism, Mindfulness and New Minimalism.
Trend
Consequences .
17. Healthonism.
Research Group J.W Thompson credits the emergence of ‘Healthonism’ with “Consumers
increasingly engaging in health and wellbeing in a contradictory, divergent, have-it-all way,
putting healthy habits alongside fun.” As an anti-dote to self-righteous and strict healthy
lifestyles, millennials particularly are displaying detox-retox behaviours, offsetting alcohol with
antioxidants and attending sociable workouts where atmosphere and music is synonymous
with nightclubs. Hilary Gilbert, founder of Boomcycle, suggests there is a natural synergy for
enjoying both health and partying. “'healthy hedonists’ simply like working out and
going out and recognise the two aren’t mutually exclusive anymore.” (Jones 2016)
Mindfulness .
Mindfulness is simply being present in the moment and consciously aware of thoughts, feelings
and behaviours. It was however declared a movement and brought to popularity in western
culture as society became more stressed and less focused in the 21st century. (Rinzler 2014)
Arguably, Mindfulness has grown to mainstream popularity as people are more
forceful in a quest for optimisation; consumers want to be optimal versions of
themselves, the most effective and efficient and believe practicing mindfulness will aid this.
New Minimalism .
Driven by concerns for establishing a long term healthy lifestyle, consumers are seeking
sustainable progressive behaviour via decluttering. “The philosophy of new minimalism
advocates “buying less but buying better” whereby consumers take more time to purchase few-
er goods of a higher quality and staying more organized overall.” (Bhagat 2016) The infamous
success of author Marie Kondo’s book, The Life Changing Magic Of Tidying Up
has arguably been instrumental in bringing the concept to mainstream attention.
In fitness, minimalism is illustrated where primal, outdoor and low-tech workouts are
experiencing growth, arguably driven by research showing that due to humans’ natural
competitiveness, “people achieve better results when training in small groups; using
social interaction as a motivational tool.” (Varga 2015)
Fig. 10
18. 18
Fig. 11
The wellness macro trend has substantially impacted many industries; as consumers
internalise it as an integral part of a sustainable future and their own
contentment. These underlying principles have enabled the prioritisation of experience over
materialism which is forcing industries to think more holistically and dynamically about
their behaviour. Companies quick to showcase this mind set and make consumers feel good
about what they are buying, are arguably re-defining their sectors, where “future brand
value will depend on supporting consumers' health and wellbeing goals.” (Stylus 2016)
IndustryImplications.
19. 1.0 Retail
The concept of ‘Stealth Wealth’, whereby shoppers flaunt their wealth through healthy lifestyle
choices,notbybuyingtangibleproducts,hasbeendrivenbythewellnesstrendandisimpactingthe
fashion and food industries greatly. (Bell 2015) As consumers are increasingly feeling driven, the
needforaddedvalueandafeelgoodexperienceisfacilitatingachangeinretailwithinthesesectors.
“Sustainable success requires that both retailers and
suppliers truly understand the why behind the consumer’s
wellness journey, so that they can respond with relevant,
exciting and authentic product solutions and services.”
(Smith 2016)
1.1 Building Community
The view of retail destinations as places that facilitate social interactions and add value to
consumers psychologically is believed to change the retail landscape this decade. Arguably,
leveraging a redefine that shopping means to meet, mingle and be well. (Smith 2016).
Retail is expected to explore new destinations and increasingly locate in experiential
environments, mixing material consumption with leisure. Furthermore, wellness-oriented
consumers are increasingly seeking community connections to provide
validity to their choices. Canadian active wear brand Lululemon strategically host one
day events, to emphasise brand culture, where likeminded consumers can bond. “The
driving ethos behind the brand is a culture of self-improvement, showcasing fitness,
nutrition and beauty trends, to provide a holistic brand experience allows the company
to cement themselves in consumers’ minds as a complete lifestyle brand.” (Sherman 2016)
Fig. 12 Fig. 13
20. 20
Fig. 15
Fig. 16
1.2 Convenient Styling
Changing trends in fashion have always reflected large-scale social and cultural
changes. (Lynch and Strauss 2007) A generational shift to wearing less formal
fashion styles for previously formal occasions, has induced a rise in sportswear as
part of everyday dress code. In respect of this, USA CEO of Sweaty Betty Erika Serow
informs; “business casual was the thing of the 90s, and denim was the thing of the 2000s,
active wear is now that. This is not a trend; this is simply how people dress.” It is therefore
assumed brands will deliver a “healthier fashion future, built on extreme new
ideals of comfort” to satisfy customers psychologically and physically. (Stylus 2016)
Athleisure is a trend credited with “saving the British high street” and has grown 7.0% since
2014. (Armstrong 2016) In 2016, spending in the UK was £5.1 billion, up from £4.8 billion in
2015. Arguably the trend is presently too established to be labelled a fad, but has created a new
niche in the casual wear market. Globally, predicted growth is to reach $83 billion by 2020,
takingmarketsharefromnon-athleticapparel.Fig.16revealstheriseofthetrendinternationally,
with sales increasing from $197 billion in 2007 to over $350 billion by 2020. (Speculations 2016)
Millennials increased health consciousness and need for convenience and
versatility are key drivers behind the emerging longevity of athleisure, as workout
clothing has become equated with style and a way for consumers to communicate that
they consider health and wellness to be a key part of their lives. (Krasiel Alexander 2016)
In addition, conscious consumers are realising the impact fashion has on
sustainabilityandscarceresources.Shoppersareputtingpressureonbrandsforgreatertranspar-
ency in the fashion industry supply chain and therefore greater accountability for their actions.
(Walwork 2016) As the wellness trend is driving shoppers to consume mindfully, it is
increasingly important that brands are ethically-aware and take moral responsibility.
Fig. 14
21. 1.3 Clean Eating
Clean eating is a dominant symbol of wellness and ‘wellthness’ and has globally
impacted the sales of food labelled as being organic or superfoods. Martin Kemp MD of power
food brand Naturya claims; “I don’t see it is as a fad, but more of a zeitgeist movement of
people taking responsibility for their own health”. An increase in Paleo eating habits (whereby
processed and refined foods are limited or excluded) has hugely impacted on the sales on raw
fruit and nut bars. In 2015, The Primal Pantry experienced sales triple, taking turnover to £3m
in year three of business. (Burn-Callander 2015) In relation, nutritionist Samantha Gowing
suggested mainstream western society will soon see “a swing back from a hysterical
preoccupation with dieting to a calmer approach to real food and wholesome nutrition” when
presenting at Global Wellness Summit 2015. Explaining that a fixation on certain superfoods
and relying on importing such vast quantities was “leading towards an environmental collision
course.” She continued that “Global ecosystems are being disturbed by such increased levels of
farming foods such as quinoa, goji berries and chia seeds.” Therefore proposing, the future of
healthy eating will return to greater consumption of sustainably sourced, seasonal food, grown
and eaten without the air miles. Gowing added this consumption behaviour would be a “welcome
return to eating for pleasure” and step away from the obsessive niche dieting in western cultures.
Conversely, Wall Street Journal reporters Jargon and Gasparro (2016) credit Moringa
with being the next big mainstream superfood. Curiously, as the plant can only be
grown in tropical climates, such as parts of Latin America and Africa, plans for it to be
commercially grown to cater for European demand are expected; despite the
unfavourable impact on female farmers in Ghana and Haiti. Although, Jargon and Gasparro
are in agreement with Gowing that laggard consumers will also soon come to realise that the
less processed and simpler the ingredients, the better, arguably contributing to the death of
the ‘Diet’ industry, there is conflict in whether consumer attitude and behaviour are in sync.
Fig. 17
22. 22
2.1 DIY Beauty
Holistic consumerism is driving a change
in beauty; “natural ingredients have acted
asacatalystintheriseof‘kitchenbeauty’–
products that can be made at the
kitchen, but still reflect the latest cosmetic
innovation.” (Mintel Group Ltd
2015) Origins have applied this
insight to their latest skincare launch,
by providing consumers with the tools
and knowledge to create their own
skincare solutions. Ritualitea Tea
Powder Facemasks require the
user to mix the raw powder with
water and whisk into a paste before
being applied, arguably giving
the consumer an extended brand
experience and tapping into demand
for DIY and individualised concepts.
Fig. 18
Fig. 19
2.0 Beauty
WGSN recognises wellness as being hugely influential over the next decade as terms
‘ethical beauty’ and ‘clean beauty’ become the norm in the industry. Consumers want
products that are not only good for the skin, but less harmful to the environment and in
response, brands are using natural ingredients and select terminology to communicate benefits.
23. 2.2 Ingestible Beauty
Consumers are becoming more informed about how improved wellness can benefit appearance,
which is driving the connection between skincare and food; opening up new niches. Ingestible
beauty is expected to grow as consumers increasingly look to create beauty from within and
understand that the convergence of food and product will provide them with the benefits and
convenience they demand. Collagen infused drinks such as Botanic Lab and Vitness and dark
chocolate infused with hyaluronic acid and vitamins such as Nutricoa are predicted to increase
in popularity as the beauty industry strives to incorporate wellness in innovations. (Hill 2015)
Fig. 20
24. 24
Fig. 21
3.0 Travel
The wellness trend has profoundly changed the travel industry. Modern life’s relentlessly hectic
pace, crowded urban living and detachment from nature has led to the fast growth of wellness
tourism and portable products.
25. 3.1 Wellness Tourism
According to Mintel (2016), wellness tourism can be defined as ‘travel for the purpose of
developing, maintaining and improving one’s health and wellbeing through physical,
psychological or spiritual activities.’ Despite the label of being a niche market, wellness
tourismisgrowingtwiceasfastasglobaltourismandstandsasa$494-billionindustry.Touristsare
looking to progress their wellness paradigm to a higher level (See Appendix 3) and
understand travel can facilitate relaxation and inspiration. “Luxury spa resorts with
a focus on pampering and stress reduction are the favourite wellness destination for
Baby Boomers and older tourists.” (Mintel 2016) However, Gen X and Millennials are
becoming the core demographic of wellness tourism; Research demonstrates this
demographic “favour beach-focused holidays, authentic yoga retreats and eco-resorts
in wild nature with hiking, adventure and wildlife. They rate volunteering and helping
out in local communities more important than traditional sports amenities.” (Kelly 2016)
3.2 Convenient Innovation
As globalisation and digital advances make travel quicker, easier and cheaper more
consumers are ‘living out of a suitcase and finding it hard to maintain health equilibrium.”
(Well and Good 2016) In view of this, brands are responding with mindful inventions for
consumers on the go. Pique Tea recognised that regular flyers needed powerful antioxidants,
vitaminsandaminoacidstoenhancetheirimmunesystem,butcarryingteabagsandallowingfor
brewing time were not convenient. In a mission to “make the worlds’ healthy and most mindful
beverage, as easy to consume as water” they created “instant tea crystals made from premium,
slow-brewed,wholetealeavesandavailableinpocket-friendlypouches.”(Pique-Tea.com2016)
Fig. 22 Fig. 23
27. Wellness is a trend that has significantly impacted how consumers interact and react to brands.
Accenture (2016) suggest “companies outside the traditional consumer health
industry are entering the market to fulfil the unmet needs of the health oriented consumer.” As
consumers become increasingly empowered by knowledge, a more expansive approach is
predicted to be applied by brands. A more positive outlook, placing greater emphasis on end
benefitsandpersonalrelevanceandeventhesocialandglobalimpacts,isrequired.(Daymon2016)
“Beyond innovation, the future of health and
wellbeing, centers on our elevated sense of purpose in life.”
(Rold 2016)
The Future Of
Wellness .
28. 28
Fig. 25
“Wellness is
experiencing a
cultural shift
from
a health
approach
more towards an
attitude about
quality of life.”(Mintel 2016)
Conclusion .
29. A significant thread running through reviewed research is that wellness is a trend emerging
more forcefully in public consciousness and brand behaviour. Personal engagement, meaningful
connection, clear sense of culture and responsible conduct are core principles companies
must adopt if they are to earn consumer spending; as the future looks like betterment and
self-actualisation are perhaps the forthcoming meanings in consumerism.
30. 30
Armstrong, A. (2016) The Rise of Athleisure: How The High Street is Cashing in On Office-To-Gym Wear. Available at: http://
www.telegraph.co.uk/business/2016/09/17/the-rise-of-athleisure-how-the-high-street-is-cashing-in-on-offi/ (Accessed: 4
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42. Appendix 1:
Dunn’s Wellness Axis
Appendix 2:
Frost and Sullivan
Healthcare
Spending by type of
activity prediciton.
42
Appendix.
