WHITEPAPER, MAY 2022
Cross-category health: how your CPG brand can harness the new holistic health trend
Have you become more aware of your physical and mental health recently? Are you more 'clued-up' on what your body needs? If so, you're not alone. Holistic health has become a hot topic.
In fact, 'to improve health' is the second biggest reason consumers are choosing to buy more of certain products during the cost of living crisis- second only to 'because it's essential/necessary'.
But how are consumers actually engaging with this trend in their daily lives, and what does this mean for your brand? We've captured thousands of in-the-moment useage and consumption occasions to find out.
In this report, you'll learn about four of the key behavioural dimensions within the holistic health trend:
The rise of 'conscious' consumption
The growing shift for 'me, not we'
Where 'less is more' for consumers
Why consumers are making more purposeful choices
Against this backdrop, you'll get actionable advice on how to:
Frame your CPG products to connect these emerging habits and attitudes
Grow your market share in these consumption occasions
Pivot your short and long-term strategy to meet these behavioural changes