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