In the era of personalized product experiences, what constitutes “health and wellness” to consumers can be fairly unique. In the Hartman Group’s 2019 report, “From Moderation to Mindfulness,” the market research firm explored generational differences about health and wellness.
On the mental/emotional front, “Feeling good about myself,” and “Being able to deal with stress” were significant themes cited by all age groups, particularly boomers (69% and 66%, respectively).
For millennials, “Leading a balanced lifestyle” was noteworthy. They also indexed higher with regard to “Working to improve the environment” compared to other demographic groups. “Consuming natural, wholesome foods” was cited by 37% of boomers, 36% of generation X, 35% of millennials, and 29% of generation Z.
In terms of personal care, according to data from the Natural Marketing Institute (NMI), consumers overall are more discerning about what’s in the products they buy. In fact, a broad range of “green” attributes have grown in importance.
The number of consumers who said a USDA Certified Biobased seal is “very important” grew 29% from 2013 to 2018, according to NMI’s “2019 State of Sustainability in America” report. Other growing factors included no artificial colors (18%), fortified with vitamins/nutrients (17%), no parabens (17%), no artificial ingredients (16%), USDA Certified Organic (15%), a specific health claim (14%), organic ingredients (11%), trust in a brand (11%), and fragrance-free (9%).
While opinions and ideas about what constitutes health vary as much as what people look for in a brand, overall, consumers want functional nutrition and personal care products that align with their perceptions of the world. Age isn’t the only factor of course, but it’s often a starting point in the modern era of personalization. We hope this issue of Beauty Inside & Out helps your business uncover other important and emerging trends.