FEELING good and self-care are the new luxuries that consumers want to enjoy and flaunt. | RACHEL CLAIRE Pexels
Health and wellness are
THE NEW LUXURY LIVING in an era of Covid-19 has placed more value on self-care, health and wellness, new studies have shown. Gone are the days of regular shopping sprees as a form of retail therapy. Self-care offerings like wellness services, mindfulness tools, luxurious retreats and selfcare activities are now seen as a vital part of a happy and healthy life. Mintel’s 2030 Wellbeing Trend driver also showed that as more consumers take a holistic view of their well-being, they are putting less importance on instant satisfaction and more focus on long-term rewards. In an era in which people catalogue their lives on social media, looking great, feeling good and self-care are the new luxuries that consumers want to enjoy and
Viwe Ndongeni-Ntlebi flaunt. Some spend their money on every aspect of well-being, even on getting a good sleep. Alexander Shannon is the world’s first sleep influencer and travels to luxury destinations across the world. Actor Kit Harington, known for his role as Jon Snow in Game of Thrones, once revealed that after filming he checked himself into a wellness programme. Locally, we have seen more influencers and celebrities such as content creator Mihlali Ndamase, TV personality Bonang Matheba and her cousin Tebogo “Pinky Girl” Mekgwe taking time away to escape in a luxury bush safari. When it comes to exercise, consumers are spoilt for choice.
Fitness classes and activities that improve well-being are available on apps or other platforms. Products, devices and apps that aid sleep, eating organic and natural foods, taking health supplements and following special diets have now gained traction. According to market research provider Euromonitor International, “the impact Covid19 had on health and wellness in 2020 was quite limited compared with other industries in South Africa. One reason is because consumers interested in health and wellness typically earn a higherthan-average income and are thus more resilient to social and economic changes. “Furthermore, some of these higher-income consumers invested more into health and wellness during the pandemic as fear of
