Future Thinking Trends Report by Nav Khatkar

health & wellbeing Future Thinking N0440138 Navdeep Khatkar

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contents the trend

KEY DRIVERS social media

millennials & ageing population

conscious consumer

INDUSTRIES food and drink

beauty

technology

fashion

consumer behaviour

conclusion

citations

bibliography

image references

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the trend Health and wellbeing macro trend is shaping many industries whilst having a huge impact on current and future consumer lifestyles and brands.This macro trend is consistently evolving and influencing society, consumer behaviours, how brands operate and market themselves. Throughout the research of this report, both positive and negative effects on these sectors will be highlighted and methodically analysed. Interlinking industries which have absorbed the booming trend of health and wellbeing will be established and presented with theories and marketing reports to support the discussions. Health and wellbeing is the epitome of human life, without science and innovative resources, humanity would have lacked in developing and improving living. The increasing interest in consumer patterns and behaviours towards healthier and holistic lifestyle are driving this macro trend. As itâ&#x20AC;&#x2122;s constantly evolving and shifting through many emerging and interlinking industries itâ&#x20AC;&#x2122;s becoming the most demanding trend through this imminent decade. It has advanced vastly over the past 5 years due to the rapid increase use of social media and technology. The health and wellbeing macro trend has also been accepted into the fashion industry with brands and designers collaborating and showcasing their interest in a healthier consumer lifestyle. Subsequently, the food and drink industry has been significantly impacted by the demand and rise in health and wellbeing.

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key drivers

1 social media “

Social influence is the change in behaviour that one person causes in another, intentionally or unintentionally, as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general.

”

(Changing Minds, 2015)

One of the key drivers of health and wellbeing is societal influences; the health and wellbeing macro trend has emerged through the vast influences from societies and now has predominantly taken over social networking platforms. There are numerous health and fitness accounts across these social networking platforms which have boomed over the past few years, gaining hundreds and thousands of followers, some even gaining millions. The significant consumer demand in leading a healthier and holistic life has led into real life chefs, fitness freaks and personal trainers to share their knowledge on food and fitness. As a result of this, consumers are driving this trend into a ‘lifestyle’ approach where they are constantly seeking for tips on food, drink and activities that enhance their inner and outer beauty both physically and mentally. Social media platforms such as Instagram and Snapchat have pushed the boundaries of how to access quick and easy meals and fitness workout videos. UK based Instagram user Joe Wicks launched his account ‘TheBodyCoach’ where he posts recipe videos that take no longer than 15 minutes to make. These quirky videos are made via the Instagram camera which show all the fresh ingredients, cooking process and final result in 15 second clips.

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Wicks has become an Instagram sensation where he now has half a million followers. Utilising the hashtag ‘#leanin15’ on every post and renaming broccoli as ‘midget trees’, he has created a distinct, friendly and funny trademark where users are now instantly recognising these factors with ‘TheBodyCoach’. At nearly 100,000 hashtag mentions, 300 users signing up to his 90 day plan daily and over 50,000 body transformations,Wicks is on the path to changing consumer lifestyles for the better.

“Women today are 50% more likely to say something negative about themselves, than positive, on social media. ” (Bremner, 2015)

Conversely, social media has also been noted for the negative effects it has had on females regarding body image and confidence. Social media consists of many influential accounts which focus on beauty, food, fitness and skincare and although these accounts are inspiring consumers to eat healthy or change their lifestyle – it also puts a lot of pressure on individuals to keep up with the high expectations of society. As health and fitness account popularity increases, more users are being exposed to ‘body weight transformations’ and what a ‘healthy’ person should look like.

“Studies prove that media can have a negative impact on self-image.TV, movies, magazines

and the internet all bombard teens with images and pressures about what their bodies should look like.The problem is, their version isn’t realistic.These images are air-brushed versions of models who weigh 23% less than the average woman. Nevertheless, millions of teens believe the lies and resort to unhealthy measures to try to fit themselves into that impossible mould. (Strickland, 2015)

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Companies are sponsoring celebrities and models to promote their products across social media such as Instagram. Brands such as ‘Boo tea’, ‘Coco White’ and ‘Protein World’ have endorsed many Instagram models and celebrities to represent their product benefits. Consumers are constantly seeking gratification and approval from friends, family but more often strangers on social media. The constant promotion and exposure to look ‘perfect’ is bombarding users and ultimately developing problems with self-image and self-acceptance.

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2 millennials vs ageing population the demand for healthy choices and healthy lifestyle, making “Millennials are driving them the key players in this consumer segment.” (Wang, 2015)

The new health conscious generation of millennials are driving the health and wellbeing trend into a holistic lifestyle. The term ‘health’ in older generations meant that you’re not ill, however in today’s generation of millennials it means a whole lot of things to do with the body, mind and lifestyle. The term is now utilised to signify ‘exercising’ and ‘healthy eating’ – the whole overview for a healthier body. Millennials are conscious consumers who lead the most active social lives – digitally and publically; as they have large networks across their smart phones and social media lifestyles, they have access to mass information on health and fitness. As millennials are constantly being exposed to this information, they’re exploring what products will make them healthy and who will help them be healthier which ultimately leads to changing behaviours and attitudes towards a holistic lifestyle. They seek health in almost every aspect from food, drink to apparel features and beauty products. King states that over two thirds of millennials exercise (Mintel, 2015) and a study conducted by Technogym (Technogym, 2015) found that 65% think it is important to track and monitor their fitness progress. However, only 47% of millennials are satisfied with their physical health and body image (Technogym, 2015).

“Driving change is the pressure of two generations – a technologically engaged and health conscious youth and a growing aging population – which is causing a paradigm shift in the way we think about healthcare delivery. ” (Shafer, 2015)

As the global population is getting older, consumers expect a better quality of life as access to nutritious and organic food is easy, healthcare and preventative healthcare is developing. The ageing population are expecting to live longer, be healthier and ultimately feel younger. Leading a healthy yet active lifestyle for the over 50s is a trend for the ageing population itself, no one wants to be considered old, boring and lifeless. Although millennials have contributed to being key drivers of health and wellbeing – the ageing population have now also become a more desirable consumer for brands. Brands are changing their outlook to suit multiple demographic consumer lifestyles. Consumers want products which add value to their everyday life, products and services that benefit them personally and brands have adapted and moulded their product portfolio and values to cater for the ageing consumer.

“Today, 50 is the new 30, people in their 60s are far from being considered old and people are enjoying and expecting to lead healthy, active lives well into their 80s. ” (Blander, 2015)

3 conscious consumer than 30,000 consumers in more than 60 nations revealed that more younger “More consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations.” (Watson, 2015)

As consumers are becoming more conscious about food they consumer, toiletries they use and where they buy their products from, retailers need to become more transparent in their marketing and brand personality. Conscious mind-sets are driving the health and wellbeing trend as the rise in healthier lifestyles and organic brands are increasing more than ever before. Retailers such as Lush have captured the conscious consumers mind set and ensured their whole brand persona is based on 100% vegan products, no animal testing and produce toiletries in small batches to allow freshness to retain. Conscious consumers want multi-functional foods and products, the constant desire and demand to have products which add value to their life have to benefit them personally. They want to provide their body with nutrients through good eating habits and product use to ensure that they can prolong their health.They’re checking labels on the products they buy and retailers are ensuring their product packaging is presented with buzzwords such as ‘natural’, ‘organic’ and ‘healthy’. Brands are labelling their products to make the calories more noticeable on packaging, however it's not always the calories which make a difference - it's the grams of fat so this is a marketing technique, a product may be 400 calories but have 20 grams of fat so really it's not actually as healthy as consumers think. Keeping an eye on personal health through wearable devices and smart phone health apps is driving the technology industry into influencing more consumers to start monitoring their health. Convenience is key, consumers want simpler lives, they want their personal health data and tracking to be at their fingertips – no need to visit doctors every time they feel down as natural remedies are available on the high street.

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food and drink manufacturing sector in the UK. It has a turnover of £95.4 “Food and drink is the largest billion and employs about 400,000 people. ” (UK Trade & Investment, 2015)

The food and drink industry revolves around health and wellbeing; from supermarkets to restaurants and consumers, this industry is constantly evolving and shaping the future in health and wellbeing. A key trend at present is the rise of the vegetable, this emerging trend focuses on alternatives to carbohydrates such as pasta and spaghetti. Restaurants are now offering consumers healthier replacements such as ribboned courgette, mashed beans and rice cauliflower. Other innovative creations include infusing vegetables into delectable treats such as tomato and carrot flavored Häagen-Dazs ice cream. Expired fruit is also being formed into edible powder to be used as garnishing. Packaging has also become significant in the food and drink industry across the world over the past year including burgers with edible wrappers and cookie cups for milk. Brands are highlighting the importance of convenience and health for consumers as well as sustainability.

“93% of US Millennials and 79% of UK Millennials would support food brands that help society become healthier. ” (Thompson, 2015)

A growing consumer trend, global digest has become a very popular option for consumers worldwide, from locations in London, New York and Berlin, restaurants are utilising raw foods to create healthier meals and menus. Cocktails are being made from raw plants and extracts for the healthier consumer, this trend is about restaurant brands establishing themselves as having devoted and true philosophy of health and wellbeing.

“52% would stop buying food from a company acting unethically.” (Ford, 2015)

As meat prices increase, consumers are becoming increasingly concerned with the welfare of animals and brands ethical values. The consumption of meat and the effect it has on bodies has become an uproar this late summer. Many healthcare professionals have stated that processed meats can lead to causing cancer and the percentage of developing cancer from some meats can be just as bad as smoking. Consumers are looking for alternatives and many niche brands and restaurants are aiming to fill the gap before mainstream competitors catch up.

“54% of consumers think that organic food is too expensive to buy regularly and 37% think this of fair trade food and drink. ” (Ford, 2015)

Consumer attitudes are shifting, especially towards unusual sources of food that consumers in first world countries don’t usually associate themselves with, insects, jellyfish and algae. Although insects are currently incorporated into novelties such as chocolate and sweets, they are being perceived as a strong contender in the food industry as a cheap yet high form of protein. Insects are going to be introduced into subtle foods such as protein bars; to ease the consumer into feeling comfortable digesting them. UK based restaurant, Grub Kitchen focuses on insect produce with menu that boasts cricket flour buns and bug burgers. European Food Safety Authority (EFSA) has said that per year, insect protein production may be raised up to 500,000 tonnes within 10 years (Ford, 2015).

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beauty and natural took the beauty industry by storm and it looks like the trend is “Organic here to stay. Sustainable, safe, eco-friendly, and effective are preferred by the most discriminating consumers. As this trend becomes more persistent, beauty brands also have to cope with the challenge of giving in to what the consumers demand. It is the era of sustainable products in premium and purest forms. (Micah, 2015)

”

As the beauty industry constantly evolves with innovative products and creations, the conscious consumer is always on the hunt for products which benefit them internally and externally. Many innovative products over the past year have included, ingestible beauty such as drinkable sunscreen, anti-ageing LED facemasks, age defying chocolate, oxygen treatments and cellulite dissolving shots. Mainstream brands are becoming cruelty and chemical free after being influenced by authentic niche brands. These niche ‘vegan’ brands are taking over the spotlight in the beauty industry through social media and celebrity promotion; products with natural ingredients and extracts are in high demand. Synthetic, plant based and mineral ingredients are replacing beeswax and cochineal is being replaced by natural dyes and pigments such as beetroot in beauty products.

“The global organic personal care market is expected to reach $15.98 billion by 2020. ” (Grand View Research 2015)

However, the conscious consumer can also become impatient and settle for ‘quick fix’ products that contain chemicals. Consumers want convenience and effective results immediately and ultimately the slow process to see results with natural and organic products can have a negative long term effect on the consumer’s opinion and experience.

In the future of beauty, scientists are endlessly exploring innovative and exciting ways to extract natural ingredients for personal care. A study revealed by WGSN confirmed that scientists are experimenting with plants and marine environment species to live in harsh conditions; whereby they receive no UV rays and in turn produce cells and tissues which can be utilised to allow human skin cells to last longer and prevent visual anti-ageing. Another innovative venture, waste product in the food industry, cod fish bones are being examined to develop a non-toxic sunscreen and spray can nail polish will be launched later this year and has been dubbed by Nails Inc to be the ‘fastest manicure’.

services are changing the face of luxury cosmetics, while food waste is “ Ultra-bespoke being used to create innovative beauty formulations, offering new directions in sustainable

beauty. Face mapping and beautytronics are fueling the development of digital beauty, while all-in-one multi-benefit products are saving precious time for the on-the-go, timepressed consumer. (Payne, Plank, 2015)

”

With the drive for consumers wanting natural and organic products, the nutricosmetics sector is becoming a popular choice for millennials and the ageing population. Ingestible beauty such as pills and drinks which benefit targeted problem areas such as skin, nails and hair are a growing trend for the future. Ingredients such as eggshell membranes, peptides, fermented vegetables, flowers and soya are being combined into moisturisers and other beauty products to provide potentially effective and reliable results. Convergence is taking place between industries such as beauty and food. Beauty and skincare brands are incorporating ingredients such as avocado and coconut oil into their products. Bloggers are creating a whole new world of how to make masks from ingredients in your kitchen such as eggs, turmeric, honey and yoghurt. However, this huge potential to create a retail offering of nutricosmetics has not been taken on by mainstream beauty or drugstore brands.

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technology Health and wellbeing has been impacted by technology immensely as it has helped develop innovative solutions and convenient services. The shift in utilising connected apps, medical devices and sensors are influencing consumers to be alert and more aware of their health. This is also impacting consumer lifestyles and how to look after their selves. Technology for health has been incorporated and developed to fit into consumer everyday lifestyles such as wrist wearables, smart phone apps and sensory apparel such as socks and bras with integrated sensors.

“Health by app is expected to be one of the fastest-growing markets in technology and

lifestyle over the next decade. Currently valued at $1.3 billion, the mobile health industry is projected to grow to more than $20 billion by 2018, while the healthcare analytics market is forecast to be worth $21.3 billion by 2020.

”

(WGSN, 2014)

Google is developing contact lens to help diabetics manage their blood sugar levels which are also to be solar powered including a LED system that could warn of high or low blood sugar by flashing tiny lights. Beauty is also a market which has been tapped into by various private companies and brands. Skincare devices from brands such as ‘Oku’ and ‘Way’ are for external skin use, they’re connected to smartphones that track the user’s skin condition based on diet, lifestyle and how much pollution the skin faces daily. Technology has also been introduced into the restaurant food industry, Inamo, based in London state that they offer an “interactive ordering system where diners place orders from an illustrated food and drinks menu projected on to their table surface. You’ll set the mood, discover the local neighbourhood, and even order a taxi home.” (Inamo, 2015) The future for technology in health and wellbeing consists of brands working with threads in garments to provide health information. Consumers don’t need to think about wearing separate devices, scientific materials and fabrics will be integrated with technology. These inventions include fabrics which warm or cool down user’s pre and post workout and smart tech in zippers. Again, congregating apparel into technology, an upcoming trend for the next five years and it’s all about seamless integration and convenience for the healthier consumer.

“ The University of Texas at Austin have invented a way to produce inexpensive electronic

patches capable of tracking a whole range of health data including heart rate, hydration levels, muscle movements, and brain activity. The patches are worn like a disposable tattoo, can be created for as little as one dollar, and take a mere 20 minutes produce. And since their production doesn’t require a clean room, in the future you may even be able to print them off at home. (HVO, 2015)

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fashion industry There’s a continued demand for fashion combined with function and comfort, brands are exploiting the gap between sport and fashion. Brands such as Miss Guided, Zara and Forever 21 just to name a few who have pushed their boundaries from being fashion forward to stepping outside the box and incorporating sportswear into their fashionwear creating a new trend ‘athleisure’. High street retailers offering this type of clothing are inspiring consumers to lead a more active lifestyle. Consumers want fashion, functionality and comfort and as active wear offers all three, the psychological effects it has on women ultimately builds self-confidence and inspires them to work out whilst looking fashionable. Luxury fashion designers are collaborating with food and drink brands, such as Alexander McQueen collaborating with BLK water. Water has also become a platform for design and innovation as consumers have access to many different types of water. Consumers want more, they want to be intrigued and be sold by packaging especially status. Department stores such as Harrods and Selfridges sell various types of water including aloe water, black water, charcoal water and water with gold flakes in. Fashion designer brands want to be unique by supporting the health and wellbeing trend. However, it can be debated that water which is essential for human living shouldn’t require the variations in order to capture consumer interest. Arguably, consumers could be beginning to lose understanding to the beneficial properties of just plain bottled water.

“New innovations involving integrating electronics directly into the fabric of clothing could be first step towards creating smart technology that could revolutionise remote healthcare. ” (Wills, 2015)

smart fabrics Lifestyle focused technology in fashion is an upcoming innovation as brands are looking to incorporate smart materials into clothing that have multi-functional properties. These fabrics will be innovatively seamlessly integrated into sportswear and clothing offering anti-pollution, mineral infusing, nano coatings to promote healthy blood circulation. Brands are also working with materials to offer consumers with wellness boosting scented textiles which potentially will be available from niche brands.

consumer lifestyle Quantified self, this movement is about self-awareness as consumers are more health aware than ever before. Consumers are opting for healthier and fresher foods and drinks which are being pushed by the norms of social media and branding. Consumption habits are being recognized by brands and consumers are changing their lifestyle. Private and boutique gyms are becoming more popular as they redefine the customers experience, they offer 24/7 services which changes how people work out, they also offer meal plans and personal tailored fitness regimes, including a health concierge – all these things build a stronger relationship with the ‘healthy’ consumer. fitness with health and wellbeing, Claridge’s hotel executive chef, Martyn Nail, is “Fusing to derive a nutritional programme featuring freshly made pre-and-post booster drinks such as an espresso shot – to be consumed before workout – and coconut water – to drink during workout to keep the body hydrated. A lunchtime super salad and a range of smoothies are also available. (Yee, 2015)

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Under this new gym culture, the fitness lifestyle is also becoming more modernized with gyms creating a club and bar like atmospheres; posh, upmarket and top of the range facilities, gyms will no longer be sweaty and dull. Ultimately brands want to redefine the consumer’s experience by creating enjoyable and entertaining environments. Gyms, restaurants and cafés are also offering pre and post work out fruits and smoothies to motivate individuals into healthier eating habits. Convenience is paramount in consumer lifestyles, everything must be on the go and easy to obtain, the expectations from consumers for brands are becoming increasingly demanding.

customisation/personalisation As mass consumerism and retail brands are all offering very competitive product portfolios, consumers are opting for customized and personalised products. Whether it be in fashion, beauty, technology or food â&#x20AC;&#x201C; this is a key driver for consumer buying habits and what captures their interest. Transparency is also paramount when offering customization and personalization as consumers need to know who theyâ&#x20AC;&#x2122;re buying from, what it offers and how they can benefit from it. Consumers want to take control of what they eat or use cosmetically including the clothing they wear to the technology they use, feeling good is just as important as looking good. Personalisation has gone beyond online, it is now being offered in retail stores such as supermarkets offering personalised healthy meal plans, chocolate retailers M&Ms and Thorntonâ&#x20AC;&#x2122;s and luxury fashion designers. Retailers need to reflect their consumer interests and personal habits through these services to build stronger business to consumer relationships and ensure they make the consumer feel exceptional. The future for customisation and personalization is promising, with many industries being impacted by this and driving the health and wellbeing trend.

conclusion To conclude, convergence has been a main focus throughout health and wellbeing in interlinking industries and has played a vital role in evolving health and wellbeing. Consumer interest and buying behaviors have been impacted both negatively and positively throughout the demands of healthier and holistic living in various industries. Further research will be carried out to explore the effect food, drink and beauty have on consumers and brands.

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BOOKS Bushko, R. (2002). Future of health technology. Amsterdam: IOS Press. Jones, A. (2006). The Elgar companion to health economics. Cheltenham, UK: Edward Elgar. Miller, R. and Washington, K. (2008). Consumer behaviour 2009. Loganville, Ga.: Richard K. Miller & Associates.

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