HEALTH & WELLBEING TRENDS REPORT MARCH 2016
2016 is the year that healthy living has hit the mainstream. The tax on sugar dominated headlines following George Osborne’s recent Budget announcement. And this very public waging of war on obesity reflects a heightened awareness amongst consumers of the importance of a ‘healthy’ lifestyle. Now, more than ever, it will be towards brands that the Great British Public looks, as they seek out products and inspiration in order to continue their ongoing quest for general ‘wellbeing’. Recognising the potential impact (and of course opportunity) resulting from this consumer shift, we at Stir PR, have identified five key trends that we believe any brand looking to grow in the healthy snacking sector, should be aware of. With these trends in mind, we invite you to Think Beyond and question what role your brand will play within the market moving forwards as you look to drive awareness, consideration and purchase. To discuss more about your brand and hear how Stir’s Think Beyond approach would work for you, get in touch. We hope to hear from you soon.
Alicia Mellish Alicia.M@StirPublicRelations.com 020 7749 2629 http://www.stirpublicrelations.com/
POLICY BRANDSTANDING
The food market is in the midst of enormous policy shake-up Recent confirmation of the sugar tax for soft drinks is predicted to cause mass reformulation of products in an increasingly crowded ‘health food’ category. Already well established, ‘Celebrity Policy’ continues to gain momentum thanks to the Jamie Oliver and Hugh Fearnley-Whittingstall factor. Now is the time to be pro-active, take a hold of nutrition education and clarify your brand’s position within the healthy eating market.
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The levy will be introduced in two years’ time, with the clear intention that companies reformulate their products in the interim to reduce or eliminate exposure to the levy. Nicola Mallard, Consumer Industry Analyst at Investec
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Demonising sugar alone without fully understanding nutrition and biochemistry has given rise to many ‘health’ products that are actually just as bad for us, if not in some cases worse.
Libby Limon, Nutritionist
POLICY BRANDSTANDING IN PRACTICE…
Selfridges’ Project Ocean
Hendricks Lunch in 2063
Yeo Valley Left-Yeovers
Driving awareness following Hugh Fearnley-Whittingstall’s Fish Fight series.
Challenging perceptions of food sourcing and processes due to limited natural resources.
Following Hugh FearnleyWhittingstall’s War on Waste.
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WHAT THIS MEANS FOR YOUR BRAND?
How are you going to take a stand?
Can you be a re-education hero?
Who’s your ethical figurehead?
OPTIMISED SELF
Data switches from tech into the food and lifestyle market Tech has seized upon the consumer quest for continual improvement with the likes of FitBit and other lifestyle trackers hitting the mainstream market. Healthy snacking brands could seize the opportunity to collaborate with developing technology and valuable data collected, to target the health conscious mainstreamer.
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Consumers are tired of perfection. What they want is to be optimal versions of themselves, the most efficient and the most effective they can be at this time, and to continually strive for better and better. Daniela Walker, Journalist at LS:N Global
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Data is the new oil…the companies that will win are using math. Kevin Plank, Founder and Chief Executive Officer at Under Armour
OPTIMISED SELF IN PRACTICE…
Wellcoin
Lifesum
Zoom+ Performance Lab
The world’s first health currency. Consumers can earn Wellcoins for all healthy choices, big or small – ‘It pays to live healthy’.
The first app-powered health drink, designed in response to the behaviours of an app’s user base.
Consumers have tests to check their body composition and brain fitness, informing their wellness programme.
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WHAT THIS MEANS FOR YOUR BRAND?
How can you be an ‘enabling’ health brand?
Do you know your customer better than they know themselves?
Can you lead a reinvention of healthy incentives?
PEER-TO-PEER CULTS
Social and digital channels are driving health tribes The revolution that is peer-to-peer buying, selling, renting and sharing is ubiquitous and thriving. Â Online and offline consumers are reinventing the traditional notion of loyalty and membership to become more tribal and self-fulfilling. They are looking to brands more and more for facilitation, rather than guidance.
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Global online communities are created to exchange information, motivate and support progress. Kayla Itsines, bikini body guides #BBG, with her 4.4m followers is a prime example of this. Libby Limon, Nutritionist
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In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers (and earn the rewards that follow!). Trendwatching 2016
PEER-TO-PEER CULTS IN PRACTICE‌
Owen & Alchemy
Frank Body scrub
#BBG
For the frequent juicer, O+A encourages a membership which consists of a monthly prepaid programme, providing discounted juices each month.
A brand with 640k followers on Instagram, encourages interaction with fans by sharing their images.
Kayla Itsines has just been named one of Time's most influential people on the internet, encouraging fans to share their before and after images. Read more
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WHAT THIS MEANS FOR YOUR BRAND?
Can you create a health ritual?
Are you an essential facilitator for your target tribe?
Are you engaging in a disruptive way in order to drive P2P recommendation?
CHALLENGE FOR CHARITY
Millennials are aware of equality and ethics and are more altruistic than their predecessors Philanthropy has been quietly undergoing a makeover and the search for more meaningful consumerism is emerging. The wellbeing of oneself and others, through altruism, is driving consumers’ decisions as they select brands and activities that reflect something on their character. Behaviour tweaks for the greater good are now happening with added technology and style as intelligent approaches grab attention.
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It’s an exciting time, watching the gradual fusion of the for-profit and not-for-profit industries. Robbie Gillies, Co-Founder of HoMie
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The philanthropic credentials of a company are becoming as important as provenance and materials – smart brands are making this a point of difference to stand out. Hannah Robinson, LS:N
CHALLENGE FOR CHARITY IN PRACTICE…
The H2Only Bar
LeanCuisine diet filter
Crack + Cider
Consumers are asked to give up their favourite drink for ten days and stick to only drinking water, donating the money they save to charity.
Where the word “diet“ was used in January, LeanCuisine filtered the conversation and gave back with a donation to Girls Leadership.
A pop-up shop in East London and online store that sells goods for homeless people.
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WHAT THIS MEANS FOR YOUR BRAND?
Are you ready to reinvent philanthropy?
Can you recruit consumers from competitors through collaboration with a good cause?
What’s your bold altruistic statement?
HEALTH & HEDONISM
People are moving on from the Neo-Detox movement Anti-serious, fun and feel good - the rise of the ‘healthonist’ is very real. In an era of social, political and healthcare doom and gloom, consumers are seeking to balance their healthy lifestyles with a hearty dose of hedonism. With ‘health’ being central to consumers’ lifestyles, an extreme approach is not the answer – rather than strict diets and dos and don’ts, consumers seek a balanced approach.
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Consumers are concerned about what they put in their bodies, even when it comes to alcohol. Joey Repice, General Manager, The Springs
With health and fitness now very much the mainstream, consumers are looking for new ways to keep fit. Working out and going out are no longer mutually exclusive – our classes are in the name of fun. Pip Black, Co-Founder, FRAME
HEALTH & HEDONISM IN PRACTICE…
Tanya's Café
Dr Smood
London’s House of Voga
A café in Chelsea which now offers superfood cocktails that are coldpressed and organic.
A new food brand that focuses on elevating mood, rather than just supplying quick-fix body cleanses.
Combining yoga with the vogueing dance style of the ’80s – a one hour voga class, proceeding drinks and dancing into the early hours.
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WHAT THIS MEANS FOR YOUR BRAND?
Can you find your sin match?
Are you making your customers feel good?
Are you ready to cast-off being sensible and encourage fun?
THANK YOU Alicia Mellish Alicia.M@StirPublicRelations.com 020 7749 2629 http://www.stirpublicrelations.com/