2 E R A C H T L A E WHY THE 01 02 03 R H E M U S N O N CCATEGORY N I O I T N E V N K COIS AT AN A E CULTURAL SHIFTS ARE THE CATEGORY IS NATURALNESS AND R O B SHAPING THE NATURE BEING SHAKEN UP BY SUSTAINABLITY ARE W T O OF CONSUMER HEALTH NEW ENTRANTS MAKING THEMSELVES FELT H INFLECTION A growing global middle-class, ever The boundaries of consumer health Traditionally, such considerations increasing life expectancy, and a shift are increasingly porous and new have been peripheral to the consumer POINT from curative to preventative mindset entrants are introducing fresh narratives health space, coming a distant second means that people are willing and able and ways of showing up. to the hard must-haves of product to spend more on their health than ever Healthtech is reshaping expectations and pack functionality. In part, they before. of the consumer experience and the weren’t priorities. In addition to this, individuals aesthetics of technology. Health and But equally, natural and sustainability (especially in the West) are moving beauty brands are premiumising narratives were harder to align with away from an atomised model and telling stories of self-esteem. the category’s promise of personal towards a more interconnected one. Sports nutrition is driving a confident efficacy. However, just as they now Mind and body are increasingly enhancement narrative. All hail from permeate most areas of life, here too accepted as interrelated and mental very different spaces and bring with they are gaining a foothold. Naturalness health is inching towards becoming them a fresh and disruptive take on can be a benefit, not a compromise. And the equal partner to physical health. the category. for brands that profess to take care of And with increasing expectations their users, sustainability feels intuitive. of personal empowerment and These shifts make consumer health an an erosion of trust in established active and particularly interesting space authority, people are taking more to be working in. They’re transforming health-related decisions into their The boundaries of consumer consumer needs and expectations, and own hands. But it’s more than a health are increasingly opening up possibilities for how brands straightforward desire from people porous and new entrants are show up and tell their story. to be active agents of their health. The rise of personalised solutions introducing fresh narratives in this space requires them to be. and ways of showing up.