Wellness is everywhere, but what are consumers actually trying to achieve?

In the first episode of our three-part Wellness Made mini-series, Andrew McDougall, Beauty Principal Strategist at Mintel, speaks with Claire Tassin, Wellness Principal Strategist, about how consumers’ understanding of wellness is changing and what that means for brands.

They explore why wellness is increasingly about specific outcomes, from sleep, energy and mood to longevity and gut health; why control is such a powerful underlying driver; and how an abundance of information and products can leave consumers feeling more overwhelmed rather than more empowered. Claire also introduces Mintel’s wellness personas - Thrivers, Architects and Balancers - and explains why brands need to understand who they are really designing for.

For brands looking to play in wellness, the message is clear: start with the outcome you can credibly help consumers achieve, prove that your product makes a meaningful difference, and make sure it works in real life, not just in the lab.

In this episode, discover:

• How consumers’ definition of wellness is expanding beyond physical and mental health
• Why control is becoming an important driver of wellness behavior
• How Thrivers, Architects and Balancers approach wellness differently
• Why efficacy, credibility and real-world usefulness matter more as the market becomes more crowded
• How brands can identify the wellness outcomes they have genuine permission to serve

Our Wellness Made series continues in the next episode, moving from consumer need to product development in a conversation with Hannah Biggerstaff of Medik8. The final installment explores how wellness comes to life in retail, with Grace Vernon and Kirstie Thornley-Michell of Boots.

What did you think of the discussion? Join the conversation on Mintel's LinkedIn and share your perspective.

Looking for more from Mintel? Check out Claire Tassin’s perspective on why wellness is becoming a cross-category retail growth opportunity and how retailers are responding. While you're there, sign up to become a member of our free Spotlight Community.

And for more conversations on the forces shaping brands and marketing, listen to Behind the Playbook, a new podcast that brings together expert perspectives on brand performance, consumer behavior and what it takes to build stronger brands. Check it out on YouTube, Spotify and Apple Podcasts.

Host:

Andrew McDougall, Beauty Principal Strategist, Mintel.

Guest:

Claire Tassin, Wellness Principal Strategist, Mintel.