13 March 2020
Image: Spatone/ALL Creative
The new decade signals in the start of a ground-breaking era for consumer healthcare, with record levels of choice and personalisation at play.
Emerging tech has a major role in this brave new world, as on-demand tracking and sensors hand direct control to consumers, allowing them to make informed decisions about their health.
We’re also seeing growth in holistic solutions, with CBD and probiotic products positioning themselves as central players in the self-care market.
Meanwhile, brands are seeing traction by targeting niche demands at different points of life, from newborn care to lifestyle issues such as travel sickness. And, at a time where we’re acutely aware of ethical issues, locality and sustainability become more important than ever.
Keep reading for the top five consumer healthcare trends that everyone’s talking about:
Image: Adam Nieścioruk on Unsplash
If you want to protect and promote your health, start with your gut – that’s according to the booming probiotics market. Forecast to be worth £59bn by 2025, this thriving sector is backed by an impressive roster of clinical research, and its solutions are becoming steadily more sophisticated.
In the near future, we can expect to see pre and probiotic brands flex to meet a more specific range of consumer needs. ProVen are leading the way with vegan-friendly supplements that can be taken by children aged one and above. Pharmavita capsules have been formulated to aid the digestion of gluten and lactose, and they’re now available in an ultra-modern “berry shot” format – perfect for busy professionals on the move.
Probiotics are no longer just about digestion, either. Brands such as Magnesio Completo are looking ahead to new opportunities, with supplements designed to ease conditions such as stress and fatigue.
Image: Marek Levák on Unsplash
Health tech will continue to make huge strides, with on-demand tools and data-driven intel helping both consumers and the health industry at large.
For consumers, the key is knowledge and empowerment. Natural Cycles is a hormone-free contraption that can be controlled via app: an easy, intuitive device with huge implications for reproductive health.
Meanwhile, healthcare professionals are finding support in the likes of Pharmapod Ltd, intelligence software that stores data to reduce medication errors, and Inbody, an in-depth fat and muscle tracker that can be used by physiotherapists, personal trainers and more.
Image: JESHOOTS.COM on Unsplash
Consumer healthcare brands are rising to meet the challenge of our stressful, 24-7 lifestyles with personalised solutions that are all about convenience.
Sleepdot, a sleep aid that sends out soothing vibrations via sensor, is perfectly pitched at time-shy professionals who have difficulty winding down. Otovent is a nasal balloon that relieves the problem ear pressure during flying: hello, stress-free travel. Athomer, a sea-water nasal spray, promotes congestion-free breathing in an age where we are hyper-aware of the impact of air pollution.
A series of enterprising brands are going one step further to target small groups of consumers with very specific needs. Vocalzone clears mucus for singers whose vocal chords are under daily pressure, while Contiplan+ makes cleansing pads that reduce the risk of incontinence-associated dermatitis for patients with bladder or bowel problems. These products occupy a unique marketspace that is all but competition-proof.
Image: Spatone/ALL Creative
It’s no longer enough for consumer healthcare to deliver targeted solutions to problems – or even promote proactive health. Consumers also want to know about brand provenance. Where does a product come from? What is the backstory driving product belief?
Brands with their finger on the pulse are making their heritage a key selling point. Spatone is an iron-rich water supplement naturally sourced from springwater in Snowdonia in Wales. Its packaging and messaging emphasises this fact, which means that authenticity becomes a core value.
The Aloe 24/7 line of juices and gels do the same with their wild-grown, organic Aloe Ferox plants, harvested in the Little Karoo region of South Africa. Food supplement Iperitia’s French identity is integral to its unique appeal, with Eiffel Tower logos and the tagline of “Made In France”. Watch this space for more brands following suit.
Image: Enecta on Unsplash
Once the upstart of the consumer healthcare scene, CBD is now very much a major player. Short for cannabidiol, CBD is a naturally occurring substance that comes from the cannabis plant. It’s used to promote calmness and a holistic approach to issues such as pain, circulation and sleep. Once the domain of grassroot edibles and oils, we’ll see CBD products move mainstream with new product ideas and more targeted solutions.
Dr.Kent is a CBD and glucosamine cream that soothes the skin and stimulates circulation to ease joint pain in the neck and back. BeYou creates CBD muscle balms, and CBD sprays in lemon and berry flavours. CBD Health is reaching for new heights when it comes to delivery, from water-soluble CBD supplements to sublingual gel tabs that promote a slow release system for higher absorption.
Demand for CBD will likely burgeon in the near future, although questions remain over regulation. Brands that achieve industry-approved standards for the retail sale of CBD will have the edge.