A new report released in August revealed some very good news: half of women consider themselves healthier today than they were a year ago. Whether they’re taking vitamin supplements, eating better, or making an effort to exercise on a regular basis, women are being proactive and taking charge of their health. As wellness increasingly becomes integrated into women’s everyday lives, brands have an opportunity to integrate into this new lifestyle. Women’s Marketing looked deeper to understand women’s motivation for purchasing health and wellness products.
Prevention and Wellbeing
Researchers found that almost 60% of women cite proactively caring for their health as a reason for purchasing health-related products. Nearly as important, 54% of women say they buy products that enable them to feel like their ‘best self.” The study found that all women over 55 were willing to do whatever it takes to maintain their health and two-thirds are actively taking steps to do so, including taking a vitamin and mineral supplements, eating a balanced diet, exercising, and routinely visiting a health professional. But younger women are also aware of the benefits of prevention; in fact, more than one-third of women 18-34 indicate an interest in taking supplements to improve their appearance or relieve stress, and research shows that the Millennial generation values health above all else. Brands can empower women to take control of their health by promoting products that support overall health and offering solutions to age-related health concerns.
The Motivation Factor
Motivation is a key factor preventing more women from achieving their health goals, particularly when they are overweight or obese. Research revealed that 54% of women who struggle with their weight said that self-motivation held them back from achieving their health goals and more than half of obese women note their current body weight as a barrier to their ideal level of health. Marketers can help women by developing apps and other tools that encourage and reward them for making healthy choices and showcasing relatable role models that demonstrate that healthy bodies come in all sizes and shapes in advertising campaigns.
Stress, Mental Health a Leading Concern
Women have several health issues on their minds, but mental health is of utmost concern. The survey found that 56% of all women are concerned about stress and 40% of women struggle with anxiety. Personal stressors, such as debt, family, work, and even their daily commute, contribute to these feelings. While, this is not a new trend, it’s a movement that has arguably grown in tandem with the increasing speed and connectivity of society as a while. Products and services that help manage stress, along with promoting the stress-relieving benefits of exercise, will appeal to women who are seeking ways to ease the stress and anxiety in their lives.
As the American population ages, there will be more opportunities for marketers to appeal to the wellness consumer. Brands that promote positive images, actively engage with consumers to motivate them to action, and enable women to reduce stress will likely capture their attention.
Is your brand sending the right message to your core consumer? Contact Women’s Marketing to learn how you can engage female consumers with the right message, delivered at the moment of intent.
(We've previously looked at Millennial women and health industry and marketing trends The Millennial Approach to Health & Wellness and Exercise and Diet Trends.)
Sources: Mintel Marketing Health to Women, US – August 2015, Mintel Report, Totophobia