This video synopsis was written with the help of Generative AI.
This trend combines the pursuit of holistic wellness with the idea of consuming one's way to a perfect state of health. Here are the key takeaways from our discussion:
While achieving a perfect state of wellness may be elusive, many consumers are actively striving for it. This trend emphasizes the importance of daily wellness practices and the role of companies in providing effective, science-backed solutions. Notably, 82% of US consumers consider wellness a top priority, with similar trends observed in the UK and China. This is particularly true for Gen Z and Millennials.
Act of daily wellness through science-backed solutions were highlighted by nutritional supplements and needs consumers are fulfilling through their use of vitamins, minerals and other supplements. Our consumer research found that nearly half of supplement usage is driven by the need to treat a health condition or fill nutritional gaps. However, accessibility remains a challenge, with many consumers finding supplements confusing, especially younger ones.
Nick Morgan, Managing Director of Nutrition Integrated, discussed the importance of making supplements more accessible through better communication, pricing, and visual identity. He highlighted examples like superfoods and greens, which have become popular as easy-to-understand nutritional top-ups. Products like Mud Water, which incorporate adaptogens into hot drinks, also make supplements more accessible by integrating them into existing habits.
The concept of health hacking was explored, with examples of how consumers are simplifying their wellness routines. This includes using topical patches for supplements, which offer an emotionally engaging alternative to traditional tablets. These innovations reflect a broader trend of consumers seeking simplified yet sophisticated wellness solutions.
In conclusion, the Eatopia trend underscores the growing importance of holistic wellness and the need for companies to provide accessible, science-backed solutions. By addressing the challenges of accessibility and leveraging innovative products, we can better meet the evolving needs of health-conscious consumers.
Contact us to learn more about how we can help you develop the latest innovation in holistic wellness and supplements.
