Drawing from retail gross sales, shopper panels and e-receipts, NIQ discovered that wellness priorities are converging throughout private, social and environmental dimensions.
“As we appeared on the information, a pair issues stood out to us,” stated Sherry Frey, vice chairman of wellness at Nielsen IQ and creator of the report.
“We truly didn’t know if we might proceed to see the expansion of sustainable merchandise and acutely aware merchandise and environmentally pleasant [products], particularly, as we’re beginning to see that buyers could also be slightly bit involved about what’s taking place from an financial standpoint. That was one factor that basically stood out is that, whereas there was a little bit of a pullback in ‘22 and ‘23 on issues round sustainability, it’s actually continued to outpace the full retailer, whether or not it’s animal welfare or the setting or social accountability.”
Though Frey famous it needs to be no shock, one other pattern that stood out is GLP-1 medicine. These medicines are reshaping how shoppers store for meals and wellness merchandise, with NIQ information discovering that buyers are shifting towards intentional, clean-label purchases.
“What shocked us or has simply been fascinating to look at is as extra shoppers are approaching and taking these GLP -1 medicine, there’s actually a shift of their conduct,” Frey stated.
“It’s not simply so simple as, ‘oh, they eat much less meals.’ They’re shifting what they’re shopping for, however even once you have a look at what they purchase as a complete, they’re shopping for extra deliberately—so merchandise round clear label, extra magnificence merchandise, extra dietary supplements, consuming extra natural, however even simply being attentive to clear label.”
NIQ has been monitoring GLP-1 developments since 2023, and Frey stated essentially the most fascinating half has been observing the evolution of the GLP-1 shopper.
“From Instagram to TikTok to Reddit, you noticed shoppers speaking extra about being on GLP-1s, sharing data and actually, that is once we began to see the acceleration of shoppers altering their habits—so shopping for far more protein, far more merchandise round hydration, actually specializing in intestine well being and the fiber,” she stated.
Social media, significantly TikTok, has led to elevated GLP-1 discussions which have destigmatized weight reduction medicines, Frey famous. Social media has additionally performed a significant position within the buy of different well being and wellness merchandise, with well being, magnificence, nutritional vitamins and dietary supplements topping the classes of TikTok purchases.
“I believe the piece that’s fascinating about TikTok is that it’s so nice for discovery,” Frey stated. “It’s so nice for shopper engagement. Our information reveals that just about 70% of individuals, once they purchase on a social media platform, it’s an impulse buy.”
Total, the report recognized 5 main developments which might be capturing shopper curiosity: diet and intestine well being, weight reduction, wellness, health-related tech and acutely aware shopping for.
Frey emphasised that now could be an distinctive time for wellness manufacturers to capitalize on the chance that well being and wellness presents, urging transparency, multi-channel presence and strategic influencer partnerships to navigate the complicated panorama of the more and more health-conscious shopper.
To listen to a extra detailed rationalization of the highest 5 developments shaping the business, the obstacles they current and the way manufacturers can leverage these developments to win buyer loyalty, hearken to the NutraCast above or in your most well-liked platform.
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