December 18, 2019 / Trend

Medical Mindsets

The medical field has become complicated, with consumers finding that healthcare practises often overlook problems, are overbooked or underfunded and are unable to deal with symptoms of illnesses or health issues. This has formed a landscape for retail brands to cause disruption, as companies are taking cues from wellness drivers, to create services to tackle specific health issues.

Brands are stepping in to offer medical services that are well researched and offer solutions.

As only 25% of American consumers have confidence in their current health services, people are looking for alternative ways to gain access to health care.

Brands are turning to local pharmacies for problems, highlighting a trend for localised convenience. Driving footfall, Boots has 2500 pharmacies across the UK, while health care apps like GP at home and PushDR, gain traction with tech-savvy consumers. Jonathon Corrie, founder of Precursive simplifies the need for convenience with “Speed is the currency of business now”.

“Speed is the currency of business now”.

Jonathon Corrie, founder of Precursive

The holistic tech that looks at all areas of living is becoming popular, giving consumers insight and education into their own health. The latest innovation in wearable tech, DNAnudge is helping consumers change behaviours by using DNA to help shoppers make good decisions when buying food. Recognising that everyone is genetically unique, a personalised bracelet scans a barcode and simply flashes red or green based on whether the foods are favourable for you long term health. Incorporating lifestyle factors as well, the bracelet helps you keep active, using the app to give you insight into your daily routines and habits.

With 53% of US consumers interested in health care alternatives, brands are offering solutions to problems that have gone unsolved.

Brands Ohme and Daye offer tampons infused with CBD to relieve period cramps. Backed by research and testing, the brands are popular with Millenials and Gen Z offering advice on taboo topics like vaginal health including, PCOS and endometriosis as well as being sustainable and planet-friendly. 

Currently working with Naked Retail, our A Day Well Spent concept opens in January, looking at how people can find delight in the small moments. Aimed to help consumer find mindfulness every day, it showcases brands designed to help you. Whether it’s finding the perfect supplement brand, discovering your new favourite non-alcohol spirit or exploring new female health products, the space is thought-provoking encouraging newness and health in everyday life.

The CBD market is driving much of the change around pain management, as the market is expected to grow 400% in Europe alone in the next 3 years.

CBD provides accessible wellness, helping manage pain, stress and anxiety. American Eagle is the latest company to release cannabidiol products with their new brand, Mood, aimed at helping teenagers boost emotional wellbeing. 

Following from the Grocery Glow-up, the potential for food stores to become nutritional guides is relatively untapped. American chain Krueger, launched the OptUp to help consumers make healthier choices. Cooking classes or nutritional talks based on specific health problems would also be an opportunity to engage with shoppers and raise awareness about how food fuels our body.

Luxury healthcare is also becoming aspirational, as boutique practices like NYC’s Parsley gain popularity, offering subscription services, genetic testing, time with specialists and a personalised app which helps track wellbeing long term. 

As technology develops to advance access to new types of medicine, brands will continue to engage with consumers to help educate and manage health care. Unconventional spaces will engage with these trends to offer people options and more control over their wellness. Brands will start to look at long-term self-care solutions as consumers start wanting more than fallible consumerism. More than just a £6 face mask, brands must engage with people’s need for accessing long-standing health care.

Insights

  • Education, awareness and control should be key when engaging in health. Moving beyond lengthy wait times and uncertainty, brands should offer solutions and advice to consumers. 
  • Brands should be transparent with consumers. Research and innovation will help consumers to become loyal customers.
  • Convenience is key. Brands should consider partnering with places like supermarkets to extend accessibility and a wider demographic. Offering services that are easy to access and already a part of consumer life will help people to change habits and not feel like health is disruption from everyday life.