Wellness is alive and well in consumers’ minds, but what does that mean for retailers? And what do consumers mean when they shop with wellness on their mind?
According to research firm The Hartman Group, people have a broad view of the definition of wellness. When polled, 67 percent of participants defined wellness as “not being ill” and “being able to deal with stress.” More than 70 percent described wellness as “being physically fit” and “feeling good about myself.”
In an interview with Adweek, Shelley Balanko, VP of Ethnographic Research at The Hartman Group explains what retailers can take away from this study‘s results.
“While the notion of quality of life is very broad, consumers are still looking to markers of quality on a category-by-category basis.” Balanko said. “Consumers are becoming more attuned to authenticity cues to discern the ‘real’ from the ‘fake.’ Authenticity is communicated through compelling product/company narratives with products containing whole, real and clean ingredients created by knowledgeable people who genuinely care.”
In short, consumers largely base wellness on coming first from the notion of “you are what you eat.” Food companies, especially, take note. Brand development and marketing strategies should focus on promoting wellness, but just making a sticker for a product that exclaims, “Promotes wellness!” won’t convince a consumer that the product is worth buying. Instead, companies must convince consumers their product is real and authentically good. Be warned: consumers do not like being treated like children. Food companies should stay away from being preachy or overly complimentary: You don’t know how amazing you are! If only you knew after trying our product!
“When spoken to as a peer, and presented with high-quality products (regardless of health-and-wellness positioning), consumers respond with interest as they seek high-quality experiences for a quality life.”
