Conscious Wellbeing
Brands and products for a Balanced Life
From economic pressures to environmental challenges, our fast-paced and interconnected world is causing consumers to face an unprecedented array of stressors. In response, a powerful trend is emerging – Conscious Wellbeing
People across the globe are placing greater emphasis on their personal wellbeing, recognising the need to prioritise not only their physical health but also their psychological, emotional, sexual, social, and financial wellbeing. Moments of calm and relaxation have become rare treasures.
Consumers are no longer content with surface-level enhancements; they crave products that go beyond aesthetics, offering a holistic approach that nourishes, rejuvenates, and elevates their natural beauty. Conscious Wellbeing signifies a significant shift towards holistic wellbeing, encompassing emotional, social, and psychological aspects of life, with this trend likely to evolve as both brands and consumers recognise this significance.
78%
of consumers think their mental health is as important as their physical health (Source: Ipsos)
$8.5TN
the size that the wellness economy is expected to reach in 2027, growing 8.6% annually over the next five years (Source: The Global Wellness Institute)
$38.5BN
how much the global functional and natural health food market is projected to be valued at in 2033 (Source: Statista)
Tracking the trend
Conscious Wellbeing reflects a transformation in our understanding of what it means to be healthy and happy
The growth of Conscious Wellbeing conversations: July 2021-June 2023
Conversations
Growth rate
Ways in
Brands that need a way in to Conscious Wellbeing can embrace these 'microtrends' and meet consumer demands and their wellbeing goals
At-home and Near-home Sanctuaries
People are creating havens within their homes that emulate the comforting experiences of the outside world. By curating their surroundings to encompass all they need, they find convenience and tranquility without venturing far from their own home.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+69%
-
-
-
Africa
+32%
-
-
-
North America
-13%
-
-
-
Latin America & Carribean
+47%
-
-
-
Europe
+7%
-
Substitute & Expanded Products
The pursuit of wellbeing goes beyond mere physical health, with consumers selecting products not only for nutritional benefits but also for mood-enhancing and mental well-being properties. This trend expands to other product categories like fashion (smart materials) and technology (wearables), as consumers seek multifunctional solutions that go beyond basic attributes.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+17%
-
-
-
Africa
+5%
-
-
-
North America
+29%
-
-
-
Latin America & Carribean
+13%
-
-
-
Europe
+34%
-
Decelerated Occasions
Amidst the whirlwind pace of modern life, a countermovement is emerging, urging people to savour moments at a slower pace and encouraging disconnection from the hustle and bustle. These new-found rituals foster enriched social interactions and provide opportunities to appreciate the simple pleasures in life.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+5%
-
-
-
Africa
+17%
-
-
-
North America
+37%
-
-
-
Latin America & Carribean
+92%
-
-
-
Europe
+21%
-
Celebrating Self-Love
Consumers are embracing self-care and self-love, acknowledging the importance of physical, emotional, and mental health. This trend fosters a culture of self-acceptance and appreciation, emphasising the significance of mental wellness and positive self-image.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+64%
-
-
-
Africa
+63%
-
-
-
North America
+30%
-
-
-
Latin America & Carribean
+27%
-
-
-
Europe
+18%
-
Regional Conver Stations
Explore below how Conscious Wellbeing conversations differ around the world
North America
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Europe
Trending Topics
- +65% Enhanced Nutrition
- +43% Experience at Home
- +41% Functional Drinks
- Consumers note the importance of wearable sensors and apps for personalised diets, with start-ups that specifically address mental health gaining significant attention
- At-home spa activities to foster relaxation, home workouts to support physical and mental health, and cooking at home are important ways consumers are creating havens at home
- Consumers are seeking non-alcoholic wine and zero-alcohol drinks industry
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Africa
Trending Topics
- +93% Mocktails
- +85% Meditation
- +78% Self-Care
- Popular non-alcoholic beverages were discussed
- Consumers note the benefits of meditation, in hope to restore mental health, sleep and happiness
- People are engaging in volunteering activities to instil a sense of belonging
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Asia Pacific
Trending Topics
- +85% Holistic Wellbeing
- +73% Support Groups and Communities
- +41% Working from home
- Individual governments promoted initiatives for wellbeing, with the Pakistani government, for example, launching the #Humraaz mental health app
- A shift is being acknowledged from an individualistic approach to self-care to a communal approach, termed "community care"
- Consumers are looking to ensure they fit in leisure activities to their daily schedules, such as taking long walks
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Latin America & Carribbean
Trending Topics
- +78% Digital Detox
- +71% Therapy
- Consumers are undergoing digital detoxes, by deleting apps or deactivating social media accounts
- Individuals openly sharing strategies for supporting their mental health
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
Case Study
Captain Morgan: ‘Enjoy Slow’
Captain Morgan is a brand centred on spice, individuality, and fun, and its recent ‘Enjoy Slow’ campaign championed these values while encouraging consumers to drink at their own pace.
‘Enjoy Slow’ was the brand’s biggest-ever global responsible drinking campaign, and with the help of multi-award-winning singer, songwriter, and rapper Bree Runway, it called on people around the world to celebrate slower; to be confident to say no to a drink or another round if they wish and, ultimately, moderate their drinking.
With consumers set to develop new rituals to help build ‘moments of deceleration’ into their day, Captain Morgan is continuing its broader commitment to ‘moderate drinking’ with the launch of Captain Morgan Spiced Gold 0.0%, Captain Morgan’s first alcohol-free offering. The accompanying campaign, ‘Why you Whying’, used humour to challenge the negative societal pressure of being asked ‘why aren’t you drinking’ when people choose a non-alcoholic beverage.
Trending Topics