Market To Market: Helping The World Embrace Wellness

Audrey Sellers - October 1, 2021

elenabsl / Shutterstock.com

If there’s one big lesson we’ve learned in the past year and a half, it’s that wellness matters more than ever. It isn’t only about washing your hands or masking up—it’s about continuously and thoughtfully caring for your body, mind and spirit.

Through the health and wellness market, consumers can explore all kinds of services and activities to improve their well-being. This vast industry includes everything from day spas and boutique gyms to preventive medicine and fitness apps. Globally, the market is worth about $4.5 trillion, according to the Global Wellness Institute. By 2025, this industry could top $6 trillion.

Even BP (Before the Pandemic), wellness was top of mind for many consumers. Between 2019 and 2020, Google search trends showed a 250-percent jump in searches related to self-care. On Instagram, #SelfCareSunday has become a way for wellness-seekers to show how they recharge for the week ahead. Beauty and skincare brands are also jumping on the #SelfCareSunday trend, with many seeing double-digit growth in earned media value, according to Tribe Dynamics, an influencer marketing platform.

It’s no surprise that pandemic-related stress has prompted people to prioritize their #SelfCare—and not just on Sundays. A Harris Poll survey shows that 64 percent of people are focusing more on mental health, 35 percent are participating in creative activities more often, 31 percent are praying more and 25 percent are upping their time outdoors compared to BP.

This focus on wellness isn’t just a fad. Consumers around the world are viewing their health through a new lens. According to a survey from McKinsey, 79 percent of people believe wellness is important and almost half (42 percent) consider it a top priority.

This is promising news for brands in the health and wellness world. People want to protect their physical health and relax their minds. Through promotional campaigns, brands can get in front of their target audience and promote wellness even during a pandemic.

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While the pandemic has devastated many industries, the health and wellness market isn’t one of them. In fact, the global health crisis has created more opportunities and more growth in this industry. McKinsey projects the market will grow five to 10 percent per year as consumers take a more proactive and preventative approach to their overall well-being.

If you’re looking for a way to break into promo sales in the fast-moving and potentially lucrative health and wellness market, you can reach out to local spas, health clubs and yoga studios. You can also venture into the wellness tourism niche—travel that promotes health and well-being through physical, psychological or spiritual activities. Business Insider projects this portion of the health and wellness market will reach $1.2 trillion by 2027.

Brands can reap many benefits by getting in front of wellness-focused tourists. Wellness travelers spend 130 percent more than ordinary travelers, according to SRI International. This demographic tends to have money and time to spend, and they are eager to experience more wellness-centric experiences. Travel agents, wellness resorts and destination spas can use promotional products to educate and inspire wellness travelers.

Consumers crave options when it comes to their health. This means health clubs, gyms and fitness studios should look for ways to engage their audience by offering indoor, outdoor, live and on-demand programming, along with logoed mats, towels and apparel to promote their brand. Consider these stats from the International Sports Club & Health Association:

Among those who used an online fitness service during the pandemic, 68 percent plan to continue doing so
31 percent of consumers have participated in an online fitness challenge
35 percent of Millennials pay for an online fitness service, compared to 27 percent of Gen X, 25 percent of Gen Z and four percent of Boomers

The United States is home to the world’s largest health and wellness industry at more than $52 billion. The next largest markets include China at around $20 billion, Australia at $9.5 billion, the U.K. at $9 billion and Germany at $6.4 billion.

Source: Global Wellness Institute

You’ve heard about mental health, but what about mental fitness? According to Kadence International, a global market research agency, this is a trend worth watching. Consumers are beginning to approach their mental health in much the same way they tend to their physical health. Through brands like Coa, America’s first mental health gym, and Feel, a stress-tracking wearable, consumers can take intentional steps to manage their stress and improve their mental health.

Employees’ daily stress reached peak levels last year, according to Gallup’s 2021 State of the Global Workplace report. On any given day, 43 percent of employees said they felt stressed, 41 percent felt worried, 25 percent felt sad and 24 percent felt angry. Talk to your corporate and association clients about creating a wellness program for employees. From exercise challenges to mental health training, companies can use promotional products to encourage participation, create camaraderie, educate workers about offerings and make these activities fun and memorable.

Want to get your client’s brand in front of the gym crowd? Consider their reasons for working out:

55% work out to get stronger
49% use their club to reduce stress or boost their mood
48% exercise to improve flexibility
48% go to the gym to build muscle
25% use a gym or health club to address a health problem

Source: International Sports Club & Health Association

These states boast the highest number of gyms, the lowest obesity rates and residents with the most outdoor passions. Exercise.com named these 10 states the fittest in the nation:

Colorado
Connecticut
New Hampshire
Rhode Island
Minnesota
Massachusetts
Hawaii
Montana
Wisconsin
Idaho

Not all consumers have the same wellness preferences. According to McKinsey, wellness consumers fall into three distinct groups:

Wellness enthusiasts: These consumers tend to have the highest incomes. They follow brands on social media, track new-product launches and get excited about innovations.
Socially responsible consumers: These people lean toward more sustainable brands and prefer those whose products have clean or natural ingredients. They’re willing to spend more for these brands.
Price-conscious consumers: These people believe wellness products are important. However, they carefully consider features and benefits and look for the best deal before buying anything.

Here are the areas where employers say they are investing the most resources:

Mental health programs: 88%
Telemedicine programs: 87%
Stress management resources: 81%
Mindfulness/meditation resources: 69%
Wellness passports: 63%

And here’s where employers say they plan to dial back their funding:

Health fairs: 60%
Stocked kitchens: 54%
Biometric screenings: 53%
On-site fitness classes: 48%
Gym membership reimbursements: 38%

Source: 2021 Employee Wellness Industry Trends Report from Wellable

A new massage therapist wanted to connect with the local community, so she set up a booth at her town’s home show and offered a quick shoulder massage to booth visitors. Those who booked an appointment with her also got a free Ooh-La-La Massage Roller Ball. The massager included her phone number, which helped keep her contact information handy. Plus, booth visitors could use the roller ball to soothe their achy muscles until they could get in to see the massage therapist.

Source: Beacon Promotions

Every year, the calendar is packed with events to raise awareness for various health and wellness issues. Consider how your clients’ brands could get involved with these causes in 2022:

January
Blood Donor Month

February
American Heart Month

March
National Nutrition Month

April 7
World Health Day

May
Mental Health Awareness Month

June
Men’s Health Month

July
UV Safety Month

August
National Immunization Awareness Month

September
National Childhood Obesity Awareness Month

October
Breast Cancer Awareness Month

November
American Diabetes Month

December
HIV/AIDS Awareness Month

Want to kick off a corporate wellness program? Look to custom coins. Companies can give these customizable coins to employees to celebrate milestones as they work to achieve healthier lifestyles. Choose from aluminum, antique brass and antique nickel.

Osborne Coinage Co. / PPAI 112630, S3 / www.osbornecoin.com

Brands that produce supplements, vitamins and probiotics can help their product stand out with the custom FasTurn® Rectangle Label. Include a coordinating packaging element to extend the branding.

Label Works / PPAI 111141, S3 / www.labelworks.com

If you work with doctors’ offices or imaging centers, the DuraTec® Calendar Counter Mat makes a helpful tool for the front desk staff. These rubber-backed mats are odorless and lightweight. They also feature an at-a-glance calendar for scheduling follow-up appointments.

DIGISPEC / PPAI 180432, S7 / www.digispec.com

Brands that want to market to health-conscious, socially responsible consumers can turn to SnackTime products. These reusable items help consumers eliminate single-use products, saving them money and reducing waste. These products feature an easy-clean interior liner and exceed FDA food safety standards.

ChicoBag / PPAI 440893, S3 / www.chicobag.com

Perfect for fitness studio employees, the Women’s Space Dye Performance Pullover features moisture-wicking and antimicrobial properties. Design features include a wind flap to help prevent chafing and double-needle stitching for added durability. Customize this apparel item with embroidery, screen print or heat transfer.

Charles River Apparel / PPAI 111644, S10 / www.charlesriverapparel.com

Physical therapy offices can use the Three-Piece Fitness Resistance Band Set to keep their brand visible and give patients a helpful tool at home. This portable Latex elastic band set includes fitness bands in low, medium and high-tension levels. The set is packed in a customized drawstring pouch.

Evans Manufacturing, Inc. / PPAI 110747, S10 / www.evans-mfg.com

With the KolorKit, employers can help their staff improve creativity, boost focus and relieve anxiety. This kit includes a customized coloring book cover, six colored pencils and 16 coloring pages.

Powerstick.com / PPAI 383252, S8 / www.powerstick.com

The Fitness, Yoga and Mindfulness Dice make a fun addition to wellness programs. Recipients roll the dice to get inspiration and tips for workouts, mindfulness practices and yoga techniques. Each interactive gift includes an instructional booklet and color-coded dice.

The Book Company / PPAI 218850, S5 / www.thebookco.com

Audrey Sellers is a Dallas, Fort Worth-based writer and a former associate editor of PPB.

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