Research Outline

Health/Wellness Brand Repositioning


Provide information on the health and wellness industry such as trends, insights, case studies, etc. that will help an existing brand that has products for children expand to reach families within the next 5 years.

Early Findings

Consumer Health/Wellness Preferences

  • According to Nielsen's 2020 Health and Wellness report, 63% of Americans reported that they are trying to eat healthier, and 49% reported that they are making an effort to eat more fruits and vegetables.
  • Approximately 70% of American consumers admit that they believe proper nutrition is the best way for them to manage their health and wellness. This same percentage of consumers also believes that breakfast is the best time of the day to consume food that has extensive immune health benefits.
  • According to the Kerry Global Consumer Survey on Immune Health, approximately 63% of consumers said that the most important area of health/wellness that they are focused on is immune system support. Additionally, 19.5% said that immune system support is their top reason for purchasing products related to living a healthy lifestyle.

Consumer Medication Preferences

  • Nielsen's Strategic Health Perspectives study from 2020 found that 20% of Americans will try an over-the-counter (OTC) medication before using a recommended medication from a doctor. An additional 27% of American consumers ask their doctors/pharmacists for less expensive medication alternatives, and 21% do not take a prescription for the entire time they are recommended to do so.
  • By the end of 2020, Accenture estimates that there will be more than 2,800 in-store retail clinics in the U.S., which is a 47% increase from 2014. Consumers are using these as a result of their acceptance rates and convenience.
  • In China, approximately 50% of consumers claimed that they had used an immune health product within the last 6 months, and an additional 29% said they are considering to do the same in the future.

Impact on Health/Wellness from COVID-19

  • Approximately 24% of consumers have increased their spending on fresh/organic foods as a result of COVID-19. Of these people, 6% intend to spend a lot more, and 18% intend to spend somewhat more.
  • 23% of consumers have increased their spending on preventive health care because of COVID-19. Of these people, 4% intend to spend a lot more, and 19% intend to spend somewhat more.
  • An additional 19% of consumers intend to spend more on vitamins, minerals, herbs, and/or supplements, of which 4% plan on spending a lot more an 15% plan to spend somewhat more.