Overall, clean label foods and beverages, targeted nutritional supplements, and natural and organic beauty products align with modern perceptions of health and well-being. Alongside holistic diet and lifestyle habits, many consumers take the health of the planet seriously too, and are compelling brands to evaluate their own environmental footprint.
 
According to a 2018 report by the Benchmarking Company (based on survey of 8,381 U.S. women ages 18+), “There’s a new era of holistic beauty, health, and wellness at hand, and consumers are the driving force. From embracing organic and natural topical products to being mindful of eating clean, everywhere consumers are looking for a more ‘whole-istic’ approach to living.”
 
According to the survey, 83% of women said a healthy eating plan is the top activity that contributes to overall health and wellness; 89% of women surveyed take a multivitamin/mineral supplement to support their health.
 
It’s not just women who are pursuing holistic health. According to a Lycored-sponsored survey of 480 male and female consumers in the U.K. and France, men were far more open to the idea of ingestible skin care than women; 74% of men said the idea of taking a supplement for skin health or beauty was normal compared to 58% of women.
 
In general, consumers are reading labels more closely and demanding natural ingredients have a specific purpose and functional benefit. While label space is a premium, explaining what ingredients are, why they’re in the product, and how they got there can demonstrate honesty and transparency while separating your brand from many competitors.
 
Sustainability and minimizing plastic waste will also continue to be hot topics for consumers who are conscious about the impact their purchases have on the environment. After all, the path to living well is predicated at least in part on a healthy planet.