At Directions we are increasingly asked to explore the health and wellness space for our clients. In fact, almost every brand we work with is keen to take a bite from the wellness pie, from smaller brands specialising in key areas of nutrition to larger, more mainstream brands looking to diversify their ranges and remain relevant. And it is not surprising that everyone wants to stake a claim on wellness. In the wake of Covid our physical and mental health took a real hit, which is exactly why wellness regimes are more important than ever. And the wellness sector continues to boom in a post-Covid world, with people adopting new regimes and tactics and buying into a plethora of new products and trends. Indeed the sector is growing rapidly with ‘wellness’ worth up to £2.8 trillion worldwide, according to the Global Wellness Institute. In total the average Brit spends around £104.40 a month on wellness products and services – amounting to £1,252.80 every year, and a lifetime spend of £101,476.80.
But when it comes to taking care of ourselves, there are endless ways to go about it. The wellness world is constantly awash with new trends, usually claiming to be the ultimate key to well-being. Whilst 2022 was the year of sea moss, collagen and CBD, this year it is all about sleep syncing, hunza eating and wellness water. But how to make sense of it all?
At the start of this year, myvitamins.com featured a great article on the UK’s most vs. least popular wellbeing trends of 2022 based on Google Trends data analysis (scroll down to see). Collagen was officially the biggest trend of 2022, with a whopping 7900% increase in interest. It should be no surprise that collagen supplements are now flying off the shelves in all forms — from capsule to powder to liquid — and their popularity continues to rise. ‘Workplace Wellness’ was also highly searched given that most of us had either returned back to office life or were now embracing hybrid / working from home methods. That return to working life may also justify the rise of ‘Nootropics’ (cognitive enhancers or smart drugs). Fair to say the concept of taking something to improve thinking, learning and memory was quite appealing in the aftermath of lockdown hermit life. Zoom quiz anyone?
On the flip side, mushrooms, sea vegetables and even plant based diets saw a decline in interest. This could of course be linked to the fact that trends such as veganism are becoming more accepted and “the norm”, therefore unlikely to drive as much hype or curiosity as they used to. But in addition, the cost-of-living crisis could also be having an impact here, leading people to revert to a way of eating they’re comfortable with rather than experimenting with a new diet, unfamiliar products and whacky ingredients.
Indeed, the financial squeeze is grounding us all and so the real challenge for brands trying to play and win in the wellness space will be to convince consumers that they really need to embrace their own wellness. But to coin the old adage, ‘health is wealth’ and so there seems no better investment than your own wellness, surely? Indeed, if Covid has taught us anything, its that we all need to look after ourselves both mentally and physically. So from our perspective at Directions HQ, it certainly looks like the wellness trend is here for a long time…not just a good time. And here are some examples of how we are personally embracing wellness into our daily lives:
Kirsty on Collagen: “I’ve been taking collagen for almost a year now. As I’ve gotten older, I’ve noticed a few more wrinkles appearing and more aches and pains when I exercise. I’d heard that collagen can improve skin hydration and reduce osteoarthritis pain, so I thought I’d give it a try. A scoop of collagen powder in my coffee every morning makes me feel like I’m taking preventative action and I think I’m starting to feel and see the benefits.”
Sam on Mindfulness: “I find it really hard to slow down and let my brain have a rest. I have been practising mindfulness for a few years now. Whilst I am absolutely not a master, I do enjoy those moments when I have managed to let go and just concentrate on breathing.”
Gemma on Gut Health: “For the past month I’ve been taking a probiotic supplement in the form of a morning shot that delivers billions of bacteria to my gut. Unlike powders and dairy-based supplements this one is water-based which is apparently important as it won’t trigger digestion so these good bugs can reach the gut alive – and then thrive there. I am going to try it for at least three months and see if I notice a difference”.
Linda on Forest Bathing: “Shinrin-yoku, is the Japanese art of Forest bathing which translates into my morning ritual of walking the dog through the forest. The everchanging physical space provides me with the daily opportunity to let go, to wrangle and wrestle with all mental and emotional challenges. Its my patch. My nugget of magic, where the world just ‘is’ and I can just ‘be’.”
