Health conscious consumers seek products made with organic ingredients and manufactured to promote mindfulness. They’re aware of their impactful consumption decisions on society at large.
Consumers seeking a healthier lifestyle typically prioritize water over sugary drinks and caffeine, setting goals to meet this need and using tools such as hydration tracking apps to track intake.
Cleaner Ingredients
Health-minded consumers increasingly prefer products formulated without harmful chemicals, and many clean label products include ingredients like baking soda, organic chamomile flowers and essential oils that are skin-friendly and naturally derived. Cleansers designed without plastic waste often come in highly concentrated formats reducing plastic waste; such cleaners appeal to health and wellness consumers who wish to turn cleaning into a therapeutic ritual.
Consumers are often unaware of the types of chemicals found in conventional cleaning products. Without strict product regulations and clear labeling requirements in place, it can be hard to know which ingredients may be harmful to health and the environment. Consumers can start by checking labels for signal words like Poison, Danger and Warning as well as products verified as safer through the Environmental Protection Agency’s Safer Choice program.
Consumers can look out for products carrying the EWG VERIFIED label to ensure transparency and purchase healthier options. Click here to see which items have received this certification.
Social Responsibility
Health-conscious shoppers look for brands that prioritize sustainability and environmental concerns, use ethically sourced ingredients, and emphasize transparency in their marketing strategies to build trust among this consumer segment. Incorporating these values can help establish rapport with this consumer market segment.
Health-conscious consumers are willing to pay a higher price for products that promote their wellbeing, likely due to increased awareness of potential dangers that could come from synthetic chemicals and ingredients used in manufactured goods.
Marketers can leverage the health-conscious trend by providing educational content that equips consumers to make healthier choices. This could include blogs, videos, social media campaigns or engaging influencers and experts to provide credibility to this audience.
Authenticity
“Authentic” has become a buzzword in modern society. Authenticity has long been associated with Western intellectual development and is widely acknowledged as having had a major influence on social and political thought (Taylor 2007).
Being authentic means expressing oneself in ways that reflect who we truly are as individuals, something which may be difficult to achieve but is worth striving towards. Being genuine helps us live according to our core values and beliefs as well as fulfilling psychological needs in an optimal manner.
Health-conscious consumers are searching for brands they can trust, and retailers are increasingly marketing these products to them. According to a MikMak analysis, customers shopping at grocery stores that provide healthy options are more likely to purchase health-oriented brands; multivariate logistic regression models also showed an association between urban residence, education level and social health status and an interest in purchasing health-friendly labels.
Sustainability
Health-conscious consumers are passionate about finding products that contribute to environmental and social wellbeing in their communities, yet little research exists on their preferences when making purchases and product selection decisions. Therefore, brands must avoid greenwashing–making false ESG claims–to ensure their marketing initiatives resonate with this target market.
Consumers appreciate brands with simple labels, which often involve minimal processing and no artificial ingredients. Brands can tap into this market by featuring well-recognized producers on their labels.
Investment in products that cater to these aspirations should yield strong growth results; however, this must be balanced against the cost of doing business, particularly during times of rising inflation. A disciplined design-for-sustainability approach may help maximize a product’s growth upside while mitigating any negative impacts to your bottom line.
