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Crowsnest: Vits / Covid Drivers

Crowsnest, Healthcare

Crowsnest: Vits / Covid Drivers

Vitamins & Supplements Trend Horizon | One

The new opportunity for supplement brands is the growing trend around managing an array of physical as well as mental needs – most notably catapulting concerns around immunity, sleep and emotional health – while avoiding traditional prescription pharmaceuticals.

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Immunity

The $6.65bn immunity category – the third-largest segment of the global supplements market was going strong before consumer interest surged with Covid-19 and is now predicted to explode in growth.

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Lovebug Probiotics
Brands are tapping into the growing belief that overuse of antibiotics destroys our microbiome which is thought to be responsible for our immunity, In response they are marketing probiotics specifically for immunity like US supplement makers Lovebug.

Wylde One
Alongside age-old immunity helpers like vitamin C&D, brands are harnessing a wide menu of functional ingredients. This reflects growing consumer interest in botanicals, including adaptogens such as ashwaganda and immune boosters like reishi mushroom.

Sleep

Consumer interest in sleep support now crosses generations – it’s a top three concern of supplement users aged 18-34 in the US, China and the UK. Covid-19 is exacerbating the issue as stress levels rise and loss of daytime structure disrupts normal sleep schedules.

Vitamins & Supplements FREE THE BIRDS Heath & Beauty Wellness Design

Gossamer
CBD has become a popular tool for relaxation. With its minimalist design and millennial POV, Gossamer is targeting a new generation of smokers with a ‘green lens’ on travel, food and culture. Dusk tincture is their formulation of CBD, CBN, and hand-picked terpenes shown to promote healthier sleep

D+ for Care
Ingredient-wise, melatonin (a hormone that regulates the sleep cycle) has seen mass-market uptake as have botanicals. Beauty and food & beverage brands are also adopting these ingredients. A new sleep spray from French beauty supplement brand D+ for Care includes melatonin, passionflower and reishi.

Mental Wellbeing

Stress is skyrocketing, driven by ‘workism’, rising debt and tech-laden 24/7 lifestyles. In the UK, adults recognise the pandemic is impacting their mental wellbeing. Maintaining good mental health is the number one benefit of interest among supplement users aged 18-34 in the US and UK (Glanbia, 2020).

Vitamins & Supplements FREE THE BIRDS Heath & Beauty Wellness Design

Love Wellness
Pre- and probiotics for mood will become more prevalent as researchers chart the gut-brain connection. 1-stop shop for women’s wellness and personal care brand Love Wellness has pills with St. John’s Wort, and Organic Chasteberry to help ‘enhance your mood’.

Roman
With three natural ingredients, including ashwagandha and Rhodiola rosea, two adaptogenic herbs that traditionally have been used to help lower stress and reduce mental fatigue. And phosphatidylserine, a vital component of nerve cell membranes and myelin, supports cognitive properties like memory, attention, and concentration.

Vitamins & Supplements FREE THE BIRDS Heath & Beauty Wellness Design

R3set
Pre- and probiotics for mood will become more prevalent as researchers chart the gut-brain connection. 1-stop shop for women’s wellness and personal care brand Love Wellness has pills with St. John’s Wort, and Organic Chasteberry to help ‘enhance your mood’.

Pollen

Adulthood is complicated, and sometimes, even ‘wellness’ feels like a weight. Pollen want to ease the pressure and have created a CBD based brand that is all about those small changes that make you that little bit happier. Living in an age that glorifies ‘busy-ness’, influence and living your best life – means we don’t take time to focus on what actually makes us feel good.

What does this mean for my brand?

i) Emphasise broader lifestyle benefits
Communicate wider than product benefits. Brands that acknowledge lifestyle behaviour and create tools to help customers adopt those behaviours are in growth. Consumers increasingly view health holistically, linking lifestyle behaviours such as diet and sleep regimens with mental and physical wellbeing and understanding that by improving just one aspect has a positive knock-on effect. As the key concerns of immunity, insomnia and stress/anxiety are interlinked, position product benefits broadly – for instance, reduced stress improves sleep, while improved sleep strengthens immunity.

We can work with you to identify and highlight the broader, relevant benefits you may be overlooking?

 

ii) Are you taking UCG seriously?
User-generated content (UGC) has rocketed during the pandemic, due to consumer appetite for authentic inspiration they can relate to. For brands, this content offers invaluable scope because it’s possible to furnish a growing suite of touch points with varying content, fast and cheaply. A 2020 study by Australian UGC specialists Stackla revealed 79% of people are influenced by UGC when making purchasing decisions, it is six times more influential than brand-created content and 9.8 times more impactful than influencer content. Spontaneity, credibility and relatability are always going to be more compelling than ‘paid for’ content.

What can you do to ensure your brand is talked about?

 

iii) Living with Covid-19
Catering to Future Demand. With the ongoing impact of the pandemic, we know it’s a marathon we are dealing with. How can brands ensure they are being as empathetic and supportive as possible? By anticipating what consumers are wanting and needing from healthcare, brands not only build loyalty but can use the insights gathered to fuel the innovation pipeline as well as adapting and adjusting their messaging accordingly.

Do you need help viewing consumer behaviour from a different perspective? Let’s discuss how to approach this.

 

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