COVID-19 INSIGHTS: Health
Businesses that understand and react to changing consumer needs and habits will emerge stronger from a crisis situation. Thus, we have just finished a large national representative research among 1,000 Danes, which will allow you and your company to act according to the changing needs and behaviour of tomorrow’s consumers. Disover some of our insights around health.
Our health and hygiene are under scrutiny like never before. We are advised on everything from hand washing to proper cough etiquette, and this pandemic experience is motivating around 40% of consumers to do more to improve their health going forward.
Discover the full report and its insights.
While eating healthier and exercising more remain primary ambitions for most people, at 52% and 56% respectively, novel patterns are emerging as well. For instance, the predictable surge in demand for items such as hand sanitizer and dry goods is accompanied by boosts to emergent trends such as dietary supplements and foods with functional benefits. The number of people purchasing dietary supplements has increased by 9% during the pandemic, and 26% state an intention to purchase more dietary supplements and vitamins going forward, thus edging out other alternatives such as reducing the use of tobacco and alcohol.
Exercise and healthy eating are also impacted directly by the fallout of the pandemic. As consumers substitute social and cultural events with home-based or digital alternatives, 15% expect to cook more healthy meals at home, and 6% expect to consume less alcohol as a direct result of going out less. Similarly, exercise is becoming less social with 15% expecting to use gyms, swimming pools, team sports, and group training less in the future, and 24% planning to make more use of individual alternatives and home-based exercise.
As health becomes increasingly individual, and social and dietary trends are transforming, opportunities aplenty will arise for those companies that understand the moving landscape.
