The COVID-19 pandemic elevated consumer awareness of many aspects of their personal health. Protecting against illness, limiting exposure to germs and a greater recognition of personal safety are health themes that increased due to the threat of COVID-19. Following a year of heightened attention on personal health, consumers are emphasizing both top-of-mind and forward-looking health ambitions going into 2021. Beyond COVID-19, consumers will continue with the new routines that provided comfort and self-care during the pandemic. Tools to help with strengthening immunity, mental health/stress management and self-prioritization will be sought as adults readjust to social routines.

• The impact of COVID-19 on personal health management

• Adults are balancing short-term health needs with long-term goals

• Health management routines must re-focus consumer priorities

• Health control is bolstered by time and dedication

This Report will explore consumer trends and behaviors toward managing personal health. It will also explore the implications of 2020 on consumer health priorities and motivations and how consumers will approach health management beyond the pandemic.

Consumer research for this Report was fielded in November 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic as restrictions were in flux across the US. The Report was written December 29, 2020-January 5, 2021, when the COVID-19 vaccine gained FDA approval and began distribution to essential workers and vulnerable populations. Some states have rolled back and reinstated restrictions due to increasing COVID-19 cases.