Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on personal health management
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- Figure 1: Short, medium and long term impact of COVID-19 on personal health management, January 2021
- Lockdown
- Re-emergence
- Recovery
- Opportunities and Challenges
- Routine changes may threaten consumer dedication to health
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- Figure 2: Reasons for more control over health, November 2020
- Consumers are taking an “all-in” approach to health priorities
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- Figure 3: Health priorities, November 2020
- Maintaining control drives health management motivations
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- Figure 4: Motivated by feeling in control, by motivations for prioritizing health, November 2020
Market – Key Takeaways
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- At-risk populations are in need of health innovations
- At-home routines will take over as key components of health and wellness
- Responsive health brands gain traction during pandemic times
Market Factors
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- At-risk health populations will drive future health innovations
- Learnings from the last recession
- Consumers may be relying more on OTC products
- Chronic health consumers support medical spending during recessionary times
Market Opportunities
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- Position at-home routines as self-care rituals
- Brands build engagement by responding to on-demand health needs
- Immune system support takes over as a health essential
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- Figure 5: Health priorities, November 2020
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- Figure 6: Liquid I.V. hydration multiplier+ immune support, October 2020
- Brand activism gains a new role as a facilitator of community
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- Figure 7: Impact of COVID-19 on health management, November 2020
- Consumers expect transparency in exchange for loyalty
Companies and Brands – Key Takeaways
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- Digital mental health brands offer accessible and relatable solutions
- Personalized health services bolster consumer progress
- Time spent with family benefits health and wellness goals
Competitive Strategies
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- Mental health solutions help consumers regain control
- Personalized insights gain traction as niche health solutions
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- Figure 8: Whoop sleep coach feature, November 2020
- Fostering a sense of family connection through health
The Consumer – Key Takeaways
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- Time benefits health and wellness goals
- Adults are balancing immediate health goals with long-term ambitions
- Consumers are striving for longevity
- Tangible health goals help adults tackle unwanted concerns
- Adults expect health services to be paid for
- Illness management gains significance as a health priority for adults
Status of Health Control
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- Staying in control of health is not a simple equation for US adults
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- Figure 9: Status of health control, November 2020
- Time to stay on track of health goals builds control
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- Figure 10: Reasons for more control over health, November 2020
- Top-of-mind illness concerns challenge sense of control
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- Figure 11: Reasons for feeling less in control of health, November 2020
Health Priorities
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- Consumers are focusing on a wide range of health goals
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- Figure 12: Health priorities, November 2020
- Meet demand by showcasing the benefits of immune system products
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- Figure 13: Higher priority of illness protection and immune system strength, by gender and age, November 2020
- Millennials are growing up and focusing on mental and emotional health
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- Figure 14: Higher priority of mental/emotional health needs, by generation, November 2020
Motivations for Prioritizing Health
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- Evading illness gains attention as a leading health motivation
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- Figure 15: Motivations for prioritizing health, November 2020
- Feeling in control drives health management motivations
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- Figure 16: Motivated by feeling in control, by motivations for prioritizing health, November 2020
- Women are connected to the “look good feel good” mentality
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- Figure 17: Motivations for prioritizing health, by gender, November 2020
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- Figure 18: Sexual health positivity quote, December 2020
Attitudes toward Health Management
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- Adults focus on short-term health instead of worrying about the future
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- Figure 19: Attitudes toward health management, November 2020
- Seniors self-motivate; young adults need help to focus on health goals
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- Figure 20: Attitudes toward health management, by age, November 2020
- Being in good health is a luxury; affordable solutions are essential
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- Figure 21: Attitudes toward health management, by household income, November 2020
Willingness to Pay for Health Management Services
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- Consumers expect basic and specialized healthcare expenses to be offset
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- Figure 22: Willingness to pay for health management services, November 2020
- Young adults will pay for specialized health services
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- Figure 23: Willingness to pay out-of-pocket for health management services, by age, November 2020
Impact of COVID-19 on Health Management
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- Physical health needs are easier to identify than mental health needs
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- Figure 24: Impact of COVID-19 on health management, November 2020
- The young build mental health awareness; women lift safety standards
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- Figure 25: Impact of COVID-19 on health management, by gender and age, November 2020
- COVID-19 vaccine has yet to build universal appeal
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- Figure 26: Impact of COVID-19 on health management, by household income and education, November 2020
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- Figure 27: Plan to get the COVID-19 vaccine, by researched the COVID-19 vaccine, November 2020
- Even with research, young adults are skeptical of vaccination
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- Figure 28: Impact of COVID-19 on health management, by age, November 2020
Appendix – Data Sources and Abbreviations
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- COVID-19: US context
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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