By Rich Kaminski
The health and wellness space today is a dizzying array of products, technologies and strategies that let shoppers create a fully customized wellness routine sculpted exactly to their needs. They can pinpoint an area, focus on an attribute, track any vital sign and tailor any workout. And they’ve grown increasingly aware that health and wellness isn’t just physical, but includes mental, emotional, spiritual and financial components as well.
Initially, this perspective was empowering. It helped shoppers feel in control in new and exciting ways and opened the door to redefining health and wellness in newly meaningful ways. But as time has gone on, we’re seeing indications that this approach has hit some roadblocks. “Our latest How America Shops: The Wellness Breakdown” study shows that the path forward might be a little less clear and some shoppers are getting left behind — most notably women.
For the last decade, WSL Strategic Retail has been watching, tracking and predicting the movements and shifts in how people think about their health life stages and lifestyles — and the impact on retailers, brands and technology companies. We’ve monitored the explosion of different products, services and topics in shoppers’ wellness routines and fitness journeys as the space evolved from sick care to self-care to well care in response to aging populations, economic shifts, and the ebbs and flows of COVID.
For this survey, we investigate the areas shoppers are most interested in now, especially in a chaotic world, as a basis for what the future will look like. We focused on their desire for control, their health and wellness approach, how they engage with products, and the role of technology and AI in health and wellness. As we analyzed the data based on our national sample, we saw some clear gaps where women are being failed by the health and wellness space, leaving them to do whatever they can to get by.
How do we know women are falling behind?
• Only 31% of women say their health is excellent or very good — this is significantly fewer than men, where 41% describe their health that way.
• Women are significantly more likely than men to say they do not use a physician. But they are also more likely to seek out a new physician as a way to better control their health and wellness.
• Women are significantly more likely than men, by seven to 10 percentage points, to say their mental, emotional, financial and spiritual well-being is very or somewhat important to them. But they’re also more likely than men to say they feel less in control of these areas than last year by seven to nine percentage points. In all, their holistic approach to what’s important to them is greater than for men — but they feel less in control of those areas. (Definitely an opportunity gap.)
• Women are significantly more likely than men to say that their mental (93% vs. 87%), emotional (93% vs. 86%), financial (90% vs. 83%) and spiritual (76% vs. 67%) well-being is very or somewhat important. But they’re also more likely than men to say they feel less in control of these areas than last year (29% vs. 21% for financial well-being; 22% vs. 13% for emotional well-being; 21% vs. 13% for overall wellness; 19% vs. 12% for mental health).
• Perhaps it’s no surprise then that women are more actively taking care of their own health — in bigger and smaller ways. They are more likely to track their steps/physical activity (32% vs. 27% of men), their hormones and cycle (10% vs. 3% of men), as well as exploring more niche health trends (like skin health or gut health).
• Women are significantly more likely than men to add new products to their health routines (16% vs. 11%). Maybe based on a desire not only to self-optimize but a sense that they’re the only ones responsible for — and capable of — maintaining their personal health and wellness as brands, retailers and professionals fall behind.
What Now? What Next?
The health and wellness space is continuing to undergo a radical shift affecting women and other key audiences. The space has continued to explode in terms of products, technology and retail.
But unlike past changes, where the health and wellness space shifted to create more expansive definitions, today, shoppers — especially women — are actually scaling back and trying to refocus on the essentials to build a stronger, more accessible and affordable health foundation.
So here are four things you can do now to connect with women:
• Simplify the wellness space. The wellness breakdown that women are experiencing today will not be solved solely by a new product or SKU. Look instead for ways to reduce confusion and provide clear guidance and information. If you are recommending a product, make sure its benefits are clearly communicated — and that it doesn’t make their health and wellness journey even more complex.
• Offer solutions to build strong relationships. Women are looking for information but feel overwhelmed and don’t know where to turn to for good, trustworthy information. Brands and retailers can fill that space by providing solutions that are valued, not just more clutter and confusion.
• Listen to and reflect women’s concerns and interests. Women have a more nuanced view of health that incorporates their physical, mental, emotional, spiritual and financial needs. They’re also more likely than men to express interest in more emerging and niche health and wellness topics. Make sure that your strategies, campaigns and offerings reflect this.
• Find women where they are. Women rely on professionals for advice and will also use YouTube and social media for health and wellness information. But they’re more likely to avoid and distrust AI tools than men. If you’re going to reach out to them, tailor your messages to the places where they already are.
Rich Kaminski is the research director at WSL Strategic Retail.
