The global wellness economy has become so widespread that 73% of consumers believe that wellness is an essential element to a brand's strategy. The Oglivy Wellness Gap study, released October 15, 2020, quantified the gap between consumers' wellness expectations of brands and how they judge delivery against those expectations in seven key sectors: food, snacks, skin care, airlines, hotels, cars and banking.
The study surveyed 7,000 consumers from 14 countries across four continents to gather its insight on how wellness is viewed in 2020. This study has the goal to aid marketers in closing opportunity gaps.
5 Wellness Consumer Findings
The research was conducted in April 2020, which was a time when wellness was declining. This made the data gathered that much more relevant to what wellness will look like going into 2021. Key findings of this study included:
- 77% of people say wellness is very or extremely important to them
- 80% of people want to improve their wellness
- 75% of people feel brands could do more for their wellness
- 46% of people feel that brands take their wellness as a priority
- 41% and 53% of people agreed that the food sector and skin care sector are doing all it should to help consumers with their wellness, respectively
7 Wellness Brand Findings
Another important conclusion of the report is that every brand can grow through wellness. Some key findings included:
- 73% of people say brands need a wellness strategy as part of their core mission
- 67% of people say there should be more wellness options, regardless of what they are shopping for
- 52% of people expect cars, banks or airlines to offer wellness options—almost equal to the snack foods category (56%)
- 59% of people agree that it's worth paying more for wellness options
- 71% of people say a wellness brand should make a positive difference
- 60% of people say a wellness brand should give them a sense of purpose
- 53% of people say a brand should help them feel connected
Consumers are looking for authentic wellness. Only 41% of those surveyed agreed that brands that make wellness promises are usually believable, and 53% said they find it hard to tell the difference between real and fake wellness claims.
This data shows that there is a wide gap of opportunity for brands to form closer bonds with their consumers through activating purpose and wellness. Upgrading a brand's social strategy with wellness can help create a personalized connection and more successful social commerce.
Download the full report here.