The pandemic has impacted nearly every type of business and has forced us all to prioritize health and self-care. As a result, health and wellness-focused businesses are thriving, while companies in health-adjacent industries like medicine, fitness, beauty and skincare, nutrition and more are rapidly evolving to meet the changing priorities of consumers who are seeking wellness on a wide spectrum.
Here are a few things that we see trending in the wellness space in 2021:
- Healthcare continues to go virtual and reach new populations.
We would be remiss to not kick off 2021 trends without mentioning healthcare after the year-long wake–up call on our health. While people quarantined throughout 2020, telehealth grew as an alternative option to receive treatment. In 2020, 46% of American patients used telehealth to replace in-person appointments, and 76% of patients indicated interest in using digital health services in the future. Telehealth usage extended beyond just regular check-ups with primary care physicians or COVID tests, but expanded into new realms, with companies like DermTech leaning into digital for more intense scans like skin cancer screening and Maven offering fertility planning and management from the comfort of your home.
New developments in telehealth have increased access for certain populations, like rural area residents who typically don’t have easy access to primary care or specialists, as well as removed financial barriers with more affordable pricing options than traditional in-person services. This virtual-first approach has also bred care that’s centered on the patient versus the health system, ultimately leading to more specialized and targeted care, particularly for minority populations.
- Self-care – and quality skincare – are part of the at-home experience.
“Maskne” entered our vocabulary during 2020, and as consumers sought relief between Zoom calls, they reconsidered what was in their self-care and skincare routines. Skincare spending increased, particularly among medical-grade, physician-grade options. This year, people are still focused on skincare, as they continue to refine their bathroom cabinets to include more effective and efficient products, while also simplifying their skincare steps in a move towards all-in-one products and sets. Skincare brands like Saffron & Sage and Tata Harper will continue to deliver targeted, step-based skin sets that serve up essentials in a single purchase. Meanwhile, skincare brands like U.SK UnderSkin and Dr. Dennis Gross will also work to keep up with the growing population of issue-oriented, ingredient-savvy consumers, merging utility and science with style in dermatologist-backed products. This science will also serve as the focus of new products designed to meet pandemic-specific needs, like skin-friendly soaps, maskne relief products rich in vitamin C, hyaluronic acid and retinol and SPF built to protect against blue light as we continue to work from home.
- Fitness goes multi-modal and incorporates rest.
According to a study from Comscore, 2020 saw a 147% increase in the consumption of on-demand fitness videos on streaming applications, subscription platforms and cable, while YouTube reported a 515% uptick in daily views of videos with “home workout” in the title from March – June 2020. As consumers continue to stay home and outfit their homes with studio equipment from brands like Peloton and Tonal, large specialty studios like SoulCycle as well as local gyms like Crowe PR client Fit Athletic Club, are embracing an “omnichannel” approach that incorporates streaming classes, on-demand libraries and in-person sessions, particularly outdoors as consumers look to escape their screens and get fresh air. In addition to this omnichannel approach, fitness brands are incorporating rest as consumers demand yoga and mindfulness content compared to traditional high-intensity exercise. Rest is the new HIIT!
- Athleisure and outdoor wear become everyday staples.
Athleisure and loungewear are seeing an unprecedented sales boom. Pinterest analytics show incredible growth on searches like “elegant loungewear” and “curvy athleisure outfits” as consumers continue to work from home – sans blazers, and instead, in clothes typically worn for workouts, walks and outdoor adventures in pre-COVID times. This trend is reflected in retailers like Kohls who prioritized activewear and casual clothes in their 2021 strategic plan and even Dior who released their first-ever loungewear collection. In a quickly changing global atmosphere, consumers are craving simplicity and comfort and brands are taking note. Retailers are introducing more hybrid, crossover pieces that are comfortable, functional and design to take you from your desk to a socially distant gathering, with brands like Sanuk, Outdoor Voices and Lululemon leading the way.
- Mental health is at the forefront of conversations.
Telehealth boomed in 2020, and teletherapy followed suit. As the stigma around mental health continues to decline, mental health apps, online platforms and expert directories are surging forward in popularity. According to CB insights, mental health startups secured over $1 billion in funding in the first half of 2020 alone, signifying a new era in accessible mental healthcare, especially for marginalized populations that seek specific care. This focus on mental health will bleed into the office, as we see companies shifting away from in-office perks like snacks and free beer towards meaningful wellness programs, facilitated by companies like AccessElite, that benefit employee health and foster balance, boundaries and connection.
We look forward to seeing these trends manifest throughout the course of 2021. What trends are you spotting this year?