The global coronavirus pandemic has increased consumer interest in wellness, so we will all be very focused on optimizing our personal health, both physically and emotionally in 2021. Says Allure magazine, which says what these five trends will be. this key will mark our lives next year.
1. Hygiene category
Who would have thought that antibacterial gels or hand sanitizers would be the most popular product category in 2021? Luxury brands such as Louis Vuitton, Dior or Givenchy have launched their own brands and are also joined by major retailers. Merci Handy, a rainbow-themed hand sanitizer brand with considerable results on TikTok, will soon be launched on ultabeauty.com. In addition, Nordstrom is launching a hygiene category, starting with the launch of the Curie hand sanitizer for skin care.
2. Wellness applications
Wellness apps, which provide consumers with virtual experiences of everything from nutritional counseling to meditation to sleep tracking, took off during the pandemic. In October, visits to the online portal WeightWatchers or WW, as it is now called, increased by 70%, according to data from Jefferies. The company’s application is said to have seen a significant increase in subscriptions during the pandemic. The latest well-funded wellness app is Wellory, which pairs consumers with nutritionists to provide personalized dietary advice upon request. The company, founded by Emily Hochman, a 28-year-old certified health coach, recently raised $ 1.2 million, run by a number of venture capital firms, as well as executives from Google, Amazon , Bridgewater Associates and Glossier.
3. The “accessible” factor
Returning to luxury gyms and boutique fitness classes is unlikely in 2021. With many consumers out of work or working from home thanks to COVID-19, “on-demand” fitness platforms have gained popularity and most are more accessible than face-to-face hours. For example: Taryn Toomey’s cult training experience earned $ 40 per class before the pandemic at her studios in New York, Los Angeles and Vancouver. And now, with COVID-19, Toomey’s virtual platform, which gives users access to a weekly live broadcast for $ 40 a month, has gained so much popularity that The Class is changing its business model to focus on mainly in its virtual offer. As the pandemic continues, consumers tend to pay less for fitness experiences. For those who have returned to the gym, many opt for value chains. “We have heard that the number of Blink members has increased before COVID-19, and Planet Fitness traffic trends are constantly rising from their lows,” said Randy Konik, CEO of Jefferies.
4. Digital detoxification
Wellness retreats have tried in recent years to make the concept of “digital detox” (spending time away from technology and social media). Millennials and Gen Z, thanks to COVID-19-induced anxiety and this year’s sinister Netflix documentary, “The Social Dilemma,” may finally be ready to do so. “I hear more and more from young people that they really want to know how to go through a digital detox and, if they go back to social networks, they learn how to approach it with a healthier mentality,” says Ben Bennett. the founder of the beauty company and investment platform The Center. “COVID-19 made people trust social media, but it exacerbated and accelerated their anxiety.” If the vaccine makes travel more accessible at some point, young consumers could choose wellness shelters at the old school. “I think we will see a wave of retreat experiences meant to serve the youngest and help them separate and restore perspective on social media.”
5. Well-being at home
As consumers travel less and become obsessed with cleanliness and hygiene, they are increasingly interested in purifying their home. “This idea of wellness and atmosphere comes into the house and takes a more holistic approach,” says Lucie Greene, futurist and founder of The Light Years Consultancy. Greene highlights air and water purifiers and fragrances that can synchronize with the mood or promote a sense of well-being with perfumes, as consumers will choose as the pandemic progresses. Homemade perfumes rose 21% in the third quarter, according to the NPD group. Brands cater to the demand for homemade scents with releases such as The Laundress x Aromatherapy Associates, which include products such as Deep Relax Signature Detergent.