Women Driving the Health Wave!

5 Useful Insights from Wellness Purchases

Author

Peekage
March 12, 2024

Are you curious about the latest shifts in consumer preferences within the health and wellness sector?

Hi there, 👋

Welcome to the Peekage CPG Insights newsletter!

In this edition of Peekage CPG Insights, we'll explore how consumers are navigating the world of wellness. Discover the choices people are making when it comes to brain health, immune support, and digestive wellness, and how factors like age, income, and regional differences influence these decisions.

Here is a summary of our study:

Do you want to go straight to the full version? Click here to read the full article.

👩🧠 Women driving the health wave!

Looking at how consumer behavior has changed over the course of a year, it is clear that women are prioritizing their health by increasing their intakes.

Over 20% of women reported a significant increase, and close to 32% reported a slight increase, while 10% of men reported a decrease in their intake. 🌿💪 

💡 With a lower percentage of males reporting increased consumption of health products, there's a significant opportunity for brands to more effectively target this demographic. Developing and marketing products specifically designed for men's health needs, like energy-boosting supplements or options that aid in muscle recovery and enhance mental clarity, could tap into this potential market.

🌱 Alternative exploration!

Confirming what we know, most consumers are mainly looking for alternatives in the Milk and Protein categories, of which there are many options in the market right now. What is new is the rise in demand for dairy, specifically butter, yogurt, and chocolate.

💡 Brands have a great opportunity to innovate and broaden their offerings in less-saturated markets. By emphasizing the taste and health benefits of their products, they can draw more consumers towards a plant-based lifestyle.

🧠 Wellness wave!

There is a noticeable increase in demand for healthier products that improve brain, immune, and digestive systems. In general, consumers are more health-aware and looking for healthier options. However, as the chart suggests, the increase in adoption of healthier options was visible, and that is due to the higher price point for these options.

💡 Brands could target better-for-you consumers with premium products, emphasizing the unique benefits and superior ingredients in their marketing efforts. Additionally, creating loyalty programs or subscription services might foster ongoing engagement with this demographic.

Do you want to read more details? Click here to read the full report!

🌱🥦 Veggie vibes!

🥦 Frozen favorites! Baked vegetables reign supreme in the plant-based frozen food world, with a 62.17% consumer preference. Rice and chicken alternatives follow closely behind.

💡 Expanding their range of plant-based frozen options, particularly in leading categories, could be beneficial for brands. Focusing on the convenience, taste , and health benefits of these products in marketing strategies is a friendly suggestion.

💪 Protein power!

Digging deeper into key drivers for choosing functional foods among different genders, what is interesting is that more women are looking to switch to these foods to maintain their weight than men. For men, the top reason is convenience.

💡 Brands should be aware that women often prioritize weight management and health condition management when selecting high-protein drinks, whereas men tend to value convenience and post-workout recovery. It's beneficial to customize product formulations and marketing strategies to meet these specific preferences, with products aimed at women focusing on weight and health benefits, and those targeted at men emphasizing protein content and workout recovery benefits. 🌿

About Peekage

Peekage is an insightful product testing platform that provides affordable and fast consumer insights for CPG brands by collecting data through targeted at-home product testing and retail sampling.

Marketing teams leverage Peekage to boost awareness, drive sales, and increase retail velocity, and product and innovation teams use Peekage to run deep in-home product testing to optimize products, packaging, positioning, and messaging.