Are your social feeds bombarded with buzzwords like superfoods and probiotics, fad fitness offerings or the latest DIY diets? While the hooked on health trend isn’t new news, brands have been seeking unique ways to integrate health all year long. Whether through creative partnerships, product extensions or new offerings, we’ve seen the halo of health stretch far and wide in 2016. To break through the clutter, companies must think differently and show they understand the modern, everyday realities and wellness needs of consumers. Check out what some companies have done this year. We suspect even more brands will put a healthy spin on their products and offerings in 2017.
- Community & Physicality: In our “always-on” lifestyles, more and more people are craving connection while trying to find time for fitness. Several companies have captured consumers’ desire for fitness experiences that encourage socializing. Wellvyl offers members social interactions combined with mind, body and soul activities. Serene Social offers pop-up health experiences. And there are even fitness-focused dating apps!
- Exercise Everywhere: Retailers from airports to hotels are giving consumers on-the-go opportunities to get and look fit. Target and SoulCycle launched a 10-City Tour and co-branded gear; you can find dedicated yoga spaces at airports across the country; and hotels are expanding health and wellness options with running concierges, diet-friendly mini bars and customized trainings.
- Fit Fashion: Much has been written about the explosion of brands entering the athleisure On the emerging side, there are brands like Carbon38 and Outdoor Voices. At the same time department stores have launched their own brands (Nordstrom’s Zella and Macy’s Ideology) and even higher-end labels have added fitness fabrics (Tory Burch to Kate Spade). Celebrities too are joining the fray – Beyoncé launched active wear line Ivy Park, Carrie Underwood is working with DICK’s Sporting Goods on CALIA and Kate Hudson has Fabletics.
- Functional Foods: Google Trends revealed people are looking for food with wellness benefits and actively searching for ingredients like turmeric, apple cider vinegar, avocado oil and kefir. Beauty and food brands are capitalizing on this trend by incorporating sought-after, trending ingredients into their products. For example, Kiehl’s offers Turmeric & Cranberry Seed Energizing Radiance Masque, and Freeman’s has Apple Cider Vinegar 4-in-1 Foaming Clay. Bon Appétit noted turmeric is a growing food trend and can be found in places like the Golden Milk drink at Moon Juice in LA and vinaigrette at Juniper & Ivy in San Diego.
What’s clear is that, in order to be successful, brands need to integrate health in an authentic and consistent way. You can’t just pay lip service to the healthy trend through one event or partnership. Health has to be continuously integrated into the brand—through messaging, culture and consumer experience. At the end of the day, for your brand to get a clean bill of health, it must be the picture of health.
What new brand health trends or offerings have you seen? Leave a comment or snap a photo and share it with @inVentivPR on Twitter using #healthtrends.