The COVID-19 pandemic has significantly increased the demand for at-home healthcare testing kits. According to a new McKinsey Future of Wellness survey, consumers are now seeking data-driven wellness solutions to improve their health, sleep, nutrition, fitness, and longevity.
Key Findings from McKinsey’s Future of Wellness Survey:
Global Wellness Market:
In the US, the wellness market is valued at $480 billion and is growing annually by 5-10%.
Wellness is a top or important priority for 82% of US consumers, 87% of Chinese consumers, and 73% of UK consumers.
Generational Trends:
Gen Z and millennials are purchasing more wellness products and services than older generations.
Popular Wellness Areas:
Health, sleep, nutrition, fitness, appearance, and mindfulness are the most popular wellness categories.
Data-driven and Clinically Proven Products:
Consumers increasingly favor wellness products backed by clinical data over those with natural ingredients.
In the UK and US, about half of consumers prioritize clinical effectiveness, while only 20% prefer natural or clean ingredients. In China, preferences are more balanced.
Home Testing Kits:
The demand for at-home testing kits has surged, particularly for vitamin and mineral deficiencies, cold and flu, and cholesterol levels.
In China, 35% of consumers have replaced some in-person healthcare appointments with at-home diagnostic tests, higher than in the US or UK.
Wearable Fitness Devices:
There is a rising trend in the use of wearable fitness devices, with one-third of surveyed consumers using such devices more than last year, and 75% open to using them in the future.
Devices like wearable biometric rings and continuous glucose monitors are gaining popularity for monitoring health metrics and providing personalized health guidance.
Women’s Health:
Products for menstrual care and sexual health are increasing, though there is still significant unmet demand, particularly in the area of menopause.
Healthy Ageing:
The demand for products supporting healthy ageing is rising, driven by the growth of telemedicine and digital health monitoring.
Around 70% of US and UK consumers (and 85% in China) have purchased more products in this category in the past year.
Weight Management:
Weight management treatments are in high demand, especially in the US, where obesity is a major concern.
Over 50% of US consumers consider weight loss medications very effective, while fewer consumers in the UK and China view them as a long-term solution.
McKinsey’s Advice for Healthcare Companies:
Emphasize Clinically Proven Products:
Highlight existing clinically proven products and seek third-party certifications for clean or natural brands.
Boost Clinical Credibility:
Use clinically tested ingredients, conduct third-party research studies, secure recommendations from healthcare providers, and establish a medical board for product development.
Expand Home Testing Kits:
Determine the right price-value equation and encourage consumers to take action based on test results, using generative AI or integrated telehealth services to interpret results.
Develop More Wearable Solutions:
Focus on nutrition, weight management, and mindfulness. Partner with data companies to drive behavioral change and prioritize data privacy.
Address Unmet Demand in Women’s Health:
Invest in products and services that cater to underserved areas such as menopause.
Support Healthy Ageing:
Develop products and services that cater to both preventive solutions for younger generations and longevity improvements for older generations.
The survey underscores a significant shift towards data-driven and clinically proven wellness products, reflecting a growing consumer preference for effective and science-backed health solutions.
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