Understanding the Health & Wellness Category

Consumer attitudes towards health and wellness products have changed. This evolution can be traced back before the pandemic, but, like many recent consumer trends, has accelerated over the course of the pandemic.

2022 has just started but there have already been big announcements in the health and wellness space.

From Unilever attempting to purchase the consumer health arm of GlaxoSmithKline for $68 billion, to Walmart’s shopping app and website implementing new tools to help shoppers more easily find products that meet the needs of their diets and lifestyles, to the department store Saks launching a dedicated “Wellness Shop” on its website.^{1, 2, 3} These are only a selection of announcements, but they are evidence of a shift in priorities. As consumers take control of their health, brands and retailers are moving to satisfy this increased consumer interest by offering products that help meet their individual wellness goals.

Read on to learn more about these changes, and how it has affected eCommerce and Specialty Retail.