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. Allure magazine says, explaining what these five will be like. key trends that will mark our lives next year.
1. The category of hygiene
Who would have imagined that antibacterial gels or hand sanitizers would be the most popular product category of 2021? Luxury brands like Louis Vuitton, Dior or Givenchy have launched their own, and major retailers are also joining. Merci Handy, a rainbow-themed hand sanitizer brand with a sizable number of followers on TikTok, will soon be launched on ultabeauty.com. In addition, Nordstrom is launching a hygiene category, starting with the launch of Curie s brand hand sanitizer for skin care.
2. Wellness applications
Wellness apps, which offer consumers virtual experiences in everything from nutritional counseling to meditation and sleep monitoring, have taken 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 experienced a significant increase in subscriptions during the pandemic. The latest wellness app that has garnered funding is Wellory, which connects consumers with nutritionists to offer personalized and on-demand dietary advice. The company, founded by Emily Hochman, a 28-year-old certified health coach, recently raised $ 1.2 million led by a large number of venture capital firms, as well as executives from Google, Amazon, Bridgewater Associates and Glossier. .
3. The ‘accessible’ factor
It is unlikely to return to luxury gyms and boutique fitness classes by 2021. With many consumers out of work or working from home due to COVID-19, ‘on-demand’ fitness platforms have gained popularity and most are much more affordable than face-to-face classes. 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 program for $ 40 a month, has gained so much popularity that The Class is changing its business model. to focus primarily on their virtual offering. As the pandemic continues, consumers are getting used to paying less for fitness experiences. For those who have returned to the gym, many opt for value chains. “We hear that affiliations at Blink increased before COVID-19, and Planet Fitness’s traffic trends are constantly rising from their lows,” says Randy Konik, managing director of Jefferies.
4. Digital detoxification
Wellness retreats have tried to make the concept of “digital detox” (spending time away from technology and social media) a part of our lives over the past few years. Millennials and Gen Z, thanks to COVID-19-induced anxiety and this year’s sinister Netflix documentary, “The Social Dilemma,” could finally be ready to make it a reality. “I hear more and more about young people who really want to find out how to go through digital detox and, if they go back to social media, find out how to approach it with a healthier mindset,” explains Ben Bennett. founder of the beauty and investment platform firm The Center. “COVID-19 has made people trust social media, but it has exacerbated and accelerated their anxiety.” If the vaccine allows travel to be more accessible at some point, young consumers could choose old-school wellness retreats. “I think we will see a wave of recess experiences aimed at caring for younger people and helping them separate and restore their perspective on social media.”
5. Wellness at home
As consumers travel less and become obsessed with cleanliness and hygiene, they are also increasingly interested in purifying their home. “It gets this idea of well-being and atmosphere into the home, and taking a more holistic approach,” says Lucie Greene, futurist and founder of The Light Years Consultancy. Greene highlights air and water purifiers and scents that can be synchronized with the mood or promote a sense of well-being with fragrances like the items consumers will choose as the pandemic progresses. Home fragrances grew 21% in the third quarter, according to The NPD Group. Brands are catering to so-called home fragrances with releases like The Laundress x Aromatherapy Associates, which includes products like Deep Relax Signature Detergent.