How Wellness Eclipsed the Old BHW Paradigm

Event Details

Beauty is health is wellness: one project, one guiding force. Consumers have blurred the old BHW categories as they look to build an optimization protocol. This has fundamentally changed their behaviors, our survey of 1,000 consumers and 127 BHW executives finds, as well as the competitive landscape—we see supplements entering beauty, derm tools available for at-home, and pharma into the wellness space. It’s hard to understate the power of this shift: at every generational level, consumers prioritize BHW spending over the nearest discretionary category. Zooming in, health & wellness is the top discretionary category, cited by 63% of consumers as “top three”; within BHW, VMS is #1. But executives are overestimating consumer investment of time and money, and missing the most powerful referral channels. We will look at why Gen Z and Millennial men self-describe as ‘first-to-know’ at much greater, how GLP-1s have changed expectations around speed-to-results, where the white space in female health sits, and how to reach the new consumer mindspace.