Charting the Consumer Path to Wellness

Blue Chip performed a proprietary quantitative study (1052 respondents, 18 years or older) surrounding wellness. While many of us relate wellness with the millennial-centric trend of “self-care," this extensive survey shows wellness is playing a greater role in people’s lives across generations. And as wellness affects more and more aspects of our lives, consumers are feeling more positive and empowered in seeking wellness solutions. They take different paths to get there but still mostly rely on traditional, trusted sources for wellness information. 

What wellness means

Over 85% of respondents associate wellness with being physically healthy, but their definition of wellness goes beyond the physical. According to the survey, wellness is viewed multidimensionally, with considerations for continued learning, spiritual health, financial stability and mental health. A whopping 93% agree that mental health is an important part of overall health and wellbeing. 

Wellness is important across generations 

Over two thirds of survey participants think wellness is very important or absolutely essential, with Gen Z respondents (71%) and baby boomers (69%) leading the pack. Further analysis reveals that boomers are more single-minded in their focus on physical health, while younger generations consider wellness on broader terms, infusing physical health with other cultural factors. 

Consumers are feeling more positive about wellness in their lives 

Compared to five years ago, those who consider wellness “absolutely essential” are feeling more positive about wellness overall, stating overwhelmingly that they feel more knowledgeable, that wellness has become more accessible and that they feel more focused on wellness. 

More knowledgeable   Nearly three quarters of respondents believe they have clear, specific information to make smart decisions about wellness. 

More accessible   Only 29% claim wellness is afforded to the lucky few who have the time and dollars to devote to it.  

More focused   Seven in ten claim they do something to contribute to or maintain wellness a few times a week or more 

Getting to wellness 

Some product categories have a stronger association with wellness than others. Forty three percent say that they can best apply wellness to the category of personal care, while 33% relate wellness to the household cleaning category. 

As far as where people are getting their information on wellness, it turns out their sources are traditional and expected:  

• 58% personal physician 
• 60% family, friends, coworkers 
• 34% health & wellness magazine 

Looking ahead 

Understanding the consumer path to wellness can help you tap into the $174 billion U.S. wellness market,* so we’re not stopping here. In the coming months, we’ll perform more deep dives on the survey results and outline implications for marketers. Check back for ongoing topical analysis of our wellness surveys.

*Source: Statista