In the 1990s, wellness was a hot trend. More than a decade later, wellness is a cultural obligation. It’s no longer socially acceptable in North America to be unconscious of one’s personal health and well-being. One must be well to be happy, fulfilled, fun, engaged, self-expressed and vibrant. This responsibility to be well is felt most acutely by women, the wellness keepers of our culture and the gateway to the one-fifth of household spending directed to wellness products.
Consumer understanding of wellness has moved away from traditional notions of condition treatment and disease prevention toward attaining a better quality of life. After years of ascetic self-denial, eating practices and non-enjoyable exercise regimens, consumers are experimenting with a more relaxed approach to wellness and, by extension, balance. This is not due to laziness or selfishness; it is a growing recognition of the importance of emotional health, happiness and general well-being.
Manufacturers and retailers have responded to the wellness demand by providing an overabundance of better-for–you, and health and wellness products. The explosion of wellness solutions in the marketplace has created serious competition for the attention of women.
Understanding that women’s wellness behaviors are driven not only by conditions of her lifestage but by her lifestyle will paint a more complete picture for manufacturers in identifying new ways to communicate, offer solutions and create relationships with today’s women’s wellness consumer.
'Centuality'
“Centuality" is a play on words summarizing the three key criteria that women use when choosing wellness products and services: fiscal responsibility (i.e., dollars and cents), the five senses, and common sense or logic.
- Dollars and Cents
Women express tremendous concern over responsibly managing finances. In today’s economy, every penny counts, so women are discerning about the value they receive from each wellness purchase. This is not to say that women are penny pinching. To the contrary, women will spend more on quality wellness products because they view them as wise investments. Women prefer to spend money on quality foods, supplements, exercise classes, massage therapy, etc., because they believe preventive wellness actions will cost less in the long run when compared to medical bills that could result from inattention to prevention. Value is not determined by price alone, but by the quality/price ratio. Indicators of quality typically included freshness, authenticity, organic, artisanal and local.
Financial stability is integral to wellness, because worrying about money can be a major stressor. Women, especially those who are not partnered, worry about whether they have enough money to adequately care for themselves and their children today, and certainly in the future. College funds and retirement savings are chronic concerns, and women invest in wellness now out of fears that they cannot afford to be unwell. Financially, women today often do not have the option of not working due to illness. The ability to relax and have emotional wellness really hinges on a woman’s financial stability.
Take away: Communicate the value of personal health benefits, especially when prices are a bit high.
