In FY22, nutrition and wellness are booming, says Health Cartel

Consumer interest in nutrition and wellness has long been seasonal. But despite the tenacity of New Year’s resolutions and consumers swearing to turn the page after eating high-calorie Christmas and Easter meals, recent research from Google Trends suggests that our desire for self-improvement goes beyond typical holiday peaks and a range of “Always-on” behavior.

Catalina Levitt, founder of the health cartel, reports growth of more than 70% in FY21 as Covid-19 results in restricted access to gyms, yoga studios, and other health and wellness destinations. More consumers than ever before are Googling for help in meeting their nutritional goals.

The analysis shows that consumer behavior in relation to wellness and related trends has changed more and more extensively. And it’s a shift that seems to go well beyond the more immediate effects of the pandemic, and may have long-term and far-reaching implications for the services we use Google.

There is ongoing interest in wellness in 2020-2021, growing 21% year-on-year, as reported by Google based on its trend data. The year-round surge in interest in health and fitness searches means retailers and brands need to be smart about how they approach related categories.

Consumers can no longer be treated as beginners by default. Many may have already taken their first steps in new habits and are now looking for additional or more advanced products to support their new behavior.

For topics like exercise, self-care, and diet, the search data suggests consumers are moving from the learning phase to a doing phase. This is again evidenced by the growth of the health cartel in FY21, which is in stark contrast to search volume in other non-fitness related industries.

YouTube viewers continue to search for accessible guides to encourage a more active lifestyle – watch time of “Yoga” and “High Intensity Interval Training” (HIIT) content has increased more than 3-fold compared to FY20.

Catalina Levit
Health cartel
[email protected]
(02) 9021 4500

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