The beauty of the digital age is that we have so much data at our fingertips to guide decision-making in business. You don’t need to guess the wellness trends… because you can see the trends unfolding in the data right before your eyes.
Using data from Google Trends and keyword research tool, Ubersuggest, we’ve done some digging to analyse six health and wellness trends that have significantly impacted the industry over the last five years, and how you can make the most of those trends in your business.
The keto diet has steadily grown in popularity over the last five years. In recent Roy Morgan research, 24% of people surveyed indicated that eating a low-fat diet is important to them. This was down from 39% in 2000. The researchers suggested that this change in the way people look at food could be due to the rising popularity of the high-fat keto diet.
Each month, more than 90,000 people in Australia search ‘ketogenic diet’, 74,000 search for ‘keto diet’ and 1,000 search for ‘keto diet vegan’ or ‘keto diet vegetarian’. Interestingly, in the last 12 months, there has also been a 50% increase in search volume for ‘keto friendly snacks’.
The opportunity: Educate your customers on the benefits of keto, tied to your keto offering. If you want to increase your keto range, brands like Keto Naturals, The Monday Food Co, PBCo. and Vitawerx have a strong keto market presence.
Research consistently shows that today’s consumers are concerned about the environment. This is supported by the Google Trends data, which shows movement in an upwards direction for searches related to the environmentally friendly topic.
So, what exactly are they searching for? The list is long, but there is strong growth in search volume where it matters most to you:
- 450% increase in ‘earth friendly cleaning’ and 60% increase in ‘eco cleaning products’
- 200% increase in ‘eco friendly products’
- 160% increase in ‘eco friendly gifts’ and 90% increase in ‘eco gifts’
The opportunity: In a climate where 2 in 5 consumers want brands to offer more sustainable/durable products, it’s time to not only increase your offering but also share your own sustainability initiatives with your customers, such as what you are doing to minimise your plastic waste and packaging.
The facts on single-use plastic and plastic waste are frightening. It’s no wonder that this is a trending topic of concern.
With government moves in some states to ban certain single-use plastics and commitment at a federal level to phase out products such as single-use plastic straws and utensils, awareness of the topic is sure to grow.
On the topic of drinking straws alone, there were huge increases in search volume over the five year period:
- 1,900% increase for ‘reusable straws’
- 1,110% increase for ‘metal straws’ and for ‘silicone straws’
- 800% increase for ‘steel straws’
The opportunity: Embrace the rise of reusables and zero-waste products by minimising your use of single-use plastic bags and packaging and increasing your eco-offering with brands such as market-leader, Ethique as well as Ever Eco, Joco and Huskee.
Plant-based diets are on the rise. Whether it’s vegan, vegetarian or flexitarian, search for veganism and related terms is increasing. In the last five years there has been a 160% increase in search volume for ‘plant-based diet’.
Every month more than 27,000 people search for ‘veganism’, 5,400 for ‘plant-based diet’, 1,600 for ‘plant-based meat’ and also for ‘veganism vs vegetarianism’ and 590 for ‘plant-based diets benefits’. That is a significant volume of search with an educational intent. People are curious about plant-based eating.
The opportunity: Cater to this growing market with a range of plant-based products and provide education on plant-based eating. Innovation and flavour are the key here with brands such as Upton’s Naturals, Flexible Foods and Plantasy Foods for plant-based meat alternatives or even J. Luehders vegan candy.
ORGANIC NEAR ME
There are two elements to this trend. The first is the rise of interest in organic food. The second is the shift in local search.
In the last twelve months alone, Google search frequency for ‘organic food’ increased by 190% and each month 590 people search for ‘organic skincare Australia’. Awareness of the benefits of organic is rising which is driving the shift.
The opportunity: For local businesses and shopfronts, ensure your Google My Business profile is up to date. For eCommerce stores, organic is a trending topic so highlight your organic products. This is also a good opportunity to increase your organic range with brands like Planet Organic and Eclipse Organics.
Within the health and wellness industry, immunity is one of those topics that is always prominent. In the last 12 months, immunity related keywords have seen high search volumes:
- 6,600 searches for immune system
- 4,400 searches for immunity
- 3,600 searches for immunity booster
- 2,900 searches for immunity boosting food
Anecdotally, we are also hearing that consumers are increasingly on the lookout for immunity-related products. While you can expect peaks for this during cold and flu season, this might start to even out throughout the year, depending on global events.
The opportunity: Capitalise on the immunity trend with innovative and high-quality supplements that provide natural immune system support. Brands like IMUNI, Eden Healthfoods, Martin & Pleasance and Comvita cater to this market.
STAY ON TOP OF THE LATEST WELLNESS TRENDS WITH UNIQUE HEALTH PRODUCTS
We’ve been distributors in this industry for more than 25 years. We are always ahead of the wellness trends so you can bring the latest innovations and new products to your customers. You can shop online with us 24/7 here, or call our friendly sales team on 1800 787 904. If you don’t have a wholesale account with us yet, you can register for one here.