HMT’s recently released Mental Wellness category report says that “we have now entered the top 3rdhealth phase” as consumers’ interest in health shifts from their physical health to their mental health.
Wennstrom says this is “the game changer” for anyone working with food and health products, as the ultimate goal of consumers has evolved: from health to wellness to happiness.
In this podcast, the marketing guru explains the macroeconomic and social factors contributing to this new mindset, and discusses how brands can develop connections with consumers through storytelling, traditions, and health rituals.
“You’re going beyond product attribute claims and instead you’re delivering on consumer beliefs and emotional values and we see a lot of that with the younger generation of brands, the disruptive brands, brands that almost behave like a political party.”
added: “Roots and traditions give you comfort and a sense of security. It could be the kind of food that reminds you of what your mother or grandmother used to serve you.”
He explains that brands can take advantage of the traditions or roots of the ingredients to sell their product and this is proving effective in the world of botanical supplements.
And rituals are another way that brands can think beyond just selling the product and instead sell the consumer a ritual that helps support their mental health in a more holistic way. This also helps with compliance, something that is often a problem with supplements.
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