On the rise in our new post-Covid world is self-care. And while it’s true that consumer attitudes toward wellness were already shifting pre-Covid, they are continuing to change and develop.
One of those major changes is the rise in the self-care trend.
This past year, consumers witnessed health care systems strain under the weight of the Covid response. With that, grew an emphasis on disease prevention and health self-management.
The WHO defines self-care as ’the ability of individuals, families and communities to promote health, prevent disease, maintain health, and cope with illness and disability with or without the support of a healthcare provider’.
Research suggests that people are now more likely to consider their health in day-to-day decision making and would do self-care to relieve pressure on burdened healthcare systems. And make no mistake, consumer spending is following the attitude and approach to self-care.
Again, even before Covid, the global health and wellness market was valued in excess of $4.2 trillion globally. And the category is increasingly diverse, with industries from beauty, technology, fashion and even household goods getting into the wellness space.
The Middle East, and Dubai in particular, has become a tourist hotspot for those seeking health and wellness destinations. This has led to an increase in luxury clinics, hotel spas and wellness centres offering people the opportunity to relax and rejuvenate, focusing on their personal health and wellbeing.
The demand for wellness has surged significantly in the Middle East, so much so that the Dubai Health Experience, a brand created by Dubai Health Authority, has recognised wellness as a key driver of UAE’s growing health tourism industry.
So, there are two questions. Should brands endeavour to help consumers as they orient toward personal wellness and self-care in new ways? And, if so, how can they help?
For the former question should brands try and help the answer is a resounding yes. In the spring of 2020, as Covid hit the world in a big way, Landor & Fitch fielded a consumer study and, among other things, found that not only did consumers expect brands to understand what they were dealing with, and respond and adapt to prevailing conditions, an overwhelming majority of consumers, 97 percent, expected brands to play a role.
So, there’s no question that brands should try and help consumers in their new approach to wellness. The remaining question is how.
The answer? Just take a step forward. Sure, brands can make big and bold moves to be healthier, but most brands will be rewarded by taking even small steps to greater wellness. 
Think about something you might be able to add into your brand to render it a bit healthier. For example, Kellogg’s Healthy Inside, celebrating the power of 3 in 1 by adding in prebiotics, probiotics and fibre into its granola cereal products; Downy Infusions added lavender scent to its products, which have calming properties; and, more and more food and supplement brands are adding immune support properties and ingredients to their products.
Alternatively, what can a brand strip away to achieve greater wellness equity? Removing dyes, phosphates, and fragrance all render products more natural. Speaking of natural, more and more brands are borrowing from nature and natural properties, like charcoal showing up in products from toothpaste to deodorant. These brands are touting and celebrating the provenance of their ingredients to reinforce health properties.
So, the rise in self-care is a new trend that likely will become a timeless, conscious pursuit by millions of people. This phenomenon represents huge opportunities for brands prepared to step into the ring and engage and help consumers in this pursuit. New normal, new opportunities.
Returning to our senses – Taste
In summary, there are several key takeaways that businesses can learn from the ongoing consumer interest in wellness, including:
1. While the self-care trend was originally on the rise pre-Covid, attitudes towards wellness are continuing to change and develop as consumers are putting emphasis on disease prevention and health self-management.
2. Consumers expect brands to understand what they were dealing with, and respond and adapt to prevailing conditions, an overwhelming majority of consumers, 97 percent, expected brands to play a role.
3. More and more food and supplement brands are adding immune support properties and ingredients to their products.