Today’s Consumers See Potential in Wellness Innovation


The majority of people believe in the possibilities of wellness technologies — that they can improve physical and mental health, fit into their lifestyle, improve quality of life, and more. 

In our August 2021 survey, we asked 2,102 respondents about their usage, interest, and attitudes toward health and wellness innovations across the key categories of nutrition, fitness, sleep, and mental health. 

What did we find? People see the potential in these solutions to help them achieve their health and wellness goals. Sentiment rings high for their impact on physical and mental well-being, and lifestyle overall. 

But a closer look at the data shows some interesting nuances by age, race and ethnicity, and other demographic factors that help paint a picture of the why behind these differences in innovation behaviors. 

For today’s wellness marketers looking to reach audiences with messages that truly resonate, it’s imperative to understand what people believe are top benefits today — as well as benefits that may need more emphasis. You can read the full results in our Future of Wellness report. 

Wellness Innovations Can Improve Physical Health

More than half of survey respondents (57%) see the potential for wellness innovations to help people improve their physical health. In fact, 9 out of 10 respondents agree that wellness innovations could help users understand how different aspects of their health and body are connected. Among respondents, many agreed with these wellness technology benefits:

  • 40% agree “I can prevent future health problems” 

  • 38% say “I can learn more about my body and health”

Baby boomers are especially likely to agree with these benefits — 64% agree wellness innovations can improve their physical health, and 47% say they can prevent future health problems. 

Brands, take note: Audiences are open to positive messages about physical health, but make sure you understand what benefits especially resonate with your target demographic. 

For example, almost 20% more boomers than Gen Zers see improving physical health as a benefit.

Wellness Technology Can Meet Mental Health Needs

Almost half of people surveyed (45%) recognize the potential for wellness tech to improve mental health. The survey also found that mental health innovations are used at a lower rate today than nutrition, fitness, and sleep innovations, suggesting there may be more opportunity for education in this category. The survey also found:

  • 44% say “I can improve my motivation”

  • 32% agree “It makes it less stressful to achieve my health goal” 

Brands, take note: Positive messaging should continue in this area, as mental health support, high motivation, and lower stress are all foundational to wellness.

Wellness Technologies Boost Quality of Life 

In our survey, 91% of respondents recognize that wellness technologies have the potential to improve quality of life. Certain groups were especially likely to rank the following lifestyle benefits highly: 

77% say “I feel health innovations fit in well with my lifestyle”:

  • 87% of millennials

  • 88% of Asian respondents

  • 86% of respondents with a higher education

  • 88% of respondents with a high income

73% agree “Health technologies and innovations help me practice sustainability”:

  • over 80% of millennials and Gen Zers

  • over 80% of Black, Asian, and Hispanic respondents agree vs. 70% of white respondents

  • 82% of parents agree vs. 68% of nonparents

68% say “Health innovations are essential to living a holistic life”:

  • 76% of millennials

  • 80% of Hispanic and Asian respondents

  • 78% of parents vs. 61% of nonparents

Brands, take note: Many groups of people are excited about having solutions that fit into and improve their lives. Pay attention to how the wellness innovations of today are more than discrete products — they are part of how consumers manifest the lifestyle they want.

Wellness Innovations Help People Meet Goals

Almost half of respondents recognize the potential for wellness innovations to help with meeting goals: 

  • 47% agree “I can track progress toward my goals” 

  • 46% say “It helps me be more consistent” 

  • 41% say “I can work on goals on my own time” (and 48% of boomers agree) 

Younger respondents are more likely to see money- and time-saving potential. While 29% of all respondents agree they can save money with wellness tech, 41% of Gen Zers agree. Meanwhile, 26% of all respondents say they can save time, while 35% of Gen Zers agree. 

Brands, take note: Wellness isn’t always easy — people often need help working on their goals. Marketers should make sure they are emphasizing this as a benefit of today’s innovations to their audiences, and helping them with small, sustainable steps toward change.

The Future of Wellness Is Bright 

Moving forward, these widespread positive attitudes suggest that people will continue to see the potential in wellness technologies. In fact, 79% of respondents are inspired by the latest wellness technology research.

What’s more, across wellness categories, interest in technologies outpaces current usage, showing that there are opportunities in the market, especially for certain generations with high demand. Learn more about consumer attitudes and trends in our Future of Wellness report. 

For more information on the Future of Wellness or this Healthline Media study, please email us today or contact your Healthline Media representative.

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