TrendSights Analysis 2019: Guided Health

TrendSights Analysis 2019: Guided Health


In the information economy, health-conscious consumers now more confidently embrace an abundance of new information tools, enabling more informed, health-driven choices. Consumers are seeking conveniences that make their health goals easier to reach, often using the internet and mobile applications. They also want functional health products and more transparent nutrition labeling to help guide them towards their personal health and wellbeing targets.

Guided Health is one of the 63 sub-trends that GlobalData covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize on it. The research concludes by identifying where the trend is heading next and how long it will last.


  • Young consumers are embracing technologies that help them realize their health goals. Almost half of Millennials use digital tools to monitor or manage their exercise or fitness levels.
  • People value advice based on their specific lifestyles. Most consumers consider it appealing to receive personalized product or service recommendations based on their lifestyle or daily activities.
  • Parents in particular value health-oriented guidance. The vast majority of parents are often or always influenced by how a product impacts the health and wellbeing of their children.
Reasons to buy
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

  • Executive Summary
  • Guided Health
    • Guided Health is part of the Health & Wellness and Smart & Connected mega-trends
    • Guided Health is one of the 63 trends in GlobalData's TrendSights framework
    • Guided Health represents an increasingly important crossover between health and connectivity
    • Digital technologies have markedly changed the way that consumers manage their health
    • The relevance of Guided Health varies by sector
    • Focus on: food
    • Focus on: non-alcoholic beverages
    • Focus on: alcoholic beverages
    • Focus on: beauty and grooming products
    • Focus on: household care and laundry products
    • Focus on: tobacco products
    • Focus on: baby and children's products
    • Focus on: pet products
    • Focus on: retail and foodservice
    • Guided Health is shaped by a number of drivers and inhibitors
    • Consumers exhibit strong concern about a range of health issues and a willingness to self-manage
    • Consumers demonstrate interest in product information but lack trust in marketing claims
    • Consumers recognize the merits of incorporating technology into their purchase decisions
    • The perception that technology simplifies life is one that transcends geographic boundaries
    • Younger consumers are most likely to embrace new technologies that purport to improve health
    • There is strong consumer interest in health trackers, particular among younger cohorts
    • Consumption trackers are an emerging health technology with strong potential globally
    • The relevance of Guided Health varies by sector
    • How to capitalize on the trend: photo- and video-based health advice
    • How to capitalize on the trend: wearables that create new opportunities for health management
    • How to capitalize on the trend: smart devices that facilitate more health-conscious choices
    • How to capitalize on the trend: incorporating health into a broader wellness-oriented lifestyle
    • How to capitalize on the trend: support for traditionally stigmatized health issues
    • How to capitalize on the trend: in-store and on-pack health guidance
    • How to capitalize on Guided Health: key innovation implications
    • Guided Health is in the growth stage of its trend lifecycle overall
    • Future considerations and implications for this trend
  • Appendix
    • References

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