Mind & body: The growing importance of holistic health Although fears towards COVID-19 fade, there continues to be a high level of focus on health maintenance Over the last couple of years, much attention has been given to consumers in Europe taking a more proactive approach to wellbeing. This has led to the question amongst many in the industry, as to whether this trend is being influenced purely by the pandemic, or part of a longer-term trend. Research conducted over the period April 2020-April 2022 shows that whilst there has been a noticeable decline in the proportion of Europeans who say that they are concerned about COVID-19, highlighting how many people have learned to live with the virus, there has been less difference in the proportion of those people committed to leading a healthier lifestyle and looking to improve their diets.
Proportion of consumers who say that they are concerned about COVID-19 74%
Proportion of consumers who say that they plan to eat and drink more healthily 72%
Proportion of consumers who say that they plan to lead a healthier lifestyle 73%
68%
58%
42%
April 2020
April 2022
April 2020
April 2022
April 2020
April 2022
European consumers want to address a variety of physical and cognitive health issues over the next twelve months One of the reasons that consumers continue to take a proactive approach to wellbeing, even after the fears of the virus fall, is because people have re-evaluated their health and recognize that diets and lifestyles are not as healthy as they should be, something that increases the risk of other long-term health problems. As a result of this, Europeans would like to address a variety of physical and emotional wellbeing issues over the next twelve months. Priority is on boosting the immune system, highlighting how health goals are still very much based on disease management, and digestive health, which is being increasingly linked to immunity. High levels of uncertainty over the last couple of years also means that a high proportion of consumers would like to improve their mental wellbeing over the next twelve months.
Do you have plans to address the following areas of health over the next twelve months? (2022) Top five answers 50%
51%
53%
64%
37%
Energy levels
Heart health
My mental wellbeing
Digestive health
Immune health
European Consumer Trends in 2022
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