CONSUMER SELF-CARE EXPLOSION

SUMMARY

THE CONSUMER SELF-CARE EXPLOSION: IMPLICATIONS AND OPPORTUNITIES FOR WELLNESS AND TREATMENT PRODUCTS

By IRI and Kline

Prior to the pandemic, IRI had already observed increases in consumer self-care behaviors since we started monitoring these habits in 2014. But COVID-19 encouraged even many "self-care skeptics" to engage.

The 2020 pandemic intensified the resolve of almost all consumers to do something to care for themselves. Six themes emerged from IRI and Kline’s most recent consumer survey in late 2020. Some are quite familiar, others more recent – and all contribute to a groundswell of consumers taking ownership and control of their health.

Highlights:

• The six themes included basic hygiene and overall body care, clean and healthy homes, getting enough quality sleep, recognizing mental health needs, a growing understanding of the power of prevention, and an ongoing focus on the mainstays of diet and exercise.
• IRI and Kline see the use of many "tools" to support these efforts that include OTCs, dietary supplements and devices of all kinds – from adhesive bandages to thermometers, heating pads, food/diet and more. We see self-care behaviors across a continuum with wellness and maintaining good health on one end of the spectrum and needing doctor and hospital care on the other.
• The self-care shelf is aligning with consumer behavior as preventive and natural products are being placed alongside treatment-focused products within the category assortment on shelf. For example, probiotic brands are now often being sold in the same section as laxatives, and vitamin C and zinc brands in the cough and cold aisle.
• Since improved immunity is a health goal for most consumers, successful self-care marketers will offer products that help consumers achieve that goal. Marketers should help consumers simplify and foster daily health regimens aimed at wellness. And treatment OTCs will continue to be viewed as occasional necessities and even alternatives to doctor care.

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