2020 health and wellness business trends you need to know

When you work in the health and wellness industry, change is constant.

Your business isn’t just about selling products or services. It impacts your customers’ level of physical and mental wellbeing and serves as a means of changing their lifestyle.

If you’re looking to stay at the forefront of your industry, you’ll want to understand how things will evolve in the coming years. From how you talk to your customers to the tools you use to engage them, it’s important to know and apply these health and wellness business trends in 2020.

Top 5 health and wellness business trends to consider

The health and wellness industry could shape up in countless ways over the next year. While it’s impossible to predict every promotional strategy or digital tool that could be used by industry leaders, these are five predicted trends.

1. Inclusion and self-care

The concepts of inclusion and self-care tie into one another. While health habits - like a good diet and exercise - are universal in who they benefit, everyone’s situations and capabilities are unique. 

In both wellness and general health companies, management is looking at how their approach to inclusion can impact their reputation with shareholders and customers. Inclusion matters because the one-size-fits-all approach to health and wellness is likely to repel more people than it attracts.

Even though many want to be healthier and 40% of the population suffers from a serious or chronic illness, the thought of a limited approach to health and wellness (one that has likely failed them before) will cause them to avoid a brand. 

So many people have had trouble improving their health and wellbeing because they struggle with the idea of being forced into a mold. 2020 will see more companies understand how to make their services appeal to a wide range of customers. 

Consider those with a physical or mental disability who are sometimes left sitting on the sidelines, unable to participate in traditional approaches to health and wellness. By offering customized solutions, brands can bring in this demographic and create a more inclusive culture.

How does self-care factor in? When a person finds a fitness, health, or wellness approach tailored to them (instead of requiring them to tailor themselves to it), the focus shifts from acclimation to self-care. 

This example shows how companies allow consumers to track their own nutrition so they can make small changes to their own lifestyle.

Source: Really Good Emails

This example shows how companies allow consumers to track their own nutrition so they can make small changes to their own lifestyle. 

What can you do: Focus on creating a flexible strategy that meets your customers where they are, rather than requiring them to fit into a rigid idea you’ve created. That’s what inclusion and self-care both have in common.

2. Natural products

The numbers don’t lie. People want natural ingredients in their products.

Whether it’s food, supplements, or even cosmetics, natural ingredients are in demand. They help people get the effects they want without putting them at risk for dangerous side effects. 

Chemical additives may have been seen as “advanced” at one time, but now they’ve fallen out of favor with much of the public.

Chemical additives may have been seen as “advanced” at one time, but now they’ve fallen out of favor with much of the public.

Source: Really Good Emails

Health and wellness businesses in 2020 will likely want to emphasize their natural ingredients. Chemical additives, GMOs, and addictive substances should be avoided if you want to appeal to certain demographics. You don’t have to completely eliminate these things, but know that too much of them could put off customers.

The market for natural and organic cosmetic products is expected to see a 2% increase in sales yearly beginning in 2020 through 2027.

If you do have a natural product - or product line - you can promote that as one of the differentiating factors and advantages about your brand. It can be enough to make a person buy your product over someone else’s.

What can you do: This isn’t to say you should go all natural by next year if your business isn’t focused on this aspect of health and wellness. Just know the market and consider easing in. Even one product or line is enough to reach customers who look for organic and natural products.

3. Targeted content

Targeted content has been a favorite of marketers for a long time and across various industries. However, in 2020, this will be more critical to businesses focused on health and wellness.

Trigger-based email marketing is helpful when you have a diverse customer base and you need to make sure everyone gets the right information they need at the right time. Going back to the topic of inclusion and self-care, a personalized approach means using targeting techniques along with strategies like email automation to be quick and precise with your content delivery. 

Personalized and targeted content can increase both click-through and conversion rates by 14% and 10% respectively. 

If you’re in health and wellness, you could offer your customers several options to explore. Along with unique products like a natural line, you could promote improvements to their mental and physical health, discounts on fitness products or gym memberships, and even options to get improved healthcare.

What can you do: If you want to take inclusion and personalization from a goal to reality, you’ll need to understand how to deliver targeted content to your audience based on their needs and interests.

4. Fitness apps

One of the most effective tools for a personalized approach to health and wellness is the fitness app. While it’s been around for a while, signs point to these apps gaining popularity. 

With industry giants like Fitbit, MyFitnessPal, and S Health all leading the way with over 10 million downloads each, the demand for more personalized, versatile apps like these is high.

Since many people are on their phones more often than they’re on a desktop, mobile apps help make health and wellness a more realistic goal for busy people. Think about someone who travels for their job and needs to track their nutrition with limited dining options.

Or, consider the busy parent running around taking their children where they need to go. They may want to track their steps and see how many calories they’re burning day-to-day. 

These are just a couple of instances where an app could come in handy. 

Nokia fitness app example

Source: Really Good Emails

This example shows how fitness and wellness apps can become all-purpose digital coaches. They can provide insight on everything from diet to sleep (and more). Apps also fall right in line with the approach to personalized, user-based wellness services.

What you can do: For anyone looking to improve their offerings in the health and wellness industry, it’s important to consider getting an app. Even a simple one with limited functionality can be a great starting point to help a brand break into this market.

5. Social sharing

What happens after you’ve followed the health and wellness business trends and built a culture of inclusion and personal care? And after you’ve shared the products and tools to help users stay healthy? All that’s left to do is encourage sharing.

One of the most exciting things about changing your body, mind, health, and life is sharing that progress with others. Social media can be used for a lot in the wellness industry. This includes promoting influencers and rewarding your audience.

However, it can also be great for gathering success stories - those before-and-after pictures, or even a few simple sentences, show what your brand can do.

People are careful about their health and wellness. They won’t trust a brand that isn’t proven. As savvy as your marketing may be, your own word may not cut it for your prospective customers.

The results and experiences of others carry more weight. After someone reads a testimony of how your brand transformed a person’s life, they’ll be more inclined to see what you can do for them. 

What you can do: Invite people to share their results. Better yet, incentivize them. Give them a chance to win a reward if they post about their experience. 

Wrap up

The healthcare and wellness industry is evolving - but in some ways staying constant as well. Companies see topics like inclusion becoming more prevalent, but they also see a continued demand for the mainstays like fitness apps.

Here are the key points on health and wellness business trends for the coming year:

  • Focus on self-care and a personalized approach to wellness

  • Use targeted content and encourage users to share their journey

  • Understand that fitness apps are still popular and natural products are growing in popularity 

Keep your health or wellness business in the forefront of your industry by giving your customers what they want before they ask.

Want to bring something special to your customers’ inboxes? Read this guide on B2C email marketing.

About the Author

Emma Email

Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. With our​​ powerful automation and personalization features, you can create and send email campaigns that reach the right customer at just the right time. It's email marketing that works for you.

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