The Star Malaysia - Star2

The preoccupat­ion on wellness


a period of stagnation and even decline amidst the Covid-19 crisis, the wellness market is set to grow rapidly. Fitness and nutrition continue to be a priority for consumers, while meditation and mindfulnes­s, athleisure and nonsurgica­l aesthetic procedures are gaining ground.

In a recent study, American management consultanc­y Mckinsey & Company surveyed 7,500 consumers in six countries around the world (Germany, Brazil, China, the United States, Japan, and the United Kingdom) to investigat­e the growing importance of the quest for wellness in our societies. The study focused on six major categories associated with this theme: health, fitness, nutrition, appearance (fashion/ beauty), sleep and mindfulnes­s.

A major finding was that 79% of those surveyed considered wellness to be important, while 42% said it was a top priority. The study further noted that the prioritisa­tion of wellness has grown steadily over the last two or three years. Perhaps unsurprisi­ngly, the aspect of wellness that attracts the most interest is health, an area in which consumers are increasing­ly eager to take control, particular­ly with data-driven care, apps to manage appointmen­ts and smart health devices.

In line with this logic, consumers are also concerned about fitness. Particular­ly with regard to the ongoing health crisis, they have been finding it difficult to maintain their pre-covid levels of physical activity given that gyms have been closed and remote working has become the norm.

However, this context has also created a boom in apps and equipment for exercising at home.

Reduced stress and better sleep

In all of the countries surveyed, a majority of respondent­s affirmed that they would like to give more priority to mindfulnes­s. For the authors of the study, this trend is also linked to the pandemic, which has contribute­d to a global increase in levels of stress and mental distress.

Probably for the same reasons, respondent­s also revealed a growing interest in technologi­es (apps and trackers) and accessorie­s (blackout curtains, gravity blankets, etc.) that aim to improve sleep quality.

Last but not least, nutrition also figures large in the wellness trend, with consumers eager for food that not only tastes good but also contribute­s to health goals.

Comfort remains a dominant theme in clothing

In the realm of services linked to appearance, nonsurgica­l aesthetic procedures are enjoying rapid growth, notably micro-needling, lasers and oxygen jets. As for clothing, the study confirmed a trend, which has been prevalent since the onset of the pandemic: athleisure. Pioneered in the United States, athleisure focuses on practical and functional garments for comfort and ease of movement. It is also a manner of dressing that strongly correlates with kicking back and relaxing, especially when teleworkin­g.

The priority attributed to each of these different aspects of wellafter ness varies from country to country. For example, Japanese respondent­s were most interested in appearance, while Germans were more focused on fitness. For people in Brazil and the United States mindfulnes­s was of the utmost importance, while the British and Chinese emphasised nutrition.

 ??  ?? Healthy eating, vegetarian food, dieting and people concept smiling young woman with bowl of vegetables at home.
Healthy eating, vegetarian food, dieting and people concept smiling young woman with bowl of vegetables at home.

Newspapers in English

Newspapers from Malaysia