In Q1 we explore what consumers say and what they mean when discussing fitness and nutrition, with a special chapter on how the COVID-19 pandemic is affecting attitudes and behaviors related to health and wellness.
Consumers consistently rate “feeling better” and “balance” and their top goals and main motivations across all aspects of health, from eating to mindfulness to fitness to supplement usage. But what do these very general terms actually mean in these different contexts? Using both qualitative and quantitative methodologies, we explore the language of wellness, unpacking these phrases to understand what lies beneath, and on the opposing side, of these terms. Knowing what’s between the lines of consumer language is key to creating platforms, products, and services that truly resonate – especially in the time of COVID.