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RESEARCH: WELLNESS


There has never been a better time for brands to shape the future of wellness and assist consumers in their quest to live better and healthier lives


The market response However consumers view their bodies, opportunities abound to support those who want to optimise their wellbe- ing. There’s been signifi cant development in this space, including innovations that help


people to manage their mental acuity, boost the body’s renewal processes and protect themselves against disease.


Some of the latest things include Kinohimistu, a lutein drink from Japan which claims to preserve optical health and drinks in the US that have been designed to help keep skin looking young while asleep. In Sweden the Vigo chewing gum is said to increase mental performance. Self-monitoring, devices such as Fitband and Fuelband can help con- sumers track and potentially optimise their health and fi tness levels. However, consumers need to be motivated to improve their records rather than just passively reading the data. When it comes to spa specifi c innovations,


holistic ayurvedic treatments which were big in the 60s/70s are making a comeback; and salt saunas/inhalation rooms offer a natural, drug-free remedy for asthma, sinusitis, hay fever and other respiratory illnesses.


Health-based


innovations have burst onto the scene and will


continue to thrive


Spas in Austria, which focus more on natu- ral health, rejuvenation, wellness and healing, are particularly cutting edge. Facilities there offer everything from laughter therapy to yoga and those that offer beauty treatments do so in a holistic fashion. In the Feng Shui beauty centre at the Qullenhotel, the equipment, experiences and therapists are all focused on energy fl ow and the harmony of Yin and Yang.


Seize the opportunity The business landscape is changing. There’s a chance to reframe wellbeing and move brands into the lifestyle choice space, where there are more points to connect, serve and support con- sumers in their quest for better health. We will see an increase in corporate wellness schemes as employers take an active interest in staff’s wellbeing as part of a com- mercial agenda – as well as their duty of care. Meanwhile, our ability to collect and analyse big data about health will deliver


60 Read Spa Business online spabusiness.com / digital


GLOBAL MONITOR Global MONITOR is a comprehensive set of resources for global foresights and trends that provides insight into the global and local forces shaping the business environment, consumers and brands. The resource includes data and analysis from a consumer survey that covers 28,000 respondents across 21 countries.


solutions at mass and personalised levels. With the cost of decoding an individual genome likely to fall drastically to just US$1,000 (€738, £605) in the next two years, we can expect to see the personalised health market explode. Our message to companies and brands is simple: seize the opportunity. There has never been a better time for brands to shape the future of wellness and assist consumers in their quest to live better and healthier lives. The global momentum behind wellness is poised to impact everything about the way we live our lives, from the products we buy to the places we work and play. ●


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