Market Trends around Mental Health
Content provided by Naturally Austin partner NielsenIQ Byzzer
The turbulence of the past several years have brought the importance of managing stress and anxiety into the spotlight. Sleep and mental health have become a major part of wellness, going hand in hand with physical health. As we head out of Women’s Month, NielsenIQ Byzzer is here to share the latest need-to-know market trends around mental health.
More Women are Placing an Emphasis on Mental Health
Mental and emotional health challenges have been an especially heavy burden for women, who are often responsible for household duties and childcare as well as working. According to a NielsenIQ Pulse survey, 54% of women feel that mental health is more important than 2 years ago, compared to 46% of men. Additionally, 47% of women believe mental health will continue to be important in the next few years, compared to just 38% of men.
Where CPG Brands Fit In
Joining the “food as medicine” movement, many consumers are seeking out CPG products to improve their mental and emotional health. Online product searches for the “anxiety support” attribute have risen 38%, searches for sleep support have increased 37%, and searches for products improving mood and stress have risen 24%. It is clear that mental health will continue to be a purchasing priority for a large segment of shoppers for many years to come.
The Fastest-Growing Categories Supporting Mental Health
Many mental health-supporting products across the store have seen a rise in demand. Taking a closer look at 1-year and 2-year sales figures, NiselsenIQ data indicates that the top 7 fastest-growing categories included beverages, desserts, and hair care.
It is interesting to note that the fastest-growing categories go beyond those traditionally deemed “healthy,” spanning desserts and snacks as well as vitamins and personal care products.
Another noteworthy trend is that the shift toward mental health is not limited to humans. Shoppers are increasingly seeking to improve mental health for their pets, with mood-supporting pet food showing 28% growth over the past two years.
Looking for the Latest Mental Health & Wellness Trends?
Want the latest consumer behavior trends to power your brand’s growth? As a member of Naturally Austin’s community, you can sign up for a free subscription to NielsenIQ Byzzer, a retail data analytics platform that puts the same data big brands are using into the hands of small businesses. It’s the data solution for the non-data user: simple, affordable, and actionable.