Market Research – International Insights and Changing Health Drivers

This was undertaken by Kantar Health in 2018, covering key factors affecting health-based product development. These are summarised as;

Consumer empowerment and democratisation of healthcare.
Brand and customer experience are interwoven in building consumer relationships. This is a reciprocal relationship.
Customers are curating how the brand and experience fit into their world.
It is critical to understand the consumer ecosystem to prioritize intersections where health needs and interventions meet.
Womb to Tomb monitoring – and customer relationships.
Increased involvement in their own health and their healthcare decision-making.

Covid-19 has reinforced these trends as people are now even more focused on eating well to enhance their immunity.