3 minute read
Mind & body: The growing importance of holistic health
Although fears towards COVID-19 fade, there continues to be a high level of focus on health maintenance
Over the last couple of years, much attention has been given to consumers in Europe taking a more proactive approach to wellbeing. This has led to the question amongst many in the industry, as to whether this trend is being influenced purely by the pandemic, or part of a longer-term trend. Research conducted over the period April 2020-April 2022 shows that whilst there has been a noticeable decline in the proportion of Europeans who say that they are concerned about COVID-19, highlighting how many people have learned to live with the virus, there has been less difference in the proportion of those people committed to leading a healthier lifestyle and looking to improve their diets.
74%
42% Proportion of consumers who say that they plan to eat and drink more healthily
72% 68% Proportion of consumers who say that they plan to lead a healthier lifestyle
73%
58%
April 2020 April 2022 April 2020 April 2022 April 2020 April 2022
European consumers want to address a variety of physical and cognitive health issues over the next twelve months
One of the reasons that consumers continue to take a proactive approach to wellbeing, even after the fears of the virus fall, is because people have re-evaluated their health and recognize that diets and lifestyles are not as healthy as they should be, something that increases the risk of other long-term health problems. As a result of this, Europeans would like to address a variety of physical and emotional wellbeing issues over the next twelve months. Priority is on boosting the immune system, highlighting how health goals are still very much based on disease management, and digestive health, which is being increasingly linked to immunity. High levels of uncertainty over the last couple of years also means that a high proportion of consumers would like to improve their mental wellbeing over the next twelve months.
Do you have plans to address the following areas of health over the next twelve months? (2022) Top five answers
37% 50% 51% 53% 64%
Energy levels Heart health My mental wellbeing Digestive health Immune health
The role of digestive health on long-term wellness is becoming more established
Across Europe, the proportion of people suffering from digestive health problems continues to rise. This is something that can be attributed to an ageing society, and poor dietary habits – such as poorly structured mealtime habits and overindulging – contributing to such problems. In the short-term this is something that can cause feelings of embarrassment and impact the ability to relax. However, in the long-term, consumers are recognizing that poor digestive health is something that can increase the risk of serious health problems.
Currently, only one in ten Europeans say that they have heard of the microbiome. However, this is an area of wellbeing that will receive a high level of attention over the next five years and because of this, there will be greater urgency placed on addressing digestive health because of the relationship it has on overall wellbeing.
The proportion of consumers who say that they regularly suffer from the following digestive health problems (2020)
Gas
Gluten sensitivity/intolerance
Constipation
Stomach aches
Irritable bowel syndrome 20%
19%
18%
18%
17%
Lactose sensitivity/intolerance
Abdominal pain
Diarrhea 17%
15%
12%
11%
68%
European consumers have heard of the gut microbiome (2022)
European consumers believe that bad digestive health increases the risk of illness (2020)
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