We charted the evolution of health and wellness brands in our 2017 Well Economy report, but now even this distinction of a “wellness” brand is shifting. Today, everything from public spaces to interior design to transportation incorporates some aspect of wellbeing. This is indicative of the explosive $4.2 trillion global wellness industry, which is growing nearly twice as fast as the global economy, according to research from the Global Wellness Institute (GWI).
As the wellness industry continues to expand, new brands and platforms are transforming luxury offerings for the mass market. While there is still undoubtedly a market for these high-end luxuries (look no further than Goop for proof), a number of brands are working to remove prohibitive cost barriers and bring wellness to the masses.
Organic, natural and sustainable groceries are increasingly becoming an expectation rather than a luxury. Nearly half (49%) of US millennials say they now expect all products to be GMO free, while 43% expect organic, 53% expect natural and 64% expect sustainable, according to a survey conducted by SONAR™, Wunderman Thompson’s proprietary market research tool.