健康视角

Health andWellness is Drivinga CulturalMovement TheConvergenceEffect Equity, Access andthe Cost Paradox Trust is the NewPrice of Entry No longer niche,health and wellnessis shifting acultural expectation Athletic BrewingCompany non-alcoholicbrews(USA) Coca-Cola x OREO(USA) Barebells(USA) Buchanan’s Pineapple(USA) Dr Pepper CreamyCoconut(USA) Duke Cannon(USA) good2grow Snackers(USA) Jimmy Dean GriddleCake Sandwiches(USA) Just Bare LightlyBreaded Chicken(USA) Legendary FoodsProtein Pastries(USA) Rao’s Made for HomeBrick Oven Crust Pizza(USA) Consumer-led development drives product improvement & innovation High-proteintoasterpastries withnostalgicappeal No-sugarbars thatfeelindulgent Functionalhydration withreal ingredients BODYARMORFlash I.V. Legendary FoodsProtein Pastries no antibioticsno added hormonesor steroidsnothing artificial Non-alcoholicbeer forwellnessseekers Clean-labelfor health-consciousfamilies Keto-friendlyfrozen chickenwith highprotein Real Good FoodsLightly Breaded Chicken 2026InsurgentBrands list Consumers, not providers,increasingly have agencyover their health and wellness Wellness Shifting Dimensions Shift towardaddingvalue + protein, + fiber, +adaptogens and blurring of food, beauty,supplements Wellness will be measurednot by absence or addition butbyimpact and effectiveness Wellness Shifting Dimensions Credibility demonstrated throughorganizations, certified advisorsand government Trust rebuilt throughdata transparency and AI-enabled curation.Proof points replace slogans;personalization becomes social capital Social media wellness becomes performance-driven and identity-based The next wave of influencecomes frompersonalizedproof, not transparencyas personality Wellness Shifting Dimensions Technology was rooted in foundationalfundamentals and health tracking where eachproduct worked in isolation Technology is interacting with each other acrosscategories, products and demonstratingbehavioral changes Technology will empower holistichealth curation Tech will shift from trackingbehavior todirecting behavior Consumers have real-time visibility into our own bodies 74%of consumers would prefer atech product with extra health andwellness features over one without. 63%say “health-focused technologyproducts are effective in helping my healthand wellness” 57%would share select personal healthinformation in return for smarter, morepersonalized recommendations to helpachieve health goals. Top motivationsfor buying health techhealthier cooking,overall well-being, trackingphysical activity, and improvingsleep quality. Wearablesimpact nutrition choices almost 2x morethan wearers intend Behavior change as a result of using a wearable Wearable users focus on health and appear toprioritize cooking at homeversus eating out *does not include Retail Health Clinics: 30.1% of the US has visited in L12M Depth of testing is now in consumer hands with specific recommendations Peptides moving quickly from clinic to consumer Why watch? This will start to impact their CPG purchases. It’s an early signal of next-generation ingredient demandand proof of unmet need across core categories and an expansion beyond weight loss into a full ecosystem Several thousand peptides are currently being studied for therapeutic use–with 100-200 estimated to be approved or in late-stage researchSource:FDA, desk research, NIQ US E-Receipt Panel; gray market activity captured across five domains; Amazon needle purchases trackedby gauge (30G/31G/32G). A Practical Wellness Framework Continuous measurement/Optimization: Real-time visibility of markers * Early discovery of healthspan threats * Comprehensive information GLP-1 is reshaping CPG, impacts a broad population and continues to evolve Market Context and Trajectory CPG Impact Consumer Journey •Purchasing shifts are not linear andpatterns changeover time: pre-GLP sees higher than average, thenspend contraction, then stabilization.•Side effects understandingevolving with potentialfor CPG support (GI, hair loss, incontinence,aesthetics, oral health)•Diabetes vs. weight loss and compound vs. Rxcreatingunique user profiles•Rebound/cycling and bounce back and nutritiondeficiency challenges illustratingneed forbehavioral support and•Expansion from weight loss to broader metabolichealth •GLP-1s have moved from niche to mainstream, withexplosive awareness growth since 2023 andacceleration in 2025.•Oral GLP-1s andbroader indications(cardiovascular, sleep apnea, etc.,) will expand theaddressable user base, increasing durability ofimpact on food, beverage, and wellness categories.•Adoption is no longer limited to affluent, olderconsumers—demographics are diversifying(younger, lower income). •Intentional behavioral changes/eating:protein,fiber, organic, sugar conscious, nutrient dense,energy, muscle health, clean label.•Shifting prioritization of personal care, OTC, beauty,supplements throughout journey.•Category-specific focus areas