Health and Wellness in the Time of COVID

More than ever, health is top of mind for consumers. 3 in 4 consumers surveyed plan to lead a healthier lifestyle in 2021, whether through staying active or eating healthier food.

In this month’s New Frontier report, we explored how consumers are engaging in health-focused behaviors (from adopting specialty diets like Keto and intermittent fasting to purchasing vitamins and activity trackers) and how brands and retailers can effectively reach those consumers.

Download the New Frontier report for the full analysis. Key takeaways include:

• Whether consumers are dieting or not, 42% of shoppers improved their health-related behaviors since the onset of COVID-19 pandemic.
• Dieters are still purchasing the majority of their groceries in Food, Mass and Club, but online is trending upwards. There is an opportunity to increase online share with dieters.
• 3 in 4 dieters plan to continue their diet six months from now, and shoppers in general are looking to improve their health-related behaviors.
• Manufacturers are taking advantage of the increased focus on health by promoting their activity trackers. Apple is overwhelmingly in the lead.