Award-winning integrated creative network Ogilvy has released a new study titled “The Wellness Gap.” The study quantifies the gap between consumers’ wellness expectations of brands and how they judge delivery against those expectations in seven key sectors: food, snacks, skincare, airlines, hotels, cars, and banking. The study surveyed 7,000 consumers from 14 countries across four continents to gain new insights into how they see wellness in 2020 and to help marketeers close the glaring opportunity gaps as they look to grow their businesses. This global research was conducted in April 2020 at a time when wellness declined rapidly for many, placing an increasing significance on wellness as we move into 2021.
Understanding the wellness gap
The study cited that brands in every sector failed to deliver on the value consumers place on wellness benefits. This gap is ripe with opportunities for brands to accelerate growth and innovation by becoming customer partners in navigating their wellness journey.
The availability gap
The product or service that consumers expect does not exist.
The authenticity gap
Wellness claims need to be understandable and believable.
The value gap
Wellness needs to balance being good value for money, good for the consumer, and good for the environment.
Characteristics of wellness
The study found that consumers’ descriptions of wellness brands can be grouped into four specific sets of characteristics:
Physical wellness benefits
Mental wellness benefits
Socially connected benefits
Wellness drives growth
The impact of Covid-19
“Wellness has created new conversations, new expectations, new purposes – both for companies and individuals. Wellness has inspired new businesses, new brands, new products, new services, new experiences. Wellness has seen companies pivot their strategy, business and portfolio. Wellness has started to revolutionize entire industries, starting with the food and beverage industry,” concluded Benoit de Fleurian, Ogilvy’s Global Planning Lead for Health & Wellness, in the report.