If anything, the COVID-19 pandemic came as an ugly
reminder that health is transient. However, there’s a silver lining to it – it
also led to the realization that health is the natural state of the human body.
It is only when it is meddled with that the bodily functions all go haywire.
As such, 2020 through 2021 saw a significant health
revolution of sorts. Despite a deadly pandemic, people maintained a balance –
Instead of becoming COVID-fatigued or believing that it was all a little too
sensationalized, many stepped forward to take charge of their health.
Naturally, healthcare brands followed suit. Here are key drivers or
post-pandemic healthcare trends that are rocking the ecommerce sector.
Consumer consciousness regarding proactive health –
using ‘food as medicine’ – had already developed back in 2019. If anything, the
pandemic of 2020 only intensified this focus so that 2021 is seeing more and
more demand for products that can help in staving off disease.
Hence, the healthcare industry is seeing rising demand
for naturally functional foods such as live probiotic cultures, superfoods such
as spirulina capsules, and other nutritional supplements and multi-vitamins
that promise health maintenance and can be easily incorporated into daily
health regime.
Not only that, even existing foods and pre-packaged
eatables are being added with functional benefits using science-supported
ingredients. This could include adding science-backed probiotics to chocolate
bars in order to improve digestive health or adding botanical ingredients to
teas and health drinks in order to improve sleep and enhance mood. - Immunity becoming the Front and the Center:
The COVID-19 virus and its frequent mutations have
raised some serious questions around the functioning of the immune system and
how nutrition can support it to ward off germs – viruses, bacteria, parasites,
etc.
As a result, from herbal teas that help keep the flu
at bay to herbal supplement tablets such as Aswagandha,
Giloy, Neem, Kabasoor Kudineer Choornam, and Tulsi, consumers are more than willing to invest in their immunity
like never before. The population is becoming savvier by the day. As per a
study conducted by Innova Market Insights in 2020, 54% of consumers across the
world said that they are dedicating serious time educating themselves on the
ingredients that support the immune system in preventing viral and bacterial
infections, COVID-19 in particular.
This trend is not just limited to the flu but also
other chronic and lifestyle diseases, especially since each wave of the
pandemic makes it more difficult to find proper healthcare for other ailments.
Even when it comes to reactive healthcare, a significant portion of the
populace is willing to try out Ayurvedic and naturopathic medicines instead of
directly jumping into allopathy.
The ageing question has also shifted. Consumers are no
longer asking, “How long can I live?” Instead, they are questioning, “How
active can I be in my latter years?” Physical activity coupled with a
high-protein diet is not just a recommendation for the younger demographics.
The need for the two increases with age, mainly to maintain muscle mass.
Plus, taking superfoods and supplements that support
cognitive health is equally vital for older adults. As a result, where
health-conscious consumers are reducing or altogether eliminating the intake of
certain foods, they are also incorporating or increasing the intake of
health-boosting and anti-ageing nutritional supplements, even ionized alkaline
water that can kill 99.99% of toxic substances and support active ageing goals.
What This Means for
the Ecommerce Industry :
Since the consumer is the one who steers the ecommerce
sector, the above-mentioned trends have profoundly affected the manufacture of
healthcare products. The focus is not so much on producing medicines that
simply mask symptoms and do not contribute towards long-term health.
More and more healthcare and foods and beverage brands
are shifting their focus towards producing products that are 100% natural,
immunity-boosting, and have a high nutritional value. This may mean that the
product's shelf life is comparatively short, but 2021 consumers do not mind
making frequent purchases when it comes to their health. Not only that, but ecommerce brands are also investing
heavily in educating the consumer. While sales is still at the forefront, the
aim is to help the consumer make an educated choice. So, blogs that inform
about different nutritional supplements, their benefits, dosage, and more are
helping consumers take control of their health like never before.
For instance – ChampFit offers a whole range of
nutritional supplements, health drinks, and snacks that promise mouth-watering
taste and high nutritional value minus the guilt. You can even browse through
the brand’s blog and learn all about proactive health, from the role of proper
diet to exercise and intermittent fasting.
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