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Consumer trends in health 2018 : Canvas8

The key consumer trends and insights influencing the Health sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

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Consumer trends in health 2018 : Canvas8

  1. 1. Behaviours impacting HEALTH
  2. 2. A highlight of key insights and innovations impacting the way we keep our minds and bodies in good health
  3. 3. 1 HEALTH HACKERS 3 TALKING THERAPY 4 DIGITAL DOCTORS 5 EXPLICIT PRODUCTS 2 ALT METHODS
  4. 4. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 HEALTH HACKERS People are taking health into their own hands Getting medical care through traditional channels can be a slow and expensive process. Instead, a growing number of people are taking their health into their own hands, whether that’s by self-diagnosing with the help of search engines or using home testing kits to learn more about their bodies. Health Behaviour
  5. 5. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean1 Thriva Two-thirds of Britons want to take greater control of their health, but while they might do medical research online or track their fitness with an app, would they be willing to do their own blood work? Thriva is hoping so, offering at-home kits that strip blood tests of their intimidating reputation. In practiceHealth
  6. 6. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 ALT METHODS People are trusting in natural cures With trust in Big Pharma at an all-time low and the wellness movement making people increasingly mistrustful of synthetic products, there’s a growing demand for natural remedies that have simple and familiar ingredients. But are these alt medicines worth the high price tag? BehaviourHealth
  7. 7. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean2 Jarr Kombucha Increased awareness of the links between gut health and overall wellbeing have seen a surge in sales of pre- and probiotic foods, including fermented products, such as kombucha. With kombucha now commonplace the USA, how is it positioning itself as a must-drink in the UK? In practiceHealth
  8. 8. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 TALKING THERAPY People are happy to discuss awkward health issues When it comes to intimate health problems, people haven’t always been that open to discussion. But as the body positive movement grows, these ‘tricky’ conversations are being normalised, helping to shed any embarrassment and driving individuals to confidently address their health. BehaviourHealth
  9. 9. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean3 Taking the taboo out of poo Research suggests that Americans are more uncomfortable talking about bowel movements than STDs. But why is it so awkward? And how can brands fight the stigma around conditions such as IBS? Canvas8 spoke to ‘Bacteria Barista’ Alexis Goertz to uncover how to take the taboo out of poo. In practiceHealth
  10. 10. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 DIGITAL DOCTORS People are being diagnosed digitally Many people already turn to Google for advice when they can’t get a doctor’s appointment or want to research their symptoms – but tech could soon play a greater role in medicine, with AI-enhanced diagnosis tools and digital consultations easing the pressure on stretched health services. Health Behaviour
  11. 11. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean4 Ada Over a fifth of Britons have used search engines to diagnose a medical condition, whether that’s because they can’t get a GP’s appointment or due to ‘cyber- chondria’. Aiming to ease anxieties and provide fast, accurate advice is Ada, an AI- assisted app that gives users more control over their health. In practiceHealth
  12. 12. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean5 EXPLICIT PRODUCTS Women want to close the ‘orgasm gap’ Good sex can make us happier, healthier and more productive, but the cultural taboos around female pleasure have created an ‘orgasm gap’, with women less likely to climax during sex than men. How are brands, broadcasters, and digital media producers helping to overcome this disparity? BehaviourHealth
  13. 13. Eating and drinking / 1 1 DIRTY DINING People don’t always want to eat clean5 OMGYes When it comes to gender inequality, we’ve all heard of the ‘pay gap’. But what about the ‘orgasm gap’? With only 65% of women achieving orgasm during sex, compared to 95% of men, OMGYes is a website that offers advice to women in need of a little know-how in the field of sexual pleasure. In practiceHealth
  14. 14. Want more? YOU CAN EXPLORE THE FULL REPORT FOR FREE HERE Discover more about behavioural insights www.canvas8.com

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