The World Health Organization defines health as “not merely the absence of disease or infirmity, but a state
of complete physical, mental, and social well-being”.
There is a fundamental shift happening in consumer consciousness, and brands are
following the trend, not leading it. Indian consumers who eat healthy and wellness
foods are no longer satisfied with just being disease-free; to them, good health and
wellness means much more. Be it millennials, generation X or even the baby
boomers consumers are willing to pay more for products and services that come
from companies who are committed to leaving a positive impact and help improve
their health and well being. Organic, natural and sustainable groceries are
increasingly becoming an expectation rather than a luxury.
- Brands are moving from the super-performance jargonized language of overnight
results claims to products that are more aligned to natural, herbal and healthier
claims to serve the green audience.
- Companies that establish their positioning products as wellness and health among today’s youngest consumers have an opportunity to not only grow market share but build loyalty
among the power-spending Millennials of tomorrow, too.
Some of the country’s oldest and biggest brands, including Lux, Dettol, and Cadbury
Dairy Milk, are moving out of their comfort zones to respond to increasing consumer
consciousness about wellness and health as well as an intensely competitive
marketplace. Let’s see how some iconic brands shed inhibitions to go boldly into the
new world of wellness ~
Hindustan Unilever, the largest consumer products maker in the country, is in the process
of extending its popular soap brand Lux into the herbal and natural segment with a Lux
Cadbury Dairy Milk, the oldest and most popular chocolate brand in the country, was
introduced in a 30% less-sugar variant which is one of their biggest bet to date.
Reckitt Benckiser, maker of Dettol soap, has launched a first-time chemicals-free range
of Dettol soaps and hand wash devoid of parabens, dyes, and talc.
The Indian market offers a huge potential for those who are introducing innovative
measures in the wellness segment. In the next blog, we’ll uncover more insights to
learn what is causing this fundamental shift and making consumers conscious and
how new entrants and emerging startups are using this to the fullest.