Navigating the mind of a health-conscious consumer

Consumer’s mindset towards health & wellness has taken a sharp turn in the wake of pandemic so much so that every decision is health decision. The aphorism, ‘ An ounce of prevention is worth a  pound of cure has been reinstated resulting in a behavioural shift in consumers, who are revisiting and realigning their health goals with prevention in the spotlight. Social distancing and lockdowns have made us introspect and has led towards deeper inward reflection essentially on overall health & wellbeing.  A nutritious diet is one of the key tenets of holistic wellness with supplements being considered part of the healthy lifestyle. Quality conscious Health enthusiasts have induced brands to  re-think their nutrition offerings in trendy, tasty, convenient, & enjoyable formats

Rising health consciousness

We are What we Eat reflects the choices we make, be it diet, fitness or nutrition supplements. Further, [i]experts suggest regular consumption of a balanced diet comprising essential vitamins, carbohydrates, fat, and protein has long-term health benefits. Today’s conscious consumer is open to shifting her purchasing habits, albeit product’s quality, efficacy and traceability would matter most. Additionally, they would also be keen on the environmental impact of their choices. As per the [ii]Amway’s global survey, 85% of adults in India are making positive changes to Improve their Health and 69% introducing multivitamins or supplements to fulfil the nutritional gaps in their diets. This is precisely the reason consumption of supplements has seen [iii] a 36 % rise during the prevailing health crisis.

With heightened awareness of preventive healthcare, health-conscious people have shown a positive disposition towards plant-based vitamins and dietary supplements. For instance, [iv] Plant-based food is more sustainable as they use fewer natural resources, advocating reducing negative environmental impact. With a strong legacy of over eight decades, Nutrilite has championed the plant-based approach to supplementation. Its Seed to supplement traceability story dwells on a meticulous nine-step process right from a farm-level view of its botanical ingredients, most of which are sourced from 6000 acres of [v]certified organic Amway-owned farms and partner farms followed by stringent quality control from raw ingredient to packaged product. Moving forward power of plants and botanicals will continue to play a significant role in addressing the needs of health-conscious consumers.

Retracing the wellness aspect of Ayurveda

Another key trend that has gained traction during this pandemic is certitude towards Ayurveda to support immunity.  Consumption of homemade kadha to packaged juice, and nostalgic ingredients such as Tulsi, Ginger, Turmeric, Amla, etc. rose in 51% of the households in India[vi]. Once consumed as a mixture of fresh or dried herbs, roots, fruits, and more  Ayurveda has evolved into the most contemporary tablets, capsules, and liquid formats. Interestingly over [vii]47% of the Indian youth are embracing Ayurveda Nutrition. With consumer centricity at its heart, Amway had introduced a herbal range of supplements under Nutrilite, ingredients of which are sourced from 14 NutriCert partners in India. Based on traditional wisdom and backed by a strong legacy of scientific research, the range boasts high levels of purity, safety, and potency.

The bottom line

Moving forward, brands should take cognizance of its consumer’s choices and decisions for wellness products. The focus should be on improvisation by simplifying nutrition, introducing exciting innovative on-the-go formats, personalized nutrition clubbed with an unparalleled digital product experience to capture their mindspace. To gain deeper penetration and increase pie-share in the nutrition space, Amway recently introduced juices, gummies and jelly strips packed with essential nutrients specially designed to meet the needs of today’s fast-paced lifestyles of the young millennials who are always on the go!



[iii] Nutrition Category Track (Amway) …as per study conducted by Kantar



[vi] Source: Google Trends

[vii] Health & Wellness Industry Consumer Track

Written by

Ajay Khanna, CMO, Amway India

Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of ET Edge Insights, its management, or its members

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