People emerging from the pandemic are more concerned than ever for their health and wellbeing. As a result, they are increasingly turning to digital and e-commerce solutions to meet their needs.
In response, e-commerce companies are emerging that market everything from personalized nutrition plans to immune-boosting nutritional supplements to mindfulness practices. Providing the means for consumers to monitor, maintain and control their health amid an ever changing and unsafe landscape.
The E-Commerce Times spoke to health and wellness professionals from a variety of industries to learn how e-commerce was getting started in this new – and newly health conscious – world.
“The pandemic has left a great health legacy,” Shruti Chawla, vice president of marketing at Spoon Guru, told the E-Commerce Times. “One recently [report] PWC, Google and Spoon Guru found that nearly a third of the UK population has changed their diet since the pandemic.
“Not only are people more aware of the effects of diet on the immune system, but they are more anxious than ever to make changes to their diet and lifestyle that result in healthier versions of themselves, both physically and mentally.”
Wellness is personal
One of the key components of pandemic and post-pandemic health e-commerce offerings is personalization. Consumers recognize that there is no one size fits all when it comes to health and wellness, and they value offerings that allow them to tailor the products and services they buy to their individual situations.
“Retailers need to deliver the seamless omnichannel experience that consumers demand, especially in the current climate where health and ethical goals are so important,” said Chawla.
“The fundamental key to success for retailers is to differentiate themselves in this highly competitive landscape by providing their customers with a personalized and relevant shopping experience so they can find products that better suit their needs and preferences.
“It is also a great opportunity for retailers to help consumers navigate the overwhelming information that is available to them,” she said.
Also in terms of mental and emotional health, in an uncertain and changing era, consumers are looking for products and services that are specifically tailored to their particular needs.
“We have suffered so many losses over the past year,” Cheryl Jones, owner and general manager of The Mindful Path, a coaching, training and consulting services company, told the E-Commerce Times.
“The combination of the coronavirus pandemic, isolation and restriction, social and racial unrest, job losses and the growing political divide has shaken us to the core. We have lost loved ones. It was one year from one crisis to the next, and all of this adds to normal life stress.
“Even with our vaccination campaign here in the US, we are seeing the highest levels of anxiety and depression since the pandemic last March. The truth is, these intense times of change and uncertainty will continue for a while,” she said.
In the midst of these troubled times, consumers are looking for help in returning to wellbeing and wholeness, and personalized, bespoke services like Jones’s are becoming a central part of the health and wellness landscape.
“My services are specifically designed to help people improve their health and restore their wellbeing – not just to relieve stress, but to develop new healthy habits so people can create and begin a pandemic recovery plan prosper and prosper, “explained Jones.
Whether they’re seeking emotional support or making grocery decisions, consumers want to feel like they are responsible for at least their own health and wellbeing, and personalized plans and options give them that sense of control.
“We already have an emphasis on the need for more personalization options in the food industry,” said Chawla. “This is likely to become even more important as more people focus on defining their own health agenda, which may well be different from that of their partner or children.
“The ability to quickly and easily personalize the shopping experience to meet the different needs of an entire household is a huge benefit.”
A fountain planet
Much of the focus on health and wellness in recent months has been on getting out of the pandemic and surviving and thriving in the world behind it – whatever that may be.
“I think the popularity of health and wellness-related services is pretty obvious as we are in the final stages of a pandemic,” Taylor Morris, operations manager of Better Way Health, told the E-Commerce Times. “People will spare no expense to be sure of their own health and the health of family members. With products just a click away, it’s no surprise that demand is rising.”
It is not just the health and wellbeing of individuals that concerns people, but the health and wellbeing of society and the planet itself.
“The health agenda is paramount for many, but the environment, society and our impact on the planet have also come to the fore,” said Chawla.
“Our customers and the food industry at large are examining how to ensure they are a driver of change, and technologies like ours will be vital to helping consumers make the best choices for the planet and for themselves to meet.” She offered.
Adapting and thriving in the new is a central point in many people’s lives. Ecommerce products and services that fulfill this desire find a marketplace and consumers strive to do whatever it takes to keep themselves and their families growing.
“I believe in humanity and I believe we have a tremendous opportunity to define how we will get out of this pandemic,” explained Jones of The Mindful Path.
“Who do I want to be? How do I want to be? What does thriving look like for me? I believe we all have an innate desire to grow. This is part of being human. Sometimes we just need help figuring out what that will look like, “she concluded.