Meeting the needs of the modern wellness consumer

By Sara Sprenger

6 min read

November 17, 2021

When you hear the term “health and wellness,” what comes to mind? Organic fruits and vegetables? While that’s true, it’s much more than that. Health and wellness are also about how people’s values and lifestyle preferences drive the way they shop – across all channels, retailers, and platforms, both online and in-store. 

For CPG brands and retailers, understanding consumer preferences and the landscape of products they’re interested in is complex. As consumers become more informed about what, where, and from whom they purchase items, CPG brands need to be equally educated. With the expansion of Total Wellness’s solution to include Emerging Trends, Label Insight, and Product Insight, you can thoroughly assess everything from on-package attributes to ingredients, symbols, nutrition, and more to understand buying patterns and adjust your strategy accordingly. 

Take a look at some of the value this latest expansion of Total Wellness brings. 

Data pulled from NielsenIQ’s 2021 Harnessing Total Wellness to Grow Revenue and Byzzer NielsenIQ Total Wellness product insights reports.

Closing the disconnect between shoppers and brands

Most brands and retailers already understand the growing interest in health and wellness, but there’s still an issue. Consumers struggle to find products that meet their needs – whether they want something because of a diet or health-related issue or their values. Why? Because there’s a growing separation between consumers and brands:

  • 78% of grocery searches on Amazon are unbranded 
  • 85% of brands fail to claim at least 1 of their top 3 most searched attributes
  • 92% of products that qualify are not returned in search results 

This is likely happening because health and wellness is a broad category, and just claiming “health and wellness” leaves a lot on the table. To rectify these issues requires enhanced product content and expanded market insight. At the foundation of Byzzer’s new wellness solutions is one key advantage that will give you insight into what your consumers are looking for in-store and on the digital shelf. That’s derived attribution.

On-package attribution vs derived attribution

On-package attribution helps standardize attributes on a label across a set of products by analyzing claims, warnings, and certifications. These include things like “USDA Organic,” “Non-GMO,” “Vegan,” and more.  Most technologies today can only identify on-package attributes, but this misses many attributes that are not explicitly listed.

Derived attribution helps uncover attributes not physically stated on the label by analyzing nutrients and ingredients via regulations and requirements. While on package-attribution is vital, derived attribution gives you insight into what matters most by comprehensively analyzing the entire real estate of the product. For example, with Label Insight, the leader in capturing this product attribute metadata – you can go beyond what’s on a product’s packaging to uncover more opportunities to match what consumers are searching for. Derived attribution captures a product’s whole DNA to unlock 99% of what consumers are searching for today. On-pack attribution can only get to 5%. With Product Insight coupled with Label Insight, you can drill into the most critical data to measure and gain insights about the attributes that resonate the most with shoppers, including from categories such as:

  • Clean Label
  • Allergens & Intolerances
  • FDA AHA Nutrition
  • Specialty Diets
  • Free From Ingredients
  • Food & Beverage Ingredients
  • Food & Medicine
  • Plant-Based Protein
  • Sustainability

Today’s trending attributes across CPG categories 

With a full analysis of products and product attribute metadata, CPG brands and retailers can unlock the proven and growing trends to inform their entire business strategy better. For instance, the Emerging Trends Dashboard shows that: 

  • The top six diet trends all promote a low sugar lifestyle – low glycemic, ketogenic, whole 30, low carbohydrate, paleo, and low sugar attributes (see photo above
  • Growth coming from products that meet dietary preferences – whether from food intolerances or personal health choices – experienced 20% growth over the last five years 
  • “Vegan diet” in oils/butter/margarine is a proven trend at 2.6% dollar growth YoY, “paleo diet” is a growing trend at 6.4% dollar growth YoY, and “contains bean protein” is an emerging trend at +23.0% dollar growth YoY 

The solutions review 1000’s product attributes, scores each by category, then ranks the top trending attributes to identify the attributes with the most growth potential (such as the ones listed above).

Why use the Total Wellness Solution 

No matter what you do as a brand or retailer, consumers purchase based on specific health and wellness needs. Brands must assess themselves through the lens of how consumers shop today to drive growth.

With the additions to Total Wellness, you can get the business-ready insights to inform your marketing, product innovation, and growth strategies by understanding your marketplace in a way that consumers shop.  The insights are delivered as reports, ready to be used by all of your stakeholders for immediate decision-making. You’ll be able to measure sales and growth by product attribute, optimize your assortment to meet preferences, capitalize on new opportunities, provide the best packaging details, make the correct attribute claims, and excel as a CPG brand as wellness becomes mainstream. Learn more about Total Wellness here

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