Exercise, eat right and get some sleep. But well-being routines don’t end there. According to results of a new Circana report, “Tapping Into the Global Consumer Well-Being Opportunity,” there are more than 55 ways that consumers pursue their well-being across more than a dozen consumer product sectors.

That makes for a wealth of well-being opportunities for fast-moving consumer product companies in particular and consumer packaged goods companies in general. This in-depth study became a reality when IRI and NPD merged to form Circana.

“One of the advantages of the merger was the ability to see across 16 sectors,” explained Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “We had never tackled the topic across all of them.”

Sectors in the $1.1 trillion well-being space include beauty, apparel, footwear, appliances, consumer technology, home care, sports equipment, food and beverage (inside and outside the home), health and entertainment (books, games, TV). 

Regardless of category, consumers want accessible, affordable solutions, according to the Circana executive.

“Their wellness journey is fascinating,” noted Lyons Wyatt. “It started with exercise and food, then it went to social and now it is mental well-being—especially with the rise of social media and the good and the bad that goes with it.”

The Perils of Parenting

Well-being is making headlines in the press, too. In August, US Surgeon General Dr. Vivek Murthy issued an advisory. He said parenting is more difficult than ever and it’s time to recognize the stress and mental health toll associated with parenting is a serious public US health concern.

According to Murthy’s research, 48% of parents say that they often feel completely overwhelmed by stress. To make matters worse, 65% of parents say they they’re lonely—the percentage jumps to 75% among single parents.

What’s stressing out parents? Social media and cellphones and the isolation that they cause them and their children. Social media compounds the issue because parents and children go online and see their peers living idyllic lives—perfect lives in front of the camera lens, anyway. If that weren’t enough, the threat of gun violence weighs heavily on kids and parents. According to Murthy, more than half of school-age children are worried about a school shooting

Combatting these feelings of anxiety, loneliness and inadequacy requires a culture shift in how parenting is valued, according to Murthy. That will require changes in policies, programs in individual practices. Health care systems can also focus more on screening parents who may be struggling.

Consumer goods companies can help. First, by offering employees access to affordable mental health programs. Two, by offering more paid leave, so parents can be with sick children.

Of course, it doesn’t take a government agency or company policy to affect change. Individuals should look out for their neighbors. The Surgeon General urged Americans to reach out to parents in their community and offer to cook meals, babysit or run errands—anything to give overwhelmed parents a much-needed break.

Health Concerns & Presidential Elections

“When you get to the heart of it with the current macroeconomic conditions, consumers face tremendous stress on their well-being and their wallets,” noted Lyons Wyatt. “They don’t want to go the doctor—and if they don’t have the money, they won’t.”

As a result, consumers are taking more holistic paths to wellness.

And wellness may take a hit leading up to and in the days and weeks following the US elections in November.

“Half of Americans are going to be happy in November and half won’t be,” predicted Lyons Wyatt. “As a country we will be divided. But we will move on as a country like we do every four years.”

Presidential Elections Impact Consumers Before the Polls Open

Interestingly, Circana researchers have noted that the election cycle impacts consumer attitudes before the polls open on Election Day. Lyons Wyatt said purchasing dynamics change when people get distracted by big events. Those distractions began with the Summer Olympic Games in August. Circana expects consumers to remain distracted well into November.

But not all sectors are impacted equally by elections or economics. Sales are up in food and beverage as well as prestige beauty. In contrast, video game sales fell. With price tags ranging from $40-60, more gamers are sticking with existing products; after all, they’ve built entire communities around a particular game, noted Lyons Wyatt.

And being part of a community, even a virtual one, is very comforting to consumers these days.

Well-Being Takeaways for Household & Personal Products Companies

Lyons Wyatt noted that retailers were quick to jump on the well-being bandwagon. Many of them successfully brought together a variety of sectors under the well-being banner. But there is still plenty of opportunities (and work) for household and personal products companies.

“There’s been a shift from physical well-being to mental well-being,” observed Lyons Wyatt. “When we talked to consumers, they mentioned a healthy home environment and a good work/life balance as being important to them.”

To reach these shoppers, Circana recommends marketers provide tiered options in order to create an affordable product mix. Lyons Wyatt also suggested simplifying how consumers purchase products.

Other ways to connect with well-being shoppers is through sports promotions and teaming with retailers to create a forum where consumers feel safe.

“Embrace, innovate, collaborate and cross-promote,” concluded Lyons Wyatt. “Well-being isn’t going away; the opportunities are vast.”