January 30


TREND WATCH! Healthy is the New Skinny!

Over the past several years, Compass Rose has had the honor of working with several disruptive brands in the Health and Wellness space. 


It’s always fascinating to work with brands who truly listen to their customers and adjust their “messaging sails” to be in alignment with the direction of their customers. 


As we close out 2022 and look to growth planning in 2023, we’ve noticed that the winds of change are once again shifting the key topics and conversations that engage consumers. 


A couple of key insights…


  1. Sustainability should now be a key part of every brand’s story. If it is not, now is the time to incorporate this critical topic in the brand narrative.

    Sustainable products and packaging have become very attractive and important to consumers today. Key messaging language that is influencing buying decisions include “sustainably sourced,” “fair trade” and “reduced packaging.”

  2.  Subscriptions are here to stay. Consumers love convenience. Saves time and money to set a consumable product on automatic delivery.  While this is not a new functionality, spending time optimizing the subscription customer experience will pay off in the short and long term. 


As brands listen to their customers in the Health and Wellness space, they are finding new ways to make a deeper connection through subscription and loyalty programs enabling them to develop sustained brand growth.  


Let’s take a look at some trends in the Health and Wellness space:


  1. Weight loss messaging is no longer as relevant as overall wellness and healthy living. There has been a distinct shift from “diet” to “wellness.” Brands targeting a younger demographic have an opportunity to stand out with a focus on protein, immune-boosting, and plant-based foods.

  2. Sodium is the enemy! Federal guidelines to lower sodium intake levels are setting the stage for stories advocating against the added salt in processed, packaged and prepared foods.

    The government has given the manufacturing and food service industries until 2026 to meet the new guidelines (a minimum 50% reduction).  Messaging around “Low-sodium,” “sodium-free” and “reduced salt” will become more important as brands piggy back on the new regulations in support of heart-healthy diets for consumers.

  3. Affordability is more valued than ever. It may seem obvious, but affordability is an often-overlooked trend for 2023. Supply-chain issues and inflationary pressures on food and fuel costs have forced consumers to reign in household spending. Stories supporting “affordability” and promoting “value” will be extremely relevant this year.


All of these trends can reasonably be traced to the pandemic which has allowed consumers to spend more time reflecting and focusing on health, wellness and general quality of life issues for themselves and their families.


What trends do you see taking shape in your industry in the new year. Please share and comment below! 



Rose Hamilton

About the author

With over 20 years in Omni-channel retail, Rose is a proven Ecommerce expert specializing in evaluating, launching, growing and scaling Direct to Consumer businesses.

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