Consumers want more control over their healthcare experiences
Control over health is a main focus for consumers in light of COVID-19, but just more than a quarter feel less in control of their health this year than last, according to upcoming Mintel research on health management and healthcare experiences. Exposure to illness is top-of-mind and is the leading reason causing a lack of control followed by stress: nearly half of Americans say their reason for feeling less in control of health is too much worry/stress.
Control is more easily found in tangible solutions. Nearly half of adults say they have higher personal safety standards due to the COVID-19 pandemic. Increasing use of hand sanitizer/hand washing, limiting time spent in crowded locations, and spending more time at home are ways adults can take control over personal health safety in day-to-day life. Mental health is not as simple. Three in 10 consumers say the pandemic has made them more aware of their mental health needs. Mental wellbeing is more difficult for adults to manage on their own – some may struggle to find resources and others may normalize their struggles without seeking guidance or treatment.
Where brands can help
COVID-19 was a catapult for digital mental health solutions. But, healthcare companies in the space are maintaining momentum by making mental health relatable for the everyday consumer from the ease of their home. Addressing needs such as combating holiday-related stress, preparing for illness season, and working through lack of productivity are common topics many adults may be experiencing. Mental health services are meeting the demand in digital spaces by offering easy-to-reach services, improving accessibility, and breaking down barriers around treatment. Brands such as Hers, Real, and Better Help are helping adults find wellness resources, connect with a therapist, or discover support groups.
Head over to the Mintel Blog for a video from Senior Research Analyst, Health and Wellness, Andrea Wroble in which she provides insight into how consumers’ personal safety standards have increased and what brands can do to make mental health treatment more tangible, relatable, and accessible for all.
This post was written by Andrea Wroble, Health & Wellness Analyst, Mintel Reports US. Andrea focuses on writing reports and providing consumer-driven insights for health and wellness categories.