Healthcare Trends: Key Fitness, Nutrition, Health and Wellness Trends for 2011 Start Putting Consumers Back in the Driver's Seat

Share Article

Key healthcare trends ( like DIY healthcare, Lifestyle Change 2.0, exercise snacks and dieting by addition put overwhelmed consumers back in control as CEOs of their own wellbeing, reports Leslie Nolen of The Radial Group.

Leslie Nolen, president of The Radial Group

Self-care, DIY healthcare trends, back-to-basics fitness and Lifestyle Change 2.0 trends put consumers back in control of their own health and wellness despite information overload and increasing complexity.

The Radial Group's new 2011 Health and Wellness Insider's Guide to Durable Trends, Fleeting Fads and Innovative Ideas identifies healthcare trends which offer fresh opportunities for health and wellness businesses in 2011 and beyond, announced Leslie Nolen, president of The Radial Group.

Says Nolen, whose firm provides marketing services and strategy consulting to health and wellness businesses, "Self-care, DIY healthcare trends, back-to-basics fitness and Lifestyle Change 2.0 trends put consumers back in control of their own health and wellness despite information overload and increasing complexity."

The Insider's Guide to health and wellness trends discusses conventional, complementary and alternative healthcare trends, nutrition and weight loss trends, fitness trends, diabetes and obesity trends, and longevity and aging.

Selected healthcare trends and wellness trends include:

1) Health mandates

Public health recommendations represent science mixed with a large dollop of organizational influences. As a result, public health guidelines lead or lag the best science - they're rarely aligned.

Yet public health recommendations will evolve into mandates as obesity and diabetes concerns rise. Examples include junk food taxes, sodium restrictions and restaurant calorie disclosure.

2) Medicalization

...of everything, including fitness and nutrition. Exercise prescriptions, yoga therapy, nutrigenomics, 'farmaceuticals'...and on and on.

When nearly every activity is labeled either 'Healthy' or 'Unhealthy,' new pressures surround consumers and burden previously simple pleasures.

Even a Fourth of July picnic poses challenges: Are the kids adequately hydrated (previously known simply as 'thirsty')? Great burgers! Um, what about carcinogens from grilling? Will that sunscreen cause a Vitamin D deficiency?

3) Information overload

Consumers face a baffling wave of ever-changing data plus conflicting recommendations. For example, experts disagree about how best to lower cholesterol, and whether cholesterol is even the right target.

As each day passes, they feel less and less capable of uncovering that coveted mix of health and wellness services that can truly address their problems.

4) Healthy skepticism

In a world where dietary fat's suddenly okay again, doctors don't routinely wash their hands and anyone can declare himself a wellness coach, who can blame people for viewing 'healthcare experts' cynically?

The result: surging consumerism led by 'healthy skeptics' who increasingly apply the habits of prudent consumers to healthcare and wellness - checking out certifications, patient reviews, and conflicts of interest, asking uncomfortable questions, investigating treatment alternatives and side-effects.

The good news: consumers will be exceptionally loyal to trusted advisors who help them navigate this morass.

5) Back to basics

The predictable response to complexity and uncertainty: getting back to basics.

For fitness, nutrition and healthcare trends, that means simplicity and self-reliance over complexity: functional fitness, naked labels, non-drug non-surgical healthcare trends like acupuncture and yoga therapy.

6) Self-care

Alarming obesity and diabetes increases, rising healthcare costs, limited access to conventional healthcare and dissatisfaction with its results intensify the pressure on consumers to become 'CEOs of their own health and wellness.'

It's a big job: they've got to figure out how to enhance and preserve their wellbeing, prevent illness, control chronic health issues, seek out curative care, and find comfort at the end of life.

Self-care drives new healthcare behaviors, like diagnosis by Internet, new complementary and alternative healthcare trends, even 'undoctored by choice' consumers.

7) DIY health and wellness

There's some good news for overwhelmed consumers plus a boost for self-care and self-efficacy: the message that small-step, do-it-yourself wellness actually works.

In fact, research supports big health benefits from comparatively small changes - like exercise snacks or dieting through addition.

Yet information overload makes it impractical for many consumers to truly embrace this healthcare trend.

Wellness businesses will therefore respond to this healthcare trend by integrating the functional silos of fitness, nutrition, mind-body and healthcare into Lifestyle Change 2.0

8) Lifestyle Change 2.0

Lifestyle Change 1.0 - 'Eat less, move more' - was a dud. Successful lifestyle change requires actionable, individualized counsel, not superficial 'one size fits all' advice.

Nolen points out that "Consumers don't want to buy 'exercise' or 'nutrition' or 'diets.' They want to buy solutions for problems: How can I feel great every day? How can I manage my diabetes without drugs?"

Preview other health and wellness trends from this uniquely comprehensive guide, including fitness, nutrition and weight loss trends, mind-body practices, diabetes, obesity and aging, and exclusive diagrams which shed new light on industry convergence and integration.

The Radial Group, headquartered in Dallas, TX, provides marketing services and strategy consulting for health and wellness businesses ranging from sole practitioners to well-established national brands.

Radial's free weekly Health & Wellness Business Advisor provides business tips tailored to health and wellness businesses.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Visit website