Clean living is not just a fad that we can all expect to see and hear as part of the predictable new year resolutions. Hitwise Data-Day Britain has reported the following key findings:
- 61% rise in people searching for diets
- Interest in Tesco ‘free from’ range is up 100% Y.O.Y
- 90% increase in FitBit searches
- Interest in the activewear brand Sweaty Betty has risen by 24%
- Gluten free searches up 69%
- Veganism searches up 221%
This search behaviour shows a clear shift towards consumers wanting a more sustainable and informed lifestyle choice rather than a quick fix. This is reinforced by the 20% increase in the number of searches for products focused on ‘nutrition’ over the past two years.
The key findings show how consumers are embracing clean living as a whole, not just food but also through technology and clothing, all of which have an important part to play.
With all this clean living uptake it should come as no surprise that searches for gyms and exercise have increased by 30% over the past three years, whilst other mainstream sports are getting more popular searches such as Tough Mudder with a 68% increase in searches.
So what does this tell us?
Brits are embracing clean living, which has influenced their purchasing decisions when it comes to food, fitness and fashion.
Who is tapping into this market?
Well, as the key findings show, almost everyone. But mostly the key three areas that consumers have an increasing choice. As mentioned previously, these are food, fitness and fashion.
Product innovation is key and the best long term strategy for success in this ever evolving market.
Key takeaways for brands:
- Focus on product innovation and choice
- Align yourselves with stable trends
- Feed consumers helpful and trustworthy information to win their trust, remember the modern consumer is proactive when it comes to educating their purchasing choices.
- Engage with audiences through social media and take on board their feedback. Make them feel part of your brand and part of a social group, this will create a sense of belonging.
- Consider partnering with other brands who are also reaching out to clean living communities.