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Estudo Wellness - SbSellingSimplicityMarketMentalWellness
Estudo Wellness - SbSellingSimplicityMarketMentalWellness
Simplicity
The Market of Mental
Wellness and Inner Calm
Not to be distributed without permission.
Selling Simplicity
The Market of Mental
Wellness and Inner Calm
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iv © Euromonitor International
INTRODUCTION
Key trends
Mental Health Trends and Associated Activities
Mental Wellness
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I nt ro d uc t i o n
2 © Euromonitor International
DESTIGMATISING
MENTAL ILLNESS
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D e st i g m ati s i n g M e n ta l Il l ness
In addition to facilitating treatment for those suffering from recurrent and severe
mental illnesses, this shift in attitudes has helped to foster a culture of preventative
care, where many consumers consider it important to prioritise their mental wellness
in addition to their physical wellness and take action to deal with stress, depression
and anxiety.
Ranking “Limited Daily Stress Levels” as Very Important in Good Health, 2011 / 2015
70%
60%
50%
40%
% respondents
30%
20%
10%
0%
Brazil Russia India US UK China France Germany Japan
2011 2015
4 © Euromonitor International
De st ig m at isin g Me n ta l Illne s s
Nevertheless, there is a gap between recognising the importance of limiting stress and
taking action to relieve stress, particularly in Brazil. India is an exception, due to its
strong yoga culture. Here, participation in stress relieving activities is in balance with
the level of importance given to stress.
Ranking “Limited Daily Stress Levels” as Important or Very Important in Good Health
by Gender, 2015
45%
40%
35%
30%
25%
% respondents
20%
15%
10%
5%
0%
Male Female
Source: Euromonitor
© Euromonitor International International Global
STRATEGY BRIEFING: THE Consumer Trends
PATH TO INNER CALM – Survey
MENTAL WELLNESS THROUGH SIMPLICITY PASSPORT 1
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MENTAL WELLNESS:
THE ART OF REDUCING
6 © Euromonitor International
Me n tal We lln e ss: The Art of R e duc i ng
80
70
60
% respondents
50
40
30
20
10
0
Hiking Run/jog Cycling
Brazil China France Germany India Japan Russia UK US
Source: Euromonitor
© Euromonitor International International Global
STRATEGY BRIEFING: Consumer
THE Trends
PATH TO INNER CALM –Survey
MENTAL WELLNESS THROUGH SIMPLICITY PASSPORT 1
Although Italy saw a decline in gardening sales over the 2009–2014 period, driven by
recession, there is still a groundswell of keen gardeners, many of whom are embracing
gardening even more enthusiastically to
save money by growing their own fruit and
vegetables. According to trade sources, For consumers with stressful jobs
the number of people in Italy who are and long working hours, evenings
passionate about gardening amounts to 10 and weekends are an escape into
million, 4.5 million of whom take care of gardening—and they are keen on
terraces, 3–5 million with gardens, and the innovation and convenience.
rest with a piece of land on which to grow Euromonitor International
Analyst, Germany
fruit and vegetables for their own
consumption.
© Euromonitor International 7
M e nta l W e lln es s : T he Art of Red u cing
For German consumers, gardening is a way to relax and switch off from their working
lives. They are willing to spend heavily on products which allow them to embrace their
hobby and which make the laborious tasks easier or quicker.
Large group events, such as Morning Gloryville and Daybreaker, are seeing success
on a global scale, with their early morning, alcohol-free raves. Morning Gloryville has
hosted events across Europe, the US, Australia, India and Japan. Morning Gloryville
offers a range of stress relieving activities in addition to music, such as massages and
yoga, and sells health-focused foods and drinks, such as smoothies and organic coffee.
Other meditative events are similarly diversifying into a broader range of activities
designed to be both relaxing and social, such as sound baths, learning to knit mindfully
in a group, and listening to lectures from Buddhist monks.
8 © Euromonitor International
Me n tal We lln e ss: The Art of R e duc i ng
Brazil
60
UK 50 China
40
30
20
US 10 France
Strongly agree
0
Agree
Russia Germany
Japan India
Source:
© Euromonitor Euromonitor
International International
STRATEGY Global
BRIEFING: THE Consumer
PATH Trends
TO INNER CALM SurveyWELLNESS THROUGH SIMPLICITY
– MENTAL PASSPORT 1
Differences with regards to hankering for the simple life are not strongly visible by age
or gender. The age group where the highest proportion agreed or strongly agreed that
life used to be simpler or better was the 45–59 year-old age group, very closely followed
by 30–44 year-olds. In terms of gender, there was a slight leaning towards females, but
only by a very small margin.
Peak stuff?
When Steve Howard of Ikea announced that we have reached “peak stuff ”, he
tapped into a zeitgeist pervasive in the developed world. Peak stuff is not just about
simplifying to achieve mental calmness,
but also reflects environmental and ethical
concerns about excess ownership, as well
as the shift towards non-ownership that has
Peak stuff
A saturation point for material
come with streaming entertainment and
short-term car hire as an alternative to car
goods, leading to decline in
ownership. Owning stuff is no longer the
overall item consumption
aspirational state that it once was. The
Millennial generation, in particular, typifies this mindset, and places priority on
experiential consumption, such as travel or eating out, rather than on the collection of
material items. This has led in part to the embracing of an aesthetic that is streamlined
and simple, and that minimises resource use.
© Euromonitor International 9
CONCLUSIONS AND
RECOMMENDATIONS
WINNERS
meditation apps, yoga wear and spa services,
with sensory deprivation tanks expected
to rise in popularity in 2016. A second Back to nature and the
impact of the drive to solitude is renewed digital detox
engagement with nature. Urban dwellers,
in particular, are looking for ways to
connect with the outdoors, through hiking,
camping and simple pleasures such as
Clutter: No more stuff
gardening and sketching. LOSERS
10 © Euromonitor International
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