2021 snapshot: a glimpse into the future of travel, nutrition and beauty

Throughout my career, clients have told me that I work magic with data. I suppose, to those outside the field of data science, there appears to be an element of alchemy in what I do - utilising big data and AI technology to inform strategic planning, company growth and market predictions. 

I guess what I do is like ‘magic’... when you can see the dot in the matrix. 

We have entered a new world of rapid and unpredictable change. To many this world is very scary and how can leaders make decisions with confidence? I see a shining way forward, through wellness.

My guiding principle is that change is nothing to fear, if guided by quality data insights. Which is why Jean-Guy de Gabriac, founder at World Wellness Weekend, interviewed me recently about the methods that Maven Data uses and the industry forecasts we’ve made for the six sectors across the wellness industry.

The market is ready to elevate the conversation in wellness. It’s time to get outside your bubble and get creative. Our market data can take the guesswork out of predicting the future.

A diverse and rapidly growing market 

According to The Global Wellness Institute, wellness is a rapidly growing market that’s worth a whopping USD $4.5 trillion (prior to COVID). That’s no small figure, right?

Moreover, the pandemic has deepened our desire for wellness, which heightens the need for industries and brands to embrace wellness as a core pillar of their strategy, product and messaging. In our latest Global Wellness Predictions Report 2021 (purchase a copy on our website), Maven Data tested the opinions of industry experts to reveal the trends that will influence products, services and experiences across a range of sectors.

The aim was to show what is deeply relevant and what is forecast to change in six key sectors: Travel & Tourism, Food & Nutrition, Beauty, Health, Healing and Home Design & Lifestyle. We identified the factors that will shape the coming trends and the consumer emotions that will motivate and sustain them. By uncovering the key narratives that inform these trends, we’ve highlighted a range of options for product and service providers to remain relevant and ahead of the competition. 

What did we uncover? 

To give you a taste of our findings, one significant trend that the Report uncovered is “Gut Health & Wellness". In fact, it has the potential to shape the Food & Nutrition market. Consumers are no longer concerned with “sugar-free” or “zero sugar” products, as the focus has shifted towards the connection between the brain and the gut. According to the global market, it’s a key aspect of embracing and maintaining wellness.

Think about how many bottles of Kombucha are filling supermarket shelves now, compared to 18 months ago. Fundamentally, we want good food and drink that will support a healthy gut and thus our overall well being.

Another powerful trend we uncovered is the approach to ageing. Consumers no longer focus on ‘lifespan’- they’re embracing the concept of maintaining their health throughout their life. It’s all about healthspan rather than lifespan. The popular themes we identified include healthy ageing, self care & wellness, Ayurveda, quality sleep and “me time”. We’re all taking a more holistic approach to wellness and how to live a long and fruitful life. 

And what about Beauty? Well, it’s no longer considered ‘skin deep’. Topical creams and anti-wrinkle serums have lost their charm, as consumers are focusing on beauty from within - starting again with gut health. This was just one of the fascinating trends that crossed through both Beauty + Food & Nutrition. In 2021, the market is making a clear connection between skin health, diet and wellbeing. 

Cutting through the “wellness” noise

I know that when it comes to market understanding and sector insights, the truth is in the data. For this year’s inaugural Global Wellness Report we tested 200 leading narratives that reveal 10 transformational trends. These insights have the power to help brands strategically cut through the noise, by responding to the consumer and industry trends that will drive the market in 2021. The report also highlights a range of specific opportunities for each sector, designed to inspire brands and businesses as they plan for the year ahead. 

People make decisions based on emotion - so any smart market strategy will tap into these key drivers of consumer behaviour. Product and service campaigns need to address the sentiment and tone of the market, by responding more accurately to their concerns and desires. It’s also crucial to understand the most influential voices and platforms, when it comes to reaching consumers. In 2021, there are a range of ways to engage with consumers - from traditional media to key social networks - but each sector is different.  

Think outside the box

There's solid market demand for more information, explanation and scientific insight. Get creative about how your brand can take advantage of these predicted wellness themes. 

As an economist, I see the interconnectivity of business and culture. Unlike traditional market research companies, Maven Data supports its clients by revealing the insights behind the data. We identify the trends, emotions and consumer behaviour that’s relevant to each brand we work with. 

Keen to tap into the wellness mega-trend? Check out our complimentary report sample, to discover some of the trends and predictions we’ve identified in the Food & Nutrition sector. Or contact me directly to understand how the Global Wellness Report can directly support your business planning for 2021.

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Economist Elisa Choy is the Managing Director of Maven Data, the world’s first AI-powered strategic market research company. She works closely with corporate and government clients to determine effective business and communication strategies, informed by open datasets.

You can follow Maven Data on LinkedIn, Twitter, Instagram and Youtube. 

Elisa acknowledges her Research Partners in this research:

Maven Data uses proven advanced analytics technologies to analyse market emotion and predict industry trends. Elisa partnered with Significance Systems which developed Earth.ai, a platform that identifies deep, underlying narratives and their key drivers, for any topic, in any language, over the open internet. The Australian company's founders, Darrell Berry and John Ricketts, were heralded by Forbes magazine as developing the idea of ‘social media’ back in 1994.