The Growth Distillery, in partnership with The Research Agency, has released fresh insights into the health and wellness market. The study finds that consumer confidence is essential for brands to distinguish themselves and build trust and loyalty in a competitive landscape.
The research highlights that while Australians remain committed to prioritising their health, over 40 per cent feel overwhelmed by the array of available options, and nearly half express some level of skepticism towards the sector. The findings underscore the importance of cultivating consumer confidence to drive trust, loyalty, and advocacy.
The Growth Distillery’s Head of Growth Intelligence, Leigh Lavery.
Key findings
• Nearly 70 percent of health consumers only buy products they have confidence in.
• Over 60 percent are unlikely to switch from products they trust to try something new.
• Consumers are almost four times more likely to recommend products they trust.
The study highlights that consumer confidence depends more on the delivery of a brand’s message than the content alone. Findings show that audiences tend to navigate purchase decisions along a continuum – from those who rely on instinct (‘intuition’) to those who prefer evidence-based details (‘control’) when assessing value propositions. This insight offers marketers a strategic framework for tailoring communications that effectively engage and resonate with diverse consumer segments.
The study identifies four strategic pathways for brands: Driven discipline, approachable authority, wise warmth, and kindred connection. Each approach is built on four key elements that marketers can leverage to empower consumers and drive action in a competitive market.
• Initiate: signals that foster a sense of control.
• Inspire: comms that illustrate the desired goal.
• Influence: use of real people that create a personal connection.
• Integrity: proof points that showcase values and identify.
The Growth Distillery’s head of growth intelligence, Leigh Lavery, said: “This work underscores the importance of reframing confidence as the most valuable asset for brands in the health and wellness sector. The way you communicate with your ideal customers – along with the proof points you provide – forms the foundation for building trust and standing out in an increasingly complex and cluttered marketplace.”