April 1, 2025 – A number of factors are driving self-care trends around the world. One of the macro trends being tracked by Innova Market Insights, increasing pressure on health care systems, is pushing movement toward policies and actions that are geared toward prevention. Also, consumers globally are becoming more aware of how they can take charge of their health and wellbeing. That is why Innova named Healthcare to Self-Care as a key consumer trend for 2024.
The trend toward consumer self-care is predicted to grow. This offers CPG companies the opportunity to connect with consumers by marketing products positioned to help consumers with self-care and empower them to self-manage their health according to their personal preferences and lifestyle.
This article is based on Innova’s Self-Care in Health: Global Consumer Drivers and Opportunities report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Definition of Self-Care
Consumers globally are driven toward self-care because they want to feel good, look good, age well, and ensure ongoing good health in the future. Their interest in self-care is aided by digital technology, including increased access to information about health. Also, consumers and the food, beverage, and supplement industries are more willing to consider complementary and alternative approaches and therapies in combination with more traditional approaches and medications.
Macro Context for Self-Care
Self-care today is evidenced by consumers committing to living healthier lives. In consumer trends research, consumers globally acknowledge their need to feel and look good, be in good health, protect their health for the future, and prevent rather than treat illnesses.
The consumer movement toward self-care started during the COVID-19 pandemic. During the pandemic, healthcare systems were under pressure and consumers were at home taking care of their own needs. Consumers took advantage by looking into solutions for their own healthcare issues, tracking their own health, and acting proactively to maintain and protect their health.
Consumers today are taking even more ownership of their health. They want to lead healthier lives. And their concern about weaknesses in the healthcare system is a global issue that will continue to push consumers toward self-care. Even healthcare systems and governments are encouraging consumers to take charge of their own health through self-care. The trend toward self-care is likely to continue.
Engagement with Self-Care
Consumers globally participating in Innova’s consumer trends research demonstrate their commitment to self-care. Over half describe themselves as somewhat or very self-sufficient regarding health, and this proportion is even higher in developing countries. Solid numbers of consumers say that they have become more self-sufficient in handling their health over the past three years. Around the world, consumers take several key actions to take care of their health, including better sleep habits, managing hygiene, doing home beauty treatments, eating healthily, preparing healthy foods at home, committing to physical exercise outside of and at home, and managing their emotional health.
Consumer Drivers for Growth
Consumers globally are motivated by several key factors, including convenience, personalization and cost-saving. Innova consumer trends research shows that the post-pandemic movement toward home-centric living is continuing. This contributes to the convenience of in-home self-care. Technology and digital advancement are additional drivers of self-care. Consumers can access a growing volume of information online to help identify personalized self-care actions. They also can utilize digital devices for shaping solutions to meet their needs.
Economic uncertainty is another issue. Consumers globally say they are worried about their personal finances. This is driving consumers to become more savvy and self-sufficient about self-care because outside consultations and treatment can be expensive.
Barriers Could Impede Self-care Growth
Several barriers could affect self-care, including cost and price, anxiety, and consumer confusion. Home self-care products and devices have a cost and can be expensive. Consumers attempting self-care may be anxious about whether they are making the right decisions. Also, they may be fearful of making their problems worse. The many sources of information and advice regarding self-care can confuse consumers regarding the best course of action to take. Consumers must have a certain level of health literacy that may be challenging for those who have lower levels of education.
Observations Lead to Opportunities
Consumers in consumer trends research say they are anxious about taking the right course of action on self-care. This could result from not trusting information sources or products themselves. Innova sees an opportunity for trusted advisors, whether health organizations or brands that can provide information that is transparent and honest.
Consumer trends research show that consumers are concerned about the expense of managing their healthcare as a part of self-care. Brands can offer savvy, cost-sensitive solutions for less expensive but professional products and experiences at home. Products with multiple functions or benefits could be appealing. These can deliver value for the money, which is essential.
A proportion of consumers globally admit that they have information overload, especially from sources with conflicting information. They also don’t feel confident and able to research the various health solutions that are available online. This is a particular challenge for those who are less well-educated. Brands can help consumers by simplifying solutions to make them easy to understand and adopt. Products also need to be trusted. Consumers may respond to daily rituals that are easy and convenient.
Consumers, especially those with a higher income, want self-care health solutions that are personalized to their needs. For brands, this means developing products for precision wellness that are personalized solutions, especially for consumers at higher income brackets. Personalized opportunities include home fitness, solutions for making healthy foods at home, and functional nutrition.
This article is based on Innova’s Self-Care in Health: Global Consumer Drivers & Opportunities report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
