Holistic health

• Healthy is the new rich, with consumers seeking healthier lifestyles through a holistic attitude toward optimal physical and mental health.
• There is a growing focus on mental health e.g. mindfulness apps; adult colouring books.
• Consumers now measure various health elements, such as sleep, diet, exercise and weight.
• We see the food and beverage industry shifting to healthier products e.g. Pepsi purchased KeVita – a manufacturer of Kombucha and sparkling probiotic drinks.
• People are ageing with a greater emphasis on youth and vitality than previous older generations.

91% of Australians plan for what they need to do in order to be healthy (AusPlay 2019).

What this could mean for sport?

• Consider health messages or promoting the impacts in the products and services offered to participants.
• Seek out commercial partners and brands that are overtly linked to health markets e.g. nutrition brands or those that are aligned to a healthy tone e.g. health insurance.
• Diversify product offerings and find ways to develop the whole person and improve their health status.

Resources

• AusPlay – Focus on Australian Health, opens in a new tab