The way in which the consumer takes care of their body is of equal importance to the gear they suit up in. Run through the tangential business opportunities that lie just beyond the active arena, and get in shape to compete for the future active consumer.
Food and beverage now become tools to optimize the body. Dining moves from recreational to medicinal.
dogfish head brewery
Healthy and sustainable food options now run the gamut, from snacking to low alcoholic beverages. Think: plant-based jerky and potassium-rich ale.
Leaning more hospital than spa, intravenous recovery is the new norm.
Dining concepts cater to the health set, utilizing the nutritional benefits of plant-based diets or even foods curated for the consumer’s ancestral DNA.
Companies aim to democratize whole foods and uncomplicate
CONSUMPTION OF VEGETABLES AMONG CONSUMERS 18-24 INCREASED 7% IN 2017 WHILE DECREASING 13% AMONG CONSUMERS 55-64.
Data becomes an essential tool for daily routines and workout regimens.
Tech-enabled information means a better understanding of the consumer. Nike is using their app to not only track consumers’ activity, but to reward them for a job well done—think of it as a data-enhanced loyalty program.
Data and science play together once again to solve common ailments—like Viome’s at-home gut health testing kits.
Workouts get personalized and digitized to deliver real-time feedback.
Home robots’ AI learning will further the DIY wellness movement. Think a tech-helper who curates recipes by your blood type or researches workouts for you based on your goals.
Rest and recovery are integral components of the wellness conversation. Our inner conflict between couch potato and gym rat finds nirvana.
After years of no-sleep-bragging, we have reached peak burnout. The go-go-go professional has abandoned busy schedules in favor of self-care.
After a tough workout, rest days are essential for muscle health and for mental health. In the spirit of rest athleisure transformed from mode of dress to full-on lifestyle.
Underarmour x Tom Brady.
Sleep, like exercise, is another activity that we can get better at with practice. Sleep monitoring apps and infrared recovery textiles round out a growing niche.
Consumers and businesses are taking an open-book approach to talking about mental health.
Take the little ones into fashion consideration from the get-go. Style and taste have elevated across all demographics. Kid’s clothing looks more and more like shrunken versions of parents’ wardrobes. Twinning opportunities lie here.
Smart-phones-turn mindfulness tools with meditation apps and even apps that help reverse social media addiction.
20-SOMETHINGS HAVE MATCHED MEDITATION APP CALM’S LARGEST USER GROUP OF 35-50 IN NUMBER.
Product in the arena is techy and intuitive. A THYNC device uses electricity to treat mental illnesses and autoimmune diseases, while Echo’s comforting device uses purposeful design and tactility to comfort the elderly.
Koreatown Run Club
After a period of tech-enabled isolation, expect a return to humanity. Real life meet-ups and activity clubs will play a big role in our collective recovery.