Health and Wellness Deep Dive

Kantar’s new shopper study focuses on the behaviors, barriers, and decisions shoppers face while maintaining health. 

Want an inside look into the research? Download your complimentary infographic.
shopper insights

Approach to health and wellness and its impact on shopping

Discover your shopper's health and wellness strategies, approaches, retailer expectations and more with Kantar's Shopping for Health and Wellness report. 

Learn more about the research

 

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Categories covered

  • First aid
  • Medications
  • Personal hygiene products (e.g., deodorant, soap, oral care)
  • Health foods (e.g., protein, vitamins, supplements)
  • Exercise equipment
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Central questions

How and why do shoppers make decisions on where to shop for health and wellness?

What are shoppers’ expectations for health and wellness product shopping, and how does that vary by shopper type?

What is the role of health and
wellness in shoppers’ lives from a
physical and emotional/mental
health standpoint?

How does health and wellness intersect with shopper mindsets?

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Retailers

  • Drug: CVS, Rite Aid, Walgreens
  • Mass: Target, Walmart
  • Sports retailers: Dick's, Cabela's
  • Specialty apparel: LuluLemon, Athleta
  • Supermarkets
  • Online: Amazon
  • Direct to consumer

 

Kantar's Health and Wellness Deep Dive

We asked 2,000 shoppers to share their shopping, category, and retailer preferences. Here's some of what we found:

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Gen Z differs in approach to mental health

Gen Z shoppers are more likely to use journaling, meditation, and mindfulness to manage their mental health. They are less likely to turn to more traditional strategies like prescriptions and supplements.

Source: ShopperScape Health and Wellness Deep Dive, May 2023

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Walmart is top go-to retailer

18% of shoppers say that Walmart is their go-to retailer for health and wellness. While this is the highest among all retailers, it is down from 21% last year.

Source: ShopperScape Health and Wellness Deep Dive, May 2023

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17% of all shoppers are caregivers

Gen Z, Millennials, and those with household income under $50K are most likely to be caregivers to family or friends with a chronic condition, disability, or special needs.

Source: ShopperScape Health and Wellness Deep Dive, May 2023


To purchase the full report and research materials, contact the Kantar team at KantarShopper@kantar.com


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