There is new momentum among younger women and men to research health topics that are considered taboo — think menopause, UTI, erectile dysfunction, sexually transmitted infections, low testosterone. Research often leads to purchase and “The New Journey to Wellness” sees opportunities for retail stores (vs. DTC sites) to provide information and suggest products to buy.
Action Steps for retailers and brands include:
- Becoming the trusted resource for information
- Encouraging routines and rewards for wellness behaviors
- Adding new categories for women’s wellness
- Offering men a health section in stores — because most men buy their own remedies!
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