Imagine a world where shedding those stubborn pounds no longer requires hours at the gym or strict dieting. This isn’t science fiction—it’s happening now thanks to groundbreaking weight loss drugs like Ozempic and Wegovy. These medications, originally developed to treat diabetes, have shown remarkable results in helping people lose significant amounts of weight. For instance, studies have shown that users of Wegovy can lose up to 15% of their body weight within a year.

The significance of these drugs goes beyond personal health and well-being. Their effectiveness is poised to reshape various aspects of our lives, particularly how we approach weight loss and wellness. Gone are the days when people relied solely on diet plans or gruelling exercise routines. With these medications, we’re witnessing a fundamental shift in how people achieve and maintain their ideal weight.

Percentage of adults who are overweight

United States

Approximately 73.6% of adults are overweight, including those with obesity.

Kuwait

78% of the population falls into the overweight or obese category.

Mexico

Around 70% of the population is considered overweight.

United Kingdom

About 63% of adults are either overweight or obese.

Australia

Around 67% of adults are overweight or obese.

Singapore

Around 36.2% of the population is considered overweight or obese.

China

Approximately 25% of adults are overweight. Around 11% of adults are obese.

This shift isn’t just personal—it’s transforming entire industries. Weight loss programs, fitness centres, and diet meal kits are just the beginning. The rise of these drugs could lead to new opportunities in cosmetic surgery and digital health platforms, altering the consumer behaviour and market trends in ways we are only beginning to understand.

Weight Loss Programs and Coaching

Traditional weight loss programs like Jenny Craig and Weight Watchers have long been the go-to solutions for millions seeking to shed extra pounds. However, the advent of highly effective weight loss drugs such as Ozempic and Wegovy is challenging the status quo. 

Decline in Traditional Programs

The allure of quick, significant weight loss without the stringent demands of conventional diets and exercise regimens is powerful. Consequently, programs like Jenny Craig and Weight Watchers might experience a noticeable drop in membership numbers. According to a report by the Obesity Society, over 70% of individuals on weight loss medications reported a preference for these over traditional diet plans. This trend suggests a potential reduction in the reliance on long-standing weight loss programs.

Pivot for Weight Loss Coaches

Weight loss coaches, who have traditionally guided individuals through personalised diet and exercise plans, may also need to adapt to this new landscape. Coaches may need to pivot to offer support tailored to clients using weight loss drugs. This could include advice on nutrition to complement the medication, strategies to maintain muscle mass, and emotional support to help clients navigate their weight loss journey. By providing this more holistic and integrated approach, weight loss coaches can remain relevant and valuable.

Shift Towards Medically-Supervised Solutions

The popularity of these drugs underscores a broader shift in consumer behaviour toward medically-supervised weight loss solutions. This trend is not surprising, given the effectiveness of these medications and the growing trust in medical interventions for weight management. According to a survey by the American Medical Association, 65% of respondents expressed greater confidence in medically-supervised weight loss methods compared to traditional diets and exercise plans.

Consumers are increasingly seeking the reassurance of medical oversight, which offers a more structured and scientifically-backed approach to weight loss. This shift could drive growth in clinics specialising in obesity treatment and boost demand for healthcare providers skilled in weight management.

Availability of GLP-1 Receptor Agonist Drugs by Country

Novo Nordisk

  • Ozempic: Available worldwide
  • Wegovy: Available worldwide except India and Brazil
  • Rybelsus: Available worldwide
  • Saxenda: Available worldwide
  • Victoza: Available worldwide

Eli Lilly

  • Trulicity: Available worldwide

AstraZeneca

  • Bydureon: Available worldwide

Sanofi

  • Adlyxin: Available worldwide
  • Lyxumia: Available worldwide

Impact on the Fitness Industry

Image Credit: BuzzFeed News

Oprah Winfrey, who admitted to taking weight loss medication, left her 10-year post as a WeightWatchers board member. Winfrey said the resignation was motivated by her TV special on the rise of prescription weight-loss drugs

Changes in Gym Memberships and Fitness Classes

The fitness industry is poised for significant changes with the rise of effective weight loss drugs. Gyms and fitness centres that once thrived on weight loss clients might see a decline, as evidenced by recent membership trends. According to the International Health, Racquet & Sportsclub Association (IHRSA), 30% of gym members cite weight loss as their primary motivation for joining. As more people turn to medication for weight loss, this percentage may drop, impacting gym revenues.

Personal trainers may find fewer clients seeking traditional weight loss plans. With 45% of personal training clients focusing on weight loss, the shift towards medication could significantly impact personal trainer demand. 

Adaptation of Fitness Businesses

In response to these changes, fitness businesses must adapt by offering more holistic health and wellness programs. In response, gyms can shift their focus from weight loss to overall health, strength training, and mental well-being. This shift could include introducing more classes centred on functional fitness, mindfulness, and nutrition education.

Additionally, integrating technology can be a significant adaptation. Fitness centres can use apps and wearable devices to track and improve clients’ health metrics, offering personalised training programs that cater to those on weight loss medications. By providing data-driven insights, gyms can help clients maintain muscle mass, a crucial aspect for those losing weight rapidly with medication.

Consumer Preferences for Maintaining Muscle Mass and Overall Fitness

As people lose weight through medication, maintaining muscle mass becomes crucial to avoid muscle loss. Studies have shown that rapid weight loss can often lead to muscle loss if not properly managed. Consumers will likely seek fitness programs emphasising muscle retention and overall fitness.

There is also a growing trend towards comprehensive fitness regimes that combine physical activity with dietary and lifestyle changes. Consumers are becoming more informed and demanding programs that help them lose weight and improve their overall health and quality of life. Research from the Global Wellness Institute supports this trend, which indicates that the wellness market, including fitness and mind-body practices, is projected to grow significantly in the coming years.

Diet Meal Kits and Nutrition Services

Potential Decline in Demand for Diet Meal Kits

The effectiveness of these drugs will likely decrease demand for diet meal kits and pre-packaged plans. Companies like Nutrisystem and Jenny Craig, which have built their businesses around calorie-controlled meal deliveries, might see a reduction in customers as people opt for the simplicity of medication over strict dieting regimes.

According to a report, the global diet meal kit market was valued at $1.5 billion in 2020, with a growth rate projected at 5% annually. However, with the rise of these new medications, this growth rate might slow down as consumer preferences shift.

Image credit: New York Magazine February 27–March 12, 2023 issue

Innovation in Nutrition Support

To stay relevant, companies like Nutrisystem will need to innovate their offerings. These companies could pivot from calorie restriction to offering nutrition support that complements weight loss medications. This might include meals specifically designed to enhance the effectiveness of drugs like Ozempic and Wegovy, incorporating ingredients that support metabolic health, muscle retention, and overall well-being.

Nutrisystem has already begun exploring personalised nutrition plans. By leveraging data from users’ health metrics, these companies can offer tailored meal plans that meet individual nutritional needs while supporting weight loss.

Trends Towards Balanced and Nutritious Meals

Consumer trends are shifting from strictly calorie-restricted diets to balanced and nutritious meals. People are becoming more health-conscious, seeking meals that provide comprehensive nutritional benefits rather than just focusing on weight loss. A survey by the International Food Information Council (IFIC) found that 73% of consumers are interested in foods that promote overall health, not just weight management.

This trend is further supported by the increased interest in whole foods and plant-based diets, which offer a wide range of health benefits. Companies in the diet meal kit industry can capitalise on this trend by offering meals rich in nutrients, fibre, and healthy fats, catering to the growing demand for wholesome and balanced nutrition.

Healthcare and Pharmaceuticals

The rise of weight loss medications is reshaping the healthcare and pharmaceutical landscape. Increased demand for these drugs is driving changes in healthcare practices and insurance coverage, while consumer preferences are shifting towards medically-supervised solutions. This evolution represents a significant transformation in how weight loss is approached and managed in the modern era.

Increased Demand for Weight Loss Medications

This surge in demand is reflected in the financial performance of pharmaceutical companies producing these medications. For example, Novo Nordisk, the manufacturer of Wegovy, reported a 42% increase in sales in the weight management segment in 2023.

Changes in Healthcare Provider Practices

As these medications become more prevalent, healthcare providers are integrating them into treatment plans and expanding obesity clinics. A survey by the American Medical Association (AMA) found that 60% of doctors are now more likely to prescribe weight loss medications as part of a comprehensive weight management strategy.

Insurance Coverage for Weight Loss Treatments

Growing acceptance of these medications is leading insurers to cover them more frequently, reducing out-of-pocket costs for patients. Insurers are beginning to recognise the long-term cost savings associated with effective weight loss treatments, which can reduce the incidence of obesity-related conditions such as diabetes, heart disease, and hypertension. 

Trends in Consumer Preferences

Consumers are showing a clear preference for medical weight loss solutions over traditional methods. The convenience and effectiveness of medications like Ozempic and Wegovy make them attractive alternatives to diet and exercise alone.

This trend will continue as more people become aware of these options and experience their benefits. The preference for medical solutions also reflects a broader shift towards evidence-based treatments and away from fad diets and unproven weight loss methods.

Emerging Industries and Opportunities

Excess Skin Removal and Cosmetic Surgery

As effective weight loss medications become more widely used, the demand for excess skin removal and cosmetic surgery is expected to rise. Significant weight loss can lead to loose, sagging skin, which many seek to remove for aesthetic and comfort reasons. According to the American Society of Plastic Surgeons, procedures such as tummy tucks and body lifts saw a 15% increase in demand following a surge in weight loss surgeries and significant weight loss through other methods. This trend is likely to continue as more people achieve substantial weight loss with the help of these new medications.

Growth in the Supplement Industry

The supplement industry stands to benefit significantly from the rise of weight loss drugs. Maintaining muscle mass and skin health becomes crucial as people lose weight rapidly through medication. Supplements supporting muscle retention, such as protein powders and amino acids, are expected to increase demand. Additionally, products that promote skin elasticity and health, such as collagen supplements and vitamins, will likely grow in popularity.

Wearable Technology and Digital Health Platforms

Integrating technology into health and wellness creates new opportunities in wearable technology and digital health platforms. Wearable tech or devices that monitor health metrics are essential for individuals on weight loss medications, providing valuable data to track progress. 

Digital health platforms are also evolving to support those on weight loss medications. Apps that offer personalised nutrition advice, exercise plans, and medication reminders can enhance the effectiveness of weight loss treatments. According to Statista, the digital health market is expected to grow to $660 billion by 2025, reflecting the increasing adoption of health-focused technologies. These platforms help users manage their weight and provide comprehensive health support, making them indispensable tools in the modern weight loss journey.

Broader Market Impacts

  • Shifts in the Food and Beverage Industry

The rise of effective weight loss drugs will significantly impact diet and low-calorie product manufacturers. Historically, these companies have catered to consumers looking for quick and easy ways to lose weight. However, with the rising popularity of weight loss medications, the demand for traditional diet products might decline. As consumers turn to medical solutions, these manufacturers will need to innovate by focusing on products that enhance overall health rather than just weight loss.

  • Response from Fast Food and High-Calorie Product Manufacturers

Fast food and high-calorie product manufacturers might also need to adapt to changing consumer behaviour. As people become more health-conscious, these companies could see a shift in demand. Many fast-food chains have already started introducing healthier options in response to this trend. For example, McDonald’s has added salads, fruit, and low-calorie beverages to its menu to attract health-conscious customers.

  • Trends in Consumer Preferences

Consumer preferences are increasingly leaning towards healthier food options and overall wellness. A survey by the International Food Information Council (IFIC) found that 74% of consumers are trying to limit sugar intake, and 60% are trying to avoid unhealthy fats. This shift is driven by a growing awareness of the importance of a balanced diet and its impact on long-term health. Additionally, there is a rising trend towards plant-based diets, with the global plant-based food market projected to grow to $74.2 billion by 2027. Consumers are not just focused on individual health but are also considering environmental and ethical factors in their food choices. The demand for sustainably sourced and ethically produced foods is on the rise. According to a report by Nielsen, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment.

travel-trends

Consumer Behavior and Trends

The availability of effective weight loss drugs like Ozempic and Wegovy has significantly altered consumer behaviour. One of the most noticeable changes is the shift away from traditional diet and exercise programs.

Consumers are increasingly opting for medically-supervised weight loss solutions that offer faster and more reliable results. This shift indicates a growing trust in pharmaceutical solutions and a desire for more efficient weight management strategies.

Another key change is the increased focus on holistic health. Consumers are no longer just aiming to lose weight but are also prioritising overall wellness. This includes maintaining muscle mass, enhancing skin health, and improving mental well-being. A report by the Global Wellness Institute highlights that 79% of consumers are now more focused on their overall health rather than just weight loss alone.

Evolving Market Trends

Market trends are evolving rapidly in response to these changes in consumer behaviour. The fitness industry, for instance, is witnessing a shift from purely weight loss-focused programs to more comprehensive health and wellness offerings. Fitness centres are incorporating holistic health services such as nutritional counselling, mental health support, and personalized fitness plans that cater to individuals on weight loss medications.

The food and beverage industry is also adapting. There is a growing demand for nutritious, balanced meals over low-calorie diet foods. Companies are innovating to provide products that support overall health, such as meals rich in vitamins, minerals, and protein. Data from the International Food Information Council supports this trend, which found that 74% of consumers are actively seeking healthier food options.

Adapting Marketing Strategies

Brands across various industries must adapt their marketing strategies to cater to these new consumer preferences. For weight loss programs and fitness centres, this means emphasising holistic health benefits and integrating medical weight loss solutions. Marketing efforts should highlight personalised services that complement weight loss medications, such as tailored fitness plans and nutritional advice.

The food and beverage industry can capitalise on the trend towards overall wellness by promoting products that are not only low in calories but also rich in nutrients. Highlighting the health benefits of ingredients, sustainable sourcing, and ethical production practices can attract health-conscious consumers.

Pharmaceutical companies and healthcare providers should focus on educating consumers about the benefits and effectiveness of weight loss medications. Transparent communication about how these medications work, their safety and their role in a comprehensive weight management plan can build trust and drive adoption. The American Journal of Public Health found that 65% of respondents were more likely to use weight loss medications if they had clear and reliable information about them.

The Role of Market Research in Adapting to Consumer Attitudes

Understanding Shifts in Consumer Behavior

Market research plays a crucial role in helping brands understand and adapt to consumers’ changing attitudes influenced by the advent of effective weight loss drugs. Just as the rise of smartphones revolutionised the photography industry by making high-quality cameras accessible to everyone, these weight loss medications are set to significantly impact various sectors related to health, wellness, and nutrition.

Identifying New Consumer Needs

Through comprehensive market research, companies can identify the new needs and preferences of consumers who are increasingly opting for weight loss medications. Surveys, focus groups, and data analysis can provide insights into why consumers prefer these drugs over traditional weight loss methods. For example, research might reveal that consumers value the convenience and effectiveness of medications, leading them to reduce reliance on diet programs and fitness regimens. Understanding these motivations can help businesses pivot their offerings to align with current consumer expectations.

Tracking Trends and Predicting Future Behaviors

Market research enables companies to track emerging trends and predict future behaviours. By analyzing patterns in consumer data, businesses can foresee shifts in demand and prepare accordingly. For instance, research might show a growing interest in holistic health and wellness, prompting companies in the fitness industry to expand their services beyond weight loss to include mental health and nutrition support. Similarly, food and beverage companies can use trend analysis to develop products that meet the rising demand for nutritious and balanced meals.

Adapting Marketing Strategies

Effective market research helps companies refine their marketing strategies to stay relevant in a changing landscape. By understanding consumer attitudes towards weight loss medications, businesses can tailor their messaging to highlight how their products or services complement these medical treatments. For example, a fitness centre might market its programs as ideal for individuals on weight loss medications by emphasising the importance of maintaining muscle mass and overall fitness. Similarly, diet meal kit providers can adjust their branding to focus on balanced nutrition rather than calorie restriction.

Innovating Product Offerings

Innovation is key to staying competitive, and market research provides the insights necessary for product development. Companies can use consumer feedback and market analysis to create new offerings that cater to the specific needs of those using weight loss medications. For instance, the supplement industry can develop products that support skin health and muscle retention, addressing common concerns associated with rapid weight loss. Cosmetic surgery providers can expand their services to include procedures for excess skin removal, responding directly to the needs of their clientele.

Benchmarking Against Competitors

Market research also allows companies to benchmark their performance against competitors. By understanding how other businesses are responding to the rise of weight loss medications, companies can identify best practices and areas for improvement. Competitive analysis helps businesses stay ahead of market trends and maintain relevance in a rapidly evolving industry.

Navigating the Future of Health and Wellness

Staying ahead of consumer behaviour trends and market shifts is crucial for brands in any industry, especially in the dynamic landscape shaped by innovative weight loss drugs like Ozempic and Wegovy. These medications are more than just a new treatment option—they represent a paradigm shift in how weight management is approached and perceived.

As we look to the future, the long-term impacts of these weight loss drugs will likely extend far beyond individual health outcomes. Industries ranging from fitness and nutrition to pharmaceuticals and cosmetic surgery will be transformed. Companies that proactively adapt to these changes by leveraging market research and staying attuned to evolving consumer preferences will not only survive but thrive.

The integration of weight loss medications into mainstream health practices will drive demand for holistic wellness solutions, personalised health services, and innovative products designed to complement medical treatments. This shift presents significant opportunities for businesses willing to innovate and respond to the needs of a health-conscious, informed consumer base.

Embracing these trends and preparing for the future will position companies to lead in a market increasingly defined by advanced health solutions and consumer empowerment. The journey towards a healthier future, facilitated by groundbreaking medications, is just beginning—and those who anticipate and adapt to these changes will shape the next era of health and wellness.

Healthcare, at its core, revolves around people. From intricate surgeries to innovative health tech, the ultimate goal remains constant: improving patient outcomes. Understanding the myriad perspectives of patients and providers is central to achieving this. 

Enter focus groups. More than mere conversation circles, focus groups in healthcare have become essential feedback tools that drive change.

Understanding the Significance of Focus Groups in Healthcare

Focus groups comprise select individuals representing specific demographics, brought together to deliberate on designated topics. Within healthcare, they’re more than just discussions—they’re symposiums of lived experiences, professional insights, and potential solutions.

The Expanding Role in Healthcare

Cracking the Patient Experience: More than just gauging satisfaction, focus groups examine patients’ emotional journeys, pinpointing precise moments of unease, joy, or confusion during their healthcare experiences.

Shaping Medical Innovations: As tech pushes the boundaries of medicine, these groups serve as critical sounding boards. They relay potential user needs and unvoiced concerns, ensuring innovations are both groundbreaking and grounded in reality.

Informing Health Policies: As policies lay the framework for practice, focus group insights ensure these frameworks resonate with real-world needs and challenges.

keeping-up-with-Gen-z

Diving Deeper into the Pros and Cons

Advantages of using focus groups in a healthcare setting:

  • A Spectrum of Views: A well-conducted focus group offers a kaleidoscope of perspectives, often uncovering nuances missed in larger surveys.
  • Interactive Feedback Loop: Real-time conversations allow for spontaneous questions, generating richer data.
  • Revelation of Uncharted Concerns: These groups can spotlight issues entirely off researchers’ radar, paving the way for preemptive solutions.

Disadvantages of using focus groups for healthcare products and services:

  • Qualitative versus Quantitative: Focus groups give depth, not breadth. They reveal the ‘why’ but may not always represent the majority sentiment.
  • Dominance Bias: The loudest voices might overshadow subtler, equally vital inputs.
  • Resource Intensity: From recruitment to analysis, focus groups demand time, expertise, and tools.

Methodology, Tools and Techniques

Strategic Recruitment: Leveraging digital platforms or specialised patient databases can ensure a diverse participant mix.

Comprehensive Recording: Advanced audio and video equipment capture every nuance for richer patient experience analysis.

Expert Transcription: Professional services can translate discussions into data-ready formats.

Sophisticated Data Analytics: With tools like NVivo, qualitative data becomes actionable insights.

Embracing Digital Evolution: Platforms like Webex or Google Meet now facilitate virtual focus groups, erasing geographical boundaries and logistical hiccups.

Examples of Focus Group questions for healthcare services

Given the broad spectrum of the healthcare field, here is a blend of open-ended and closed questions that can be adapted across various healthcare contexts:

Open-ended Questions:

Understanding Patient Experience: “Can you walk us through your last visit to our facility? What stood out to you the most?”

Identifying Pain Points: “What challenges or inconveniences have you encountered while accessing our healthcare services?”

Treatment and Follow-up: “Describe how you felt about the communication and guidance you received post-treatment. Were there areas you wish had been addressed differently?”

Digital Health Experience: “How has your experience been using our online patient portal or telehealth services? What improvements would you suggest?”

Closed Questions:

Closed questions can yield direct, quantifiable responses, while open-ended ones allow patients to share more comprehensive insights, making them a rich source of qualitative feedback. Both are crucial for refining healthcare delivery. Here are some examples of closed questions:

Facility & Staff Evaluation: “On a scale of 1-10, how would you rate the cleanliness and ambience of our facility during your last visit?”

Appointment Scheduling: “Was the process of scheduling your last appointment straightforward and convenient? (Yes/No)”

Professional Interaction: “Did our medical staff explain the procedures and treatments in a manner easy for you to understand? (Yes/No/Somewhat)”

Privacy Concerns: “Do you feel your personal and medical information is kept confidential with us? (Yes/No)”

Exploring Mental Healthcare: Insights from European Adults with Lived Experiences

Background

Mental well-being is fundamental to society, and while the World Health Organisation (WHO) underscores pillars like availability, accessibility, quality, and acceptability of healthcare, there’s a noticeable gap in high-quality mental healthcare for many Europeans. Tapping into the perspectives of those with firsthand experiences can yield deeper insights. This study aimed to collate the experiences of adult Europeans navigating mental healthcare.

Methodology: 

The study engaged 50 participants from various European countries with diverse mental health challenges. Their experiences spanned both private and public sectors, covering inpatient and outpatient care. These participants were grouped for focus group interviews. All sessions, totalling seven, were meticulously audio-recorded and transcribed. A comprehensive thematic analysis led to the identification of five major themes, further divided into 13 subthemes.

Key Findings:

The Quest for Assistance:

  • Recognising when professional intervention is needed.
  • Confusion about where to turn for aid.
  • The critical nature of timely assistance.

The Waiting Game: Assessment & Treatment:

  • Feelings related to being given priority or lack thereof.
  • Emotions of feeling forgotten during extended referral processes.

Treatment: A Mosaic of Needs:

  • The role of medication and dedicated professionals.
  • Collaboration and consensus on treatment routes.

The Pillars of Care: Consistency and Dignity:

  • The undeniable value of consistent care is rooted in empathy.
  • The need for a respectful care environment.

Roadmap to Refinement:

  • Simplifying and enhancing care access points.
  • Amplifying mental health awareness.
  • Recognising patients as unique individuals with untapped potential.

This study offers a profound, user-centred lens into the world of mental healthcare in Europe, suggesting pathways to better, more compassionate care.

Final Thoughts

The healthcare universe is expansive, with every innovation, policy, or procedure having profound ripple effects. Focus groups serve as invaluable touchpoints, grounding these ripples in the reality of patient experience. As health standards evolve, the nuanced feedback from such groups ensures that change remains not just technologically advanced but deeply human-centric.

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Gamification, the use of game mechanics and design elements in non-game contexts, has become a popular strategy for encouraging healthy behaviours. By making healthy activities more engaging and fun, gamification has the potential to motivate individuals to adopt healthier lifestyles. 

In recent years, many brands have embraced gamification to enhance consumer engagement and loyalty. This approach effectively creates lasting behaviour change, a significant challenge in health and wellness.

One of the key benefits of gamification is its ability to leverage intrinsic motivation. By tapping into people’s natural desire for mastery, autonomy, and relatedness, gamification can create a sense of enjoyment and satisfaction that makes healthy behaviours more appealing. Additionally, gamification can provide a sense of social support and accountability as users compete with friends and track progress toward shared goals. By making healthy behaviours more fun and engaging, gamification has the potential to create lasting behaviour change and drive positive outcomes for both consumers and brands.

One of the main features of gamification is using rewards to incentivise desired behaviours. Unlike traditional games, which are primarily focused on entertainment, gamification is designed to encourage specific behaviours or outcomes. For example, a fitness app might award badges or points to users who reach certain milestones, or a loyalty program might offer discounts or exclusive perks to customers who make repeat purchases. By creating a sense of progress and achievement, gamification can motivate users to continue engaging with the product or service.

Benefits of gamification for health and wellness

Here are a few of the main benefits of gamification for health and wellness:

Increased motivation: One of the primary benefits of gamification is that it can increase motivation for healthy behaviours. By tapping into people’s natural desire for achievement and mastery, gamification can create a sense of satisfaction and progress that makes healthy behaviours more appealing.

Increased engagement: Gamification can also increase engagement with health and wellness programs. By making activities more fun and interactive, gamification can encourage people to stick with their programs and continue making progress toward their goals.

Increased retention: Gamification can also increase the retention of healthy behaviours over time. By creating a sense of community and accountability, gamification can encourage people to continue engaging with health and wellness programs even after the initial novelty wears off.

Examples of gamification use in health and wellness

Many health and wellness brands use game mechanics and design elements to encourage healthy behaviours. Here are a few examples of how gamification has been used in health and wellness:

Fitness apps: Many fitness apps use gamification to motivate users to exercise and track their progress. For example, the app Strava allows users to compete with friends and track their running or cycling routes, while Fitbit and other wearable devices use badges and challenges to encourage physical activity.

Weight loss programs: Weight loss programs like Weight Watchers have incorporated gamification elements to increase engagement and motivation. For example, the program allows users to earn “FitPoints” for physical activity and offers rewards for reaching weight loss milestones.

Mental health apps: Gamification has also been used in mental health apps to encourage mindfulness and stress reduction. The app Headspace, for example, uses game-like elements to encourage users to meditate regularly and track their progress.

Chronic disease management: Gamification has also been used to help people manage chronic diseases like diabetes. The app MySugr, for example, allows users to track their blood sugar levels and provides feedback and rewards to encourage healthy habits.

guide-to-product-marketing

Best practices for using gamification

By following these best practices, brands and organisations can create effective gamification strategies that encourage healthy behaviours and deliver measurable value. With the help of market research, they can identify and prioritise the most effective gamification features and continuously improve their approach over time.

  1. Set clear goals: To create effective gamification strategies, you must set clear goals for what you want to achieve. This might involve defining specific behaviours or outcomes you want to encourage, such as increased physical activity or better medication adherence.
  2. Create meaningful rewards: Rewards are a vital aspect of gamification, and creating meaningful and motivating rewards for users is essential. This might involve offering tangible rewards like discounts or prizes or more intangible rewards like badges or social recognition.
  3. Design a user-friendly experience: To encourage engagement and retention, it’s essential to design a user-friendly experience that is intuitive and easy to use. This might involve testing different user interfaces and gathering user feedback to identify improvement areas.
  4. Use data to inform strategy: Market research can gather data and insights on user behaviour and outcomes, which can inform the development of gamification strategies. This might involve analyzing user engagement and retention rates, conducting surveys or focus groups to gather feedback, or using analytics tools to track user behaviour over time.
  5. Evaluate ROI: It’s important to evaluate gamification investments’ return on investment (ROI) to ensure they deliver value for the organisation. This might involve measuring the impact of gamification on key metrics like user engagement, behaviour change, or health outcomes and using this data to prioritise and refine gamification features.

Market Research’s role in gamification

Market research is a critical component of developing and implementing effective gamification strategies. By gathering data on consumer needs and preferences, testing prototypes, and evaluating the effectiveness of campaigns, brands can create gamification experiences that are engaging, effective, and sustainable over the long term. 

Here are some specific ways that market research can contribute:

  1. Identifying consumer needs and preferences: Market research can gather insights into consumer needs and preferences related to health and wellness. This might involve conducting surveys, focus groups, or user testing to understand what motivates consumers to adopt healthy behaviours and their preferences for gamification features and rewards.
  2. Testing prototypes: Once a gamification strategy is developed, market research can test prototypes and gather user feedback. This might involve conducting user testing or focus groups to identify areas for improvement and refine the user experience.
  3. Evaluating the effectiveness of campaigns: Market research can also evaluate the effectiveness of gamification campaigns over time. This might involve tracking user engagement and retention rates, conducting surveys or interviews to gather feedback, or using analytics tools to measure the impact of gamification on key metrics like behaviour change or health outcomes.
  4. Prioritizing features: Market research can help prioritise gamification features based on their potential impact on user engagement and behaviour change. By gathering user needs and preferences data, brands can identify the most critical features and allocate resources accordingly.

Important considerations when developing a gamification strategy

When using gamification in health and wellness, it’s important to consider ethical considerations to ensure that users are treated fairly and respectfully. Here are some ethical considerations that should be taken into account:

  1. Privacy and data security: Gamification often involves collecting and storing user data, which can raise privacy and security concerns. Brands should protect user data and ensure it is only used for its intended purpose.
  2. Transparency and informed consent: Users should be fully informed about how their data will be used and have the opportunity to provide informed consent. Brands should be transparent about their data collection and use policies and provide users with clear information about how their data will be used.
  3. Inclusivity: Gamification should be designed to be inclusive of all users, regardless of their race, ethnicity, gender, or other personal characteristics. Brands should be sensitive to the potential for bias or discrimination and take steps to ensure that gamification features are designed to be accessible and inclusive.
  4. Accuracy and fairness: Gamification should be designed to measure and reward user behaviour accurately. Brands should avoid using gamification features that are misleading or unfair and should be transparent about how rewards are calculated and distributed.

Limitations of gamification

While gamification can be an effective strategy for promoting health and wellness, it is not without potential limitations or drawbacks. Here are some of the key considerations:

  1. Short-term impact: Gamification is often used to motivate users in the short term, but it may not lead to lasting behaviour change. Users may lose interest in gamification features once they become less novel and may revert to their old habits over time.
  2. User preferences: Not all users may find gamification features engaging or motivating. For some users, gamification may feel trivial or inauthentic and may not lead to sustained engagement or behaviour change.
  3. Potential for addiction: Gamification features, particularly those involving rewards or points systems, may potentially create addictive behaviours. Users may become overly focused on achieving rewards or points at the expense of other aspects of their health or well-being.
  4. Privacy and data security: As mentioned earlier, gamification often involves collecting and storing user data, which can raise privacy and security concerns. Brands must protect user data and ensure it is only used for its intended purpose.

Potential for bias or discrimination: Gamification features may inadvertently reinforce existing biases or discrimination, particularly if designed without considering users’ diverse needs and preferences. Brands must be careful to avoid any features that may perpetuate stereotypes or bias.

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The role of social influence in gamification

Social influence and peer support can play an influential role in the success of gamification strategies. By creating a sense of community and accountability, gamification can tap into users’ social networks to increase engagement and motivation. Here are some ways that social influence and peer support can be incorporated into gamification:

  1. Social features: Many gamification strategies incorporate social features, such as leaderboards or social sharing, that allow users to compete or collaborate with their peers. By tapping into users’ natural desire for social validation and recognition, social features can increase engagement and motivation.
  2. Peer support networks: Gamification strategies can also leverage peer support networks for encouragement and accountability. For example, fitness apps like Nike Training Club allow users to join virtual workout groups and connect with other users who share similar fitness goals.
  3. Rewards for social engagement: Brands can incentivise social engagement by offering rewards or recognition for users who share their progress on social media or invite friends to join their program. This can create a sense of community and encourage users to support each other in their health and wellness journeys.
  4. User-generated content: User-generated content, such as user reviews or success stories, can also be a powerful tool for creating social influence and peer support. By highlighting the achievements and experiences of other users, brands can inspire and motivate new users to join their programs.

Health and Wellness gamification success stories

There are many examples of gamification strategies that have been successful in promoting health and wellness. Here are a few specific examples, along with their respective outcomes and impact:

  1. Pokemon Go: Pokemon Go is a popular mobile game incorporating gamification elements to encourage physical activity. Players must walk or run to different locations to catch virtual Pokemon characters, earning points and rewards along the way. One study found that Pokemon Go players increased their physical activity by an average of 1475 steps per day or about 25% more than their baseline activity levels.
  2. Habitica: Habitica is a gamification app that tracks users’ daily habits and tasks, earning rewards and points for completing them. The app incorporates social features that allow users to connect with friends and join virtual communities based on shared goals. One study found that users who used Habitica for four weeks were likelier to continue using the app than those who used a non-gamified habit-tracking app.
  3. Blue Shield of California’s Wellvolution program: Blue Shield of California’s Wellvolution program uses gamification to encourage healthy behaviours among its members. The program offers challenges and rewards for completing healthy activities like exercise or healthy eating and allows users to connect with health coaches and track their progress over time. One study found that users who participated in the Wellvolution program had significantly lower healthcare costs than non-participants.
  4. Mango Health: Mango Health is a medication management app that uses gamification to encourage medication adherence. Users earn points and rewards for taking their medications on time and can connect with friends and family members for support. One study found that Mango Health users were 1.5 times more likely to take their medications on time than non-users.

Case Study: Zombies, Run!

Zombies, Run! is a popular mobile game that combines storytelling, fitness tracking, and gamification elements to encourage physical activity. The game has been credited with increased physical activity in users. Let’s look at how the game works and why it has been so successful.

The premise of Zombies, Run! is simple: players are runners in a post-apocalyptic world overrun by zombies. The game combines immersive storytelling with fitness tracking, allowing users to experience a thrilling adventure while getting in shape. Players start by selecting a mission, which might involve gathering supplies or rescuing survivors, and then begin running. The game tracks their distance, pace, and burned calories as they run while immersing them in a rich audio narrative.

The game’s developers, Six to Start, conducted a study to evaluate the impact of Zombies, Run! on physical activity levels. The study included 3,906 participants who completed a survey before and after using the app for six weeks. 

The results were impressive: on average, participants who used the app increased their weekly physical activity by 23 percent. In addition, 90% of participants reported that the game had motivated them to exercise more, and 80% reported that they were more likely to continue using the app in the future.

So why has Zombies, Run! been so successful at increasing physical activity levels? One key factor is the game’s immersive storytelling. By creating a compelling narrative that users can engage with, the game makes running more enjoyable and engaging. The game also incorporates gamification elements, such as rewards for completing missions and progress tracking, that give users a sense of accomplishment and motivation. In addition, the game’s community features, such as leaderboards and social sharing, allow users to connect with other players and provide a sense of accountability and support.

Overall, the success of Zombies, Run! highlights the potential of gamification to increase physical activity and promote healthy behaviours. By combining storytelling, fitness tracking, and gamification elements, the game provides users with an engaging and motivating experience that can lead to sustained behaviour change. 

Case Study: SuperBetter

SuperBetter is a website developed to help people recovering from traumatic brain injuries, and it uses gamification elements to encourage users to set goals, track progress, and build resilience. Let’s look closer at how the website works and why it has been so effective.

The concept behind SuperBetter is simple: users set goals for themselves, such as managing pain or reducing stress, and then use the website’s tools to track their progress and build resilience. The website incorporates gamification elements, such as quests, power-ups, and challenges, that give users a sense of accomplishment and motivation. Users can also connect with friends and family for support, creating a sense of community and accountability.

The study published in the Journal of Medical Internet Research evaluated the effectiveness of SuperBetter among 388 participants who were recovering from traumatic brain injuries. The participants were randomly assigned to use the website or receive standard care. 

The results were striking: after 12 weeks, participants who used SuperBetter reported a 50% decrease in symptoms of depression and anxiety, compared to a 20% decrease among participants who received standard care. In addition, users of SuperBetter reported a 55% increase in their ability to cope with stress, compared to a 16% increase among those who received standard care.

So why has SuperBetter been so effective at reducing symptoms of depression and anxiety? One key factor is the website’s focus on building resilience. By providing users with a range of tools and strategies for coping with stress and setbacks, the website helps users feel more in control and better manage their symptoms. The website also incorporates social support and community features, allowing users to connect with others who share similar experiences and provide encouragement and accountability.

Overall, the success of SuperBetter highlights the potential of gamification to promote mental health and well-being. By incorporating gamification elements and community features, the website gives users a sense of accomplishment, motivation, and social support that can lead to sustained behaviour change. The study also underscores the importance of using market research to evaluate gamification strategies’ effectiveness and continuously refine and improve them over time.

Key Takeaways

Gamification has emerged as a powerful strategy for promoting health and wellness, with many brands and organisations using game mechanics and design elements to encourage healthy behaviours. 

Market research plays a critical role in developing and implementing effective gamification strategies by gathering insights on user behaviour and outcomes, testing prototypes, and evaluating the effectiveness of campaigns. 

Here are some key takeaways from this blog:

  • Gamification can be an effective tool for promoting healthy habits by increasing motivation, engagement, and retention.
  • Best practices for gamification in health and wellness include setting clear goals, creating meaningful rewards, designing a user-friendly experience, using data to inform strategy, and evaluating ROI.
  • Ethical considerations, such as privacy and data security, should be considered when using gamification.
  • Social influence and peer support can play an influential role in the success of gamification strategies by creating a sense of community and accountability.

Gamification can potentially transform how we approach health and wellness by making healthy behaviours more engaging, fun, and sustainable. By incorporating best practices, ethical considerations, and social influence, brands and organisations can create gamification programs that are effective, inclusive, and impactful. 

If you seek a market research partner to help with your gamification strategy, Kadence International is happy to help.

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A Summary of our latest report —Feeling Good: Powering the Next Generation of Fitness and Medtech.

Today’s consumer is spending less on acquiring things and more on doing things, and this trend is making its way into the fitness and medical industries.

Research shows that when consumers feel good about their fitness regimen, they are more likely to continue the program. In short, the outcome consumers are looking for is not just looking good; but also feeling good.

So what do consumers want from their fitness routines? And what do they want from their gym experience? 

Download our complete report, “Feeling Good: Powering the Next Generation of Fitness and Medtech”, to find out now.

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This report examines the top technology trends in the health, fitness, and medical industries. Download the complete report here.

Trend 1: Wearing your heart on your sleeve

You will see wearable fitness devices on professional marathon runners, casual gym-goers, and even those attempting to become more active.

The simple steps tracker has evolved into our trusted health advisor, dietician, and fitness trainer.

It is no wonder, then, that worldwide shipments of wearable devices from 2020-2021 showed an increase of 27.2 percent. 

The increased use of the Internet, 5G technologies, and constant innovations have made North America the dominant market, with a 38.6 percent market share. The Asia Pacific is the fastest-growing market.

Consumers are taking charge of their well-being with wearable technology.

Rising health awareness, a sedentary and hectic lifestyle, increasing healthcare costs, the growing prevalence of chronic diseases like diabetes and obesity, and the increasing popularity of the Internet of Things (IoT) are driving the market. As health and fitness took centre stage during the pandemic, it accelerated the adoption of wearable fitness trackers. 

Trend 2: The growing application of wearable technology in the medical device Industry

The healthcare industry has seen the growing popularity of wearables significantly impacting the prevention and treatment of many chronic diseases.

The pandemic has changed our relationship with sleep and its therapeutic benefits. Consumers are more aware of the health benefits of quality sleep and are using sleep-tracking technology to understand their sleep patterns better.

Download the complete report to discover Oura ring’s foray into Health and Medtech

The Future of Holistic Healthcare Smart Wearable Devices. 

Wearables have many life-altering benefits that make them invaluable in the medical field.

Download our complete report to learn the various use cases of wearable devices in diagnosing, monitoring, and treating chronic diseases. 

Initially, North America led the world with the highest share of wearable device sales; however, the Asia Pacific region has recently grown leaps and bounds, becoming the fastest-growing region.

Download our complete report to learn more about the leading countries in the sector. 

Trend 3: Taking the gym home 

The trend of bringing home the gym with smart home equipment took off during the lockdown as gyms had to shut down worldwide.

Download the complete report to find out what happened to the at-home gym equipment market after the lockdown as people returned to in-person fitness centres.

Also, read an in-depth analysis of why 1.4 million users are paying a premium for the Peloton bike. 

Trend 4: Fitness apps and AI-powered personal trainers

The lockdown forced people to shift from physical gyms and fitness studios to virtual fitness classes, which led to a considerable number of apps being downloaded, giving an impetus to the fitness app market.

The increased prevalence of chronic diseases or diseases that prevail over the long term, like diabetes and obstructive pulmonary disease, is driving the growth of fitness and nutrition apps.

Download the complete report to see how these apps are proven to help people better manage their symptoms and conditions.

Trend 5: Mental health goes digital 

In 2020, we saw an uptick in downloads of mental wellness apps, as the pandemic and its repercussions propelled this growth. Developers of apps are delivering on market demand, as 20,000 mental apps are available for download today.

Many of these apps emphasise mindfulness and meditation and go beyond providing support from a traditional therapist. Mental health apps also offer professional online therapy sessions on the go.

While the number of app downloads is a good metric, returning users is the fundamental metric for an app’s success. 

Download the report to discover how the UK-based mindfulness and meditation app, Headspace increased users and retention rates using a data-driven approach. 

Trend 6: Entering the fitness metaverse

Companies are creating immersive fitness experiences by partnering with premium gaming and fitness brands.

This is bringing about a trend in fitness gamification, a new generation of immersive exercises and workouts using music, visuals, wearables, and instructors to offer users an exciting, immersive experience.

Download the full report to learn how Hong Kong-based brand, OliveX incentivises users by rewarding them for their workouts using blockchain technology.

Putting our bodies (and data) out there 

Data security risks are one of the biggest challenges we face as we move mountains in the fitness tech industry. These trackers can allow hackers to intercept personal data, and if the data is not adequately protected, it can make us vulnerable to unauthorised users accessing our information.

}The future of wearable technologies is in the health and medical sectors. Although some companies, like Apple, have tight privacy controls for users, there is not enough research on wearable tech for digital health technologies’ security, data rights, and ethics.

The ubiquitous use of the Internet and smartphones and the shifting tendency toward healthier lifestyles and increased wellbeing have sparked significant growth in the global fitness and medical device technologies market. 

Download the complete report to discover the biggest trends in the Fitness, Health, and Medtech industries. 

The global health and wellness industry is booming. Already a top priority for many consumers pre-Covid, health and wellness has come into even sharper focus as a result of the pandemic. Research from McKinsey estimates that the global wellness market is worth $1.5 trillion and is growing fast – at a rate of 5-10% per year. But what are the big health and wellness trends for 2021 that brands need to watch?

Four key health and wellness trends for 2021

This blog post summarises 4 key trends from our latest report: Health and wellness trends for 2021. These are:

  1. My health on my terms. Advances in tracking and testing are facilitating personalized health and nutrition recommendations on demand
  2. Mental fitness. Consumers will take a more proactive and preventative approach to mental health
  3. The science of sleep. The global sleep economy shows no signs of slowing down, but innovation in the category will be driven by a new focus on circadian health.
  4. Function at the fore. No longer limited to just physical health, brands are focusing on products to better the body and the mind.

Read the summary below or download the full report to learn more about these trends and how brands can respond. It contains inspiring cases studies of companies across the world who are innovating to capitalize on these trends.

My health on my terms

One of the most significant developments in health and wellness has been the rapid advances in tracking and testing, which are facilitating personalised health and wellness recommendations on demand.  

Wearables are becoming ever more sophisticated. The models on the market now allow consumers to track more granular metrics than ever before, with Mind Body Green hailing this a new era of “micro-tracking”. Not only are wearables collecting a wider range of data, they’re using this to better empower their users. Oura, for instance, the world’s first wearable ring, provides a “readiness score” to help users understand when they are at their best – both mentally and physically – as well as when they should focus on recovery.

Similar developments are happening in the world of testing, with companies springing up that allow users to complete a series of tests at home, and then personalise their recommendations based on this. We profile the best of these in the full report but the really interesting thing about these examples is that, for the first time, they have real potential to enter the mainstream. In the past, in-home testing has been a barrier to personalised health and nutrition, but now, greater familiarity with the concept as a result of the pandemic could open the door to new services which combine tracking with testing to create hyper personalised recommendations at speed.

There’s certainly interest in these kinds of services, with 88% of consumers in the US, UK and Germany prioritising personalisation in health and wellness as much as, or more than, they did in the past two to three years, according to the McKinsey study.

Mental fitness

Over the last decade, mental health has become an increasingly important part of the conversation when it comes to health and wellness. This has come into even sharper focus as a result of the pandemic. The impact of the virus and the resulting lockdowns have seen anxiety and depression skyrocket and, in line with this, mental health has become a key focus. In China, for instance, 87% of consumers are focused on taking care of their mental health, according to research by PWC conducted after the onset of the pandemic.

This isn’t a short- term trend. Research we conducted to determine which of the behaviours adopted during the pandemic will persist in the long-term found that undertaking activities to support mental health is one of the areas with greatest sticking power. Businesses are increasingly prioritising mental health too. Recent research we conducted in partnership with Bloomberg found that 66% of companies are engaging an external vendor to provide healthcare / wellbeing training for their employees and half are looking to support employees with mental health and stress management.

In line with this growing recognition of the importance of mental health, we see the concept of mental fitness coming to the fore. What do we mean by this? This a move towards taking a more proactive and preventative approach to mental health, where consumers manage their mental health in the same way that they manage their physical health. The US is a market that’s really leading the way here. We’ve already seen a whole host of brands gaining traction but one of the most interesting is a company called Coa, which bills itself as the country’s first “mental health gym”. We profile Coa and other brands leading the way in our full report.

Free report

Health and wellness trends for 2021

The global health and wellness industry is going from strength to strength. Already important to consumers before the pandemic, health and wellness have come into even sharper focus, with the industry undergoing significant transformation in response to Covid.

To help brands navigate these changes, we’ve developed a new report exploring 4 key trends that will shape health and wellness in 2021, profiling the brands and innovations leading the way.

Download the report

The science of sleep

Sleep is big business – with the industry set to be worth a massive $585 billion by 2024 according to Statistica. The impact of the pandemic is fuelling growth in this sector – with consumers placing an increasing emphasis on quality sleep against a backdrop of anxiety and stress.

This is leading to a more scientific approach to sleep. The Global Wellness Summit predicts that a new focus on circadian health will shape the products and services we see in the category. (A number of these – from a smart mattress to connected lighting – are profiled in our report.) Circadian health relates to aligning behaviors with our natural circadian rhythms – 24 hour cycles such as the sleep-wake cycle, which are influenced by external factors like natural light and temperature.

Shifting the way we think about sleep to place greater emphasis on circadian rhythms could have broader implications when it comes to other behaviours, for instance, disconnecting from devices before bed or the way we care for our skin, making this an interesting space to watch.

Function at the fore

The fourth and final big trend we see is a growing interest in functional food and beverages that support better physical and mental health. The most evident application of this is in the field of immunity boosting food and drink. According to re­search from Innova Market Insights, 60% of consumers globally are seeking out food and beverage products that support immune health and we’ve seen a seen a slew of product launches in this space as brands seek to capitalise on this trend. Increasingly, we’re seeing innovation extending beyond this to food and beverage products that support the mind. We feature the best of these in the full report. For brands looking to tap into this trend, this is a relatively nascent category so there’s real potential here, as well as for cross-over products to improve both physical and mental health.

To learn more, download the full report: Health and wellness trends for 2021

To learn more about how these trends, how they are evolving and the brands leading the way, download the full report. Alternatively if you’d like to speak to us to understand more about how these trends are playing out in your market, get in touch.

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Opponents of cannabis legalization often cite concerns about cannabis’s effect on public health, warning that increased accessibility will likely result in an increase in the abuse of cannabis and other substances. However, for a country in the midst of an opioid crisis, with an estimated 47,600 opioid-related deaths in 2017, research is needed to understand the relationship between cannabis and pharmaceutical use, as cannabis is often cited as an alternative to opioids for pain management. Research conducted by Kadence International, a global boutique market research agency, indicates a nation-wide increase, in the past year, in adult use of cannabis to treat pain and other medical issues, often as a substitute for pharmaceuticals or alcohol.

In a national survey with over 2,000 adults, Kadence found that one in five (20%) adults report they have used cannabis in the last 12 months. Of those cannabis consumers, eight in ten (81%) use cannabis for at least one medical reason, an increase from 72% in 2018. Compared to 2018, significantly more adult cannabis users reported using cannabis to help treat anxiety (48% to 58%), sleep issues (39% to 53%) and pain or inflammation (40% to 49%). Many say they use cannabis for more than one of these therapeutic reasons.

While the vast majority of adult cannabis consumers believe that consumption of cannabis is safer than alcohol (92%), people who say they use cannabis for at least one therapeutic reason are more likely to state that their alcohol consumption has decreased as a result of their cannabis use (51% pain users, 48% anxiety users, 49% sleep users vs. 42% average). They are drinking less because they perceive cannabis to be less harmful, healthier and state that cannabis helps them feel better than alcohol. When asked whether they would prefer to consume cannabis or alcohol while doing different popular activities, the vast majority of these users would prefer cannabis over alcohol in nearly all situations. How else do these therapeutic users differ from the average cannabis consumer?

Profiling therapeutic cannabis consumers vs the average U.S. cannabis consumer

More than 1 in 4 (27%) adult cannabis consumers report that they use cannabis as a substitute for at least one prescription or over-the-counter medication. They are most commonly replacing pain medications with cannabis (21%), followed by sleep aids (17%) and anxiety medications (17%). Many choose cannabis over traditional pharmaceuticals because they feel it effectively relieves a combination of their symptoms. A notable 14% of adult cannabis consumers are using cannabis as a substitute for prescription pain killers/opioids, largely due to perceptions that cannabis is a “much safer”, “more natural” way to treat pain with “fewer side effects”. Interestingly, although there is no difference between opioid replacers and other cannabis consumers, with three in four living in states where cannabis is at least medically legal, opioid replacers may be obtaining their cannabis from the black market more than the average US cannabis consumer, as 61% said they usually buy from somewhere other than a dispensary, compared to 52% of total cannabis consumers.

Kadence’s data indicates there may be an opportunity for medical professionals and dispensaries to help combat the opioid crisis by targeting these black market cannabis purchasers, particularly in light of the recent vaping illnesses, thought to be coming more from black market products than regulated products available in dispensaries.

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Across all of these findings, there are no significant differences between cannabis consumers in medically or recreationally legal and non-legal states. Furthermore, the research found that not only cannabis consumers but the majority of adults nationwide believe that we are just beginning to discover the power of the cannabis plant for medicinal purposes (69%) and state that cannabis should be taken off the schedule 1 drug list so that its medical benefits can be explored more freely (69%).

The key point is this: regardless of whether or not they live in legal states, the data shows that adult consumers are already turning to cannabis for symptom relief, often choosing cannabis over pharmaceutical treatments or alcohol.  With increased accessibility, product sales could be more effectively converted from the black market into legal channels where they can be regulated appropriately and taxed handsomely. This also makes more thorough research possible for pharmaceutical companies, medical professionals and public health researchers, and expands product innovation opportunities for brands and manufacturers across a wide range of categories. After due diligence, ultimately, the potential health and well-being benefits of cannabis can be made available, through appropriate channels, to more adult consumers in need.

 Download the full research to learn more about trends in cannabis usage in the US. 

With legalization of recreational marijuana becoming more commonplace alongside a continual rise in the availability of cannabis-based products, it is a turbulent but exciting time for CBD. But do people really understand what CBD is and what it does? Why do people use CBD products … and how are people using it compared to cannabis?

According to our recent study on the topic, CBD usage is rapidly growing in popularity.  4 times as many adults are using CBD products in 2019, compared to 2018, growing from 5% to 18%. 

Unsurprisingly, there is considerable overlap between CBD and cannabis usage, with half of CBD users also using cannabis.  That said, CBD growth is also coming from those who don’t use cannabis. 

Many CBD consumers use these products regularly to address a range of ailments.  Roughly half of CBD consumers use CBD at least once a week, while very few only use the product a couple times a month.  Most (60%) use it for pain relief or inflammation; the next most common reasons are anxiety (45%) and sleep (33%).

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Despite its increasing usage, there is still a large gap in product understanding. Only 24% of US adults believe they are moderately or extremely familiar with CBD, and, more surprising, only half of CBD users (57%) believe they are. 

There are also many misconceptions regarding CBD products. 25% of US adults believe that pure CBD can “get you high”, which is not true. CBD users tend to be more knowledgeable about these products but many are still misinformed.  For example, 13% of CBD users believe that it can get you high.

“CBD is a fantastic option for many, but it’s a very complex landscape for consumers to navigate.  One sees CBD advertised with specific medical claims through dispensaries in medical cannabis states.  Then one sees hemp derived CBD available at the local natural foods store as a dietary supplement — but without medical claims and available in isolate form, full spectrum form, or hybrids of the two” comments CBD Industry Executive, Ashley Grace.  “It’s a lot for consumers to decipher and it all doesn’t work the same.  The dispensary CBD might get you high, the isolate CBD may not work at all or might stop working quickly, and many ‘full spectrum’ CBDs are really just oils spiked with isolated CBD.  Then you have US grown or imported.  While it’s difficult for consumers to find the right products to meet their needs, the good news is there are some amazing products available that are literally changing people’s lives,” said Grace.  

It is important to note that the average CBD user looks just like anyone else. There are no major differences in gender, employment, income, marital status or geography when compared to average American adult. Although, younger adults (age 21-44) are more likely to have tried CBD. Interestingly, they are also more confident that they are familiar with CBD but more likely to be misinformed about it.

Download the full report to explore the findings in depth.

Cannabis talk in the US media is unavoidable these days as changing legislation and recreational dispensaries continue to open up across selected states in the country.  How can companies outside the cannabis space take advantage of this growing trend? Our research with over 2,000 US consumers sought to understand this new opportunity for brands.

One-in-five (20%) adults nationwide report they have used cannabis in the last 12 months. Of those, two-thirds (66%) consume regularly (at least once a week). While two thirds tell us that consuming cannabis has not changed their social life in any way, 17% are staying home more and 8% say they are going out more. 

Ultimately, this opens up a variety of opportunities for marketers to offer products and services that are tailored to the needs of this group. Meal kit delivery companies could make “dinner party boxes” suited to a night in with friends. Game makers could create games that facilitate creativity and fun. Netflix or Amazon could offer content particularly suited for cannabis-influenced viewers. And clearly, snack makers could have a field day.

In the survey, adults were asked whether they would prefer to consume cannabis or alcohol while doing different popular activities. While clubbing and hosting a dinner party are more likely paired with alcohol, for many other pastimes, cannabis wins.  At home, watching TV/ movies, doing chores, playing board games and socializing with family and friends are all activities where cannabis is preferred.  Going to the movies or to watch live music are also events where adults would prefer cannabis.  A host of other activities are decidedly not alcohol activities, but may be considered “cannactivities” – yoga, gardening, outdoor activities, going to the spa, cultural events and reading.  See the table below for details.

How can your business take advantage of this fast-growing industry? Download the full research report to learn more.

“For each of the following, would you rather do this activity while consuming cannabis, drinking beverages containing alcohol, or neither?”

Cannabis research: would rather consume cannabis vs would rather consume alcohol