Wellness products are communicated through new marketing techniques as the consumers awareness is on its peak.
Wellness products have seen a tremendous growth around the world. As the modern buyer has become more & more conscious about their health and lifestyle, the organic culture, too, keeps on increasing with this consciousness. As per the latest trends, there is an increased concern for food safety, healthy eating, natural beauty & environmental issues. And today’s consumers can afford to choose products on the basis of quality, safety & convenience.
These factors holds promise for the wellness product producers to tap the market which is growing steadily in the domestic and export market. Ayurveda’s abode is in India. In several parts of the country, this inherited tradition has an added advantage. According to some sources, India currently holds the ninth position among 178 countries that actively practice organic agriculture. And that is why the shelves are filled with natural products infused in health, food, wellness.
Keeping these thoughts in mind, the current industrial methods showcase that each product has to be stable to maintain the sales. To create the stability, it is very important how we position, present and market our product. Thus, it is highly important for a brand to focus on its branding, packaging & marketing.
It is critical to convey the brands’ value expectations to consumers. A quality packaging design will easily distinguish an organic, natural product from conventional products. The packaging has to educate the consumer about the ingredients or the production of the product through aesthetically pleasing texts and choice of colours. Packaging deign, choice of material, structures & finishes, all reflects in a high-quality packaging.
The wellness products have an eco-friendly positioning in the market. They target on the basis of demographic variables such as age, education & marital status. The place of purchase of food and habit persistence related to age & household composition are also important in understanding potential growth of wellness. Targeting mid-level organic consumers who are not only changing their attitudes but who are also changing their habits.
Families and young parents are preferring and are convinced for the organic and wellness products. One of the major-role here is played by the celebrities who are now wellness ambassadors. The bloom of social media and digital communication brands are well positioned to the targeted audience through these influencers which gives a familiar face to the products.
Well-informed wellness customers have usually been buying organics for a while. They are aware about the benefits of these products, and are looking for much more than just the organic seal. These types of customers are excellent because they’re willing to pay more for them since they understand the value in doing so.
Today’s consumers are quite aware of their grooming & wellness needs and the commercials are based on these consumer insights. The advertisements show celebrities who have associated with them, the female skincare brand shows actresses promoting their products, men’s skin products are mostly promoted by sportsperson and male actors, kids are targeted in the form of animations. These advertisements are filled with organic elements and earthy colour tones, to make it aesthetically pleasing and focusing on the organic, natural elements in it.
With consumers being aware of the importance of wellness, organic, & natural product, it makes it dire important for the brands to realize the importance of Branding & Marketing.
