A better you: Discover what motivates health and wellness shoppers
20 December 2021 | By Jareen Imam, Sr Content and Editorial Manager
Whether it’s jumping into a new exercise routine or trying out a vitamin supplement to support a lifestyle change, some consumers are choosing to focus on ways to improve their health and wellness. More than 57% of Americans said health was their top focus in December 2020, up from 51% back in 2019.1 As more consumers focus on their health, now is an important time for health and wellness brands to learn how to better connect with these audiences.
Kantar conducted a survey of 800 consumers to learn more about how they shop for products like vitamins and supplements, pain relief products, allergy and sinus products, cough and cold products, and topical ointments. A majority of customers, 72%, said they purchased products they regularly use in their routines.2 54% of consumers who shop on Amazon said they know what health and wellness brands they want to purchase at the start of their shopping journeys.3 Since many health and wellness customers buy from brands they already know, what can brands do in order to stand out?
More than 57% of Americans said health was their top focus in December 2020, up from 51% back in 2019.1
A majority of customers, 72%, said they purchased products they regularly use in their routines.2
54% of consumers who shop on Amazon said they know what health and wellness brands they want to purchase at the start of their shopping journeys.3
Earning trust through brand building
As more health and wellness products emerge, many customers are looking for products from brands they trust and recognise. 60% of shoppers, and 45% of Millennials, said brand name was an important factor in their health and wellness product purchases.4 One of the ways health and wellness brands can build trust with audiences is through storytelling. This can also help brands stay top of mind for shoppers as they decide on what products are right for them. Advertising solutions, like Amazon Ads’ video ads and Streaming TV ads, can help health and wellness brands tell their stories and share product information to help educate audiences. In addition, the more ad types brands use, the more brands are likely to remain memorable for shoppers in Amazon’s store.5
Customers looking for the best health and wellness products for their needs said they valued recommendations and ratings in their decision-making process.6 Brands may want to consider using Stores and having detailed product pages to help build awareness and trust with audiences.
Building strategies to help brands connect with audiences
When it comes to reaching Amazon health and wellness shoppers, brands may want to consider customers’ journeys. Typically, customers take 10 to 11 days on their path to purchase.7 During this time, they normally consider 2 to 3 products, and ultimately purchase 1 product.8
A way brands can drive awareness and consideration is by leveraging multiple advertising solutions. Solutions like a combination of Amazon DSP and Streaming TV ads can help audiences discover brands and products more easily. Health and wellness brands that used this combined campaign strategy saw a 40% higher detail page view rate and 40% higher purchase rate.9 Also, brands with a multi-goal strategy, leveraging strategies that drove consideration and conversion in addition to brand advertising, had positive lifts across their objectives with a 3.8X lift in purchase rate.10
Health and wellness Brands that used Amazon DSP and Streaming TV ads together saw a 40% higher detail page view rate and 40% higher purchase rate.9
Brands with a multi-goal strategy, leveraging strategies that drove consideration and conversion in addition to brand advertising, had positive lifts across their objectives with a 3.8X lift in purchase rate.10
In addition, a multi-goal strategy can also be important for brands to reengage shoppers. 60% of shoppers who made a product purchase said they made a second purchase a few months later.11 Brands can build love and loyalty with these returning customers. Remarketing strategies and driving to “Subscribe & Save” sign-ups can help Amazon customers find the products they need.
As the world of health and wellness products grows, Amazon remains a destination for shoppers to discover new brands and products that help them on their path to feeling better.
1 “New Year’s Resolutions Study”, Allianz Life Insurance Company of North America, US, 2020
2-4, 6,11 “Healthcare Consumers Path to Purchase”, Kantar & Amazon Ads, US, July 2021
5 Amazon internal data, US, 2021
7 Amazon internal data, US, July 2021
8-10 Amazon internal data, US, 2021