Since the lines between home and work have become more blurred than ever , consumers are taking matters into their own hands to manage their mental and physical health . GWI reports that 48 percent of consumers are exercising more regularly and eating healthier since the start of the pandemic . Likewise , 41 percent are getting more sleep and 31 percent are taking more vitamin supplements . This upward trend in natural preventative measures shows a general willingness to invest in personal well-being that spa professionals should observe with interest .
Though traditionally seen as a luxury activity , spa has always appealed to those in search of ways to holistically improve their physical , emotional and mental well-being . However , the pandemic has framed spa as less of a luxury expense and more of a lifestyle choice , in that the benefits of a spa experience pointedly address so many of the most commonly reported pandemic-related ailments . Perhaps most importantly , those benefits are now more likely to be sought out both in the spa and at home , a fact borne out by consumer purchasing data .
Consumers who were forced to adapt to staying home through periods of lockdown or quarantine ushered in a demand for a seamless hybrid shopping experience that combines tried-and-true in-store shopping with an at-home
Where are consumers doing their personal care and beauty buying ?
22 %
29 %
50 %
In Store Online Hybrid component that conveniently complements the in-person experience . The IBM Institute for Business Value ( IBV ), in association with the National Retail Federation ( NRF ), conducted a global survey of more than 19,000 respondents across 28 countries in September 2021 to identify consumer trends across numerous markets . The study found that 50 percent of consumers do their personal care and beauty buying in-store , while 29 percent buy online and 23 percent pursue a hybrid approach to buying .
By capitalizing on this trend , the spa industry stands a good chance of reframing itself to meet the needs of the modern consumer even after that consumer enjoys a treatment and walks through the spa ’ s exit doors . For example , 64 percent of consumers surveyed by IBV say they use or would like to use online ordering paired with in-store pickup . Similarly , 51 percent say they use or would like to use online ordering with curbside pickup . Spas who operated this way during the pandemic to stay afloat are likely well-prepared to meet these needs going forward .
THE PURPOSE-DRIVEN CONSUMER The far-reaching impacts of the pandemic caused many people to re-evaluate their priorities and values , as new and unforeseen stresses revealed the extent to which their personal well-being may have been neglected . While the circumstances that caused the shift were tragic , GWI reports this re-prioritization led 11.5 million workers in the U . S . to leave their jobs voluntarily between April and June 2021 . Though burnout was credited as the main culprit of this mass exodus from the workforce , it cannot be denied that workers are now more willing to prioritize themselves in their professional lives , particularly with regards to guarding their mental health and personal values .
Consumers have carried those same priorities into their shopping habits . According to the IBV , purpose-driven consumers — people who choose brands based on how well those brands align with their values — now represent the largest segment ( 44 percent ) of global consumers across all major product categories . Purpose-driven consumers are engaged and willing to change their shopping habits to reduce environmental impact regardless of their income level or age group . In 2022 , IBV reported that roughly four in five consumers ( 80 percent ) say sustainability and health and wellness benefits are important to them when choosing a brand . In the era of COVID-19 , consumers identify the connectedness of sustainability and wellness , and they say
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