2. Table of contents
METHODOLOGY
INTRODUCTION
PART 1 – THE GLOBAL CONTEXT
PART 2 – GLOBAL HEALTH & WELLNESS TRENDS
PART 3 – THE FUTURE OF HEALTH & WELLNESS
The Forecast // Health & Wellness | May 2015
3. For their trend reports, the Usbek & Rica team has analyzed, selected and prioritized the
collected information from a sociological, cultural, and marketing perspectives. To do so, they
have used a variety of tools, both internal and external, combining:
• Insights (analysis of research studies that have been published in the
media)
• Experts (interviews, fairs, conferences, seminars, round tables)
• Daily watch (specialized websites, blogs, social media, print and online
magazines)
• In-situ observations (travel trips, shop visits, art exhibitions, films,
advertising, the street)
The Forecast // Health & Wellness | May 2015
Methodology
4. Introduction
At Usbek & Rica, we’ve decided to conduct
a trend report on health and wellness after
observing over the past couple of years that
the two have become closely related and
complementary to each other. If health is
about specific issues that require powerful
and tailored medical treatments, wellness is
more largely defined by day-to-day activities
that are accessible to anyone. If health is
mainly about a cure, wellness is more about
prevention, and global consumers are
increasingly aware that preventing diseases
beforehand is preferable to having to cure
them. As a result, consumers around the
world are making lifestyle choices like
exercising more often and eating and
drinking better. The two main motivations
behind this trend are the desire to stay
healthy longer and the desire to reduce high
medical costs in the future.
“Health is going mainstream. As consumers
around the globe search for better, healthier
and smarter solutions that fit their lifestyle
and specific needs, the motivation for
manufacturers and retailers to foster
strategies for a healthier world is powerful.
But much more needs to be done.”
- Susan Dunn, executive vice president, Global
Professional Services (Nielsen, February 26, 2015)
What’s particularly interesting in consumer
healthcare is the multitude of intersections it
has with other categories-- technology,
nutrition, beauty, sports, work, and more.
According to experts, healthcare is an
industry that is ripe for disruption, and such
intersections are what will make future
improvements so promising! Today, much is
already being done to improve consumers’
health-- in 2015, according to federal
gover nment statistics, healthcare
expenditures in the U.S exceeded $3 trillion
and represented 17% of the nation’s GDP--
but much more will definitely come in the
future.
The Forecast // Health & Wellness | May 2015
5. Experts : we’ve interviewed them, they’ve helped us
The Forecast // Health & Wellness | May 2015
Alexis Normand is responsible for
p a r t n e r s h i p s w i t h h e a l t h
professionals at Withings. His
background stretches from
public policy to health industry
reforms. He used to work at
Saint-Gobain and Booz &
Company, in the public sector.
He joined Withings with the
intuition that connected objects
are the new niche for intelligent
prevention in an aging society,
and the heralds of a revolution in
healthcare.
Laurent Alexandre is a French
surgeon, urologist and pioneer in
the field of early online medical
discussion and advice platforms
in France. Laurent Alexandre is a
t r a n s h u m a n i s m a n d
biotechnology expert and he
frequently participates in debates
in the media as en opinion
leader. In 1999, he co-founded
the consumer healthcare website
Doctissimo.fr. In 2004, he
created DNAVision, a Belgian
company focusing on DNA
sequencing.
Tina Motaye first started to work
in management consulting and is
a volunteer at The Art of Living
today. Breathing techniques have
helped her feeling better in her
daily school and then work life.
They helped her improve
concentration, brought her lots
of energy, allowed her take
perspective on her own life and
improve her relationships with
others.
6. The Forecast // Health & Wellness | May 2015
Part 1
The
Global
Context
7. 1
Industry grows at a healthy pace
The global healthcare industry continued to grow slowly but steadily
at a rate of 2.4% from 2013 to 2014, which is more than one
percentage point lower from previous estimates.
The year 2014 brought some growth difficulties in the United States
and witnessed the rise of the US dollar, while China, Brazil and
Russia experienced a slowing down during the same period of time.
Still, the industry as a whole is growing, and companies focusing on
prioritizing and relevance, managing threats and focusing on
selective geographic investment are keeping on top of the market
and building new routes of growth.
Source: Euromonitor, 2015
The Forecast // Health & Wellness | May 2015
8. 2
An aging population
The global population is expected to age dramatically in the
upcoming years. The number of senior citizens worldwide has
quadrupled, going from 200 million in 1950 to 809 million in 2014.
This number is expected to reach around 1 billion in 2025, and 2
billion in 2050. Following this logic, the age structure of public health
expenditures will change accordingly. In 2010, the age group of 65+
absorbed 40% of health expenditures, whereas they represented
15% of the population. In 2060, they will represent 30% of the total
population and absorb almost 60% of public spending on health.
Nevertheless, they will age in better health conditions than in the past
and therefore consume less health care products and services.
Besides, medical staff and equipment will need to adjust to these
future demographic changes. Only about 7,000 certified geriatricians
are practicing in the US, roughly one for every 10,000 expected
seniors.
Source: Euromonitor, 2015; OECD
The Forecast // Health & Wellness | May 2015
9. 3
Emerging markets will be a key driver
With the exception of Hong Kong, the 23 leading health and
wellness growth markets are emerging economies, although they
remain relatively small. Because of rapid social and economic
change, developing markets are now also facing diabetes, obesity
and depression. In Vietnam, obesity in the population aged 15+
rocketed by 92% from 2008 to 2013, while it rose by 57% in China
and 37% in India. In China, about 90 million people suffer from
lifelong symptoms of depression. However, medical infrastructure
and equipment are still lacking. In India, there is only one doctor per
1,700 citizens whereas the minimum ratio is of 1:1,000; and there
are about 600,000 doctors available whereas the country would
need about 400,000 more by 2020 to meet the stipulated ratio. In
China, there are only 20,000 psychiatrists in the entire country.
Source: Euromonitor, 2014; the World Health Organization, September 2014; Shanghai Mental Health Center,
September 2014
The Forecast // Health & Wellness | May 2015
10. Find out our complete analysis in the full report!
Contact us at: contact@usbek-et-rica.fr
You want to know more about the global industry context?
The Forecast // Health & Wellness | May 2015
11. The Forecast // Health & Wellness | May 2015
Part 2
Global
Health &
Wellness
Trends
12. Contents
Theme 1 – Health & The help of technology
The Forecast // Health & Wellness | May 2015
Theme 4 – Health & Alternative methods
Theme 2 – Health & Balanced nutrition
Theme 5 – Health & The collectivity
Theme 3 – Health & The cult of the body
13. With advances in health technology meeting
the DIY and mobile trends, people will
become increasingly involved in monitoring
and managing their own health care. In the
upcoming years, consumers are expected to
use a growing number of wearables, apps
and websites in conjunction with what they’re
told at their doctors’ offices. In doing so,
they’ll be able to establish their personal
health profiles and do everything from track
calories to self-diagnose themselves. As
budgets stay tight and the pace of life
continues to increase, people are looking for
ways to save themselves the hassle and cost
of going to the doctor’s office. A variety of
product innovations are aiming to deliver both
preventative and analytical services that let
people take control of their healthcare and
become more engaged in their own wellness.
The Forecast // Health & Wellness | May 2015
Theme 1 - Health & Technology
Trend #1 – DIY healthcare
Trend #2 – Self-tracking
Trend #3 – Personal assistants
14. Self-medication, self-diagnosis, on-demand access to
medical information and remote health treatments are all
parts of the broader DIY healthcare movement. The
explosion of self-monitoring apps and devices aim to let
consumers bypass seeing the doctor for a diagnosis,
providing the answers they need through tests that they
self-administer at home or information that they can get
from anywhere in the world.
Global physicians and consumers are ready to embrace a
dramatic expansion of the high-tech, personal medical kit
that will allow them to skip a visit at the doctor’s and
therefore save them time and money. Wearable tech,
smartphone-linked devices and mobile apps will become
increasingly valuable in care delivery. Research studies show
that consumers are willing to try them mainly because they
offer speed and convenience, but also because they want
to keep constant watch and control over their own health.
Such tools are set to become the new doctors or, if they
don’t replace them, they will at least complement and
facilitate their work.
The proliferation of approved and portable medical devices
in patients’ homes-- and on their phones-- will make
diagnosis and treatment more convenient and will also
modernize and rationalize access to medical files. The
downside, though, is that this will redouble the need for
strong information security systems.
Trend #1 – DYI Healthcare
Analysis of the trend
The Forecast // Health & Wellness | May 2015
15. The Forecast // Health & Wellness | May 2015
Two out of three people in the US would use a mobile app to manage
their health, especially for diet and nutrition, medication reminders,
tracking symptoms and recording physical activity. And 88% of
consumers would be willing to share their data to improve care and
treatment options.
HealthPopuli.com, March 2015
52% of Indians indulge in self-medication due to time constraints or with
the perception of doing away with doctors' fees.
Healthcare firm Lybrate, April 2015
There are over 2,000 health care apps in China. It is expected that there
will be over 6,000 mobile health care apps by 2015.
China's Forward Intelligence Institute, August 2014
The mobile healthcare market in China has grown to 3 billion RMB
($500 million) in 2014, by a year-on-year increase of 89.9%. It is
expected to reach 13 billion RMB ($2167 million) in 2017.
Sootoo.com
Trend #1 – DYI Healthcare
Supporting insights
16. For the first time really we’re discovering
physicians are expressing much more openness
and willingness to consider information about
their patients coming from DIY devices.
- Ceci Connolly, Leader of PwC’s Health Research Institute
(Mobihealthnews.com, January 15, 2015)
The Forecast // Health & Wellness | May 2015
Trend #1 – DYI Healthcare
What experts say
17. The Forecast // Health & Wellness | May 2015
Trend #1 - Self-medicine
Featured examples
Cue is a digital lab-in-a-box that works
in conjunction with an iPhone. The kit
comes with a wand for drawing samples
and five disposable cartridges, which
consumers can use to track molecular
levels for inflammation, influenza, vitamin
D, testosterone and fertility. Users draw
samples of blood, saliva or nasal fluid
with the wand, put it inside the cartridge
and insert the cartridge into the Cue
base-unit reader. Results are transmitted
to the user via an iPhone app, which
offers recommendations for foods and
activities to improve molecular levels and
enhance overall health.
A partial or total lack of information about
a patient’s medical history could result in
the loss of precious time and have
dramatic consequences, particularly in
case of emergency abroad. Essential for
expats and frequent travelers,
Med’ Profile is a secure international
health passport that allow expatriates to
get access to their medical record
anywhere in the world. Three available
access modes allow people to edit and
share their most relevant health
information with doctors all around the
world 24/7, 365.
Opternative is the first online eye exam
that produces a valid prescription for
both glasses and contact lenses.
Whereas a visit to the optometrist can
take up to 3 hours and cost upwards of
$100, the Opternative test takes only 20
minutes using a computer and a Web-
enabled phone and charges a one-time
fee of $30. In addition, the test is
accurate enough to recommend a
prescription for corrective lenses. This
prescription is then reviewed by a local
optometrist or ophthalmologist for
validation, another service offered by
Opternative, and forwarded to the user
for use.
Trend #1 – DYI Healthcare
Featured examples
18. The Forecast // Health & Wellness | May 2015
First Derm is a telemedicine mobile
app. Users need to take a picture of a
skin condition issue, provide some basic
information - but the initial case request
is anonymous. For a $40 fee, a licensed
dermatologist reviews the case and
responds in 24 hours. In 70% of cases,
the issue can be treated with an over-
the-counter medication. Currently they
cannot write prescriptions but refer
patients to a local dermatologist. Given
the high cost of seeing a specialist, and
that specialist co-pay amounts for many
insurance plans are now $50 or even
more, this is a good use of technology
for convenient treatment of non-serious
dermatology issues.
To quickly get personalized and
relevant health information, the
DocForYou app analyzes the patient’s
symptoms and, based on that
information, suggests which disease
has the closest match. The goal of this
instant health check up is not to replace
doctors but rather to inform the patient
while helping them to prepare for their
real-life consultation.
With Peek, by slipping a small add-on
over the camera, anyone with a
smartphone can now conduct
accurate, in-depth eye exams. This
technology aims to bring diagnoses to
areas with little or no access to medical
services. It’s proven to be a fast, easy
tool for general doctors in hospitals as
well, making referring patients and
transferring data to specialists hassle-
free. The app and add-on are usable on
both adults and children and can be
operated independent of language; on
top of that, the data gathered can be
easily sent via email or SMS, making it a
truly universally applicable technology.
Trend #1 - Self-medicine
Featured examples
Trend #1 – DYI Healthcare
Featured examples
19. The Forecast // Health & Wellness | May 2015
Apple’s HealthKit is a comprehensive
app system for iPhone 6 and iWatch that
works like a digital doctor's assistant.
It can integrate with hospitals and
research institutions, while providing
consumers instant feedback about their
health. Designed with the input of Mayo
Clinic doctors, the app monitors all
manner of bodily info from the palm of
the user's hand and wrist. It stores tidy
files of patients' health and medical data
in the cloud. As of February 2015, Apple
has introduced trials in 14 major US
hospitals, allowing monitoring of vital
patient stats such as heart rate, glucose
levels, exercise output and weight.
Valedo is a Swiss monitoring system
designed for people who have lower
back problems that helps users learn
exercises to strengthen muscles and
prevent pain. It consists of a pair of
Bluetooth sensors that users place on
their backs. When used in unison with
an app on the iPhone or iPad, users
train their back to reduce and prevent
future pain. They then follow exercise
instructions through an app on their
mobile or tablet, which indicates whether
people are doing the exercises correctly
or not. The app also incorporates
appealing visual graphics and
gamification to motivate users.
Khushi Baby is a necklace for babies
that makes medical history wearable,
with the aim to improve vaccination rates
in developing countries. The company
says that with the app, community health
workers can create vaccine records and
store them on a small near-field
communication (NFC) chip in the Khushi
Baby necklace. NFC is a form of short-
range communication that enables the
wireless transfer of data. Clinicians can
simply scan the chip with a mobile
phone to see which vaccinations the
baby needs. They don’t even need an
Internet connection.
Trend #1 - Self-medicine
Featured examples
Trend #1 – DYI Healthcare
Featured examples
20. Although the wearables market still struggles to reach the
mass market, the number of people engaging in personal
health tracking is on the rise, as is the number of devices
available on the global market. In 2015, the wearables
space includes everything from fitness trackers,
smartwatches, augmented reality glasses, smart jewelry to
smart clothes and even implants. And beyond checking
heart rates and calories burned, people are now able to use
apps to monitor blood glucose levels, check blood
pressure, temperature, heart rates and urine and even
diagnose illnesses.
What explains the popularity of self-tracking is the
preventive approach. People who don’t necessarily have
health issues are now increasingly willing to collect, track
and analyze their own data. In doing so, they have the ability
to control their health-related behaviors and correct the
mistakes or abuses they make. Moreover, self-tracking is an
everyday practice, and wearables appear to be an
accessible technology to the average consumer. What is
changing today is that wearers are now expecting from their
trackers to help them change their behaviors through real-
time coaching or training in order to improve their physical
and/or mental performance.
However, in addition to obvious and well-known privacy
concerns, the quantified self could alter health insurance
payments rates, which could fluctuate every day depending
on data captured by sensors worn throughout the day.
Trend #2 – Self-tracking
Analysis of the trend
The Forecast // Health & Wellness | May 2015
21. The Forecast // Health & Wellness | May 2015
Trend #2 – Self-tracking
Supporting insights
69% US adults track a health indicator for themselves or a loved
one.
Pew Research Center, January 2013
Today just one in 10 American adults own a fitness tracker, but
these devices should become more widespread over the next
decade.
Endeavourpartners.net, July 2014
Health devices such as fitness trackers are poised to see global
revenue rise from $2 billion in 2014 to $5.4 billion by 2019.
Parks Associates, April 2015
22. Trend #2 – Self-tracking
What experts say
There is currently a great momentum around
the quantified-self trend; however, there are
two obstacles to real growth: the utilization
rates of connected objects are going down
quickly, and most of them are put in a drawer
only after a few weeks. This is a big
disappointment since we are realizing that
patients are not motivated to monitor their own
health in the long term.
- Laurent Alexandre, founder of Doctissimo.com (April 22, 2015)
The Forecast // Health & Wellness | May 2015
23. Trend #2 – Self-tracking
What experts say
In the US, health-related self-measurement is
mainly about pregnant women, diabetic patients
and managing obesity.
When people can do things by themselves via
connected objects, there is no need to waste time
and money. Self-measurement works better when
consumers belong to a community, so
corporations are creating some. But patients with
long-term diseases need to see a doctor, so there’s
just a redefinition of roles. It is also in the doctor’s
interest to be able to focus on things with greater
added value. With accurate self-measurement
data supplied by patients, doctors will be able to
focus on giving an accurate diagnosis and
prescribing treatment instead of finding
symptoms themselves.
- Alexis Normand, Business Development Manager - Healthcare at
Withings (May 7, 2015)
The Forecast // Health & Wellness | May 2015
24. Trend #2 – Self-tracking
The Forecast // Health & Wellness | May 2015
AgaMatrix has developed, among other
devices for diabetes patients, a mobile
blood glucose tracker, the first FDA-
approved application of its type. The
device plugs into an iPhone and tracks
blood sugar levels, carb intake and
insulin dosage for diabetes patients. The
app makes the information easy to track,
understand and share, creating a clear,
convenient and easily transferrable
medical record and saving patients the
hassle of creating their own ad-hoc self-
monitoring routines.
Google Contact Lens is a smart
contact lens project announced by
Google on 16 January 2014. The project
aims to assist people with diabetes by
constantly measuring the glucose levels
in their tears. The project is being carried
out by the life sciences division of Google
X and it is currently being tested using
prototypes.
Developed by Preventice, BodyGuardian
is a remote cardiac monitoring
technology that allows physicians to
keep an eye on important biometric
patient data, helping maintain a real-time
connection between patients and their
care teams. The sensor can be used to
do everything from record hard-to-detect
symptoms to measure treatment
effectiveness and can be calibrated for
individual patient-specific thresholds.
25. Trend #2 – Self-tracking
Featured examples
The Forecast // Health & Wellness | May 2015
The iTBra, developed by
Cyrcadia Health, includes a series of
temperature sensors embedded in a
comfortable, discreet smart bra, along
with an algorithm and an app that tracks
cellular tissue changes and purports to
detect breast cancer earlier and better
than a mammogram when it comes to
dense breast tissue. Rob Royea, CEO of
Cyrcadia Health, says that by 2016 he
aims to have FDA approval for the iTbra
in the U.S. so doctors can offer it to
patients in place of a mammogram.
Eventually, consumers would be able to
buy the product over the counter and
use it in place of monthly self-exams.
Neumitra is an MIT neuroscience project
that uses wearable technology to
monitor people’s stress levels
throughout the day, aiming to gather
data to find patterns and identify key
stressors in order to let people develop
better brain health. The tech itself is a
“biowatch”, worn around the wrist and
synced with a smartphone to gather raw
data and examine biofeedback.
Marketed to medical researchers and
individuals alike, the company aims to
boost the amount and quality of
information available on the brain’s health
and its reactions to stress and
environment changes.
Microchips Biotech has developed a
microchip-based implant that releases
drug doses at scheduled intervals that
can be wirelessly activated or
deactivated by a physician or patient.
The implant can last for up to 16 years
and is particularly useful for those with
chronic diseases-- such as osteoporosis
or diabetes-- that require daily
supplements or medication. While some
security and health concerns are natural
with every new technology, this
innovation has already proven more
stable and less stressful than daily
injections in human clinical trials.
26. From superfoods to eating like a caveman,
consumers are on the hunt to find the next
big thing to take their diet to the next level.
Nutrition has long been known to affect
everything from sleep quality to skin
condition, and both globalization and new
research is behind new demand for things like
alternatives to wheat and meatless meals.
People are becoming more focused on
boosting their own wellness to prevent
disease rather than treating it when it shows
up, and one of the key ways they’re doing it is
by watching what’s in their plate. The hunt is
on for the new “right” thing to eat, and the
exact right way to eat it.
Theme 2 - Health & Nutrition
The Forecast // Health & Wellness | May 2015
Trend #1 – Weight management
Trend #2 – Good-for-You foods
Trend #3 – Free-from everything
Trend #4 – Probiotics, the new star
27. Although weight management issues are clearly not new,
they have become a strong focus for a majority of people,
as obesity and many related complications reach epidemic
proportions. Statistics show that the number of overweight
people continues to grow at a steady and alarming rate,
while cases of anorexia are also increasing.
There is definitely a worldwide issue related to body image
as well as self-worth resulting in health disorders. In
reaction, health professionals are creating scientifically
advanced treatments, food manufacturers are redoubling
their efforts to develop healthier and more balanced food
recipes while startups are developing smart connected
objects and mobile apps to assist people in their everyday
life. Besides, new diets of all kinds keep flourishing and are
finding many adepts. Saying that both vegetarian and vegan
diets can have devastating effects on people’s health,
experts rather recommend to follow either the intermittent
5:2 to Paleo, which are reputed to be “fast diets” providing
effective results in just a few weeks of efforts.
They all aim not only to treat weight management issues but
also to anticipate and prevent them. In parallel, both
established and niche brands are turning their brand
message and communications toward a beauty ideal that is
more realistic and accessible-- and with a focus on feeling
good, not just looking it.
Trend #1 – Weight management
Analysis of the trend
The Forecast // Health & Wellness | May 2015
28. The Forecast // Health & Wellness | May 2015
19% of consumers select "weight" as a top body concern. The desire to
lose weight is highest among consumers in the US, Germany,
Australia, Brazil and France, respectively, with 41% of American
women choosing "weight loss" over any other body concern.
Euromonitor's International Personal Appearance Survey, August 2014
In the US, when it comes to employee health concerns, weight loss
comes in as the top concern, according to 39% of employees in the
poll.
ComPsych, May 2013
Some 71% of Asia-Pacific consumers are changing their diets to lose
weight, and sales of packaged health foods grew 8.2% in 2014
Nielsen Homescan, February 2015
Trend #1 – Weight management
Supporting insights
29. The Forecast // Health & Wellness | May 2015
“Between 1 million and 3 million Americans are paleo, or about 1% of
the population.”
Hamilton Stapell, a historian at SUNY-New Paltz who did an online survey of the paleo community in 2014
Vegetarian products accounted for 12% of new foods worldwide in
2013, up from 6% in 2009.
In the U.S., avocado sales have quadrupled since 2000 and kale
production shot up nearly 60 per cent between 2007 and 2012.
Mintel, 2014
Trend #1 – Weight management
Supporting insights
30. The Forecast // Health & Wellness | May 2015
There is no miracle except the common sense of
a diet that is diversified and low-calorie based,
without too much salt nor fat. This is the only
scientific consensus. For example, there was a
time when people were told to eat fatty fish;
however today experts recommend to avoid it
as much as possible, especially for pregnant
women. All of that is not simple, we shouldn’t
systematize everything and keep diversify food
products we eat.
- Laurent Alexandre, founder of Doctissimo.com, April 22, 2015
Trend #1 – Weight management
What experts say
31. The Forecast // Health & Wellness | May 2015
Trend #1 – Weight management
Featured examples
Maigrir Avec Plaisir is a French
smartphone app that helps people
improve their health with their
smartphone. The app supports users in
their daily nutrition diet through a series
of graphics, an assessment of the level
of calories, and an individual support.
Fitbit Aria is a smart scale that tracks
weight and BMI over time, syncing with
smart devices to display data in easily
understandable graphs and charts. It
works in complement to the FitBit
wearable bands as well, letting users
have a comprehensive, well-rounded
view of their own progress and bodily
routines.
The HealthWatch 360 app allows users
to track anything from blood glucose to
mood level. The app has a
comprehensive nutritional database,
creates graphics that make it easy to
view users’ nutrition habits and looks for
trends and patterns in users’ symptoms
and overall condition. The service offers
everything from recipe creation to advice
on nutritional supplements, and if users
can’t find an existing tracker that fits their
condition, they can create their own.
32. The Forecast // Health & Wellness | May 2015
Trend #1 – Weight management
Featured examples
The 5:2 diet, or fast diet, is a diet which
stipulates calorie restriction for two non-
consecutive days a week and
unconstrained eating the other five days.
The diet originated and became popular
in the UK, and spread in Europe and to
the USA.[1] It is a form of intermittent
fasting.
The Paleo diet (short for “Paleolithic
diet”) consists of eating large quantities
of animal protein, vegetables and fruit
while eschewing dairy products, sugar,
grains, nuts and seeds — foods that in
the past could be obtained by hunting
and gathering. According to Google
Trends, “paleo” searches peaked in April
2013, just after evolutionary biologist
Marlene Zuk's book Paleofantasy came
out.
The Flexitarian diet is a semi-
vegetarian that is plant-based with the
occasional inclusion of meat products.
Anabelle Randle is the woman behind
the popular UK-based blog
The Flexitarian that launched the
momentum among consumers.
33. While 2014 was all about chia seeds, kale and quinoa, 2015
will deal with fermented vegetables, cruciferous veggies;
matcha lattes; kombucha drinks, moringa capsules and
powder, lingonberries, black salsify, dandelion greens, black
rice and coconut flour. All these superfoods are increasingly
being adopted by consumers as they are supposed and
expected to provide everything from soft benefits like anti-
inflammatory and antibacterial properties to stronger perks
like cancer prevention.
The global market for food and drinks offering functional
health benefits and nutrition protein supplements continues
to increase in size. This is due to health-conscious
consumers that are taking an inside-out approach to their
regimens, turning their focus on what they eat. In
overhauling their diets, both men and women are
broadening their notion of "healthy foods" from those that
revitalize or energize to ones that promise to purify and
soften.
However, if a number of consumers are convinced about
the efficacy of these “wonderfoods”, another part is
seriously questioning their impact on health. In Europe,
manufacturers of functional foods are pressured to provide
robust scientific evidence backing up the health claims
made by their products.
Trend #2 – Good-for-You foods
Analysis of the trend
The Forecast // Health & Wellness | May 2015
34. The Forecast // Health & Wellness | May 2015
Trend #2 – Good-for-You foods
Supporting insights
US Consumers are eating 20% more fresh, healthy foods since 2003,
including fruits, vegetables, meat, poultry, fish and eggs, according to. US
shoppers are also buying more high-protein power foods such as almond
milk, Greek yogurt, quinoa and sea salt than they were just four years ago.
`
The NPD Group's Kitchen Audit survey, February 2015
61% of people have bought a food or drink because it had been labelled as a
superfood. And figures show we're spending double the amount on kale and
eating three times as many almonds as five years ago.
The Daily Mail, March 20, 2015
35. The Forecast // Health & Wellness | May 2015
Trend #2 – Good-for-You foods
What experts say
The functional foods market has experienced fairly
strong growth in certain parts of the world. For
instance, more US consumers appear to be turning
towards functional food and drinks in order to
address perceived nutritional shortfalls, away
from dietary supplements (which have
traditionally been the preferred option). However,
future growth is likely to be dependent upon the
global economic situation.
- Jonathan Thomas, Principal Market Analystat Leatherhead Food
Research (Leatherheadfood.com, November 24, 2014)
36. The Forecast // Health & Wellness | May 2015
Trend #2 – Good-for-You foods
Featured examples
First part of the favorite drink of sport
practitioners in Rio de Janeiro, açaï is
now popular worldwide in the form of
juices, candies, alcohol, dietary
supplements, shampoos, cosmetic
prodicts that all promote its antioxydent
virtues.
Only grown in West Africa , fonio is a
grain that is gluten-free as well as low in
calories and sugar, but rich in protein,
iron and calcium, making it particularly
suitable for those with celiac disease,
gluten intolerance or diabetes, or on a
vegan or vegetarian diet. In February
2014, fonio sparked the enthusiasm of
British newspaper The Guardian that
asserted: "It will replace the king grain
quinoa”. It is sold by French brand
Ethiquable in its organic food specialists.
Kale is one of the latest craziness
among Americans and Europeans. Its
popularity is linked to its antioxydant-,
anti-inflammatory-related health benefits,
as well as its glucosinolates and cancer-
preventive benefits and cardiovascular
support.
37. The Forecast // Health & Wellness | May 2015
Trend #2 – Good-for-You foods
Featured examples
Snacks are also becoming healthier.
ProTings are a crispy, tortilla-like chip
made from pea-derived protein. The low-
sugar, low-calorie snack boasts 15
grams of protein per serving and comes
in Sea Salt, Chili Lime and Tangy
Southern BBQ flavors.
Pod belongs to the new generation of
fast food restaurant chains in the UK that
specialize in healthy foods and sells
essentially superfoods-based salads
and mains.
Sol Semilla is a Paris-based vegan
restaurant that both sells and serves
superfood-based dishes only. No meat,
no bread here, only plants and whole
grains.
38. The adage "a healthy mind in a healthy body"
has never been so topical. With people in
developed as well as emerging countries
eating more processed food and working at
sedentary jobs, obesity has reached epidemic
proportions. Whereas exercise used to be
considered as a chore, the next decade will
experience workouts becoming something to
look forward to as consumers are looking for
fun in their workout regimes. Community spirit
is playing a big role, too: people are finding
new ways to support and encourage each
other through their fitness journeys. An
increasing number of consumers is trying to
get some kind of gym activity into their lives,
regardless of fitness level; women especially
are more involved than ever, and companies
are noticing that and trying to respond.
The Forecast // Health & Wellness | May 2015
Theme 3 - Health & Body
Trend #1 – Social running
Trend #2 – Extreme fitness
Trend #3 – Fun fitness
Trend #4 – Everywhere fitness
Trend #5 – Women’s involvement
39. If they’re not new, urban races are meeting a continuous
growing raise in the US and Europe alike. Unlike regular
running (also called “jogging”) that has always been
considered as an individual and boring activity, recent
events have been focusing on fun and bringing a community
spirit. Exercising with friends or strangers are making this
activity a collective, social and entertaining moment.
Themed runs are embodying this shift as they are able to
grab a larger audience of new runners. Unique settings,
environments and mindsets appear as more attractive to the
youth, women and seniors, who were traditionally less
inclined to participate in such running events. From zombie
races to paint-splattered runs, organizers are banking on
fun to broaden the appeal of running. What’s more, a
number of these running events have a social purpose since
they are organized for a cause.
Aficionados have massively adopted sportswear rituals,
from compression leggings and tights for extra protection to
ultra-light and fluorescent t-shirts and dedicated running
shoes. This is not to mention connected bracelets or
watches by Sony, Samsung, Nike, Apple or Polar, and
mobile apps like Runtastic, Runkeeper and Nike Running,
that indicate time, number of kilometers, speed, burned
calories. Better yet, users can share their performance on
social networks and build a community around it.
Trend #1 – Social running
Analysis of the trend
The Forecast // Health & Wellness | May 2015
40. The Forecast // Health & Wellness | May 2015
Trend #1 – Social running
Supporting insights
8.5 million French people are running at least occasionally, which
corresponds to 19% of the French population. In comparison, they
were only 6 million in the early 2000s.
FFA, 2014
Guys enjoy chatting on the run more than women do. Male
respondents passed the miles by discussing sports (76%) or gadgets
(34%). Women are most likely to talk about relationships (47%), both
the good and the bad.
Brooks Running Company, 2013
In the US, 66% of runners believe they have more sex when they run
with their significant other.
Brooks Running Company, 2013
41. The Forecast // Health & Wellness | May 2015
Playing sports is great, but again, be careful. A
recent study shows that jogging more than two
and a half hours per week actually decreases
life expectancy. Fads are common here in the
health world, and of course we need to walk
and run frequently-- but reasonably, because
overexercising has negative impacts on people’s
health. Ideally, we should exercise from one to
two and a half hours a week.
- Laurent Alexandre, founder of Doctissimo.com, April 22, 2015
Trend #1 – Social running
What experts say
42. The Forecast // Health & Wellness | May 2015
Running events like the Noctambule in
Paris have people run at night, and
events like Verticale and Vertigo have
them race to the top of the Eiffel Tower
and the Defense Arch structure,
respectively.
The World Run is hosted
simultaneously on six continents
and has participants try to run as far as
possible before being caught by a car
launched 30 minutes after departure,
while the Beat the Sun race in
Chamonix, France, has a timeline set
by the sun setting. !
Trend #1 – Social running
Featured examples
An increasing number of amateurs is
participating in half marathons and
marathons that take place in big cities
across the US and Europe. In 2015,
there were 70,000 participants to the
New York’s marathon while Paris
welcome nearly 54,000 enthusiasts on
April 12.
43. The Forecast // Health & Wellness | May 2015
A number of group runs and marathons
have a social purpose. Runners can
help raise funds and awareness for
causes, many of which are health-
related; for instance, La Parisienne and
Odyssea focus on raising money for
research on breast cancer, while UNICEF
Heroes Day, which is hosted to help
boost child immunization programs, lets
runners get promotional vouchers
corresponding to the number of
kilometers they’ve run.
Highly popular, The Color Run promotes
healthiness and happiness by bringing
the community together to participate in
the “Happiest 5k on the Planet”. The
event is half marathon, half paint fight as
participants are supplied with colored
powder and encouraged to splatter each
other as they go. Today, The Color Run
host over 300 events in more than 50
countries in 2014.
Obstacle races like the Savage Run,
Tough Mudder and Warrior Dash have
participants run through obstacles and
rough nature conditions.
Trend #1 – Social running
Featured examples
44. With a military spirit, extreme fitness behaviors are on
the rise, led by people who take physical exercise to
the next level. Whether it is joining a triathlon or a
running trail, getting energized at high intensity interval
training programs (HIIT), or participating in a dance
class workout or a military-style boot camp, people are
doing more than just focusing on results. They keep at
it longer and actually achieve better results. Today,
menus in fitness clubs, destination spas and wellness
retreats include adjectives like “killer,” “over drive,”
“extreme,” “primal,” “hardcore” and “boot camp”. How
intensely a person trains has become a new status
symbol.
Reality TV shows tackling the topic are proving highly
popular. According to the UK’s Daily Mail, in 2014
producers were working on 170 new shows. They
range from lifestyle changes to sports/adventure
competitions, such as The Biggest Loser, Extreme
Makeover, Celebrity Fit Club, The Amazing Race and
Survivor. For many viewers, watching these shows that
reward participants encourage them to make drastic
positive changes in their own lives. What's more,
consumers are stringly motivated by celebrity stars
from Bollywood in India to Hollywood in the US that
embrace the fit lifestyle— and enjoy lucrative fitness-
related branding and endorsement opportunities.
The Forecast // Health & Wellness | May 2015
Trend #2 – Extreme fitness
Analysis of the trend
45. The Forecast // Health & Wellness | May 2015
Trend #2 – Extreme fitness
Supporting insights
In 2014 there were 7000 crossfit affiliate gyms versus only 13 in
2005.
Channeldigital.com, 2015
In the US alone, there are 21.5 million kids playing team sports
between the ages of 6 and 17, and 60% of boys and 47% of girls are
on a sports team by age 6.
ESPN, October 2013
Revenue for gym, health and fitness clubs in Canada alone in 2013
was US$2 billion.
IBS World, 2014
78% of American men said there's as as much pressure on men to be
in shape as there is on women.
JWT's "The State of Men" report, June 2013
46. The Forecast // Health & Wellness | May 2015
Playing sports is great, but again, be careful. A
recent study shows that jogging more than two
and a half hours per week actually decreases
life expectancy. Fads are common here in the
health world, and of course we need to walk
and run frequently-- but reasonably, because
overexercising has negative impacts on people’s
health. Ideally, we should exercise from one to
two and a half hours a week.
- Laurent Alexandre, founder of Doctissimo.com, April 22, 2015
Trend #2 – Extreme fitness
What experts say
47. The Forecast // Health & Wellness | May 2015
At Gwinganna Lifestyle Retreat in
Queenland, Australia, guests can
participate in High Intensity Interval
Training (HIIT) regimens that include
resistance training, boxing and indoor
cycling. The aware-winning retreat helps
people create exercise routines that
consist of functional movements
interspersed with intervals of high
intensity training, which they say has
excellent results.
Australia
Developed by fitness instructor Greg
Glassman, CrossFit began as a
Californian gym and grew into an
internationally popular sport that has
over 35,000 accredited trainers and
5,500 affiliated gyms and organizations.
The community that has sprung up
around it is part of its success, as
participants encourage each other and
hold brand-affiliated competitions such
as the CrossFit Games, where
participants compete in various exercises
and end the event with the crowning of
the Fittest Man and Woman on Earth.
Located in St Lucia in the US, the
Body Holiday LeSPORT is a famous
wellness resort that specializes in
intense fitness programs such as
long-distance swimming and marathon
training. One of the spa’s highest
intensity class is also its most popular:
starting at 7a.m., 150 to 200 people
gather on the beach for BeachFit, a high
intensity outdoor workout.
Trend #2 – Extreme fitness
Featured examples
48. The Forecast // Health & Wellness | May 2015
The Mud Day is a 13-kilometer
challenge of 20 obstacle courses
designed along the same lines as military
assault training runs. The event seeks to
incorporate water, electricity, ice and
mud in the obstacles in order to test
runners’ minds and bodies. The event
continues on with celebratory Mud Beer,
Mudals and even a Munday Morning,
encouraging participants to bond with
each other after the fact.
Military-style boot camps are on the
rise. The female-only, G.I. Jane boot
camp in Kent, England; the Luxury
Algarve Bootcamp in Algarve, Portugal;
the Raw Fitness Boot Camp in Phuket,
Thailand; and a seven-day climb up
Kilimanjaro (Tanzania) led by mountain
experts from British Military Fitness.
Trend #2 – Extreme fitness
Featured examples
Trail running is like jogging, but with
extra mountains. Runners take to hiking
trails to boost their workouts, training for
endurance and strength while also
engaging with nature.
The Barkley 100 is considered one of
the toughest 100 mile races in the
world. The Barkley Marathons is a 100
miles (160 km) run and a 60 miles (97
km) 'fun run' held annually in Frozen
Head State Parknear Wartburg,
Tennessee in late March or early April.
49. Find out our complete analysis in the full report!
Contact us at: contact@usbek-et-rica.fr
You want to know more about the global industry trends?
The Forecast // Health & Wellness | May 2015
50. The Forecast // Health & Wellness | May 2015
Part 3
The
Future
of Health
& Wellness
51. The Forecast // Health & Wellness | May 2015
The development of artificial intelligence is the
future of health, which the IBM Watson system
had predicted. It will become unavoidable in
order to handle the explosion of genetic data,
which is already at a volume and density far
beyond what doctors are able to analyze on
their own. For example, the DNA sequencing of
a tumor represents 20 000 billion individual
packets of information. Therefore, algorithms
are set to become crucial in medicine and will
dramatically change medical infrastructural
organization. It is, in my opinion, the strongest
trend in the next 20 years.
- Laurent Alexandre, founder of Doctissimo.com, 22 April 2015
Trend #2 – Robots, the new
doctoWhat experts say
Part 3 – The Future of Health & Wellness
What experts say
52. Contents
Foresight #1 – Augmented humans
The Forecast // Health & Wellness | May 2015
Foresight #4 – 3D printed health
Foresight #2 – Robots, the new doctors?
Foresight #3 – Caring mobiles
53. Not only are medical advancements used to cure diseases
and prevent their symptoms, but, in the future, they will also
aim to enhance and augment human characteristics and
capacities. Willing to overcome the current body limits,
nanotechnology, biotechnology, information technology and
cognitive science (NBIC) are converging to improve human
performance and tackle previously incurable conditions,
ranging from colorblindness to brain damage.
Improvements are also made with aging, as new gene
therapy and pharmacology products help prolong people’s
lives and improve the quality of life in old age.
While cutting-edge discoveries are still mostly confined to
labs for further testing, the upcoming decades will see new
generations of medical technologies allowing people to live
stronger, faster, longer. Assistive technology has already
moved from fixing health problems to preempting them, and
the next thing will be to finally eradicate them once for good.
Foresight #1 – Augmented humans
Analysis of the trend
The Forecast // Health & Wellness | May 2015
54. The Forecast // Health & Wellness | May 2015
Stem cell researchers in China have
succeeded in
growing human teeth from human
urine-- or at least tooth-like structures.
While science has a long way to go
before researchers can get nerve and
blood vessels in a human mouth to
integrate in lab-grown teeth, this is
nonetheless a step forward in artificial
organ growth, especially using urine as a
low-controversy source of stem cells
while focusing on such a widespread
problem as replacing lost, damaged or
worn out teeth.
Wear is an assistive directional
microphone designed to improve
hearing quality-- and it’s lightweight,
affordable and wearable to boot. The
microphone captures, clarifies and
amplifies sounds, delivering them to the
user’s earbuds with excellent quality. The
device itself is worn as a “locket” around
the neck, has a battery that charges in
20 minutes but lasts for 27 hours, and
can make recordings of sounds as well.
Units are currently shipping, and offered
at the price of $175 USD.
Valspar Paint has partnered with startup
EnChroma to develop glasses for the
colorblind. Multiple tests have proven
they work, allowing colorblind people to
see the full spectrum of the rainbow; for
those without visual impairments, the
glasses just make every color more
distinct and vibrant. So far the glasses
are mainly only offered in some
museums, but they are sold online
starting at $360USD.
Foresight #1 – Augmented humans
Featured examples
55. The Forecast // Health & Wellness | May 2015
Cynthia Kenyon, an American biologist
and one of the world’s authorities on life
extension and the genetics of aging, has
announced her discovery of a genetic
mutation that doubles the lifespan of
some worms. The gene is called
daf-16, and Kenyon’s lab is currently
investigating how to extend life by
testing gene manipulation on those
worm species. The goal is to create an
easy way of manipulating similar genes
in humans in order to slow the aging
process, and that’s what her company
Elixir Pharmaceuticals intends to do.
Sight for the blind is no longer out of
reach, thanks to a retinal prosthesis
system known as the Argus II. Also
called a bionic eye or retinal implant, the
device bypasses the eyeball entirely to
electrically stimulate the retina to mimic
sight. Worn on the face, the device
consists of a camera, a video processing
unit and a retinal implant. The footage
captured by the camera is translated into
electrical impulses that are translated
along the optic nerve and taken to the
brain, where patients learn to interpret
these new visual cues and regain the
ability to see.
DARPA, the research division of the
United States military, has created the
Restoring Active Memory project,
dubbed RAM, aims to create computer
chips that can be implanted in the
brain, increasing memory capacity and
abilities in order to help sufferers of
Alzheimer’s and traumatic brain injuries.
While the technology is obviously initially
meant to be therapeutic, a success in
this particular field could translate to
cybernetic augmentation that helps
healthy people improve their memories,
expand their cognitive capacities and
think on an entirely new level.
Foresight #1 – Augmented humans
Featured examples
56. Find out our complete analysis in the full report!
Contact us at: contact@usbek-et-rica.fr
You want to know more about the future of Health & Wellness ?
The Forecast // Health & Wellness | May 2015