Health and wellbeing is for life not just for January, new online analysis reveals

Wellness is now ‘always on’, according to Google Trends’ findings, and nimble companies in this space are reaping the rewards

The focus on ‘wellness’, happiness and mental health is no longer confined to the conventional January New Year resolution period when people traditionally pledge to join a gym in order to get fit or eat healthier food so they can shed a few pounds.

That’s the findings of recent Google Trends analysis, which highlights that health, happiness, fitness and mental health is now a year-round, long-term pursuit for a person, which will continue long after the last lockdown is over and the COVID-19 pandemic has passed.

Public health looks likely to improve as a result, plus it’s good news for the growing number of franchise brands – and their franchisees – who are operating in the health outcomes space.

Google Trends has consolidated its in-depth study into five key areas, which provides some interesting insights into public health and life satisfaction:

1. Treat your customers as beginners at your peril
The research has revealed that while a consumer may be new to your business, they may not be a beginner in the health care field in which you operate.

XCELERATE GYMS, which is looking to recruit franchisees for prime locations across the UK, has adopted this outlook by providing scientifically proven strategies based on elite sports to empower all its members, irrespective of their current fitness levels, to help them unlock their full potential when it comes to physical activity. It’s a major factor in the company’s success.

Positioning itself between the big-box budget gyms and the boutique establishments, XCELERATE GYMS believes it provides an attractive alternative for people who want more from their gym experience and are prepared to spend more money to get it.

2. Interest in health and wellbeing is strong outside London
Wellness isn’t just a London thing - there’s big demand for health care providers and associated products and services in cities such as Bristol, Manchester, Brighton, Oxford and Exeter too.

This is underlined by fitness brands such as GYMGUYZ, which has ambitions to develop a nationwide network of franchisees.

The in-home, on-site and virtual personal training specialist launched its first six UK franchises in October 2020 in Brighton, Kingston upon Thames, Elstree and Borehamwood, Barnet, St Albans and Watford.

UK managing director Laike Mantori says: “Owning a GYMGUYZ franchise is a job to be excited about and you can be up and running in just eight weeks.

“GYMGUYZ is taking a firm foothold in the market and with the vast number of enquiries we are having, we’re looking forward to continuing our journey across the country.”

3. The way we’re living our lives is having an impact on our food choices
Recently, Google Trends has seen a 58 per cent year-on-year rise in search interest for shoppers buying vegan meals and a 40 per cent year-on-year jump in cooking vegan recipes, reflecting the desire among many consumers to swap a diet of meat-heavy processed and convenience foods for a more natural, immune system boosting, organic diet that has less impact on the environment.

Muffin Break is among the many franchises in the food sector that has adapted its offering to cater for the growing number of vegans in the UK.

Operating in the UK for 20 years, the café bakery’s signature muffins are baked from scratch by its team of specialist bakers daily.

While Muffin Break’s traditionally-baked muffins, breakfast options and cakes and slices are popular with customers, it’s seeing an increasing demand for its vegan-baked and allergen-free offerings, not surprising when you consider there are an estimated 1.5 million vegans in the UK.

4. A product’s role in maintaining the wellness and mental health of the population is changing
Think health and fitness and what comes to mind? A vegetarian or vegan diet? A vitamin boost? Regular gym and mindfulness sessions?

A fascinating part of the Google Trends research is the conclusion that people are adopting skin care routines to boost their mental health and reduce stress and feelings of anxiety and negative emotions.

As well as offering a range of laser hair removal and cosmetic injectables treatments, Laser Clinics United Kingdom has partnered with industry leader Institut to provide its customers with a range of affordable cosmeceutical skin care and beauty products that are cruelty-free and vegan.

The products complement Laser Clinics United Kingdom’s tailored beauty packages by supporting, soothing and healing post-treatment skin.

5. Brands can help consumers put their plans into action
A significant number of people searching online for topics relating to veganism and yoga, for example, ‘are moving away from the learning phase to one of action’, according to Google Trends.

YouTube searches for ‘yoga’ and ‘high intensity interval training (HIIT)’ are becoming increasingly popular as individuals start their journey towards a healthier lifestyle.

TRIB3 is a beneficiary of the popularity of HIIT. It describes the experience it offers to customers as a ‘combination of a scientifically proven HIIT workout with an epic sensory experience’.

To meet demand, the business is set to open four outlets in Scotland and recently signed an exclusive franchise area development deal in Ireland, its seventh international territory.

Businesses of all shapes and sizes are benefiting from consumer interest in wellness. Those that are nimble enough to respond to the latest trends will reap the rewards of what now seems to be an ‘always on’ trend.