Who Cares? Who Does? Health

Today's consumers are increasingly aware of the importance of health, yet the journey from intent to action remains full of obstacles. By linking actual FMCG purchasing behaviour with attitudes toward mental and physical health, we can uncover how they strive to lead healthier lives, how this influences their purchases, and what role they expect brands to play.

Our latest Who Cares? Who Does? Health report is the first-ever global report on Health and well-being that will connect what shoppers say with what they really do. 

This report provides globally consistent and robust data for 35 countries* and over 103,000 respondents across four continents. The key insights are how brands can play a pivotal role in shaping consumer health behaviours and helping to close the 'say-do' gap. Ready to discover how your brand can contribute to a healthier lifestyle for shoppers—and why it matters?

Inside, you’ll discover:

• The wellness paradox: Understand why cost, stress, and conflicting priorities prevent people from leading healthier lives — and how brands can help turn aspirations into achievable habits.
• Three new consumer segments: Gain insight into Health Actives, Moderates, and Passives, and identify how your brand can support each group differently.
• Global health dynamics: Explore how consumer health priorities vary across 35 markets and what that means for your brand.

Who should read this report?

• Brand directors seeking to lead in the wellness space.
• Marketing managers eager to engage more deeply with health-focused consumers.
• Brand strategists aiming to align products with evolving health expectations.

Learn how your brand can help consumers make wellness a reality.