Feelgood Revolution (EN)

Smoothies, smart beds and beauty treatments – wellness has long been much more than simply a lifestyle trend. It is one of the fastest-growing markets in the world and its projected value is set to increase from around USD 6 trillion in 2023 to almost USD 9 trillion by 2028.

Once clearly distinctive markets are increasingly converging. Food, cosmetics and medicine are no longer viewed in isolation, but are instead seen as part of a holistic understanding of wellbeing. A new wellbeing ecosystem is emerging where nutrition, health and beauty intersect. Consumers are no longer simply buying a cream or a juice, but a promise of longevity, attractiveness and quality of life too.

The GDI study entitled 'Feelgood Revolution' explores how people in Germany, Austria and Switzerland (DACH region) are experiencing and shaping this new ecosystem. It is based on a representative survey of 3,031 people from German-speaking Switzerland, Germany and Austria on their satisfaction with life as well as their views on and behaviour in relation to nutrition, health and beauty.

The study explores the following questions:

• How satisfied are people in the DACH region with their appearance as well as their mental and physical health?
• How great is the perceived social pressure to look good, be healthy and efficient, and eat healthily? Has this tended to increase or decrease in recent years?
• Where do most people obtain information about health issues? Via search engines, AI applications or from doctors and pharmacists?
• How widespread are cosmetic procedures such as Botox or cosmetic surgery and how willing would people be to have them if the financial barriers were to be removed?
• How old do people actually feel and how young do they want to look?
• What motivates people to stay healthy or attractive?
• Who is responsible for the health of the population? Is it a case of everyone for themselves? Is it the food producers? Perhaps even the government? Or maybe everyone is to a limited extent?
• Would people welcome the removal of 'unhealthy' foods from retailers' product ranges?

Based on attitudes and values, the study identifies different feelgood personas. From this, the GDI derives specific implications for industry and retail, highlighting how organisations can position themselves for the future at the intersection of food, health and beauty.

Welcome to the Feelgood Revolution – where holistic well-being becomes the central driver of markets and lifestyles.

The authors of the study