Graciana is a Senior Regional Shopper Insights Analyst for Latin America at Mintel. She is accountable for creating analysis plans, analyzing client and market knowledge, writing analysis stories on how client developments are evolving within the area and presenting insights to purchasers.
Latin American customers have, in current occasions, confronted a variety of challenges that have an effect on their general well being, reminiscent of rising weight problems and sedentary existence. However the pandemic has introduced with it new well being dangers, together with a rise in nervousness problems. Manufacturers have a possibility right here to step up and play a key position in encouraging folks to take their very own self-care journeys.
An lively way of life is a key a part of self-care
Latin American customers say they prioritize health over all different types of wellbeing. With this in thoughts, manufacturers want to hunt out new formulation which are light-weight, long-lasting, sweat-resistant and refreshing in order that lively customers can really feel assured and funky throughout and after exercises.
Brazilian magnificence giants have already rolled out entire new strains to assist customers of their quest for well being and health. Whereas Natura has launched a brand new make-up line designed for “sport-maniacs,” O Boticário has unveiled Ativa, a brand new skincare line for pre- and post-workout.
Manufacturers even have a task to play in serving to folks keep engaged with their health routines in the long run. Shifting the dialog from physique picture to highlighting the advantages of train on the thoughts and physique will go a protracted technique to reaching this.
Stress-relieving components price shouting about
As nervousness ranges rise amongst Latin American customers, stress-relieving merchandise will undoubtedly be in excessive demand. Certainly, almost half of Peruvian consumers say that are actively seeking ways to reduce stress. And there are a variety of stress-relieving components to look out for. Nervines (eg chamomile, lavender) are a bunch of botanicals which are thought to scale back stress and nervousness ranges however stay comparatively unexplored outdoors the tea class.
Whereas Adaptogens discuss with pure components that declare to assist the physique adapt to bodily and psychological stress. Main adaptogenic components embody holy basil, ashwagandha and medicinal mushrooms.
Merchandise like Padam Masala Chai from Columbia include chai adaptogenic components reminiscent of reishi from Ganoderma lucidum and ashwagandha to assist higher reply to stress and bodily and psychological challenges.
Give attention to self-care merchandise that assist ladies’s life moments
However the pandemic has not solely resulted in an increase in nervousness, it has shone a lightweight on the lives of girls who’ve been tougher hit by the results of the pandemic. Latest UN research have proven that gender inequalities have grow to be extra evident in Latin America, with ladies extra affected by the rise in unemployment, poverty and the overload of unpaid care reminiscent of family and childcare.
Because of this, there’s actual scope for manufacturers to create initiatives and merchandise that tackle the precise challenges that girls are dealing with, reminiscent of apps that assist households preserve monitor of their each day family duties and share the load simply.
Past the direct results of the pandemic, there’s a clear alternative to assist ladies really feel extra comfy when going by way of completely different (doubtlessly aggravating) life moments, reminiscent of menstruation, being pregnant, breastfeeding and menopause, with options that acknowledge their altering dietary wants.
Agni, for instance, creates meals with particular vitamin profiles catered to life moments, reminiscent of menopause and postpartum restoration. Vogue Brazil and Chock have launched a brand new line of useful sweets. PMS is designed to make sure satiety, Vitality can struggle bodily and psychological fatigue, and Calm has stress-free properties due to its chamomile extract.
In the meantime, Helty Carob Syrup from Peru helps assist throughout menopause. It’s energizing, helps the nervous system and claims to forestall nervousness, nervousness and melancholy.
Shift the dialog from disinfection to care in terms of cleansing
But it surely needn’t be simply merchandise for us that may assist with self-care. Mintel Household Trend, ‘Safe Home, Serene Home’ explores how family manufacturers can even assist protect our psychological and bodily wellbeing with merchandise and routines. Homecare manufacturers ought to use their rising significance to extra clearly place as wellness allies, shifting away from germ/micro organism and virus safety and specializing in claims associated to well being and experiences, reminiscent of perfume and free from poisonous chemical substances claims.
Probiotics specifically may actually take off right here as their therapeutic properties preserve us and our houses wholesome. Merchandise reminiscent of Aunt Fannie’s Microcosmic Mandarin Grove Probiotic Energy Dish Cleaning soap, which is described as a hard-working and non-toxic method consisting of solely probiotic- and plant-based components.
What we predict
With many extra Latin American customers now coping with worry and nervousness, self-care can be essential to dealing with an uneasy actuality because the world begins to open up post-COVID. Because of this, manufacturers have a possibility to grow to be a supply of consolation by serving to customers discover methods to nourish each their minds and their our bodies.