The rise of mental wellness: consumer trends & opportunities

Introduction

The focus on mood and mental health has grown significantly in recent years. Research agency Fast Moving Consumer Goods (FMCG) Gurus recently shared their global consumer research on emotional wellness with Winclove, offering insights from proprietary research via surveys conducted in up to 30 countries.

Drawing from their Emotional Wellness 2024 report and other consumer surveys, our market analyst Marc van der Elst, takes a closer look at what consumers value in health products, the key challenges they face, and the trends shaping the future – along with the exciting opportunities they create.

Awareness of mental health, a rising priority

Mental health is no longer an afterthought – it’s a global priority. According to the latest data from Fast Moving Consumer Goods (FMCG) Gurus, a staggering 93% of consumers believe emotional health is just as important as physical health. Next to this, many recognize that an unsatisfying mental health does not only affect their day-to-day life, but it can also impact long-term health outcomes as well and increase the vulnerability to disease and illness.

Yet, despite this awareness, many struggle with their own emotional wellness. More than half (51%) of consumers rate their mental well-being as poor, revealing a striking gap between understanding and experience.

Looking deeper, stress and anxiety are the areas where people report the highest levels of dissatisfaction, particularly among Millennials. In 2024, 37% of Millennials report being dissatisfied with their stress levels. This group also struggles the most with sleep quality, energy levels, and mood – factors that are deeply interconnected. These challenges largely stem from their life stage, as they juggle demanding careers, raising young children, and maintaining their personal well-being.

Meanwhile, Gen Z stands out for their dissatisfaction with cognitive health – many report difficulties with memory, focus, and concentration. The good news, however, is that mental well-being appears to be improving among younger generations. Compared to the height of the pandemic in 2022, fewer young people report experiencing severe social isolation, anxiety, or depression. This suggests that awareness and proactive mental health strategies may be making a difference.

🔎 Marc’s takeaway: Consumers across generations struggle with emotional wellness, but their challenges differ. Millennials grapple with stress and energy levels, while Gen Z faces cognitive concerns. Addressing these generational nuances is crucial when marketing health solutions.

How consumers measure their mental health

When asked how they assess their mood, consumers are most likely to do this by evaluating their energy levels. For younger consumers, this is the primary indicator of emotional wellness, while those over 40 weigh energy and happiness equally. Stress levels, on the other hand, are often measured by how anxious or relaxed people feel. This means that consumers will be satisfied with their overall emotional wellness if it is in balance – they want to feel revitalized, fit, focus and physically and cognitively active, yet also be able to unwind and relax when needed.

Although consumers primarily evaluate their emotional wellness based on daily feelings, they are aware that stress and anxiety don’t just affect the mind – they can have serious long-term health implications. They recognize that being run-down can make them more vulnerable to serious health issues. In fact, 54% of consumers are aware of the connection between the digestive system and mood. Many are questioning whether low energy levels could be a sign of deeper health concerns, such as immune or cardiovascular issues.

🔎 Marc’s takeaway: While consumers recognize the long-term impact of stress on physical health, they still evaluate their mental well-being based on how they feel in the moment. This presents an opportunity for health solutions that offer both immediate and lasting benefits.

What consumers are doing to improve their mental health

With mental wellness high on the priority list, 57% of consumers say they plan to take action to improve their mood in the next 12 months, emphasizing that many feel this area needs attention. The most common strategy? Exercise. Other popular actions also involve lifestyle changes; improving sleep patterns, adopting healthier dietary habits and attempt to relax more. Consumers recognize that diets and lifestyles directly affect their energy levels and emotional wellness.

While many consumers are focusing on getting these ‘core essentials’ right, they also acknowledge that there are barriers to improving mood, and lifestyle changes are not always enough. As a result, 45% of consumers express interest in supplements that improve mood, highlighting a demand for solutions that provide an added boost.

Where do probiotics fit in?

Awareness and purchasing of probiotics is on the rise, with many consumers confident in identifying what probiotics are. However, many still associate probiotics primarily with digestive health and immunity. Only 20% of those familiar with probiotics connect them to mood and emotional wellness.

Yet, the link between probiotics and mental well-being is already influencing purchasing behaviour – 45% of probiotic users assess effectiveness based on energy levels, while 26% look for improvements in mental well-being. This suggests that, even if consumers don’t explicitly buy probiotics for mood support, they are already using energy and emotional balance as key indicators of success and well-being.

🔎 Marc’s takeaway:  For brands in the probiotic space, this represents an opportunity. Consumers are looking for ways to feel more energized, focused, and emotionally balanced – and probiotics have the potential to address these needs. However, the connection between gut health and mood is not yet widely understood. There is an opportunity in emphasizing the gut-brain connection and educating consumers on the role of probiotics in energy and emotional well-being.

Final thoughts: the path forward

Mental health is no longer a niche topic – consumers are eager to improve their emotional wellness but often struggle to find effective solutions. Probiotics are well-positioned to play a role in this space, but education is key. Brands that communicate the science behind the gut-brain connection will be well positioned to meet these evolving needs.

At Winclove, we believe that probiotics have the potential to transform emotional wellness. By aligning scientific research with consumer insights, we can help drive awareness, improve well-being, and shape the future of mental health solutions.