wellness yoga health stress market changing

Wellness market: an endless transformation

Well-being is at the heart of the concerns. Taking care of yourself, especially after the last months, complicated for some, is essential guess. Especially with the resumption of work in its previous rhythm, with the presence on site, with a few days of teleworking. Taking care of yourself allows you to calmly restart in this rhythm, and also becomes important to feel happy and confident.

Well-being in the face of a persistent and unstable pandemic

The wellness market encompasses a vast, complex and unstable concept. Lately, this notion has been put to the test by the health context. Indeed, COVID-19 has played a role in the fluctuations in people’s well-being. Well-being has experienced ups and downs in 2020 as a result of lockdowns and measures that have happened in successive ways. The Welfare Observatory of the Centre for Economic Research and its Applications published its report in April 2021. It highlights the state of mind and morale of the French after this troubled period. In this sense, it reveals useful information for players in the wellness market. Indeed, it makes it possible to understand with relevance the state of mind of consumers and to deduce their needs.

If in 2021, vaccination has instilled new hopes, the well-being of the French is subject to moral wear and tear. Indeed, COVID-19 has weighed on the emotional well-being of the French. This wear and tear has reached the satisfaction and meaning of life of many of them.

The notion of well-being is invited into the world of work

Following the impact of COVID-19 in the world of work, one notion has been particularly highlighted. Indeed, if the organization of work during the confinement has saved time, money and efficiency, it has also raised other less positive points. Indeed, the isolation of employees has been very present. Moreover, new organisations in working methods have not always been ideal and have not set a sufficiently strict boundary between personal and professional life.

The work environment is therefore undergoing a global questioning. At the same time, he is also tormented by a well-being of the active that wants to be at half-mast. In addition, a refusal to return to the office shows that there is a clear need to update workspaces and prioritize the well-being of employees. It is necessary to give meaning to the office and the work of the employees. Indeed, after having worked for a long time at home, they can no longer necessarily see the office as a place of emulation of ideas and performances. In addition, the return to the office is often associated with mandatory mask wearing as well as other rather restrictive barrier gestures… Thus, companies are faced with new challenges to stimulate the well-being of their employees.

So to rethink the notion of well-being at work it is above all necessary to know the notion of well-being. According to the Larousse, well-being is a pleasant state that results from the satisfaction of the needs of the body and the calm of the mind. It can also be a material ease that allows you to live a pleasant existence. Thus well-being derives from two states. There is moral or psychological well-being or physical and material well-being. In the context of work, it is easier to image these two states by concrete situations. Problems related to the psychological dimension can be stress or harassment. Problems related to the material dimension can be a lack of comfort or safety.

So when the workplace changes, it is important to provide answers to these two dimensions in order to guarantee a complete well-being for its employees. However, changes in the world of work have given rise to a need again. From now on we have the impression that each element must be thought out to keep employees as much as possible in a state of fullness. This now involves the choice of colors to play a role in the mood of employees. Framery offers colorful acoustic booths to promote optimism and safety for employees.

Well-being synonymous with performance

Well-being can be linked to different notions, one of them is performance. Indeed, in the context of work and even beyond, an individual who is in a situation of well-being will be more productive. It should be understood that well-being is not counterproductive in business on the contrary. This is an important notion when managing employees. When you offer your employees a quality work environment, you indirectly promote their performance.

A happy employee is an employee who will invest more. This well-being is at the individual and collective level. This should not be overlooked at the risk of seeing risks of poor results, illness, absenteeism or turnover. Moreover, if well-being makes employees more involved, it also makes them more creative. Finally, beyond enhancing the competitiveness of the company, developing well-being also ensures a professional investment in the long term. The objective is to retain and retain its employees in order to avoid the flight of talent.

A market that is still developing

Indeed, in March 2021, the average responses regarding life satisfaction show a result of 6.3 out of 10. At the same time, the feeling that life has meaning has reached a low point at 6.9 out of 10. In addition, for people between the age of 17 and 45, the notion of well-being has been particularly affected. Average responses put their satisfaction at 5.5 out of 10. Faced with this, it is necessary to find solutions to restore well-being in the daily life of the French and especially young people. The solutions are diverse whether at work or through new services, the wellness market must see new opportunities to boost morale in French.

With just over 9,000 spas in France, the wellness and relaxation market is increasingly becoming part of french consumption habits and customs. It is actually part of a global trend for Wellness. Thus, this market already weighed $ 4,200 billion in 2018 and is expected to continue to grow by 5.6% in 2021 (1). Once intrinsically linked to “luxury” hotels, spas and Thalasso centers have emancipated themselves and began to exist independently. To take advantage of such services, an appointment “like at the hairdresser” is enough, for increasingly advantageous rates. So what does the wellness market represent in France? Who frequents these places of relaxation? What are customers looking for?

Well-being, a market impacted by Covid-19

After a year marked by the COVID-19 pandemic, the wellness market is at a standstill. The announcement made on October 28, 2020 of a new lockdown, the second after that of March 2020 is poorly received. Indeed, spas, wellness institutes, are activities that require the presence of customers on site. Deemed “non-essential”, the welfare sector must comply with these measures… These measures are particularly difficult for their economy.

In addition, this crisis has direct consequences on physical and psychological well-being. Several months to spend at home, far from the institutes of care and a reassuring routine. According to Santé Publique France, the lockdown has had a significant impact on the mental health of the French. On the one hand, the cessation of a professional activity has an impact on the finances of a household, and breaks habits; on the other hand, the prohibition of most leisure activities such as access to sports halls directly affects morale and physical health. Uncertainty, mixed with some form of concern, then has an impact on the well-being of populations.

Also, for institutes and spas, the prospects for recovery remain very complicated. Indeed, to receive customers in the best conditions, the sanitary rules to apply are numerous. Strict rules, which can taint the wellness bubble of care. The entire operation of salons, institutes and spas is reorganized,so that customers arrive in a healthy environment. It remains to be seen whether they will be reassured enough to resume the pre-crisis pace of care.

However, if these measures come to weigh on the figures of 2020 and potentially 2021, they should not disturb the underlying trend. France remains a country very fond of wellness services. Customers also show the desire to return as soon as possible, starting with hairdressing and beauty salons.

The growing wellness market

Since the twentieth century, there have been changes in terms of beauty. Women are almost exclusively affected by this phenomenon, although it is increasingly attacking men. Have a more tanned skin, a depilated body to be more attractive, a slimmer figure without the signs of aging… The woman of the time and today wants to feel beautiful, young and good about herself. While remaining active, independent, reconciling his family life and his professional life, according to societal criteria well anchored in the minds. You feel good if you are “beautiful”.

In 2016, the wellness market in its broadest sense is growing by 7% compared to the previous year. According to the Wellness Institute, this economy has been growing by 8% to 12% per year since 2010. It is expected to continue to grow by 5 to 6% per year between 2018 and 2023 (1). If the global turnover of the sector amounts to 4200 billion dollars in 2018, it is difficult to estimate it precisely in 2020. And for good reason, it takes on very varied realities and intersects with other market segments, giving it contours that are blurred to say the least. Wellness tourism, spas, sports, personal development literature, health food, real estate and feng shui style furniture…

Thus, on French territory, there are no less than 290,000 companies operating in the welfare sector. This market is worth €37.5 billion.

This is due to the increase in the purchasing power of some households. In particular, it is estimated that household welfare expenditure represents half of their health budget. This democratization of care is accompanied by greater price accessibility of wellness services with “low cost” institutes. But also a diversification of the services offered and the pressure of the company that imposes its diktats of beauty.

A market that is democratizing

The “comfort expenses” reserved for wealthy customers are now present in most households. Go to the hairdresser, a beauty salon, spa and balneotherapy centers, or get a massage or wax… More and more households are taking advantage of one of these benefits at least once a month. What used to be a luxury is becoming commonplace.

This democratization of wellness services is directly reflected in the real economy. Between 2015 and 2017, the welfare economy grew twice as much as global economic growth. As a whole, this industry now accounts for 5.3% of world economic output.

In practice, wellness consumers associate or even substitute these services for some traditional health benefits. This is all the more true as there is a clear increase in interest in alternative medicine,based on Chinese medicine and spirituality. As a as a return, welfare spending now amounts to more than half of global health spending. $4.2 billion for $7.3 billion for total health (2).

The French feel physical and psychological benefits from these services. These benefits are reflected daily in their lives: feeling relaxed, better concentration, more restful sleep, efficiency at work… In the aftermath of the economic crisis that has weakened the country, well-being arrives as a remedy. A dressing that allows you to take a break for a treatment.

Also, to be able to continue to enjoy certain wellness routines, the confinement was an opportunity to develop the online wellness offer. Remote yoga classes, meditation application, generalization of teleconsultation…

Anxiety, aging of the population… the diversification of the clientele of the wellness market

It is now a given: the French population is aging. Following the post-war Baby Boom and the lower birth rate, a whole generation of very active seniors are swelling the ranks of the clientele of the wellness market. For good reason, always very dynamic and with a growing purchasing power, they are also a privileged target for care offers. The same goes for the health food market,sports, tourism… Which are intrinsically linked to well-being.

For example, seniors particularly appreciate the benefits of body care, and gladly buy products from beauty salons. Especially anti-wrinkle products. This represents 45% of the turnover of this sector.

In addition, since the economic crisis of 2008, the French recognize that they feel they are evolving in a more anxiety-provoking society. The WHO also declares stress as the great scourge of the Western world. Moreover, the mental health of the population has deteriorated in times of Covid-19. In France, Santé Publique France observes a 12-point increase in depressive states. The most affected populations remain 18-34 year olds with +18 points, students (+29 points) and people reporting a very difficult financial situation (+18 points). (3)

Pollution, politics, economy, work or vice versa, unemployment… These are stressors for the labour force. To evacuate the buildup of stress, many people choose to turn to well-being. A way to evacuate voltages and recharge your batteries.

The multiplication of wellness services to attract new customers

Get your hair done,make up, massage; enjoy relaxation facilities such as saunas, spas; opt for cures or spiritual withdrawals; take yoga classes; or even valuing alternative medicines such as reflexology, acupuncture or naturopathy, become more common hobbies. So much so that the wellness market has seen a flowering of its businesses.

Until very recently, the clientele of these wellness places was almost exclusively composed of women. Often mothers, aged 35 on average who want to relax and relax, for a budget of 30 to 45 euros per session. From now on, the wellness clientele extends, both to the youngest and the oldest, but also to men…

Man woman wellness market
The wellness market opens up to men

Men, customers in search of well-being

The development of wellness services has given rise to new customer segments. Indeed, men place themselves in the same dynamic as women, concerned about their appearance, and in search of “eternal” youth. For them, professional and social success now also involves physical image, plastic beauty.

Thus, since the early 2000s, the market for men’s cosmetics has exploded, offering a wide range of products for men. But also special treatments in the institutes (massages, massages) as well as the arrival of the Spa.

Between 1997 and 2002, the global market for men’s cosmetics grew by 43 % (4). Since then, it has grown steadily to $50 billion between 2010 and 2015. Before the crisis, forecasts predicted a turnover of $60.7 billion for 2020. The reality will undoubtedly be different but the trend is beautiful and well anchored. The men’s segment, however, remains a niche market, with 10% of the global cosmetics market.

In Europe, the main markets are part of the global trend. Thus, in France, Germany, Italy, Spain and the United Kingdom, sales of men’s skincare reached 420 million euros in 2010 while they were only 289 million euros in 2005.

Today, the men’s cosmetics market is diversifying. Facials still account for 70% of the market. However, growth comes from other segments. We owe it in particular to the care and accessories to maintain the beard. These show a growth of 26% in 2019. (5)

Evolution of services in the wellness market

The constant and growing success of well-being in France has led to the development of the services offered to customers by companies.

Spas, hithert attached to high-end hotels, have become entities in their own right. They offer various and varied services so that all customers find their happiness in the same place.

The Gironde alone has 7 spas: relaxation areas at variable prices for all budgets. The department also benefits from 3 spadiums in Salles, Gujan-Mestras and Langon. These are spas attached to swimming pools frequented by the general public. On the Atlantic coast of the Region, many hotels now offer “Relaxing Weekends”, with beautiful panoramas and all the necessary comforts.

To attract customers, brands do not hesitate to “break” their prices, up to 50% discount. In addition, many gift boxes offer wellness and relaxation activities in Gironde. Long very feminine, these offers are now open to all targets: between girlfriends, alone or as a couple, for women, for men, for grandparents, in family …

The wellness market is growing to such an extent that the city of Bordeaux has been hosting the Salon du bien-être since 2015 (6). A resounding success for a weekend in Bordeaux Lac, for a show that receives more visitors and exhibitors every year. The goal was to attract new customers while introducing new wellness techniques and healthy products.

A new dimension around well-being

“Health” massages have become “relaxing” massages. They bet on the benefits of oils or massage methods from all over the world. Customers navigate between the services offered and return more often than before. This is explained in particular by increasingly attractive prices and within everyone’s reach.

In addition, wellness services are gradually moving away from one-shot services, on a piece-by-blow basis. Thus, in the institutes, cures over several sessions make it possible to sublimate the body. For example to restore the elasticity of the skin by erasing wrinkles, or by helping with weight loss.

Over the years, wellness offers have also found their place in gift boxes or boxes. It is now offered as well as other types of experiences, such as a meal in a large restaurant, or a night in a treehouse.

In this quest for experience, customers are looking for more “intimate” places with a space that can be privatized. Objective: to relax completely and come out of your session rested. Live a moment apart in a daily life that accelerates.

The staff of the institutes are better trained to know how to provide maximum services and care. To make well-being accessible, the products used by the salons are offered for sale to the general public. With the explosion of digital and digital, services can be consulted directly, as are products. More than a care space, institutes are also becoming shops, taking advantage of e-commerce like any other retailer.

Sources

  1. Wellness Institute, Global Wellness Economy Monitor, October 2018 study
  2. “The latest figures of wellness”, Sense of Wellness, 16 October 2018
  3. “Covid-19, a survey to monitor the evolution of behaviors and mental health during the epidemic”, Public Health France, article updated on December 15, 2020
  4. “Market study of men’s cosmetics”,Imbrikation, consulted in December 2020
  5. “Men’s products in full boom”, LSA Conso, article of March 4, 2020
  6. Wellness fair Bordeaux
  7. The Well-being of the French – March 2021 One year later: wear and tear” CEPMERAP, Note from the OBE, 2021 – 04 14 April 2021
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