Conducted in partnership with CEW, our parallel study of 1,000 consumers and 127 executives finds that the new BHW industry goes beyond the bounds of the old one. From peptides to at-home devices to medspas, categories have blurred. The new super users? Young men. What brought them in? Wellness protocols.

Wellness is the single-largest signal in the data, connecting formerly disparate industries into a single project, and activating consumer needs in multiple areas at once. The consumers at the forefront spend across sectors simultaneously, utilizing health modalities and consumer products and memberships for the same concern or focus.

Executives who understand this are able to strategize around consumer price ceilings and categories, and optimize offerings as their spending on beauty, health, and wellness shifts with age. Consumers who aren't engaged in the pursuit of wellness behave entirely differently than their peers. At the top of the self-care pyramid: vitamins and supplements.

An industry in metamorphosis

49%

of young men spend 1.5 hours a day on BHW (average: 28%)

46%

Only 46% of women mostly or always trust brands versus 65% of men

>40%

consumers would trust a traditional beauty brand to expand into tools, at-home devices, ingestibles, and transdermal patches

49%

of young men spend 1.5 hours a day on BHW
(average: 28%)

>40%

consumers would trust a traditional beauty brand to expand into tools, at-home devices, ingestibles, and transdermal patches

Only 46%

of women mostly or always trust brands versus 65% of men

BHW spending has become a permanent budget item, not a treat

Consumers prioritize BHW spending above all other discretionary categories, per our data, and are pushing into new territory, hungry for new form factors, new protocols, new possibilities. Executives know this super-industry is aligned for a boom, but need strong insights to know how to position.

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