Today’s consumers are thinking about health in broader terms than ever before. The shift goes beyond gym memberships and meal plans. People are looking at their entire lifestyle — mental clarity, emotional balance, daily routines — as part of their definition of health. For CPG brands, this represents both a challenge and a massive opportunity.
At Come Sell or High Water, we help brands align their positioning with how today’s consumers define wellness. That means staying current on trends, staying responsive to shifts, and building product and marketing strategies that reflect what buyers truly value.
A Shift Toward Holistic Health
Consumers are no longer satisfied with products that offer a single, functional benefit. They want support across physical, mental, and emotional dimensions. According to NielsenIQ, 80 percent of global consumers said their health priorities have changed since 2020. This includes a renewed focus on stress reduction, immunity, sleep quality, and balanced nutrition.
In other words, consumers are building personal wellness ecosystems. That means brands need to think beyond the ingredient label and consider how products fit into daily rituals and emotional well-being.
Mental Health Has Entered the Mainstream
What used to be a niche concern has now become a key part of mainstream wellness. Euromonitor reports that since the onset of the pandemic, mental health has moved from the background to the center of consumer health conversations. Brands are responding with calming ingredients, mood-supporting formulations, and transparent marketing that recognizes emotional needs as real, valid, and addressable.
From adaptogenic drinks to functional snacks and self-care kits, the product development pipeline is adapting fast. But differentiation still requires focus. Brands must identify the mental wellness benefit they deliver and build that story across packaging, positioning, and retail messaging.
CPG Products Must Align with Daily Routines
Consumers are not just buying health products. They are buying systems that support how they want to live. Brands that create intuitive, habit-forming formats — like morning wellness shots, evening relaxation teas, or energy-enhancing supplements — will win.
Our Process at Come Sell or High Water focuses on identifying not only what products consumers want, but when, why, and how they want to use them. Brands that integrate naturally into a daily schedule stand a better chance of earning repeat purchase and building lifestyle loyalty.
Build Emotional Value Into Your Brand Story
Your marketing must do more than educate. It should reflect the mindset of your audience. Many consumers are still navigating health anxiety, burnout, and a desire for simplicity. Meeting those needs is not about gimmicks. It is about building trust.
One way to do that is to communicate transparency and consistency — from ingredient sourcing to product claims. Another is to share brand values that align with the emotional aspirations of your target audience.
If you are unsure where your brand fits in this broader wellness shift, our Unit Economics Tool can help assess whether your current product and positioning support the kind of growth you are aiming for.
Conclusion
Physical and mental health are no longer separate conversations. Today’s consumers see them as deeply connected, and they are building buying habits around products that acknowledge and support that integration.
If your brand is exploring wellness expansion or wants help developing a strategy aligned with modern consumer health, reach out to our team. We are here to help you grow in a way that connects — mind and body included.