A Closer Look: Dissecting the Habits and Hurdles of the UK Health Consumer
#Wellness #UKvsUSwellness #MarketingInsights #HealthTechMarketing #UKHealthConsumer
Hello Again, After a Small Eternity…
Hey everyone! A heartfelt thank you for hanging tight during my little disappearing act. Life got in the way - with a friends’ wedding back in New York and a few weekends spent on a brand consultancy project - I admittedly let my writing slip. But here we are, back to our regular programming.
Today’s topic —the nuanced difference between UK and US health consumers. While my American background might suggest a bias, it’s genuinely the experience of immersing myself in the UK’s health and health tech industries—often casting a speculative eye towards the US for inspiration—that fuels this discussion.
And here’s an inherent truth about marketing we must first acknowledge: the real game isn’t just in the slickness of ads or the finesse of content. Nope. The magic lives in truly knowing your customer. It’s an exploration into their hurdles, ambitions, and pain points, and seamlessly tying your product or service as the hero that swoops in to save their day. Get this right, and you’re whispering in their ear, gently shepherding them from casual observer to committed converter.
Before we dig deeper, I’ll frame our chat with a few examples of companies, alongside their US kin, to weave this narrative together...
From Second Nature to WellEasy
Second Nature vs. Noom
Hello to Second Nature, a health tech start-up where I spent a considerable chunk of my career! A digital behaviour change programme honed in on sustainable weight loss, Second Nature was meticulously crafted by dietitians and psychologists, even earning a nod from the NHS. Across the pond, Noom introduces itself as a “consumer-led digital health platform” fusing psychology, technology, and coaching to help millions navigate their health and wellness paths.
Spotting the parallels?
While Noom zoomed ahead in years and funding rounds, we eyed their exponential growth (despite a peek-a-boo churn rate) and palpably effective ads, eliciting eager nods from our investors who craved a mirrored success story. My role, strategising our ad creatives, often involved dissecting Noom’s ad campaigns. Memorable slogans like “Noom is not a diet” and “Change how you eat, not what you eat” became mantras of our American counterpart.
When Second Nature dipped its toes into these tried-and-tested ad waters, the result was...a splash, not a wave. Our exploration into ‘why’ - through customer surveys, focus groups, and a ton of feedback calls - revealed a fascinating insight: Second Nature's clientele and our target demographic found such language a tad too fairy tale-esque. It nudged their scepticism, appeared as another plot in the health marketing saga, and ironically, they prided themselves on not taking the bait.
What, then, was the key to unlocking the Second Nature demographic? A blend of scientific rigor, statistical evidence, and the NHS's stamp of approval, wrapped up with an honest bow that said, “Yes, weight loss is tough, but we’re here to navigate through this journey, making the bumpy ride a tad smoother with our support and knowledge”.
Putting it together…
Noom found its stride with airy, non-diet promises of weight loss, while Second Nature found its footing through research-backed, NHS-endorsed claims. The UK consumer raised a sceptical eyebrow at general health assertions or weight loss pledges. Their wish-list wasn’t just about finding a weight-loss programme; it was about anchoring trust in a science-backed, long-term commitment, shunning the allure of empty promises.
And so, we unfold the first leaf in our exploration: The UK health consumer dons a cloak of scepticism.
Quick side note: while scepticism is sprinkled throughout various age demographics in the UK, it’s particularly potent among the older crowds. Our Gen Z’s and Millennial’s, though still discerning, tend to approach wellness with a slightly more open-minded curiosity, offering a glimmer of diversified openness in the UK health market. Something for us marketers to be mindful of!
And onto WellEasy vs. Thrive Market
Picture WellEasy (my current role) —a members-only, healthy shopping haven that saves your pocket from despair. Its distant-cousin across the pond? Thrive Market. An online grocery space, Thrive swings open its digital doors to “natural” and “health-conscious” products, all with a dash of exclusivity in their member-specific pricing.
Now, Thrive has had a bit of a head start in this race, and yes, we do often glance their way, silently applauding how they’ve cracked the US health consumer code. But let me tell you, applying that secret sauce to the UK’s health consumer has been a tad more...let’s say, nuanced. While WellEasy has grown leaps and bounds in the last few years, unraveling the skein of our customer’s “jobs to be done” is still very much a work in progress (but more tea on that in another chat!). For now, let’s sift through some of the sparkly nuggets I’ve unearthed about the UK health consumer and why our business model isn’t just a simple copy-paste job from the US:
1. Subscription Side-Eye: Folks in the UK have a smidge of scepticism towards subscriptions—they just aren’t woven into the shopping fabric as they are in the US. Our beloved members might sing our praises to their pals, but that 'membership' tag sometimes builds an invisible fence.
2. Habitual Shoppers: The UK health consumer is kind of like a comfy shopper, sticking to their tried-and-true routines, like that unshakable weekly Ocado order or their trusty Tesco visit. Shaking up these habits? Well, your offering better ring the bells of price, quality, and convenience to disrupt that groove. Whereas, in the US, shoppers might bounce between Trader Joe's, Wegmans, or Whole Foods with a little more pep.
3. Price Point Pondering: UK shoppers often find themselves in a mental ping-pong match, weighing up if a product truly is “worth it.” Perhaps it’s the salary and disposable income gap talking.
4. The Scaled-Down Market: It might be a “well, duh” point, but the snugger size of the UK health market means we, at WellEasy, have to hustle a bit harder to find those sweet, sweet economies of scale.
Pinning these threads together, our UK health consumers showcase themselves to be:
A tad sceptical,
A little wary of subscriptions,
Stuck in their shopping ways,
Mindful of their pennies,
Operating in a cosier market space.
Despite the varied challenges highlighted, understanding our customer's needs and barriers remains our north star at WellEasy. Remember: diving deep into our customer’s world equips us to craft a service that morphs from being merely useful to utterly indispensable. The distinctions and peculiarities we’ve identified in the UK health consumer aren’t hindrances. Quite the opposite, they’re our guideposts, leading us toward innovative, tailored solutions that carve out our own distinct niche in the market. Here’s to stepping forward, informed, ready, and poised to sculpt a health-conscious future that our customers didn’t know they needed but soon won’t be able to live without!
Is the Healthcare System a Factor?
Dabbling in theories, I’ve pieced together a hypothesis around the discerning and cost-conscious tendencies of the UK health consumer – could it partially spring from the healthcare system? In the States, healthcare is a notable expense. Even the best insurance policies could leave you doling out £30 for a prescription and another £50 co-pay for a doctor’s visit (on top of other costs). Conversely, in the UK, NHS doctor visits are free, and prescriptions carry a standard £9.00 fee (or free for those with exempting conditions).
Could it be that America’s costly health environment cultivates a more open-minded approach towards alternative solutions or preventative measures like varied supplements and wellness trends? Whereas the UK’s consumer, buffered by the NHS, might view these additional wellness steps as superfluous, particularly if not NHS-endorsed.
Moreover, the UK’s centralised healthcare system—while admirable and indeed a lifeline—potentially inhibits alternative health dialogues. Many guidelines, especially surrounding health and nutrition, linger in outdated territories. But if you’re a healthcare professional bound by the guidelines and ethics of your registration, you’ll likely find yourself parroting NHS and NICE Guidelines. Dare to step into alternative-health perspectives and you might be dismissed as not being ‘evidence-based,’ despite potentially citing recent research and science—it’s just not stamped by the NHS.
Contrast that with the US. While medical and nutritional guidelines undoubtedly exist, and adherence to ethical practice is non-negotiable, there seems to be more wiggle room for varied opinions and approaches in the health sphere.
The Health Influencer Impact
Ah, the flourishing landscape of health influencers in America! Names like Andrew Huberman, Peter Attia, Mark Hyman, Shut the Kale Up, Mari Llewellyn, Arielle Lorre, and Sami Clarke sprinkle our feeds with a rich diversity of perspectives, routines, and dietary philosophies. They openly share, boldly challenge, and confidently diverge, thereby nurturing the US health consumer's mindset, which is typically welcoming of varied opinions and practices.
Swinging our gaze across to the UK, we certainly have a notable line-up of health influencers, encompassing a range of professions from medics and dietitians to nutritionists. However, the melody here plays a tad differently — perhaps a bit more reserved and harmonious. I may have touched upon this in previous discussions, but the tone here resonates with a somewhat 'vanilla' echo, where everyone seems to be singing from a similar, safely curated hymn sheet.
Entertaining what might be an 'unpopular' perspective, it feels like the UK hasn’t quite cultivated a deeply impactful ‘health influencer’ scene, as distinctive voices are somewhat muted. Alternatively, it can be perceived as a challenging terrain for wellness influencers to carve out a unique identity and resonate powerfully amidst a choir of harmonious, albeit repetitive, tunes.
Bringing It Back To The UK Health Consumer
Looping back to the UK health consumer, their scepticism and tight hold on the purse strings find roots in a consistent, NHS-guided narrative. If your health influencers - the trendsetters, ideally - are all singing the NHS tune, your consumer won’t be straying into experimental wellness territories without a sturdy, trusted handhold.
The endgame? A consumer, carefully navigating the wellness space, peering over the edge of tried-and-true NHS-backed practices but not quite taking the leap into unconventional methods without a familiar safety net. So, it's not just about being sceptical; it's about clinging to a comfortable, approved script in a world where stepping outside the box isn’t the daily jam.
Lingering Thoughts
Alright, we're inching toward the end, and I'm mindful of your scroll time. But let’s scatter a few more crumbs of contemplation on our mental tabletop before we put a pin in this discourse:
Whole Foods planted its roots in the UK back in 2007, yet here we are with just 7 spots, all tucked into London’s pockets. An expansive growth? Not so much.
Flash over to Planet Organic, embarking on its journey in 1995. It's been a rollercoaster of big moves, location shut-downs, and financial close calls. Current tally? Nine spots, all huddled in Central London.
The US health and wellness industry tips the scales at a whopping $52.5B, while the UK’s teeters at 9B. Yes, population disparities matter, but proportionally, we’re still trailing.
The sheer existence of LA, where finding a yoga studio, juice bar, and crystal shop on every street corner isn’t convenience, it’s a necessity.
A nugget from Attest piqued my interest, drawing lines between the US and UK wellness landscapes and flagging the UK as a bit of a lagger. Not to forget, the US is notably spry in the alternative health space (CBD, anyone?) and personalised nutrition arenas.
Kudos to Zoe, the personalised nutrition app championed by Tim Spector, for strategically sprouting in the US, sowing seeds with early adopters. They cleverly whispered in the UK’s ear via podcasts and social platforms, blooming a keen waiting list before unveiling their (somewhat princely priced) product here. A strategy that might’ve fallen flat in the UK’s financial landscape a few years back?
Summary
Scepticism vs. Open-mindedness: UK consumers lean into scepticism and favour NHS-endorsed, research-backed health solutions. In contrast, their US counterparts show a more explorative approach towards health and wellness offerings.
Subscriptions and Shopping Habits: UK shoppers display wary eyes toward subscription models and cling to familiar shopping routines, while US consumers seem more adaptable and explorative in their buying behaviours.
Price-conscious and Habitual: The UK health consumer meticulously weighs price points and sticks to established habits, whereas the US market shows more fluidity in purchasing and trying new products.
Market Dimensions: The petite UK market demands a more nuanced approach for health brands compared to the vast, diversified US market.
Healthcare Systems: The distinct healthcare systems—free or low-cost NHS healthcare in the UK vs. the pricey US system—may drive differential attitudes toward alternative health and wellness solutions.
Influencer Impact: While the US enjoys a vibrant, diverse health influencer scene, the UK reflects a more homogenous, perhaps reserved, narrative, mostly harmonising with NHS guidelines.
Market Strategies: Even globally successful brands (like Whole Foods) find limited territorial expansion in the UK, indicating a potentially cautious or selective health market.
Thank you for immersing yourself in this month's article! If you found value in our exploration of the UK health consumer, please consider subscribing and sharing the insights with a friend who might enjoy the read. You can also check out my articles on Athletic Greens and the Evolution of Influencer Marketing.