IT’S THE BEGINNING OF A NEW YEAR WHICH MEANS GYMS ARE OVERCROWDED AND NEW DIETS ARE PAINFULLY BEDDING IN. But what will health mean to us all in 2014? We know that consumers are increasingly knowledgeable, regarding their own health and actively taking preventative measures to manage it. Identica have highlighted five trends that will impact many of us as we strive to monitor and improve our personal health.

1. IDENTICA
BITESIZE
HEALTH ON
THE HORIZON

2. Bitesize
HEALTH ON THE HORIZON
WHAT’S HAPPENING
IN HEALTH?
IT’S THE BEGINNING OF A NEW
YEAR WHICH MEANS GYMS ARE
OVERCROWDED AND NEW DIETS
ARE PAINFULLY BEDDING IN.
But what will health mean to us all
in 2014? We know that consumers are
increasingly knowledgeable, regarding
their own health and actively taking
preventative measures to manage it.
Identica have highlighted five trends that
will impact many of us as we strive to
monitor and improve our personal health.
© Copyright Identica Limited 2014
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Bitesize
HEALTH ON THE HORIZON
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NEW
SOBRIETY
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HEALTH ON THE HORIZON
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NEW SOBRIETY
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Due to cost and health implications,
alcohol consumption has decreased. But
consumers still enjoy the social aspect of
what drinking offered them.
Concern about unhealthy lifestyles is
the largest driver for sobriety followed
by consumers striving to reduce their
monthly bar bills.
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Non-alcoholic beverages have become
somewhat fashionable as a reaction to
negative social stigmas that surround
‘binge’ drinking.
Dryathlon
A Cancer Research campaign
to stop drinking in January
2
Redemption
Non-alcoholic bar with two
locations across London
3
Beverly Hills 90H20
Bottled mineral water from
the US
3
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HEALTH ON THE HORIZON
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SELF QUANT
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HEALTH ON THE HORIZON
SELF QUANT
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The digital revolution has tipped almost
every industry on its head and in 2014
we’ll see a continued investment in
personal digital tracking and analysis
technologies. Fitness tracking, digitised
health records and food scrutiny tools are
all rapidly changing the way we live and
the healthcare landscape as we know it.
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We’ve all seen the rise in popularity of
fitness tracking but expect to see more
detailed fitness data capture in 2014.
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Ghost Runner
Race against yourself with this
new app for Google Glass
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2
Walmart Health Kiosk
These kiosks can analyse
blood pressure, eyesight and
give nutritional advice
3
3 Lumafit
Tracks individual exercises while
guiding you through mindfulness and
meditative exercises.
4 Electolux Smart Knife
3
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A knife that can check levels of
harmful bacteria, pesticides and
nutrients such as sugar, vitamins,
protein and fat in the food it cuts

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FUNCTIONAL FOODS
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FUNCTIONAL
FOODS
By infusing food staples with super-foods
and protein-rich ingredients, brands are
creating everyday consumables that pack
a powerful nutritional punch.
2014 is to be a year where health
innovations in the food and beverage
market will reach us all.
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Green Wave Pops
Kale ice lollies let kids get
their vegatable fix
2
Cocotein
Nature’s Best have fused
coconut water and protein
3
Weetabix drink
An on-the-go bottle contains
the same nutrition as one bowl
4 Rude Health Rice drink
A wholegrain brown rice based
drink made with spring water
and sunflower oil
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3
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HEALTH ON THE HORIZON
4
PREVENTATIVE
HEALTH
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PREVENTATIVE
HEALTH
Developments in the preventative health
and wellness category are targeting an
ever-growing consumer base that are
taking ownership of their own health.
We’ll start to see a closer relationship
grow between healthcare and cosmetics
industries in the coming months
and years.
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Pressed Juicery
A cleanse pack aimed to be
drank to complete a detox cycle
2
Anti-ageing drink (zinc) to repair
post-exercise muscle damage
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Active Gold Collagen
NHS ‘Couch to 5k’
A downloadable audio running
plan to get the UK in shape

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© Copyright Identica Limited 2014
AGELESS
SOCIETY

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HEALTH ON THE HORIZON
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AGELESS SOCIETY
As life expectancy and the age of retirement
rises, organisations are targeting an older
consumer group with innovative products
and services.
With a market size increase as significant
as this one there will naturally be a boost
in product investment.
The senior market used to be subjected
to brush stroke marketing but expect it
to become far more targeted and
gender specific.
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Sabi Healthcare
Reduces the stigma of taking
pills and vitamins in public
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The Aid
The cane offers directions and
tracks pulse & blood pressure
3
Amazon 50+ Store
Nutritional supplements,
beauty, travel and personal
care products oriented towards
more mature consumers.
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3
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13. THANK YOU
FOR YOUR TIME
For further information please contact:
LEAH.WILLIAMS@IDENTICA.COM
+44 (0) 20 3451 9717
© Copyright Identica Limited 2013